I work on a strategic level with all tone of voice for Eton, creating the brand tonality. In addition, I create campaigns and content on a storytelling level to create branding for a heritage brand in the luxury segment, drive online traffic through state-of-the-art SEO and create conversion-driving copy for irl and online as well as content for end consumers in all touchpoints.

At Monki's highly creative inhouse ad-agency, I developed strategy, tactics and ideas for campaigns such as launch campaigns and fashion campaigns. I also worked on strategic projects and branding projects. Brand work, internal communication, corporate communication and internal education was a strong focus. The position has offered me responsibility, insights and skills in wide field, the skills only a fast paced inside business perspective can give. My favourite part? The insights you have access to when working with and within a quickly expanding organisation, on anything from profits, oganisational challenges and opportunities (silos) to the crucial importance of brand values. In addition, the opportunity to work with integrated communication in a truly integrated way. With diverse diverse roles as PR responsibles, localised PR (China, Russia, Social media experts, event managers, stylists, visuals, fashion editors, architects, graphic designers, illustrators and even merchandisers.

Project leader development of internal communicationat Monki, within the PR and Communicationsdepartment, in collaboration with PR and Communication's Manager, HR and Salesmanager.As Internal Communications Project LeaderI mapped the company’s communicationchannels, official and unofficial, andcollaborated with department heads toclarify, improve and set a strategy forinternalcommunications, at HQ, its localorganizations and directly to store. Togetherwith PR and Communications Manager Ideveloped strategic and operationalsuggestions for corporate and internalcommunication.

CopywriterCopywriter and creative Monki2011-2015As a copywriter and creative I was fortunate to get to spearhead creative campaigns as a part of a creative duo with several very talented art directors, developing more than 50 cross-channelcampaigns as well as long-life communication concepts and brand campaigns. In addition, I worked on strategic projects, brand books, brand and CSR communication strategies and tone ofvoice development and guidelines as well as content creation, direct marketing and product descriptions.As Monki’s first copywriter, I was enormously fortunate to get to take part in the development of an inspiring, engaging brand that, through storytelling,representation and community-building has played a part in the change in how women’s fashion brands inspire their customers. From excluding to including and affirmative.

Mentor: copywriter Patrik Spång. Creative team member art director Annika Modigh.