Patrik Karlsson

Marketing Director | Creative Lead | Brand Strategist @Freelance (ex PayPal/Zettle)

💸 MarketingBrand Marketing ManagerMarketing Director

An experienced brand and marketing strategist. I excel in setting brand/marketing strategies and leading creative teams to drive growth. With extensive experience on both the agency and client sides, I understand the need to unleash the power of creativity through craftsmanship, while also ensuring strategies are anchored in business objectives and management principles. My educational background in finance and management, combined with my brand and marketing experience, ensures that marketing efforts not only inspire but also deliver measurable business outcomes.

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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.

PayPalSMB Marketing strategy lead

Feb. 2021 - Nov. 2023Stockholm, Stockholm, Sverige

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

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.

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.

Account Planning Group SwedenBoard member

Nov. 2012 - Nov. 2013Stockholm, Sweden