Anna-Karin Lundberg Email and Phone Number

• Leading Consumer Insight programs for Core, Responsibility and Creator Marketing teams• Securing data-driven decision making for xfn stakeholders; Marketing, Comms and Product via high-quality insights, storytelling that sets our viewer audience at the core and a sharp focus on business objectives.• Leveraging a variety of research methodologies, striving for innovation and excellence in execution.

• Managing qualitative and quantitative custom research projects from start to finish, involving primary and/or secondary data to support business needs in cross functional teams such as Brand, Product Development, Packaging Design, Digital. Working with products/innovations in all life-stages.• Responsible for Brand Tracker across US, Canada and Australia.

- Consumer, brand and market insight projects, at various agencies, a research firm, a media publisher and a digital payments software company- Business analysis and strategic consulting for local (Portland, OR) fashion and lifestyle brands (such as The Yo! Store --https://yoportland.com/, Frances May -- https://www.francesmay.com/)

- Designing a brand platform and a new retail concept for an international fashion brand - A consumer segmentation, strategic target audience/personas and stakeholder interviews were key deliverables, guiding the brand and retail strategy

- Transformed our research department from being an in-house convenience to a significant contributor to Starcom's business, both from a revenue and brand perspective - Designed our product and service offering, established tools and processes, and hired relevant capabilities along with partnering with the most appropriate vendors. Our strategic services involved reports on markets, categories, audiences, trends, brands and advertising efficiency- Strategic planner and researcher for many of our clients, alongside my role as a team leader and management team member - Clients include Samsung, Ericsson, Red Bull, L'Oreal, Lindex (H&M's head-to-head competitor in Northern Europe), Tele2 (telecommunications operator), Edrington (beverage) and Actavis (health)- Highly involved in Starcom's international network, with projects ranging from new business pitches, the implementation of Starcom's global brand positioning and strategy framework in the Nordics to being a member of Starcom's global strategist and research network

• Via primary or secondary research, supported the media planning teams with insights, to better serve our clients and gain an information advantage toward media houses, other media agencies and partners.

• Managing quantitative and qualitative research projects, using primary and secondary data, serving both MTV and Nickelodeon. Deliverables guided advertising, marketing, PR, sales, programming operations.• Co-created MTV’s world-renowned trend reports and co-authored the "The MeWe generation", a book earning immense publicity.