As Chief Marketing Officer (CMO), I hold overall responsibility for LaneTalk's marketing strategy, activities, and processes, with a primary focus on driving subscription growth. Drawing on my extensive experience in sports and streaming services, I also lead the development and promotion of LaneTalk's new streaming platform, LaneTalk TV.In collaboration with the CEO, I also contribute to strategic sales and business development. In this dynamic, growth-stage environment, my role extends across various functions as needed, adapting to the company's evolving demands. I am commited to fostering brand trust, goodwill, and ensuring LaneTalk's long-term success and business growth.

Directed the creative production of all Nordic sports marketing campaigns, ensuring innovative and consistent execution aligned with brand strategy across multiple channels.Led a team of two marketing project managers in Denmark and Norway and collaborated across additional international markets.Coordinated with external agencies, production companies, and internal teams to streamline multi- channel marketing campaign execution and maintain brand consistency.Negotiated initiatives and partnerships, and managed relationships with key stakeholders including sport agents, federations, and rights holders.Drove cross-departmental collaboration with Sports, Commercial, and Brand teams to plan, design, and execute marketing initiatives, assessing campaign impacts, sales performance, and the development of ROI and KPIs.Optimized team processes and production workflows, leveraging tools like Airtable, FrameIO, and SharePoint, to adapt dynamically to the fast-paced nature of live sports marketing, minimizing lead times, and maximizing responsiveness to last-minute changes.Boosted operational efficiency and cross-functional team collaboration, enabling a lean team to execute 15-20 high-quality marketing campaigns monthly.

Managed broadcast rights for a diverse portfolio of sports (motorsports, combat sports, golf, NFL, rugby, and occasionally ice hockey and handball), enhancing Viaplay Group’s offering.Administered 10+ production budgets, efficiently allocating resources across rights and projects to ensure optimal utilization and financial control. Coordinated live broadcasts and digital content productions, demonstrating adeptness in managing complex logistics and real-time decision-making to maintain broadcast quality under pressure.Led cross-functional teams and cultivated motivating team environments, balancing intense work schedules with team dynamics that promoted productivity and job satisfaction.Negotiated and fostered strategic relationships with key stakeholders such as Formula 1, UFC, and NHL, securing favorable terms and strengthening business partnerships.Developed and implemented process improvements to manage rapid company growth and expanding portfolio of broadcast rights, which enhanced operational and team efficiency and reduced dependency on individual team members.Collaborated cross-functionally with Commercial, Marketing, Online, and PR teams to ensure optimal promotion of broadcast events.Resolved high-stakes challenges, such as expediting media visas during a diplomatic crisis and negotiating operational conflicts during live events, showcasing strong problem-solving and diplomatic skills under high-pressure conditions, and ensuring uninterrupted broadcast operations during key sporting events.

Oversaw the Rio 2016 Olympic Games commercialization, marketing, and broadcast operations across pay-TV (Viasat), free-to-air (TV3 & TV10, and streaming (Viaplay), encompassing studios in Stockholm and Rio de Janeiro and live broadcasts of up to 23 simultaneous events over two weeks.Coordinated a diverse team of colleagues, cross-functional teams, on-air talents, and consultants to ensure flawless promotion and seamless broadcast execution.Managed complex negotiations and ensured compliance with promotional and broadcast obligations and IOC regulations, serving as the primary liaison with rights licensors Lagardère Sports, the International Olympic Committee, and the Swedish Olympic Committee.Negotiated third-party sub-licensing agreements for Olympic archive footage on behalf of the Swedish Olympic Committee, enhancing content value and accessibility. Developed and implemented strategic initiatives, improved operational workflows and aligned divergent interests among stakeholders to meet broadcast and commercial objectives.Earned informal acclaim from the legal department as their favorite colleague due to effective cross-departmental collaboration and problem solving.

Led the strategic and operational marketing for the Sochi 2014 Olympic Winter Games across pay-TV (Viasat), free-to-air (TV3 & TV10), and streaming (Viaplay), reaching diverse segments.Aligned with marketing and PR managers to establish a unified brand hierarchy and ensuring effective communication strategies tailored to various viewer preferences.Developed and executed a detailed marketing strategy, which included market and viewing research, setting budgets and objectives, defining marketing plans, and creating creative guidelines that adhered to the stringent standards of organizing federations and rights providers.Coordinated and delivered comprehensive and impactful marketing campaigns across Viasat, TV3, TV10, and Viaplay that significantly enhanced viewer engagement and brand visibility leading up to and during the Olympic Games.Enhanced team capabilities through conducting training sessions, supporting creative teams, and fostering a collaborative work environment that led to high-quality outputs.Managed critical stakeholder relationships and negotiations, ensuring compliance with broadcast and marketing rights agreements.Achieved significant recognition for marketing and collaborative excellence, including an honorable mention for the Trailer of the Year at the Viasat Sports Awards, and the Olympic management team winning the Team Player Award and being nominated for the Storyteller Award at the annual, global MTG Awards.

Spearheaded the strategic branding and marketing initiatives that significantly enhanced KPIs such as awareness, consideration, preference, and top of mind, solidifying Viasat’s position as market leader in sports broadcasting and enabling historic achievements, including acquiring the Premier League broadcast rights and bringing the Olympics to a commercial broadcaster in Sweden for the first time.Drove significant subscriber growth through focused brand strategies and communication of enhanced sports coverage.Executed a highly successful launch campaign for the Premier League, positioning Viasat as the definite home of Premier League. The campaign measured the highest observation scores (81.4% in the target group, 75.9% in the population) ever measured by our research partners, along with a liking index four times as high as industry reference. The campaign was recognized globally, winning silver at the Promax Sports Media Marketing Awards and receiving a Campaign of the Year nomination at the Stockholm Media Week Awards.Initiated the launch and managed social media pages for the sports channels, resulting in rapid follower growth and industry-leading engagement. This effort earned a nomination at the European Excellence Awards for Issues and Reputation Management.Developed and enforced brand and communication guidelines, conducted training sessions to ensure company-wide alignment on sports content communication, further strengthening the brand’s market position.Regularly presented at company events, increasing engagement for the sport brands and advocating for continuous innovation to maintain Viasat’s ’best in sports’ status.Was recognized within the company with ’Hard Worker of the Year’ and ’Execution of the Year’ awards at the annual Viasat Awards, and was nominated for the ’Creative Award’ at the global MTG Awards.

Successfully managed Viasat’s portfolio of Pay and Mini-Pay channels, spanning sports, movies, and documentaries.Cultivated strong cross-functional collaboration, leading marketing initiatives in owned, paid, and partner channels and working closely with sales, operations, and editorial teams to ensure a cohesive product strategy and execution that aligned with viewer expectations and business goals.Drove a strategic and innovative brand relaunch for Viasat’s sports channels, reorganizing Viasat Sport 1, 2, and 3 into dedicated channels for football, hockey, and motorsports, alongside maintaining a mixed sports channel. This initiative significantly clarified channel offerings to viewers and enhanced channel identity.Oversaw increased marketing investment and enhanced editorial coverage, which collectively accelerated the popularity and market demand for the rebranded sports channels, tripling the preference for Viasat’s sports channels in a few months.

Managed the entire Swedish product range for Hemglass, know for its unique ice cream home delivery service, following the company’s acquisition by Nestlé and during significant operational changes, including factory closure.Led all product development initiatives across Nordic markets, effectively adapting strategies to meet regional preferences and regulatory requirements, ensuring successful market penetration and brand growth.Navigated capacity challenges by traveling across Europe to source and develop new ice cream products and spearheaded the launch of over 20 new or adapted products within a 17-month period, revitalizing the portfolio and introducing new flavors and concepts to the market.Collaborated with major brands such as Disney and Cloetta-Fazer to develop co-branded products, enhancing market reach and consumer engagement.Successfully introduced the premium ice cream brand Mövenpick of Switzerland into Hemglass’ portfolio, achieving sales volumes that surpassed the previous distributor’s performance by twentyfold.

Managed dairy company Norrmejerier’s sour milk, yoghurt, and cuisine product ranges.Led 20 parallel product development projects, mastering the intricacies of project management, product development, and brand strategy to drive product innovation and market growth.Developed and executed marketing initiatives spanning BTL, ATL, retail, and event marketing campaigns.Reversed a 20% loss in the fruit yoghurt category by capitalizing on the emerging low sugar/high fat trend, demonstrating agility and market insight.Successfully launched a new snack product range that captured a 45% market share with a minimal marketing budget, showcasing my ability to achieve significant market penetration and consumer acceptance with efficient go-to-market strategy.

Managed logistics for over 180 components sourced from 60 different suppliers, ensuring a steady supply chain and efficient inventory management. Maintained strong supplier relationships, ensuring favorable terms and reliable service.Negotiated with a supplier on my first day to charter a plane for urgent component delivery, averting costly factory delays and demonstrating my ability to manage high-pressure situations and ensure operational continuity.

Assembled wheel axles and led a project to certify the workspace to P2000 standards, an initiative to enhance both safety and efficiency on the production floor.