Challenge / Objective GORE-TEX needed to increase understanding in the behaviors and aspirations of the NXT Sustainable Outdoor Consumer on a global basis. The insights were aimed to support the Global Brand Team in creating the 2027 strategic plan, messaging, and campaigns.  Solution / What I did Deep dive in Above The Clouds NXT reports Nordic and Germany. Examples and directions are based on three greenish outdoor personas: The Adventure Seeker, The Nature Guardian, and Th

CASE TRETORN: Brand Shaping Activation. Antarctica Parka & Ocean Net Fabric Challenge/Objective Tretorn was about to launch a new product The Antarctica Parka, with a new fabric, OCEAN NET, made of ocean waste plastic, aimed to reshape the brand through sustainable innovation, lifestyle storytelling, and culture. Solution / What I did Created the concept “Tretorn Antarctica”  to launch the new Ocean-Shell® fabric  and parka collection. Developed a full go-to-market  plan with

Case: Vélosophy, Winning Game Strategy Reigniting a philosophy-driven bike brand Vélosophy is not just a bicycle brand. It’s a philosophy about how we move through life. Founded at the intersection of creativity, sustainability, and social responsibility, the brand had a strong point of view but lacked a clear, shared strategic direction to scale it globally. The ambition was high: to become the most beloved philosophy-driven bicycle brand in the world, inspiring people to p

MONKI Winning Game Strategy—Becoming the antidote to boredom in Gen-Z fashion Objective / Background / Challenge MONKI is a fashion brand built for girls who don’t want to fit in—they want to experiment, play, and express who they are becoming. Operating in one of the most trend-sensitive categories in the world, MONKI faced a familiar but critical challenge: how to stay hyper-relevant  without becoming reactive and how to scale globally without losing its soul. Gen-Z and Gen

Case Samsung: OtherLands NFT Art Festival Unlocking Creativity: I, as Senior PR Strategist at Samsung Nordic, envisioned and executed an NFT project. From shaping concepts to managing agencies, I navigated the intersection of technology and creativity, defining Samsung MX Nordic as a beacon for innovative expression for young cultural pioneers.

Do Good, Play Hard, Push Boundaries, Have Fun Objective / Background / Challenge Houdini has long been recognized as one of the most progressive brands in the outdoor industry. Deeply rooted in sustainability, innovation, and exploration, the ambition was clear: to strengthen its position as the No. 1 progressive outdoor brand globally. The challenge was not values or credibility. It was alignment and execution . As the brand grew, Houdini needed a clearer, shared framework

Challenge / Objective Aqua Dental needed to stand out in the Swedish dental market as a credible, knowledge-driven, and forward-thinking private operator. As a challenger brand competing against government-funded clinics, they wanted to strengthen their expert positioning and earn media attention.  The goal was to create something that went beyond a marketing campaign, an insight-driven platform that could fuel long-term communication Solution / What I did Developed Tandhäls

CASE SAMSUNG: Re-designing Nordic PR operations and concept activations Challenge / Objective Samsung MX Nordic needed to restructure its PR workflow, align multiple agencies, and build a regional go-to-market process that delivered measurable results. Solution / What I did Acted as in-house senior PR strategist  for the Nordics. Implemented a new PR workflow, calendar, and go-to-market model. Created the Nordic PR summits to secure “one-voice” cross-Nordic PR Managed agency

Challenge / Objective Tretorn had a big challenge in rejuvenating the heritage brand, increasing price points, reaching broader and higher distribution, and reaching a young lifestyle audience that resonated with the brand's ethos. Solution / What I did As Creative Director & Head of Marketing (Europe & Asia), I led the brand repositioning, marketing, and product design transformation. Created the Eco-Essentials Initiative , a core foundation for the positioning and a platfor

FW23 Global Brand Campaign for WEEKDAY The Class of Not Giving A F*ck FW23 was about more than seasonal visibility. It was about sharpening WEEKDAY’s cultural relevance with a generation that increasingly rejects traditional success narratives, rigid norms, and polished perfection. The campaign was built on a set of global cultural drivers shaping how young people relate to work, identity, creativity and freedom today. At its core, the ambition was not to speak to the audien

Global Consumer Insight Report—Building a Future-Focused Outdoor Brand Challenge/Objective  Dometic wanted to strengthen its global brand strategy by understanding how sustainability, outdoor lifestyles, and new consumer behaviors are shaping the future of the outdoor market. As a global leader in mobile living, the brand needed deeper insight into what drives modern outdoor consumers — and how to translate those learnings into a shared, consumer-centric direction across glob

Nordic PR Concept: Turning Product Testing into Authentic Storytelling Turning testing into authentic experiences worth publishing. Challenge/Objective: Samsung MX Nordi c wanted to strengthen its premium positioning within sports watches and differentiate Watch 5 Pro from Apple Ultra through authentic product experiences. Solution / What I did Developed the concept “Bucket List Test Trips,” a 3-day trail-running and product testing experience for journalists across the Arc

Objective Weekday already had a clear winning game strategy in place. The task was not to redefine the brand but to activate it at scale  within the Brand Builder segment. The objective was to create a long-lead global brand concept  that could: Strengthen brand-building campaigns globally Stay relevant in a fast-moving street fashion and lifestyle culture Scale over time without losing meaning or creative edge Capture seasonal zeitgeist while remaining strategically consiste

Challenge / Objective Tretorn aimed to accelerate the ECO-ESSENTIALS Initiative but needed to prove its sustainability commitment through tangible innovation that would inspire retailers, media, and consumers. Solution / What I did Created the concept “ The   Ghost Net Project”  Designing a rain jacket made from discarded fishing nets, “Ghost Nets.” Set up collaborations with retailers and partners, and managed product, concept, storytelling, PR, and global activation—from id

Objective When the Eco-Essentials Initiative was launched, Tretorn was at a crossroads. The market was changing. Consumer expectations were shifting fast. Sustainability was moving from a “nice-to-have” to a decisive factor in brand trust, preference, and long-term relevance. The objective was not to create a sustainability capsule or a communication platform. The objective was to transform the brand from the inside out.