Work experience

CEO, IQ-initiativet

June 2026-

Head of Creative Agency-
Lyko, Sept 2025- June2026

• Lead Lykos in-house agency – the No.1 beauty retailer in the Nordics

• Oversee a 30-person creative team responsible for global branding, campaigns  content, and own brands

• Deliver 1,000+ campaigns annually

Head of Brand -
Teach for Sweden, Jan 2024 -Sept 2025

• Rebuilding and transforming the brand for the non profit foundation Teach for Sweden, part of the global organization Teach For All.

• Building a new brand strategy and communication platform that has generated an increase in applicants to the program by +80% and a decrease in Cost Per Acquisition (CPA) by -85%.

Director of Creative Studio and brand -
Star Stable Entertainment, Feb 2021 - Jan 2024
• Transformed a team of 17 creatives from a production unit into a strategic creative partner that delivers business value, creative content, and brand user experience using data, insights, and creativity

• Operating in 189 countries, in 14 languages, serving over 26 million players. Today, the in-house agency is a data-driven team that works digitally and integrates with the rest of the company and drives brand experiences

• Supported the company in becoming a multi-product business offering games, films, books, music, and merchandise in a brand consistent way with a brand experience platform as the foundation

• 800% increased brand production value, 67% reduction of external expenses for creative production, 36% shortened time to market, 23% increased earned attention, 10% increased brand awareness, is the result of my work with transforming the Creative Studio

• The team has outperformed international agency teams in pitching for major branding campaigns

Keynote speaker and teacher on Creativity, Innovation, and Communication -Talarforum, Berghs and Hyper Island 2010 - present
• A highly sought-after lecturer on creativity, branding, and communication, I have the opportunity to meet various companies and organizations in need of inspiration and development

• Over 15.000 people have experienced my talk “School of Creativity” IRL

• As a speaker, I constantly sharpen my ability to present and engage an audience

Executive Creative Director -
PwC Experience Center, Jan 2018 - Feb 2021 
In 2018, PwC acquired the brand agency Pond, that I was co-founder of, to strengthen its offering in innovation, communication, and branding.

• Executive creative leader, overseeing a team of 22 people and being responsible for personnel and budget

• Member of the executive management team

• Worked with clients such as IKEA, ICA, Nike, Swedish Rails, Fridays For Future, and Stadium

•  €75,000,000 increase in sales, with 97% of all tickets sold digitally, and a 17% increase in customer satisfaction in only five years, were the results of the long-lasting collaboration with Swedish Rails

• Learned the importance of data-driven work, demonstrating the role of creativity in business, and I had the opportunity to develop my knowledge in change management

Co-founder and Creative Director -
POND, Jan 2010 - Jan 2018 
• Responsible for the creative work in branding, marketing, innovation, and PR for clients such as H&M, Electrolux, Sony Playstation, Activision, The Absolut Company, and ICA

• Created and led a team of brand designers, digital creatives, packaging designers, and industrial designers, overseeing their development and budget

• Learned how to build a creative company with a focus on business value for clients. I also expanded my knowledge in creative leadership within new areas and how to implement it in large organizations

• Over 6,000,000 SEK in fundraising, along with politicians and decision-makers allocating additional funds to save the King's Trail, was the result of our work with the Swedish Tourist Association.

Program Manager Interactive Communication –
Bergh’s School of Communication, Oct 2010- Oct 2012. 
• Responsible for the international education program in Interactive Communication

• Designed the curriculum and educated students in strategy and creativity within the digital and interactive world

• Developed my skills in pedagogical leadership and leading teams

• Member of the Berghs advisory board to future-proof the programs.

Creative Director -
Syrup, part of LBi/Digitas Mar 2009 - Feb 2011 
• Creative leader, overseeing work for international clients such as Puma, Jeep, Chrysler, Mercedes Benz, H&M, and Bottega Veneta

• Responsible for developing experiences for global brands in the international market

• The work with clients received international recognition, but most importantly, it helped them grow their business, enhance their brand, and to be seen as innovative by their customers

• A ROI of 3,500% was the result of our activity 'Folk Costume 2.0' for The Swedish Tourist Association

• Developed my skills in creative leadership on an international level with global brands

Creative Director -
Starring, Jan 2004 - Jan 2009 
• Creative leader, working with creative teams in digital marketing, e-commerce, and communication

• Working with clients such as H&M, TryggHansa, and Telia. Work that gained international attention for their digital solutions that set new standards for e-commerce and brand and how brands create business in a digital world

• The awarded work ultimately led to the acquisition of the agency by the international agency network LBi, building an international brand with digital branding expertise

Copywriter –
Moonwalk, Sep 1988 - Jan 2004 
• Began my creative career as a copywriter at the digital agency Moonwalk. Transitioning from journalism to a creative role opened a whole new.world of possibilities where the digital landscape offered unprecedented tools to help clients build their business

• Worked with clients such as H&M, Ellos, Stadium, Telia, and The Absolut Company

• Learned how the digital landscape operates and discovered my talent for developing others' knowledge and motivation

Awards
D&AD, Cannes Lions, One Show, Webby Award, Eurobest, Fast Company, Red Dot Award, Cresta, Guldägget, 100 Wattaren, Spinn.

Education
Journalism, Stockholm University
International relations, University of Brasilia, Brazil
Master of Law (MML), Stockholm University

Startups
Co-founder Nose Option, https://nosamed.com/
Co-founder NuvoAir, https://www.nuvoair.com/
Founder Stockholm Art Elevator, https://rb.gy/18bbg

Passions
Outdoor activities: Surfing, Kiteboarding, Skiing, Hiking, Fishing, Kayaking, and Sailing.
Sports: Capoeira, Kickboxing, Running, Cycling and Gaming.
Music: Playing instruments, Songwriting, and Music production.

Languages
English  - 5/5, Portuguese - 4/5, Swedish  - 5/5

Experienced Leader • Proven Business Impact • Challenger of Conventions  • Inspirational Speaker • Awarded Creative • Passionate Change Maker