Experience

Avalanche Studios Group

• Sweden
• Computer Games
• 400 - 500 Employee

• Director of Brand Communications

  • Oct 2021 - Present

  Stockholm, Stockholm County, Sweden



Mojang Studios

• Sweden
• Computer Games
• 400 - 500 Employee

• Head of Creative Communications

  • Sep 2019 - Oct 2021

  Stockholm, Stockholm County, Sweden I led a team of four creative writers in shaping the voice of Minecraft. This team worked across a wide range of products and services, writing everything from taglines and copy libraries to social copy, blog posts, and scripts. I was responsible for team maintenance, development, and expansion. As part of the Creative Comms team, I directed (and in many cases directly developed) messaging and tonality for key Minecraft releases such as Buzzy Bees, Village & Pillage, and Cats & Pandas. I… Show more I led a team of four creative writers in shaping the voice of Minecraft. This team worked across a wide range of products and services, writing everything from taglines and copy libraries to social copy, blog posts, and scripts. I was responsible for team maintenance, development, and expansion. As part of the Creative Comms team, I directed (and in many cases directly developed) messaging and tonality for key Minecraft releases such as Buzzy Bees, Village & Pillage, and Cats & Pandas. I also worked on assets surrounding the campaign and release of Minecraft Earth. In addition to the above, I supported the Stockholm Leadership team in their internal communication. Key Achievements + Developed the tone of voice and key copy for Minecraft Dungeons, the first game in the franchise developed by Mojang Studios since the original Minecraft. I also collaborated closely with the Marketing, PR, and Development teams around the marketing and messaging strategy. Minecraft Dungeons launched in May of 2020. + As part of the Brand team, I worked on the rebranding of Mojang Studios, where I drove the tonality work and wrote copy for several of the release assets. The new branding was unveiled in April of 2020 and went on to win several awards. + Drove the development of a collaboration between Mojang Studios and the United Nations Development Programme (UNDP), wherein Minecraft’s reach was leveraged to communicate WHO health guidance around Covid-19 to an otherwise hard-to-reach demographic. The campaign launched in April of 2020.

• Head of Marketing Communications

  • Aug 2018 - Sep 2019

  Stockholm, Sweden



Avalanche Studios Group

• Sweden
• Computer Games
• 400 - 500 Employee

• Head of Communications

  • Sep 2012 - Jul 2018

  Stockholm County, Sweden I acted as the brand guardian for Avalanche Studios. Owner of all public facing communication, including websites, press releases, blog posts, interviews and social media. Owner of all internal company-wide communication for an organization of 300+ employees across Stockholm and New York. Key Achievements + Part of crafting and realizing PR- and marketing plans for two major AAA games; Mad Max and Just Cause 3 (PC/Playstation 4/Xbox One), alongside publishing partners Warner Bros.… Show more I acted as the brand guardian for Avalanche Studios. Owner of all public facing communication, including websites, press releases, blog posts, interviews and social media. Owner of all internal company-wide communication for an organization of 300+ employees across Stockholm and New York. Key Achievements + Part of crafting and realizing PR- and marketing plans for two major AAA games; Mad Max and Just Cause 3 (PC/Playstation 4/Xbox One), alongside publishing partners Warner Bros. Interactive Entertainment and Square Enix, respectively. Both were successfully brought to market in 2015. + Owner of all communication around theHunter: Call of the Wild (PC/Playstation 4/Xbox One). Led the creation of all marketing copy, from pay-off to back-of-box, digital store copy and press releases. Responsible for media-, influencer- and launch events, as well as the production of dynamic assets such as teasers, trailers and animated logos, working closely with production company partners. + Acted as PR Specialist during all aforementioned product campaigns; drafted messaging, conducted media training with developers, cultivated relationships with press and influencers, facilitated written, in-person and on-camera interviews. Show less



Wiborgh Media

• Freelance Writer

  • Jan 1998 - Sep 2012

  Everywhere Over the years, I have done a lot of freelance writing, covering a wide range of topics, including games, music, movies, health, travel, technology, pop psychology and more. I have been published in Sweden as well as abroad. Outlets include EGM, IGN, Dagens Nyheter, Svenska Dagbladet, Cosmopolitan, Café, King, Vagabond, Nöjesguiden, Rodeo, Transition, Super Play, Missil and many others. I have also curated museum exhibitions, done work for content agencies and had several speaking… Show more Over the years, I have done a lot of freelance writing, covering a wide range of topics, including games, music, movies, health, travel, technology, pop psychology and more. I have been published in Sweden as well as abroad. Outlets include EGM, IGN, Dagens Nyheter, Svenska Dagbladet, Cosmopolitan, Café, King, Vagabond, Nöjesguiden, Rodeo, Transition, Super Play, Missil and many others. I have also curated museum exhibitions, done work for content agencies and had several speaking engagements. Show less



Reset Media

• Computer Games
• 1 - 100 Employee

• Senior Editor

  • Jan 2006 - May 2012