Experience

Morgenland

• Sweden
• Advertising Services
• 1 - 100 Employee

• Founder | CEO | Owner

  • Feb 2011 - Present

  Creative agency. Improving leading brands through full-funnel marketing. Developing brand strategy and tactics to efficiently combine TV and digital marketing. Some agency highlights include: MTG/Viaplay - Full-service Nordic responsibility to relaunch brand to meet Netflix competition. (Moving brand from underperformer to overachiever in brand preference and 350k new subscribers) Betit Group/Gaming Innovation Group - Devising and launching several new digital brands from scratch. (Avg q growth of 15%, Betit acquired by GIG for €54 million, GIG IPO on the Oslo Stock Exchange.) Mercedes Benz - Devising, building and launching mobile applications. (First agency to produce mobile apps for MB outside Germany) IOK - The Olympics - Launching the olympic games as a Nordic streaming offering Swish - Creating a communication platform for the leading financial transaction brand & service. A multitude of integrated campaigns for leading clients as SBS/Kanal5, Twilfit, Assa Abloy, Wasa, eWork, Yves Rocher, Plantagen, Bauhaus, Altia/Grönstedts/Xante, Sodastream, Inc/Goliath. Show less



Eniro

• Sweden
• Advertising Services
• 400 - 500 Employee

• Group CMO - Vice President BA Ventures (Interim Consultant)

  • Nov 2021 - Jun 2022

  Transformational change management. Eniro Group, (Nasdaq, ENRO) Nordic MarTech SaaS digital marketing and local search for SME. Turnover ca €100m, +600 employees. Ventures is a new business area responsible for all growth initiatives and mobile apps (Incl Nautical.) Recruited by CEO to implement new strategy developing digital supplementary offerings and a communication platform for growth and turnaround. - Part of the Leadership Team responsible for all communications and VP BA ventures - Produced and defined a new customer-centric brand and communication platform - Recruited digital dev teams for 3 new verticals (Insurance, Jobs, Home Services) - Launched xJobs as MVP product for customer feedback - Operational management and preparation for divestment of Mobile App På Sjön - Various presentations, internal comms, regulatory (Anrep), board meetings - Produced 3-year plan with P/L scenarios for continued development & launches Show less



kwiff

• United Kingdom
• Gambling Facilities and Casinos
• 1 - 100 Employee

• CMO | Chief Marketing Officer

  • Jan 2018 - Feb 2020

  Building a world-class mobile app customer acquisition team. Offering millennials a new proprietary tech sports betting experience. Launched and scaled startup brand to disrupt a highly competitive and regulated UK market. Combining premium sports TV (Sky, BT Sports, Premier League) and PR for brand awareness with acquiring customers in all digital channels (SoMe, Influencers, PR, Content, Programmatic, SEM, ASO, etc.). Part of management team. P&L and PML responsibility with +€12m marketing budget annually. - Grew net revenues from €0,5M to €15M and a turnover of +€200M - Acquired 450.000 new customers with industry leading low CPA/CAC - Built in-house department creative productions, CRM and media buying - Innovated and implemented new product referral and conversion offer - Defined internal mission & culture values, guidelines and dep collaborations Show less



Berghs School of Communication

• Sweden
• Education Administration Programs
• 1 - 100 Employee

• Executive Course Director - Digital Leadership

  • Sep 2015 - Dec 2017

  Sharing Digital Knowledge with C-level management. Managing the course Digital Leadership (8 weeks - 60 hours) for more than 60 paying senior executives and marketing directors from companies such as Toyota, Burger King, VW, Visa, Ericsson, Schibsted, Svenska Spel, CMore, Telia etc. Devising lectures, providing speakers and sharing insights in modules on digital strategy, service design, OKR & KPIs, big data, agile work processes, innovation and prototyping, growth hacking, content marketing, managing millennials and insights in various industry transformation cases. Show less



Digitas North America

• United States
• Advertising Services
• 700 & Above Employee

• CEO - Sweden

  • Oct 2009 - Dec 2010

  Creating digital engagement platforms in the Nordics for the world's largest digital marketing agency. Globally leading and working with many of the worlds largest brands. Part of listed Publicis Groupe, worked as director for brands as Canon, Microsoft, Spendrups, Electrolux, Gant, Peugeot, E-bay, Lindex, GoreTEX, Vero Moda etc. P&L, staff, creative offering and international reporting. - Restructured organization, digital transformation of staff, recruited new key competencies - Turn around to profitability and growth Show less



Kindred Group plc

• Malta
• Gambling Facilities and Casinos
• 700 & Above Employee

• Marketing Director Nordic

  • Oct 2007 - Oct 2009

  Defining a digital service as a leading Nordic popular culture brand. One of Europe´s largest online gaming operators +5 million customers worldwide. Unibet (STO: KIND-SDB) offers a broad range of online products, such as sports betting, casino, poker, lottery, soft and bingo games. The Nordic region is the groups largest with 1,5 billion SEK in yearly revenues and +500 MSEK EBITDA. - Part of the regional management group. P&L of marketing budget of +200 MSEK - Managed Nordic general managers & KPI's as separate business area - Defined Nordic marketing strategy. Led creative and media agencies. - Implemented long lasting strategic communication concept and partnerships. Show less



SMART

• FOUNDER/CEO/OWNER

  • Jan 2006 - Jan 2008

  Launching Nordic challenger brands. Marketing and communications management consultancy offering strategic advice, brand development and marketing production in all disciplines. Clients includes challenger brands Telenor Mobile/djuice (Telecom), GoGreen/Cerealia (FMCG), Clas Ohlsson (Retail), Nycomed (Pharma), Pricerunner, Meetic (Online) etc. Overall CEO responsibilities for planning, budget, sales, staffing and subcontractors. Senior advisor and Account Manager for key client´s national and Nordic campaigns. Merged agency with BBDO. Show less



Tiscali

• Italy
• Telecommunications
• 500 - 600 Employee

• Sales & Marketing Director

  • Jan 2003 - Dec 2005

  Europe’s largest independent Internet Service provider listed in Milan and Paris. Awarded as “fastest growing technical company in Europe” at the time by Deloitte. Provides internet access, VOIP, email, media and added value services to 9 million European customers. +350.000 subscribers In Sweden. Overall Sales & Marketing responsibilities including P&L, staff, sales budget, position and distribution. Developed new product portfolio and pricing for broadband, increased sales by 187% year on year. Restructured sales organisation and marketing plan, reducing CPA cost by 40% year on year. Part of management team responsible for selling Tiscali Sweden (sold for 128MSEK) Show less



Modern Times Group MTG AB

• Sweden
• Entertainment Providers
• 100 - 200 Employee

• CMO FreeTV, COO PayTV, Sales & Marketing Director Viasat Broadcasting

  • Feb 1999 - Dec 2001

  Everything Broadcasting. Nordics largest TV distribution network with 2,5 million daily viewers , +500.000 paying subscribers and over a billion SEK in revenues. Responsible for B2B and B2C brand strategy, distribution, promotion and sales of TV channels such as: TV3, TV6, TV1000, Viasat Sport,TV8 and ZTV. Part of Pay-TV management groups with responsibility for integration and execution of all marketing and subscriber sales. P&L, marketing department with budget of +100 MSEK. Created andimplemented sales and marketing plan for successful launch of digital TV. Implemented new marketing organization, merging MTG´s free- and pay-TV operations. Re-launch of TV8 as leading financial TV channel Show less

• Head of Marketing TV3

  • Sep 1997 - Dec 2001

  Part of creating Sweden's fastest growing media and second largest commercial TV channel with +2 million daily viewers, 27% of the commercial viewing and ad-sales of +800 MSEK.Part of free-TV management group with responsibility for brand strategy and marketing execution towards B2C and B2B markets. Implemented new integrated marketing organisation. Launched and relaunched formats with all time high ratings (Baren, Silikon, Champions League etc). Developed and implemented loyalty program that recruited 250.000 members. Doubled ad sales from 1997 to 2000. Show less

• Market Analyst - Airtime

  • Feb 1996 - Dec 1997

  Entertainment by numbers. Airtime was investment company Kinnevik’s Sales & Marketing organisation for all media and entertainment operations prior to the public listing of Modern Times Group (MTG). Support for TV management. Providing market research, business and consumer insights for advertising sales, programming development and marketing. Developed a new system for data analysis and reporting to management. Created and launched a new position for B2B marketing. Developed and launched TV3’s online ventures with profitability from start. Show less