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Work Background
LAMBCEO/Founder
Sep. 2020Stockholm, Stockholm County, SwedenLAMB is living proof of how work can be. Our customers are bold and visionary companies that realise how urgent the need is to create work environments that are both sustainable and sustaining. Taking common sense and an ecosystem-based approach, we make it as easy as humanly possible to create the optimum conditions people need to thrive. We do it by offering award-winning workspace (co-working), and how-to workshops and classes to actually put wellbeing into action. And for the truly committed businesses, we offer consulting services so they can bring the LAMB experience into their offices.
Consulting/FreelanceMarketing/Brand Consultant⼁Native-English Copywriter⼁Content Marketing Expert
Mar. 2020 - Jan. 2021Stockholm, SwedenTaking my 10 years of experience working with brands – and consulting for those who need marketing/branding messaging that breaks through the noise. I do the high-level strategy all the way to creative execution in the form of copy that converts. Whether you’re building a brand from scratch, repositioning an established brand, launching a product or a new website – or just need a strategy that works, I can help. Here’s how I can help: - Marketing + content marketing strategy
- Brand platform/messaging
- Native English copywriting
- Tone of voice work Portfolio: https://www.lhedenskog.com/
TinkHead Of Content/Creative Studio
Nov. 2018 - Mar. 2020Stockholm, SwedenI lead (and launched) the Creative Studio, an in-house team of writers and designers who conceptualise/produce all content at Tink. We created a huge variety of content, including: articles, research reports, social media posts, speeches, email nurture streams, premium gated content, paid ads, sales enablement decks and more. Key achievements include:
- Developed/executed a brand-building content strategy/program - Managed a team of four creatives (writers and designers)
- Part of the marketing leadership team that decides on Tink’s overall marketing strategy
- Worked closely with demand generation, events and PR/comms to ensure we provided the right content for the full customer journey
- Conceptualised/wrote all speeches and held speaker training for Tink staffers going on stage around Europe
- Wrote/conceptualised our 72-page open banking survey (both print and digital)
Tink and iZettleMarketing and Communications Consultant
Jun. 2018 - Nov. 2018Stockholm, SwedenWith a split 50-50 focus, I was a communications strategist and creative copywriter for both Tink and iZettle. Top achievements include:
- Created a clear and cohesive tone of voice that reflects Tink's new B2B focus - Owned and created all content pieces published on Tink channels - Conceptualised a strategic storytelling strategy for iZettle's external channels
- Refined UX copy in collaboration with iZettle product teams to create a smooth user journey
M. Dunberg AgencySenior Consultant – Comms Strategy and Copywriting
Jan. 2013 - Jun. 2018Stockholm, SwedenSecond-in-command at an agency that created brand strategy, verbal identity and content for Sweden's biggest brands. Key achievements include:
• Co-creative lead for the global IKEA Catalogue in 2017 and 2018, managing a team of writers and conceptualising all storytelling in the catalogue. • Communications and content strategist at iZettle, working with product and design to strategically launch new products. • Senior copywriter for high-profile projects like: Volvo Cars’ and iZettle's new websites; iZettle product launches (Advance, Invoice and Inventory); launch of Nikon’s KeyMission cameras; seasonal catalogues for Daniel Wellington; web copy for Arket’s 2017 launch; and more.
• Producer on films for the 2017 IKEA Catalogue, working on-location in NYC, Greece and the Comoros Islands. Clients include: IKEA, iZettle, Volvo Cars, Nikon, Daniel Wellington, IKANO Group, H&M, Acast, J.Lindeberg, Lexington and more.
DeahlaCEO and Founder
Jan. 2012 - Sep. 2014I was CEO and founder of Deahla, a company that created short, documentary-style films about the work of great nonprofits – and showed the real impact they have. The aim was to create a platform that would change the way millennials interact with and donate to charity. Our Trinity film – shot in Uganda – won a first-place award at the 2015 MY HERO International Film Festival.
GuidePalCopywriter/Editor
Jul. 2011 - Nov. 2011Wrote and researched travel guides for popular city destinations; managed writers working remotely on travel guides, and edited their content.
FreelanceCopywriter
Sep. 2010 - May. 2018Stockholm, SwedenWriting everything under the sun (catalogues, brochures, use cases and product copy) for companies like Sandvik, SSAB and Gant. I also wrote for FvF, an online magazine based in Berlin about art, urban living, food, mobility and design.
JG CommunicationCopywriter/Editor
Oct. 2009 - Aug. 2010Edited and wrote web content, and internal and external articles for Ericsson and other companies, ensuring it was of high quality and adhered to specific style/tone guidelines.
Associated PressEditor/Supervisor - Asia-Pacific Desk
Jul. 2008 - Oct. 2009Managed and prioritized the filing of stories under tight deadlines; edited copy according to stringent standards; communicated with all Asian bureaus to plan and execute stories; handled client inquiries on news report.
Associated PressEditor/Assistant - International Desk
May. 2006 - Jun. 2008Edited breaking news copy on International Desk; wrote stories from New York and the United Nations; produced podcasts and audio slideshows for the multimedia department. Also handled expense reports, interview requests and billing.
Business WireEditor, International Desk
Dec. 2005 - Apr. 2006Copyedited and prepared news releases for distribution to domestic and international points; distributed translated news releases and news round-ups for Asia.
Time Inc.Intern/Assistant
Sep. 2005 - Dec. 2005Wrote feature stories and up front sections for several high-end custom published magazines; copyedited and conducted extensive research on stories.
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