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Fredrik Ekström

Branding consultant, Senior PR- Specialist and business advisor specialised in purpose driven lifestyle brands.

+46 (0) 72 729 46 32

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I`m Specialised in purpose driven lifestyle brands where i transform research into insights and creative actions, that build brands and creates stories, that move freely between earned, paid and owned channels.

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I have some 20+ years of experience, working with brands, insights, and activations, both from agencies like PrimePR/UnitedMINDS and the brand side – including 6 years as Head of Marketing and Creative Director at Tretorn.


At Above The Clouds, I offer a service as freelance branding consultant, Senior PR specialist and business advisor. Specializing in purpose driven lifestyle brands and transforming insights into actions. I help brands understand global drivers, value changes, and macro trends and how that could be defined into their strategic platform and then turned into a roadmap of actions.

Where i come from

Above The Clouds


Brand Communication Specialist 

Senior PR Specialist


Samsung Nordics MX

Senior PR Strategist Nordic

Mobile Experiences  

Management Consultant 

Scandinavian Mind 


Sustainability & Branding



Head of Marketing & Creative Director, Europe 

Founder Eco Essentials Initiative 

Member Executive Management Board 

Global PR-Manager

Intro PR & Content Agency 


Strategic and Creative Concept Director

Prime PR 

PR Creative Concept Specialist

Planning and Strategic Advisor


United Minds Brand Agency

Trend Analyst and Insights 

Planning and Strategic Advisor

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Creating Future Focused Brands


My award-winning background in PR and work with leading lifestyle brands, combined with my consumer-centric approach to sustainability and international collaborations, make me a trusted partner for businesses looking to succeed in today's fast-paced, ever-changing marketplace.

Get to know me
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Looking to build a purpose-driven lifestyle brand that stands out from the competition and resonates with your audience? I specialize in turning research into actionable insights and creative strategies that build strong brands and tell compelling stories across all channels - earned, paid, and owned.

With 20+ years of experience in communication and marketing, I've developed a solid balance between strategy and creativity, utilizing a broad spectrum of marketing tools across digital and traditional channels and touchpoints.


My specialty lies in transforming insights into strategic actions for lifestyle brands and product development, with particular expertise in the: fashion, outdoor sports, and food and beverage sectors. I've worked on a wide range of projects, from social campaigns and paid growth to organic branding, international PR, influencer activations, designer collaborations, and retailer activations, as well as product marketing, new product development, and brand development.

In my most recent role as Director of a large brand repositioning project and Acting Creative Director, Head of Marketing and Communication Europe at Tretorn, I spearheaded the transformation of the brand's purpose, mission, and position in the market and in the minds of consumers.


As part of this process, I founded and implemented a corporate brand concept called The ECO-ESSENTIALS Initiative, which still serves as a platform for sustainable innovation and communication that brings together product, sales, and marketing teams around the brand's new purpose and mission statement.  

Prior to my work at Tretorn, I had the opportunity to work for 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 worked at the intersection of creative planning and execution and had the privilege of working with some of the world's most recognizable brands, including Nespresso, Jameson Whisky, Adidas, Vitamin Well, The Glenlivet Whiskey, Beefeater Gin, Carlsberg, Pilsner Urquell, Skåne Mejerier, Arla, Gastronomi Sverige, and Bocuse d'Or.

With my proven track record of delivering results for clients and a deep understanding of branding, sustainability, and PR, I am confident in my ability to provide strategic guidance that will help you achieve your business goals.

Let's Connect and  Collaborate 

I offer a freelance consultant service where you as client get the benefits of in-depth expertise across a number of specialty areas, without having to increase your permanent staff or contract a full size agency.


Fredrik Ekström

+46 (0) 72 729 46 32

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