Strategised and led the development and management of the brand identity, brand strategies, and design for all communication, which catered to diverse cultural contexts and business segments. Achievements include: Building and nurturing an extensive UX community and a forum for design leaders to maintain coherence in design and overall brand expression. Guided and mentored both internal and external design creatives in development of brand advertising and digital platforms. Initiated, strategised and led the development and implementation of visual identity that resonated with brand positioning and core values. Directed the creation of an online brand portal to ensure consistent and accessible brand resources. Strategised and led the creation of an interior design playbook in collaboration with external agencies and internal creatives, aligning office spaces with our brand identity. Directed and strategised the development of comprehensive event guidelines, designed and implemented to align with our brand’s identity and core values, including sustainability and psychological safety. The success of some of these initiatives was recognised with the Signum Award 2024 for Best Nordic Brand Care, the Bronze in the WARC Effectiveness Award 2024 for Long-Term Growth in Europe, and the Design of the Month award for the visual identity and its resonance with brand perception and positioning.

Directed creative, design and UX/UI projects within the in-house creative agency. Mentored team members and fostered a collaborative and innovative environment.

Directed creative, design, and UX/UI projects in both traditional and digital marketing, for clients including Monki, Ginza, and Hundra Hus.

Directed creative and design projects for clients including Svenska Spel, Posten, and Fujitsu.

Managed art direction and graphic design for clients such as ICA, Routes World 2007, and Beijer Byggmaterial.

Directed creative, design, and UX/UI projects in both traditional and digital marketing, for various companies.

Managed the Filippa K store, overseeing staff, sales, and budget. Previous experience includes roles as a salesperson at J.Lindeberg, and Tiger of Sweden.

Managed art direction and graphic design for clients including Atlas Copco, Taco Bar, and Sloggi Underwear.

Managed art direction and graphic design for clients including Ericsson, Swerock, and Stråhlfors.

Managed graphic design, repro, and image retouch for clients like GB Glace, SL, and ICA.