Marketing &
Communication
Consultant
I believe great communication flourish from a disruptive intersection of trend insights, brand experiences, PR and content marketing.
I work with progressive lifestyle brands in outdoor, fashion, and sports. Creating Winning Game Concepts and Storytelling PR-playbooks to win the consumer game and build future focused brands"
What i do best
CONCEPT & PLANNING:
Insights driven directions
Driven by insights : My planning service focuses on creating insights driven direction for your campaigns. Offering consumer insights, creative direction and concept development.
PR & COMMUNICATION: Turning heads and minds
Strategic PR: My strategic PR expertise, comprehensive PR-toolkits, and PR-activation experiences will elevate your brand's reputation or product launch visibility through earned media.
HOLISTIC STORYTELLING:
Engaging Brand Stories
Storytelling Playbooks: My playbooks is about activating the story of the brand through all channels and pillars, in real time, with a mission to build brand and drive commercial success.
+ 20 YEARS EXPERIENCE WORKING WITH MARKETING
FREDRIK EKSTRÖM
I have worked as Brand Strategist, Business Advisor, Creative Director, Head of Marketing, Global-PR and Consultant for various lifestyle brands and clients.
Leading global sustainability initiatives and strategies, global brand repositioning projects, creating marketing-, Go-To market- and communication- strategies. Leading teams and worked in executive management teams.
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INSIGHTS, BRAND MARKETING AND COMMUNICATION
FREELANCE CONSULTANT OR INTERIM MANAGER
My broad knowledge and expertise are valuable assets I bring to every project. Whether you seek to launch a new brand or product, enter a new market or reposition your brand, I possess the skills, knowledge, and network necessary to achieving your objectives.​
I offer this on interim, project based or billed by the hour. It depends on your need and resources.
FUTURE FOCUSED COMMUNICATION
MY SERVICES
Interim or in-house Marketing & PR Manager
Freelance Marketing & PR Consultant
Go-To-Market Specialist
Storytelling Playbook and Content Marketing
Publications, Look Books, Brand Books
Strategic Planning & Concept development
If you want to get noticed,
then it's crucial to create stories
that resonate authentically with narratives that thrive outside the confines of the predictable.
GLOBAL BRAND CONCEPT SUSTAINABILITY - TRETORN
GHOST NET PROJECT
GLOBAL BRAND CONCEPT - TRETORN
The Ghost Net Project
As Head of Marketing and Creative Director for Tretorn Europe, I created and led the development of "The Ghost Net Project". A strategic brand communication project within sustainable innovation and collaboration.
The objective was to show sustainability commitments through real product development where we turned Fishing nets into regenerated nylon fabric.
We launched the project through PR, thought leadership, brand collaborations, and retail marketing. My role was creating the concept, act as strategic and creative lead, product design direction and visual direction, GoTo-Market strategy and manage activations.
NORDIC PR CONCEPT / PRESS TRIP - SAMSUNG WATCH 5 PRO
ARCTIC CIRCLE TRAIL
NORDIC PR CONCEPT - SAMSUNG NORDIC WATCH 5 PRO
Arctic Circle Press Trip
In my role as in-house consultant, Senior PR strategist for Mobile Experiences i created and managed the concept of Bucket List Test Trips.
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The primary goal was to engage sport and lifestyle journalists across the Nordic countries for an authentic test of Samsung Watch5Pro.
The test was about crafting an experience that was genuine to provide an authentic learning opportunity, ensuring a test they would remember and share.
SAMSUNG
Arctic Circle
Press Trip
NORDIC PR & INFLUENCER CONCEPT - SAMSUNG NORDIC
THE POWER OF 5
NORDIC PR & INFLUENCER CONCEPT - SAMSUNG MX
The Power of 5
PR Concept Watch 5 PRO
In my role as in-house consultant, Senior PR strategist for Mobile Experiences, I developed PR-concept The Power of 5 together with agency JUNG for Samsung Nordic.
I set up a partnership with Marathon Gruppen to secure visibility for Samsung Watch 5 PRO in authentic running. We created a holistic running experience for influencers and journalists from the Nordic countries, we made an integrated PR, event and influencer campaign.
The concept focused on 5 advanced running metrics leveraging Samsung's ecosystem for performance where we flipped focus from speed to holistic performance based on The Power of 5 Metrics.
SAMSUNG
The Power of 5
PR Concept
Random Mix of Work
IN-HOUSE CONSULTANT NORDIC PR SAMSUNG
SAMSUNG, PR-STRATEGIST NORDIC PR-MANAGER
Acting In-house Senior PR Manager Mobile Experiences.
Directing parts of a larger way-of-working transformation for the Nordic Markets. ​The work included to establish new PR-way-of-working protocols, strategic approach and GTM road map. Management of nordic PR-agency network, including concept development, briefings, PR-summits, evaluations and strategic directions.
GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY
GLOBAL BRAND CAMPAIGN, SS24 STRATEGIC DIRECTION
As a communication consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends. I conducted workshops with stakeholder groups, creative team, and channel owners. By creating insights and strategic directions, I supported the creative team in concept development. The strategy resulted in the global concept, "SATURDAY Elevate Everyday” a love story about how creativity help us break through the density of day-to-day reality, to reveal things we didn’t notice before. The elevated vibes hidden within our days.
GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY
GLOBAL BRAND CAMPAIGN, FW23 STRATEGIC DIRECTION
As a brand strategy consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends and behaviours, defined by rebellion against norms and embracing individuality. I conducted workshops with stakeholder groups, creative team, and channel owners to set the direction.
The heart of our strategy resulted in the global brand campaign, "The Class of Not Giving a F**k." celebrating individuality, care free but not careless, and embodying Weekday's mission to empower self-expression.
GLOBAL BRAND CAMPAIGN PLANNING - MONKI
GLOBAL BRAND CAMPAIGN, SS24 STRATEGIC DIRECTION
As a brand strategy consultant for MONKI, I managed the planning and creative direction for the SS24 Global relaunch campaign. Aimed at repositioning the MONKI brand globally as a highly relevant and credible fashion brand for the youth female demographic we created the campaign concept - We Are The Antidote to Boredom.
The process involved conducting insights and research and multiple collaborative workshops with stakeholders, including the brand team, creative team, and channel owners.
NORDIC PR CONCEPT - SAMSUNG NORDIC MX
NORDIC LIFESTYLE NFT-ART PR CONCEPT & EVENT SERIE
In my role as in-house consultant, Senior PR strategist for Mobile Experiences i created the PR-concept OtherLands, a NFT Festival celebrating the contrasts between art and technology and activated it in Sweden, Norway, Denmark, and Finland.
My role was to create a concept that resonated with the young creative generation. It should position Samsung MX Nordic as being in forefront of innovation and creativity.
We used insights from how NFT's changed the visual language into an aesthetic absurdity and created a platform to merge the creative worlds of art, fashion, music, technology, and innovation.
GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN
SAREK X Nigel Cabourn Brand Collaboration
As Creative Director for Tretorn Europe, I led the development of SAREK Eco-apparel concept within the Eco-Essentials Initiative. The goal was to create a retro nostalgic yet modern, sustainability innovation symbol appealing to an international GORP core audience, targeting both lifestyle and outdoor consumers. The project was a collaboration across teams—product, design, sales, and marketing. My role was creating the concept, directing design, styles, assortments, and develop a new visual identity, including logotypes, photo shoots and brand narratives. I also supported sales strategies, trade show setups, and served as the spokesperson for the collection's sustainability efforts.
GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN
The Ghost Net Project
Brand Concept, Tretorn
As Creative Director for Tretorn Europe, I created and led the development of "The Ghost Net Project". A strategic brand development project within sustainable innovation and collaboration.The objective was to show sustainability commitments through real product development where we turned ocean trash into treasures. We launched the project through PR, thought leadership, collaborations, and retail marketing.. My role was creating the concept, act as strategic and creative lead, design and visual direction, GoTo-Market strategy and manage activations.
GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN
Eco-Essentials Initiative
Brand Communication
As Creative Director for Tretorn Europe, I created and led the development of The Eco-Essentials Initiative, a strategic brand sustainability initiativ. We created it as a core foundation for sustainable innovation and brand development. My role was creating the concept based on consumer insights. Creating a sustainability brand platform with manifest, purpose statement, and sustainability: vision, mission and roadmap for collaborations. The work also included direction for product development, design briefings, sales training and GoTo market strategy. The initiative was activated in Europe through PR, e-com, retail- and design- collaborations.
