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Work Background
FreelanceBrand Strategist | Creative Strategist | Creative Lead | Marketing Manager
Aug. 2024Provide freelance services to agencies and clients, focusing on brand strategy, design strategy, and marketing strategy.
PayPalB2B Creative Strategy Lead
Sep. 2023 - Aug. 2024Led the global development of messaging for PayPal's B2B product portfolio, ensuring clarity and alignment with business goals. Contributed to GTM strategies by collaborating with marketing managers on value propositions, media, and creative approaches. Worked closely with internal teams and creative agencies to maintain brand consistency and drive impactful communication. Regularly engaged with senior leadership to advocate for strategic and creative initiatives.
Zettle by PayPalBrand & Marketing Strategy Lead
Mar. 2021 - Feb. 2023Stockholm, SwedenProvided strategic support to various marketing departments to enhance investment returns. Led key projects, including visual identity, naming hierarchies, and media optimization, while offering creative and strategic guidance to SMB CMOs within Zettle and PayPal
PayPalSMB Marketing strategy lead
Feb. 2021 - Nov. 2023Stockholm, Stockholm, Sverige
Zettle by PayPalBrand & Creative Lead
May. 2016 - Mar. 2021StockholmLed a team of 20 in directing all aspects of brand strategy, visual identity, and creative productions, managing a budget of approximately 20M SEK. We spearheaded the development and execution of brand strategies, ensuring alignment between internal and external branding. Created a new visual identity and established guidelines and infrastructure for consistency across the organization. Transformed the creative department into a full-service in-house agency, reducing reliance on external partners and enhancing strategic and creative output.
Bold Design StockholmBrand Strategist
Mar. 2014 - Apr. 2016Stockholm, SwedenAs a Brand Strategist, I was responsible for creating brand platforms and to provide strategic direction for visual identities. I regularly worked with quantitative driver surveys and focus groups to ensure that the brand strategy and visual identity being developed would ultimately drive sales.
Account Planning Group SwedenBoard member
Nov. 2012 - Nov. 2013Stockholm, Sweden
Åkestam HolstPlanner
Jan. 2012 - Mar. 2014Stockholm, SwedenAt Åkestam Holst I worked as a strategic planner in the field of communication. My responsibilities ranged from developing new communication platforms for branding purposes, to create conditions within teams to ensure that campaigns were in line with clients business goals and consumer needs. Client portfolio: Apotek Hjärtat: Largest private pharmacy in Sweden.
Swebus: Bus operator in Sweden
Aleris: Medical operator with precence in the nordic region.
Pressbyrån: Swedish convenience store chain with over 300 stores around Sweden.
Göteborgs Kex: The leading manufacturer of cookies/biscuits in Scandinavia
Friskis&Svettis: Largest fitness center chain in Sweden.
Idun: Swedish up-and-coming mineral makeup brand.
Stockholm School of EconomicsStudent
Aug. 2010 - Jun. 2012Management and Creative Business Development
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