Co-founded OBAYATY, a pioneering brand offering uniquely developed beauty products for men, effectively introduced in over 33 markets. Partnering with prestigious retailers such as Dover Street Market, Selfridges, and Neiman Marcus, we have rapidly established a strong, high-performance brand and a scalable sales platform designed for continuous growth. The brand has garnered exceptional PR coverage and was honoured with the “Beauty of the Year” award, solidifying our position as a leader in the men’s beauty industry.

(Premium Car retailer) Providing strategic oversight and governance to foster company growth and optimize operational performance. Leading initiatives to enhance social performance and brand presence while driving the development and scaling of the company’s digital platforms.

Led a comprehensive turnaround of Ateles Consulting, a leader in e-commerce and digital transformation solutions, transitioning the company from low sales and profitability to a thriving, profitable business. Spearheaded initiatives to enhance operational efficiency and fostered strategic partnerships, efficiently identifying a new partner that acquired Ateles to further strengthen its market position. Under my leadership, Ateles expanded its client base, serving notable brands such as Toyota, Holistic, GANT, and Maxbo, with a focus on scalable, innovative e-commerce solutions built for future growth.

A consulting company developing high-quality solutions for eCommerce, PIM and Omnichannel

Led all strategic efforts for Daniel Wellington’s global online sales, managing marketing and P&L across all markets and platforms. Spearheaded initiatives in social media, e-commerce, and omnichannel sales, driving substantial growth in the company’s digital presence. In my final year, I took on additional responsibilities as Head of North America, where I competently executed a market turnaround, boosting profitability and strengthening the brand’s foothold in the region.

In my role as commercial director, I had an amazing opportunity with an incredible team to lead commercial, marketing and customer service operations for Clas Ohlson, overseeing both retail and online sales across multiple markets. We developed and launched a new retail concept, making Clas Ohlson more accessible and driving unprecedented growth. I was responsible for transitioning the company’s marketing strategy to a data-driven, digital-first approach, significantly improving online engagement and sales performance.

Led marketing, communications, and e-commerce initiatives for Stadium, Sweden’s largest sports retailer with over 120 stores across Sweden, Denmark, and Finland. As a member of the Executive Management Committee, I was responsible for driving brand evolution, transforming store communications, and implementing data-driven marketing strategies. Overseeing all PR, media procurement, and sales campaigns, I helped shift the brand from SEK 3 billion in sales to SEK 6 billion. Additionally, I managed P&L for e-commerce, launching new sales channels, and enhancing the brand’s digital presence, significantly deepening customer engagement and loyalty programs.

Led the successful launch of H&M in the Asia Pacific region, establishing the brand and opening flagship stores in Hong Kong, Shanghai, and Tokyo. As a member of the Executive Management Committee for H&M Asia Ltd, I oversaw all marketing, PR, and media procurement efforts while overseeing regional budgets and personnel. My leadership played a critical role in driving brand recognition and market penetration across these key Asian markets.

Served as Global Head of New Media, responsible for overseeing H&M’s web and multimedia investments from a creative, tactical, and strategic standpoint. I managed the development and implementation of digital strategies, advancing the brand’s online presence and driving global growth through innovative multimedia campaigns.

Building Culture and value platform

International Manager of Spraydate, (Lycos Portal), a virtual ’social network’ and dating site.

General project management encompassing various development projects.

Sales responsible, as well as lead manager in the production of client websites.