Responsible for setting and leading the kids business unit (BU) media strategy based on H&M total media strategy, enabling Kids BU goals and objectives across all markets and regions. Responsible for media strategies related to expansion, openings, sale and Black Friday for the full H&M brand. Together with the global media management team, responsible for leading and implementing the H&M total media strategy and budget across all regions and business units, including centrally bought and owned media channels, regional and BU budgets.Work with existing media measurement and brand measurement tools to reach our brand, customer and selling targets. Continuously improve and evolve our media strategy and efficiency. Development of regional media frameworks and key principles for media planning for the full H&M brand and Kids BU, aligning on key company priorities and activations. Work close together with a cross functional team from marketing, BU, assortment, store and insights leads in order to set insights-based strategies that enables short and long-term brand growth. Empower the team at marketing and BU Kids with clear media direction, priority, and goals. Work closely with channel owners in the media department, securing that each channel has the best strategy to achieve the BU goals, while not deviating from each channels best practice. Proactively bring innovative new ideas and explore growth opportunities. Analyze and follow up on media investment to demonstrate effectiveness and ROI.

Part of the ME-team, a cross functional team heading up the personalized communication track within the new Customer Centric Tech organization, as a communications expert. Main goal was to align the development of the program with our overall marketing and communication strategies, including content, media channel strategies and cross-channel communication vision.

Set up vision, strategy, and technology aspiration for the Push marketing channel with an ambition to be able to send out real time communication, with inspiring content at the right time, to the right customer in the right place via the H&M mobile app. Worked intensively in a cross functional team with team members from marketing, business development and IT according to release cycles and upcoming organizational changes (OCES) in order to implement as much as we possible could. Successfully managed to implement rich push messages with segmentation and enabled future possibilities to geo-targeted communication in real-time. Worked closely with our CRM agency.

Set up the strategy and way of working for the media channels SEM, SEO and Push Notifications and developed them to be a big part of where the traffic comes from at hm.com. Managed H&M’s media agencies and collaborations with third parties such as Google and other search engines. Also, made sure that the visibility in these marketing channels were aligned with current overall marketing plan and sales goals and aligned with our budgets.Involved in almost all ongoing projects from marketing, sales and expansion, including giving input on requirements and prioritizations. Drove initiatives for finding and testing new media channels to increase traffic and sales to hm.com such as Facebook Advertising and Affiliate Marketing. Investigated which full stack media solution H&M would benefit from if the goal were to optimize communication cross channel with the ambition for one-to-one-marketing.Highly involved in training new members of the team, as the team grew from four people to approximately 20 in a couple of years. Together we scored the highest results in the entire company, globally, on the Great Place to Work survey, two years in a row. During the years, all above channels grew, and before my maternity leave with my first son, we recruited one channel responsible per media channel to give each channel the attention it needed for it to be able to grow as wanted for the future.

Founded my own jewelry brand during my maternity leave. Learned silver and gold smithing. Built and developed an e.com store.

Role: 50 % Operations, 50% ClientOperations Management:Head of Account Manager for the PPC and SEO team consistent of ten Account Managers. Report directly to the Country Manager. Successfully designed and implemented multiple tools and processes, both for internal and external use, in order to help improve the efficiency of paid search campaign management, budget control, invoicing and resource planning. Involved in the recruitment process of new staff together with the Country Manager across SEO & Paid Search services and trained new staff.Client responsibilities:Account Director for Scandinavian Airlines' 30+ Paid Search accounts across several search engines in Scandinavia, Europe, North America and Asia together with a team of five people. Additionally also involved in new client pitches and meetings.Client work includes tasks such as:• Creation and execution of SEM campaign and ad group strategy• Keyword Research and creation of Ad Copy• Implementation of Conversion Tracking and Bid Management Tools• Reporting• Preparation and execution of client meetings and three-part meetings with the client and their media agencies and representatives from various Search EnginesOngoing PPC campaign management and analysis:• Daily monitoring of keyword, ad group and ad copy performance • Monitoring of daily and monthly campaign budgets• Ongoing optimization of keyword bids for ad positions with best ROI or CPO• Account structure evaluation and reorganization• Close monitoring of lost impression due to budget and rank• Evaluation of competition and keyword fluctuations

Work responsibilities included daily hands on campaign management of big and small national and international clients. Participating in client presentations and pitches and training of new staff.

Learned about search marketing and managed small and medium sized client accounts.

Work responsibilities included finding, contacting and signing potential customers up for an online product demonstration of the company’s project management tool.