I help companies successfully manage the disruptive forces of transformation with changing consumer pattern. With a unique blend of trend research, consumer insights, brand strategy and conceptual activations i breathe new life into brands purpose, and craft brands that stand for something, that engage people, and ultimately stand out from the competition.
Fredrik Ekström Founder Above The Clouds
Future focused brand marketing & communication consultant
Senior business advisor specialized in sustainable lifestyle brands and transforming research and insights into creative actions that develop brands and moves freely between earned, paid and owned channels.
Brand Marketing & Communications Consultant
I have over 15 years of experience working with brand activations, insights and development.
I have an award winning background from PR and has worked with leading lifestyle brands. The last 6 years i have been responsible for repositioning Tretorn and established a consumer centric approach to sustainability and international collaborations.
My personal interests lies within outdoor lifestyle, creative cultures and sustainable living.
+46 (0) 72 729 46 32
Above The Clouds
Founder & CEO
Brand Communication Specialist
Editor at Large Sustainability & Branding
Brand Insights and Activations
Head of Marketing Europe & Creative Director
Founder Eco Essentials Initiative
Member Executive Management Board
Intro PR & Content Agency
Strategic and Creative Concept Director
PR Creative Concept Specialist
Planning and Strategic Advisor
United Minds Brand Agency
Trend Analyst and Insights
Planning and Strategic Advisor
Stockholms University - Master Marknads Akademien
Shanghai Fudan University - Cultural Studies Branding in YRD
Berghs School Of Communication - Growth Marketing
I have worked with PR, communication and marketing since 2006, during these 13 years I have developed a way to work with a broad spectrum of marketing tools and a solid balance between strategy and creativity, throughout all digital and traditional channels and touch points.
My specialists areas are sustainability strategies within marketing and lifestyle brands and products in sectors like fashion and shoes, outdoor sports and food and beverage. Within these fields i have worked with everything from social campaigns, paid growth and organic branding, international PR and influencer activations, designer collaborations and retailer activations, on product marketing, new product development and brand repositioning.
The last 6 years I have worked for Tretorn directing a large brand repositioning project and acting head of marketing and communication Europe, creative director for the creative team and member of the executive board in Europe.
This work included to redefine the brands purpose, mission and position on the market and in the minds of the consumer. As part of the process i founded and implemented a corporate brand concept called The ECO-ESSENTIALS Initiative. This concept is a plattform for sustainable innovation and communication that brings product, sales and marketing teams together around the new brand mission statement.
Before working at Tretorn i have a long background working for the world leading PR agency PRIME PR and brand agency UNITED MINDS, as well as heading my own agency for three years, INTRO content agency.
At these agencies i have worked in the intersection of creative planning and execution. Selected brands i have worked with is, Nespresso, Jameson Whisky, Adidas, Vitamin Well, The Glenlivet Whiskey, Beefeater GIn, Carlsberg, Pilsner Urquell, Skåne Mejerier, Arla, Gastronomi Sverige och Bocuse d'Or.