Privately…

I live in Limhamn, Malmö together with my husband Per who works at E.ON, and we have three children and a dog called Charlie. Our eldest son David is studying for his BA at Stockholm School of Economics, while our younger son Jakob and daugther Emma are still in school in Malmö. When I am not working Emma and I hang out at the riding stables, as horses are a great passion of ours.

Apart from riding I read a lot, I have a keen interest in popular culture as well as history, and – being an anglophile from early age – I indulge in ”House & Garden” and ”Horse & Hound” and I dream of owning a thatched cottage in Devon. With a horse in the paddock, of course.

Work experience

Endbright – Chief Marketing & Customer Experience Officer (contract)
2020 – Present (Malmö, Sweden)
Driving the marketing and digital development of a ground-breaking digital service for divorce and separation, where all my skills in everything from strategy to hands-on tactics comes handy. Together with the CEO I work to make Endbright the go-to place for sound divorces.

The Duxiana hotel – Marketing Manager (contract)
2022 – 2023 (Malmö, Sweden)
Consulting marketing & communication manager for the hotel & restaurant The Duxiana in Malmö, where i worked with the strategic and creative direction of the hotel communication.

Creuna – Digital strategy, CX & senior advisor
2019 – 2020 (Malmö, Sweden)
I joined the Nordic customer experience agency Creuna as they decided to start up in Malmö, which they did through the acquisition of the communication agency Fan Club. Apart from my work as a senior strategist, I run the agency together with the agency director, where my responsibility is business development and sales.

itch – Head of studio, Malmö
2018 – 2018 (Malmö, Sweden)
Short period heading up the newly started itch studio in Malmö (itch is a design & innovation studio based in Stockholm, owned by CGI). The start of the Malmö studio turned out not to be thoroughly supported by HQ, and I decided to leave after only a few months as the role was not what I signed up for.

KAN – Digital strategist, co-owner & part of management team
2005 – 2018 (Malmö, Sweden)
I worked as a strategist at KAN, of which I was also one of the founders and co-owners. In my position, I worked closely with our clients to find the digital opportunities in the projects. My role was to set the strategies for the account, ie specifying the needs for the business as well as for the clients’ customers, finding digital opportunities and challenging the status quo with the help of digitalisation and innovation. The strategies I produced were often a result of both workshops with the clients, interviews and focus groups, as well asdata analysis and research. Together with the KAN team I developed the concept for the project and ensure the long-term strategic direction for the client. I worked closely together with our account manager, and alongside with him/her I drive our long-term business for the respective account.

Along with that I worked with the creatives at the agency as well as with my other strategy colleagues, using the competencies and skills needed specifically for each client. My work entailed selling ideas to clients – in early meetings with new clients and in pitches, and in presenting new concepts and strategies to our long-term clients. My analytical skills, my quick mind and my strong problem-solving focus are skills I use in these situations, and they have proven appreciated and useful.

Apart from my role as strategist, I have also been a member of the KAN management team since we founded KAN. Over the years I have been the driving force behind the development of our offerings, ie our ”creative and strategic products”. I have a strong sense of ”what comes next” and have been focused on pushing the KAN organisation towards the new positions we need to take to be able to serve our customers, not only with what they knew they needed, but also with new stuff that they didn’t know they needed. I have also run the agency’s marketing and communication activities up until 2017. For many years, I was also a part of the KAN board.

Mandator – Project manager
2004 – 2005 (Malmö, Sweden)
Short period working as a project manager within the digital communications part of the Mandator consultancy. My team later left Mandator and went on to form KAN.

SCA Hygiene Products – Internal communications manager
2001 – 2004 (Munich, Germany)
Responsible for internal communication within the largest business area in SCA (the business area is now separated from SCA, called Essity), including editor in chief for the internal magazine and driving the new intranet project. In this position I worked and lived in Munich, Germany.

Rexam – Project manager and editor
1999 – 2000 (Malmö, Sweden and London, UK)
Project manager, including editor in chief for the internal magazine and running the website. I was also heavily involved in the communication aspects of integrating PLM into Rexam (I started working at PLM, which was then bought by Rexam, and PLM became the lion part of the ”new” Rexam); as well as the communication when Rexam bought American National Can in the US. I got a lot of experience in change communication from this work, not least using internet opportunities. During the last six months I was partly placed in London, UK.

Gambro – Project manager – web
1997 – 1999 (Lund and Stockholm, Sweden)
First web professional at Gambro, starting out with a new intranet and running the corporate website.

Education & cert’s

Lund University
Master’s Degree, History, political science, communications (1992 – 1997)

IHM Business School
Business/Corporate Communications (1998)

Styrelseakademin
Certified board member (2023)

Supernovas – Business Angel Academy programme
EIRT Manufacturing (2024)