In charge of global brand strategy and advertising at the world’s finest burger chain, with soon to be 200 restaurants across the Nordics and Poland. MAX Burgers is one of Sweden’s top-5 largest advertisers with multiple national campaigns each year, a continuous media presence, and the most preferred QSR brand in Sweden (not to mention the MAX Burgers has been ranked the most sustainable restaurant brand by Swedish consumers every year since 2009!). In 2022, MAX Burgers also… Show more In charge of global brand strategy and advertising at the world’s finest burger chain, with soon to be 200 restaurants across the Nordics and Poland. MAX Burgers is one of Sweden’s top-5 largest advertisers with multiple national campaigns each year, a continuous media presence, and the most preferred QSR brand in Sweden (not to mention the MAX Burgers has been ranked the most sustainable restaurant brand by Swedish consumers every year since 2009!). In 2022, MAX Burgers also won the most prestigious advertising effiency award (100Wattaren in the highly competitive Consumer Goods category) and was also nominated in the leading creative advertising award Guldägget. In 2023, we were also awarded with the Grand Prix for Campaign of the Year in Sweden’s most prestigious media award Stockholm Media Award.Part of the Marketing Leadership Team. Show less

Recurring lecturer at several of the different planning and brand strategy courses at Berghs School of Communication. Teaching the students about consumer segmentation, branding, marketing strategy, communication effectiveness, advanced consumer insight techniques and research methodology.

Founded in 2009, Greenworks is the Nordics' leading partner and greentech supplier within vertical gardens and living walls. By combining industrial design, architecture, and botanical expertise, Greenworks offers state-of-the art living walls for public spaces, offices, and private homes. Greenworks brings the outdoors indoor, thereby creating better indoor environments for both health and mind. With extensive product development and botanical expertise, Greenworks has also built… Show more Founded in 2009, Greenworks is the Nordics' leading partner and greentech supplier within vertical gardens and living walls. By combining industrial design, architecture, and botanical expertise, Greenworks offers state-of-the art living walls for public spaces, offices, and private homes. Greenworks brings the outdoors indoor, thereby creating better indoor environments for both health and mind. With extensive product development and botanical expertise, Greenworks has also built several prestigious and publicly recognized outdoor living walls across the Nordic countries, showcasing Greenworks' ambition to drive the category into the future. Example of clients include H&M, Biomedicum, Vasakronan, Scania, NCC, but also leading architectural agencies and public institutions. Show less

Working with brand, media, and marketing communications planning for the Lantmännen Brand.My role spans across a multitude of areas relevant for carrying out the brand and communications planning for the Lantmännen brand, ranging from brand and consumer insights projects to securing updated strategies are in place for eg brand, communication, and media.Key contacts involve internal stakeholders within marketing (eg marketing directors and managers, communication managers, brand… Show more Working with brand, media, and marketing communications planning for the Lantmännen Brand.My role spans across a multitude of areas relevant for carrying out the brand and communications planning for the Lantmännen brand, ranging from brand and consumer insights projects to securing updated strategies are in place for eg brand, communication, and media.Key contacts involve internal stakeholders within marketing (eg marketing directors and managers, communication managers, brand managers) across the Lantmännen Group’s different business areas, as well as close cooperation with external partners such as agencies within brand strategy, advertising, media, design, trend, and brand research.The role also includes responsibility for the Group’s relationship with our Nordic media agency network, as well as responsibility for the on-going relationship with the local (Swedish) media agency, including media strategy, long-term and tactical media planning, and media investments for the Lantmännen brand. I have also initiated multiple media research projects to further optimize the Lantmännen Group’s total media investments with eg econometrical media mix modelling and continuous media audit evaluations. In 2018/19 I was also in the lead for the Group’s Nordic media agency pitch process.The planning role also covers marketing research and insight projects. A key strategic research project I have initiated is an updated consumer segmentation study, resulting in new strategic and media target groups for Lantmännen, which in turn also have had key effects on branding, communication, and media strategy and tactics.Part of the role also includes strategic projects within brand, communication, media, and design across different business areas and companies in the Lantmännen Group.Finally, the role also includes operative budgeting for the Brand & Communication department, working closely with the Group’s Communications Director. Show less

Member of Sveriges Annonsörer's (ie the Swedish Association for Advertisers) two different expert teams focusing on setting standards and developing tools to help improve the effectiveness and efficiency for the media investments among Swedish advertisers. The teams consist of experienced professionals representing some of Sweden's largest advertisers (eg Volvo, ICA, and McDonald's), media owners (eg Google, TV4, JCDecaux) and several of the Nordic's leading media agencies.

100-Wattaren is the annual – and most prestigious – advertising efficiency award in Sweden for advertising agencies and advertisers, run by the by the Swedish Association for Advertisers since 1990. In 2014, I was a board member in the jury for the category for 'Long-term Brand Development', when Honesty was awarded with the 100W prize for their amazing work with challenger telecom brand Halebop.In 2017, I was again invited to be a part of the jury, this time as chairman of the… Show more 100-Wattaren is the annual – and most prestigious – advertising efficiency award in Sweden for advertising agencies and advertisers, run by the by the Swedish Association for Advertisers since 1990. In 2014, I was a board member in the jury for the category for 'Long-term Brand Development', when Honesty was awarded with the 100W prize for their amazing work with challenger telecom brand Halebop.In 2017, I was again invited to be a part of the jury, this time as chairman of the jury in the category ‘International’. This year Abby Priest was awarded with 100W for their creative and highly efficient work for Adobe. Show less

Founded in 2009, MMA Academy was the premier summer camp organizer at the European mixed martial art scene. MMA Academy offered regular camps and weekend seminars with world-class fighters and instructors, to inspire and develop the skills for MMA athletes from all over Europe, ranging from beginner’s to pro’s.Our instructors represented a broad range of gold medals from World or European championships – among them UFC fighters Alexander Gustafsson, Brandon Vera, and Magnus Cedenblad,… Show more Founded in 2009, MMA Academy was the premier summer camp organizer at the European mixed martial art scene. MMA Academy offered regular camps and weekend seminars with world-class fighters and instructors, to inspire and develop the skills for MMA athletes from all over Europe, ranging from beginner’s to pro’s.Our instructors represented a broad range of gold medals from World or European championships – among them UFC fighters Alexander Gustafsson, Brandon Vera, and Magnus Cedenblad, world grapplers Dean Lister and Rodolfo Vieira, Martin Lidberg (wrestling), George Scott (boxing), Jörgen Kruth (K-1, thai boxing).I was in charge of all operations, from marketing and administration to all logistics and personnel. During camps staff including instructors numbered to appr. 15-20 people. Show less

Millward Brown is a leading global marketing research agency specializing in advertising, marketing communications, media, and brand equity research. In short, MB help its’ clients grow great brands. In my role at Millward Brown I combined my long-term experience as a senior brand strategy consultant with my marketing insights know-how, helping marketing directors, marketing managers, brand managers, advertising agencies, and media agencies with insights and recommendations going… Show more Millward Brown is a leading global marketing research agency specializing in advertising, marketing communications, media, and brand equity research. In short, MB help its’ clients grow great brands. In my role at Millward Brown I combined my long-term experience as a senior brand strategy consultant with my marketing insights know-how, helping marketing directors, marketing managers, brand managers, advertising agencies, and media agencies with insights and recommendations going forward based on different insight research solutions.My clients at Millward Brown included clients such as Arla, IKEA, Heineken, VW, and Moët & Chandon. Show less

Founded in 2008, MCXL Academy is an executive education series primarily for marketing alumni from Stockholm School of Economics having studied at SSE's best-in-class marketing major MCXL.. MCXL Academy offered regular seminar series, focusing on marketing issues from the very forefront of the academic world. Teachers were prominent researchers and professors, such as Micael Dahlén, Sara Rosengren, Erik Modig, and Fredrik Lange from SSE as well as international guest speakers.

Head of Marketing for Nepa, the Nordic’s fastest-growing marketing research firm. As Head of Marketing I’m in charge of developing and implementing relevant market activities to strengthen the brand within the target group, and to build further business.

Client director for key clients, making sure Nepa develops and delivers the most innovative and effective marketing research och consumer insight studies in line with clients' needs. Main type of clients include CMOs, advertising, media, and brand strategy consultancies.Advising CMOs and agencies how to strategically act in the market place based on marketing research insights. Also supporting other clients and internal teams in all types of strategic branding and communication… Show more Client director for key clients, making sure Nepa develops and delivers the most innovative and effective marketing research och consumer insight studies in line with clients' needs. Main type of clients include CMOs, advertising, media, and brand strategy consultancies.Advising CMOs and agencies how to strategically act in the market place based on marketing research insights. Also supporting other clients and internal teams in all types of strategic branding and communication issues, as well as part-taking in Nepa's R&D to identify and develop new marketing research techniques, tools, and analyses. Show less

Supporting clients and internal teams in strategic branding and communication issues, as well as research methodology and analysis. Carries out, analyses and presents in-depth brand and target group studies, brand trackings and campaign evaluation studies to clients, advertising and media agencies.

Consultancy covering various branding, communication, business strategy, and research projects within the marketing and branding field. I primarily offered my services as a freelance consultant for creative agencies wanting to add strategy competence to specific projects, but also to strategy consultancies in need of special expertise within branding and marketing, private equity firms in need of market strategy expertise, and marketing departments. I delivered brand strategy… Show more Consultancy covering various branding, communication, business strategy, and research projects within the marketing and branding field. I primarily offered my services as a freelance consultant for creative agencies wanting to add strategy competence to specific projects, but also to strategy consultancies in need of special expertise within branding and marketing, private equity firms in need of market strategy expertise, and marketing departments. I delivered brand strategy projects in a wide variety of categories, from segmentation and brand positioning projects to market-driven business plans and various implementation strategies. Carried out projects in both B2B and B2C in various categories, such as car industry, outdoors, sports, fashion, communications, charity, and law. Clients included brands such as Toyota, Stadium, Stadium Outlet, Lundhags, EQT, Posten, SAS, and MTG. Show less

Leading Swedish strategic brand management consultancy, working both nationally and internationally. Main focus on consumer & market segmentations, brand strategies, portfolio strategies, brand och product development, pricing, communication strategies and different types of market implementation strategies. Personal experience mainly from spirits, media, fashion and printing industries. Also experience from online and retailing.Since late 2008 also appointed internal… Show more Leading Swedish strategic brand management consultancy, working both nationally and internationally. Main focus on consumer & market segmentations, brand strategies, portfolio strategies, brand och product development, pricing, communication strategies and different types of market implementation strategies. Personal experience mainly from spirits, media, fashion and printing industries. Also experience from online and retailing.Since late 2008 also appointed internal quantitative expert at LynxEye, supporting all client projects where quantitative resarch is part of project delivery.LynxEye was awarded “Strategist of the Year” in 2009 by Dagens Industri, and in 2010 LynxEye was also awarded "Branding Agency of the Year" by Dagens Industri. Show less

Project manager and planner at one of Sweden’s by then most awarded advertising agencies (100Wattaren, an advertising competition focusing on and awarding effective advertising). Worked primarily with Toyota, and was involved in all communication for the Toyota brand in Sweden, from larger launch campaigns to specific communication activities. The account included everything from TV and radio commercials to print ads, direct advertising, online and point-of-purchase materials.

Founded my own company in the clothing industry. Exclusive distributor in Sweden for an American street fashion clothing brand named UFO. Imported, marketed and distributed to consumers and retailers, appr 30 different retailers across Sweden. Identification of target groups, development of distribution channels, marketing concept, sales process, sponsorships, events. Annual turn-over appr. 2 MSEK.

Course Director & Head teacher at a course in Marketing Communication (5 credits) at College of Music in Piteå, a branch to Luleå University of Technology