Experience

Reklamombudsmannen
• Sweden
• Advertising Services
• 1 - 100 Employee
• Board Member

  • Apr 2023 - Present


Svenska Spel

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

• Kommunikationsdirektör / Chief Communication & Sustainability Officer

  • Jan 2017 - May 2023

  As the Chief Communication and Sustainability Officer, I am responsible for the brand, internal and external communication, marketing, sponsorship, and sustainability initiatives, including responsible gambling practices. My role involves leading brand strategy and architecture, which includes the Swedish Spel corporate brand, one of the strongest brands in the market. I am also accountable for activating the Svenska Spel brand across all channels, including owned, earned, and paid media, as well as sponsorship and targeted campaigns or PR efforts. As Sweden's largest sports sponsor, I am responsible for the sponsorship strategy, creating business value, and contributing to a better society. I also lead the public affairs work to influence stakeholders and industry experts. Furthermore, I oversee the company's internal and external communication to support the strategy. I am also responsible for the group's sustainability strategy and initiatives, with responsible gambling practices being a significant area of focus. Overall, I lead a strong team of eight direct report directors who, in total, oversee 45 highly competent employees. We have established a new organization and simplified work processes through a cross-functional agile approach. Achievements; • Successfully developed and implemented a new brand strategy under the new gambling legislation. • Restructured sports and partnership portfolio towards greater business value as well as partnerships contributing to a better society through initiatives such as "Idrott för alla." • Successful in public affairs work, resulting in legislation that aligns with the Svenska Spel perspective. • Ranked as industry NO 1 in Sustainable Brand Index • Significantly increase of sustainable gambling • Significantly increased eNPS från -29 to +50. • Established internal communication as a strategic and well recognised channel • Received several nominations and awards for advertising, sponsorship, and sustainability. Show less



Lernia

• United Kingdom
• E-Learning

• Board Member / Styrelseledamot

  • Apr 2016 - May 2019

  http://www.lernia.se http://www.lernia.se



National Geographic

• United States
• Book and Periodical Publishing
• 700 & Above Employee

• Executive Director

  • Jan 2013 - Jan 2017

  National Geographic is one of the world's largest non-profit scientific and educational organizations, dedicated to inspiring people to care about the planet. As Executive Director for Northern Europe, I am responsible for managing the Society's scientific and exploration programs, which support leading scientists and explorers around the world. My focus is on strengthening and increasing the brand's relevance in Europe and generating funding through corporate partnerships, private donors, and institutions. By being present in Europe, we are able to fund regional scientists, conservationists, and explorers, who make important discoveries about the world. Through these discoveries and storytelling, we are able to engage people to care about the society and the environment, making the planet a better place. As the leader of the European organization and the Scientific Advisory Board of eight European professors, I have achieved the following: Established National Geographic as a non-profit organization in the Nordic market within a short period of time. Successfully financed 198 important projects in science, conservation, and exploration. Generated 583 articles and videos with 479 million potential viewers in 2015 (source: Meltwater) through the granted projects. Raised over 10 MSEK in yearly funding from donors and sponsors. Managed to certify the organization as a 90 account organization by The Swedish Fundraising Control. Engaged H.R.H. Crown Princess Victoria as the organization's patron. Show less



ManpowerGroup Sweden (4,5 billion SEK)

• Marketing and Communication Director (Kommunikationsdirektör)

  • Aug 2003 - Jan 2013

  As a member of the ManpowerGroup Executive Management Team in Sweden, I had up to 10 direct report managers, responsible for marketing, communication, business development, digital marketing, and an in-house agency with teams of up to 25 people.My main responsibilities included developing and implementing ManpowerGroup's brand strategy, both for the ManpowerGroup, Manpower, and Experis brands, managing internal and external communication, Public Affairs and PR, overseeing marketing communication for both B2B and B2C audiences across on and offline channels, digital strategy including web, UX, and social media, and overseeing business development function, service offerings, and product portfolio.I was also responsible for managing global, EMEA, and Nordic projects and digital business development.During my tenure from 2003-2013, my achievements included making Manpower the most preferred staffing industry brand and the 8th largest employer in Sweden. I developed manpower.se to become the largest job site in Sweden and created a culture of service excellence that resulted in the highest rating of satisfied customers in the staffing industry.I successfully launched a new brand, Experis, that achieved the same awareness as its largest competitor in just eight months. I also transformed Manpower's brand perception from a small local staffing company to a professional service company and a trusted advisor in the world of work.In addition, I managed to reorganize marketing, info, and PR departments into ONE Communications Department with significantly lower costs and higher efficiency. For these accomplishments, I was awarded as the best marketing director in the staffing industry.From September 2008 to August 2011, I took on a global role as VP Global Brand Strategy and Creative at ManpowerGroup's Milwaukee headquarters. Show less

• VP Global Brand Strategy and Creative

  • Sep 2008 - Oct 2011

  As VP Global Brand Strategy and Creative at ManpowerGroup, I reported to the CMO who was a member of the Global Executive Management Team in Milwaukee, US. In this role, I led and managed the development of a new global brand strategy, including internal and external messaging, brand hierarchy, brand architecture, design, creative strategies, concepts, and campaigns for all brands operating in 82 countries.My work in this role provided exposure to the Global Executive Management Team and the ManpowerGroup board, which allowed for collaboration and integration of global marketing efforts.I am proud to have successfully developed and implemented a new global brand strategy and design for a $21 billion company, which included brand hierarchy, architecture, and creative campaigns for three brands. Additionally, I successfully engaged internal global audiences to leverage the new brand strategy and related activities to enhance the company's global presence.In parallel with this role, I also served as Marketing and Communication Director for Sweden, where I oversaw the company's brand strategy, internal and external communication, marketing communication, business development, digital strategy, and global projects. Show less



Manpower Sweden

• Sweden
• Staffing and Recruiting
• 200 - 300 Employee

• Marketing Manager

  • May 2001 - Aug 2003

  Responsible for Marketing department and In-house Agency, total 18 persons Brand Management, mar comm campaign, website strategy, partnership, traffic, in-house agency Responsible for Marketing department and In-house Agency, total 18 persons Brand Management, mar comm campaign, website strategy, partnership, traffic, in-house agency



Zoovillage.com

• Country Manager - Sweden

  • 2000 - 2001

  Zoovillage was founded in January 1998 and was one of the first e-commerce fashion retail companies. Zoovillage offers a wide range of street wear and casual fashion brands. Achievements As country manager for zoovillage in Sweden I was one of the pioneers to run retail business on internet as the only outlet channel. Zoovillage was founded in January 1998 and was one of the first e-commerce fashion retail companies. Zoovillage offers a wide range of street wear and casual fashion brands. Achievements As country manager for zoovillage in Sweden I was one of the pioneers to run retail business on internet as the only outlet channel.



Retail Parks AB

• Construction

• Marketing Director

  • 1999 - 2000

  Retail Parks AB was owned by Ikano and Skanska. The mission was to establish fashion outlet centers cross Europe. My responsibility as Marketing director was to launch and position outlet parks in Europe to both consumers and brand owners. Achievements: The launch of Stockholm Quality Outlet in Barkarby was a great success. Retail Parks AB was owned by Ikano and Skanska. The mission was to establish fashion outlet centers cross Europe. My responsibility as Marketing director was to launch and position outlet parks in Europe to both consumers and brand owners. Achievements: The launch of Stockholm Quality Outlet in Barkarby was a great success.



JC Jeans & Clothes

• Norway
• IT Services and IT Consulting
• 1 - 100 Employee

• Marketing Manager

  • 1994 - 1998

  Business driven retail campaigns, Award winning advertising campaigns (Silverägg), fashion photo shoots, CRM, customer loyalty program, Brand Management Launched the first homepage for JC 1996 Led and managed a rebranding of the company 1997. New brand strategy and brand portfolio. New design. New store design. Business driven retail campaigns, Award winning advertising campaigns (Silverägg), fashion photo shoots, CRM, customer loyalty program, Brand Management Launched the first homepage for JC 1996 Led and managed a rebranding of the company 1997. New brand strategy and brand portfolio. New design. New store design.



Sapa, Skandinaviska Aluminium Profiler

• Project Manager - Marketing department

  • 1988 - 1994

  Sapa develops, manufactures and markets value added profiles, profile-based building systems and heat-exchanger strip in the lightweight material aluminium and is one of the world’s leading manufacturers Responsible for B2B marketing communication Driving marketing projects, client events, sponsorship Sapa develops, manufactures and markets value added profiles, profile-based building systems and heat-exchanger strip in the lightweight material aluminium and is one of the world’s leading manufacturers Responsible for B2B marketing communication Driving marketing projects, client events, sponsorship