Strategist & Recovering Agency CEO
Helping Brands Punch Above Their Weight

Ten years as an agency CEO means I've seen most marketing mistakes up close.

Now I help brands get their fundamentals in place, and when they do everything else becomes easier to get right.

Learn more about working with me, check out my fixed-price research products, or browse a few cases.

Where I usually get involved

  • A lot of brands make big bets without really knowing fundamentals like:

    • How many people buy your brand?

    • Why do most people not buy at all?

    • What do they buy instead?

    • What are the real barriers?

    • What truly drives growth?

    My fixed-price research products give you the insight you need to make more confident decisions.

    Typical projects: Growth Roadmap, Mental Map, Brand Discovery, Launch Map, Annual Check-up

  • Marketing leadership can be isolating. You need someone who can pressure-test ideas with you, challenge and refine the thinking, and help you get to better answers.

    Typical engagements: Ongoing strategic advisory, validating strategy, internal strategy presentations, refining and challenging presentations for leadership teams and boards

  • Sometimes your strategy needs a reset because the current version is not delivering. Other times you are launching something entirely new and need to build from scratch.

    Typical projects/deliverables: Brand platform, brand strategy, go-to-market strategy, communication strategy, and communication plan

  • You are launching or evolving a brand or product and need a partner who can take strategy all the way into execution. Hands-on help making things happen. I stay involved from early planning through delivery.

    Typical projects: Brand launches, creative development, campaign rollout

Long-term collabs, creative concepts and the occasional firework

A good way to start exploring how well we might work together is to look at some of my work. If you like it, great. If it makes your eyes bleed, my condolences.

Please note: I’ve contributed as a consultant on these projects. The brand owners deserve the credit. I’m proud to have played my part.

Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats

Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats short-term noise, with Systembolaget sales up nearly 200% and Spendrups managing to raise prices by 35% in a flat category.

Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment med

Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment media.

GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the inv

GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the invisible network behind the internet part of popular culture. Multiple award-nominated, with one of Sweden’s biggest PR impacts in years — recognized by 35 % of Swedes within weeks of launch.

Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cit

Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cited by Naomi Klein in The Guardian, referenced in academic research, and copied by Coca-Cola.

Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open

Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open and innovative capitals — through long-term strategic work and close collaborations with local partners across tourism, business and culture.

The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO.

The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO.

Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look

Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look like if we made more room for people, not parking. Developed with Ipsos through the lens of inhabitants in eight of Europe’s largest cities, it was activated across markets with 450+ media features and a gross reach of 350 million.

HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airpo

HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airport into a one-of-a-kind hotel suite filled with products, experiences and food available at the airport. What started as a showcase of Arlanda’s offering became a global PR phenomenon — reaching 1.5 billion people and winning Europe’s Best Tourism Campaign at the European Excellence Awards.

VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categ

VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categories, Volt rose from nowhere to become the No. 3 brand in preference within a year.

IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s

IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s first launch stand out. A simple but powerful approach that turned a kitchen system into one of IKEA’s most talked-about design launches in years.

The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to bre

The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to break through. Naia never reached sustained traction and was eventually discontinued, but the work offered rare insight into why some propositions fail to stick and what to do differently next time.

Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. Not the hardest brief to g

Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. Not the hardest brief to get attention for, but still a record-breaking launch.

Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats

Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats short-term noise, with Systembolaget sales up nearly 200% and Spendrups managing to raise prices by 35% in a flat category.

Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment med

Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment media.

GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the inv

GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the invisible network behind the internet part of popular culture. Multiple award-nominated, with one of Sweden’s biggest PR impacts in years — recognized by 35 % of Swedes within weeks of launch.

Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cit

Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cited by Naomi Klein in The Guardian, referenced in academic research, and copied by Coca-Cola.

Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open

Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open and innovative capitals — through long-term strategic work and close collaborations with local partners across tourism, business and culture.

The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO.

The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO.

Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look

Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look like if we made more room for people, not parking. Developed with Ipsos through the lens of inhabitants in eight of Europe’s largest cities, it was activated across markets with 450+ media features and a gross reach of 350 million.

HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airpo

HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airport into a one-of-a-kind hotel suite filled with products, experiences and food available at the airport. What started as a showcase of Arlanda’s offering became a global PR phenomenon — reaching 1.5 billion people and winning Europe’s Best Tourism Campaign at the European Excellence Awards.

VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categ

VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categories, Volt rose from nowhere to become the No. 3 brand in preference within a year.

IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s

IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s first launch stand out. A simple but powerful approach that turned a kitchen system into one of IKEA’s most talked-about design launches in years.

The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to bre

The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to break through. Naia never reached sustained traction and was eventually discontinued, but the work offered rare insight into why some propositions fail to stick and what to do differently next time.

Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. Not the hardest brief to g

Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. Not the hardest brief to get attention for, but still a record-breaking launch.

Clients & Categories

After nearly 20 years in marketing, I’ve worked with brands across a wide range of industries. What I’ve learned is that from a marketing and communication perspective, categories don’t differ as much as we like to think.

Everyone — myself included — believes their category is unique. But understanding what people want, creating something that meets that need, and making sure they know about it tends to work almost everywhere.

  • Beer & Brewing

    Norrlands • Mariestads • Omaka • Spendrups

  • Civil Society & NGOs

    Företagarna • LO • Svenska Freds

  • Education & Thought Leadership

    Berghs School of Communication 

  • Fashion & Outdoor

    Haglöfs • Peak Performance 

  • Financial, Legal & Insurance

    Klarna • Hypoteket • Gjensidige • Vinge 

  • Home, Retail & Everyday Life

    Electrolux • Byggmax • Blocket • IKEA 

  • Mobility

    Lynk & Co • Volvo 

  • Public & Economic Development

    Stockholm Business Region • Invest Stockholm • SKR  

  • Spirits & Modern Indulgence

    Absolut Vodka • Zyn • Volt • Blossa

  • Tech & Entertainment

    Electronic Arts • Xbox • Microsoft • Sony 

  • Telecom

    Tre • IP-Only • GlobalConnect 

  • Tourism & Hospitality

    Visit Stockholm • Swedavia • Nobis Hospitality Group