BAT is making a transformational journey and is taking the next step in the digital landscape. As Head of D2C I was responsible for developing the E-commerce and online marketing strategy for the tobacco free snus brand Lyft/Velo on the Swedish market. Responsible for the day-to-day management of the digital team of 8 specialists (E-com & CRM, SEM, Social Media & Influencers, Data Analytics, Campaign Executives) and with the team secure word-class online activation. • Budget responsibility for the E-commerce & Online Department.• Drive revenue, define KPI:s and ensure positive KPI trends.• Develop Ecom and online marketing strategy and set a clear vision and direction for the team. • Accelerate D2C with best-in-class shopping experience through platform enhancements and unique consumer value propositions.• Unleash full potential of each digital channel (SEM, SEO, CRM, SoMe, Influencers, YT etc). • Manage and motivate a team of 8 employees. Finding and recruiting the best talents.• Lead the team to deliver outstanding activation plans, utilizing global toolboxes and adding the local topspin.• Secure omnichannel approach on all campaigns to build a seamless consumer experience.• Identifying and partnering with the right agencies to increase digital marketing results.• Manage, motivate, and inspire the E-commerce team to reach the set goals. • Deliver on HR core processes, i.e. annual people reviews, Performance Management etc.• Drive individual development through development plans, ongoing coaching and sparring.

As Head of Marketing & E-commerce at JaBaDaBado I was responsible for setting the strategic direction for the company, driving the innovation and transformational journey from traditional retail to a digital-first company, launching a brand new E-commerce platform and digital strategy.• Strategically set the direction and lead the digital transformation journey of the company.• Support the team with the deployment of the strategy.• Budget and P&L responsibility, creating annual marketing plans and budget. • Drive digital marketing efforts (E-com, SoMe, SEO, SEM, CRM) to build a strong digital presence.• Orchestrate and implement a new and scalable E-commerce platform from end-to-end.• Challenge existing marketing strategies and activities ensure the right priorities to drive growth.• Analyse consumer and industry trends to identify potential business opportunities.• Build strong long-term client relationships with E-com retailers (Jollyroom.se, Royaldesign.se, Babyland.se, Miniroom.se etc) to achieve targeted sales revenue and improve the online presence.

Brand Manager for Nutella and Ferrero Rocher on all Nordic markets. Responsible for driving brand growth and profitability on all markets by building strong business plans, adapted to each local market.• P&L and budget responsibility• Building business plans and strategy for Nutella and Ferrero Rocher• Marketing strategy, distribution strategy and category- & product management.• Driving product portfolio optimization and ensure successful product launches.• Secure strong media plans and managing external media agencies.• Analyze and monitor performance and competitors (Nielsen, Gfk).• Ensure successful campaigns and launches to secure growth targets.

Brand Manager for Clarins, no1 selective skin care brand in Europe. During my time at Scandinavian Cosmetics I was also brand manager for make-up and fragrances. Responsible for delivering a strong growth masterplan and profitability for each brand respectively.• Budget and P&L responsibilities.• Plan and implement strong marketing and campaign plans that drive revenue growth. • Adapt global brand marketing strategies into winning local executions.• Develop and execute launch strategies and marketing support for new products and brands.• Optimize the assortment to secure an attractive portfolio with profitable SKU:s.• Forecasting and purchasing products, securing a healthy and balanced stock level.• Planning and executing press releases and press events, managing press & influencers.• Build business partnerships and strong relationships with offline and online retailers (Kicks, Åhléns, Lyko, Skincity, Bangerhead, Nordic Feel etc) to achieve targeted sales revenue and increase online brand presence.• Lead the yearly negotiations with the clients (including commercial terms, campaigns, assortment, key launches, etc.)

Produktchef inom skönhetskategorierna; make-up, hudvård, hårvård och dofter. Ansvarig för att skapa tillväxt för respektive varumärke genom att utveckla och implementera strategier, marknadsplan och kampanjaktiviteter samt sortimentsstyrning. • Budget och resultatansvar. • Ansvarig för respektive varumärkes marknadsplan, marknadsstrategi, sortimentsstrategi, kampanjer och lanseringar. • Ansvarig för 360º kampanjplaner och aktivering såväl online som offline.• Förhandla avtal, priser, investeringar mm med huvudmännen.• Inköpsansvar, analys och forecasts för att säkerställa optimala lagervärden. • Som eCom manager hade jag direktförsäljningsansvar för alla online kunder i Sverige och att implementera marknadsplan och stödja online försäljningsaktiviteter.