DUCK

• Partner and advisor in a tech start-up specializing in LLMs, AI, graph technology, netnography and advanced analytics.
• Lead efforts in business strategy, product development, and growth, actively shaping the company’s direction and scaling its potential.
• Engaged in continuous learning about early-phase company building, tool development, and AI use cases.

Partner & Advisor

• Led $B+ business unit with 300+ colleagues as key management team member, driving cross-functional collaboration. 
• Developed and implemented a new vision and strategy, transforming the business unit into the fastest-growing and most profitable unit within the company. 
• Established the insight role and function from the ground up, setting the foundation for H&M’s integration of insights, analysis, and data. 
• Co-created a marketing and communications strategy with external partners, leading to the most engaging menswear launch ever and winning three Cannes Lions awards. 
• Led a team of specialists on a groundbreaking initiative that redefined collaboration between production and assortment, delivering strong results and company-wide adoption. 
• Applied diverse research methods, integrating qualitative and quantitative, along with market intelligence and data analysis into strategic decisions, resulting in numerous implementations that drove growth and customer satisfaction. 
• Oversaw operations in over 75 markets, working at global, regional, and local levels while collaborating on strategic initiatives for multiple brands within the H&M Group.

Global Customer Insight Manager

• Directed all global marketing campaigns for H&M Menswear and Sports, driving brand growth across physical and digital channels. 
• Served as a key stakeholder in the customer steering group, collaborating cross-functionally with function heads and managing project teams responsible for marketing activities and media planning. 
• Led successful collaborations with high-profile partners, including David Beckham, Eytys, and Justin Bieber, driving brand impact, attracting new customers, strengthening brand relevance among target audiences, and increased market shares. 
• Launched and rapidly grew H&M’s dedicated menswear Instagram account to over 2 million followers. 
• Managed budget responsibilities, planning for optimal effect and outcome; successfully executed the fastest and most cost-efficient campaign in history while developing innovative social media content strategies.

Global Customer & Brand Planner, Global Marketing Department

• Served as a member of the department’s management team, contributing to strategic decision-making and fostering collaboration across various functions. 
• Led global visual creative projects for H&M, coordinating cross-functional teams to deliver comprehensive brand visual strategies. 
• Managed end-to-end project lifecycle for international visual communication initiatives, ensuring consistent brand representation across global markets and channels. 
• Collaborated with design, marketing, and production teams to develop and execute creative visual concepts that aligned with H&M’s global brand identity.

Project Manager, Global Visual Creative Team

Berghs School of Communication

• Coaching and mentoring students for the 2015 exam project and final exhibition.

Supervisor

Santa Maria - World Foods & Flavouring Division of Paulig Group

• Took the first steps for Santa Maria to become a so called Social Business.
• Improved and implemented a new communications strategy, with focus on cross-channel platforms.
• In charge of Santa Marias communication in digital channels.
• Responsible and implemented a new web platform in the Nordics, and further out in numerous key markets.
• Built brand experiences via social media, e-marketing, mobile marketing, SEO/PPC and in-store.
• Overall responsible for technical implementations and projects.

Digital Communications Manager

• Project managing a series of projects to further develop current data systems.
• Investigating different methods to make our information system to work co-European.
• Responsible for all internal changes of product information.
• Involved in different improvement actions regarding product structures.

Technical Product Manager

Discovery Foods

• Initiated and been responsible for a series of integration projects and worked with the synergies between Santa Maria and Discovery Foods.
• Involved and developed strategies and tactics for successfully improving the market share.
• Worked with the assortment and with the development of new products. 
• Responsible of the re-branding and design change for both Retail and Food Service business.

Brand Manager

Santa Maria

• Was in charge of purchasing and logistics of commercial goods from Thailand, China, Sri Lanka, Colombia, India, Belgium, United Kingdom, Denmark, U.S.A. and Sweden.
• Supplier meetings and negotiations, daily contact and problem solving with a variety of suppliers. 
• Actively involved in improving the service level for the entire Santa Maria Group.

Purchasing Supply Planner

• Responsible for the implementation of the CRM-system Argus, for both Retail- and Food Service functions at Santa Maria. It was a multi-million project which included more than 50 people.
• In my work as an assistant I did all kinds of presentations, agreements, price lists and was responsible for various sales follow ups as well as product certifications. I had internal and external contacts every day and travelled frequently.
• Was a member of the Swedish discussion board and took part in the Nordic Key Account Management meetings.

Project Manager and KAM assistant - Sales

Y. Berger & Co

• Created BergerSports product catalogue, for which I was responsible for all content, design and all contacts with the printing house, photographers and different suppliers in North America. 
• Responsible and carried out a couple of customer attitude examinations. I was controlling Y. Berger & Co.’s contracts  with suppliers abroad and draw up a proposal for their Code of Conduct and General Agreement.
• Continued to work at the company during the summer with responsibilities for administration and as webmaster.
• During my period at Y. Berger & Co I had daily contact with customers and suppliers.

Project Manager, Webmaster and Administrative Officer

Strategy, insights, and brand leader with a proven track record of driving business growth, market expansion, and data-informed decision-making. Specializing in business strategy, market intelligence, commercial execution, and brand development, I transform complex data into actionable strategies that strengthen brand positioning, improve customer engagement, and create lasting impact.

Naturally curious, ambitious, and driven by results, I thrive in fast-paced environments where I can balance strategic vision with operational execution. With leadership experience across consumer brands, technology, and emerging markets, I’ve led global initiatives that increased market share, optimized commercial performance, and improved cross-functional collaboration. I’m passionate about solving complex challenges, building strong brands, simplifying complexity, leveraging insights for smarter decision-making, and inspiring teams to embrace a culture of innovation, creativity and untapped potential.

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