Brand Strategy Director
18+ years shaping positioning, identity systems, and activation for global companies across food & beverage, automotive, and CPG.
Brand identity, design system, tone of voice
Tetra Pak's identity was a decade old and built for a world of print and one-to-one relationships. The market it had to work in now included policymakers, consumers and channels nobody had designed for. A rebrand that modernised everything — except the equity built over 70 years.
Unaided recall +16%, time-to-market −41%
Positioning, narrative, campaign strategy
Tetra Pak had been a packaging company since 1951. By 2024 it sold end-to-end food production systems, and the gap was keeping it out of every category it needed to grow in. So we stopped talking about packaging and started talking about food.
~15% revenue growth in 18 months, 2–5% share growth in previously untapped categories
Positioning, narrative, communications platform, thought leadership
Plastic recycles more easily than carton. It also comes from fossil fuels. The sustainability debate was only asking the first question, so we changed the question to carbon and introduced Planet Positive, creating a position Tetra Pak could lead from.
Share of voice +20%
Product launch, narrative, campaign strategy
A technical service is invisible until you make it tangible. Conference rooms and stainless steel won't cut it. Seven courses of Michelin-standard food, packaged in cartons, just might.
~35% more inbound meeting requests
Positioning, campaign strategy
How do you build awareness for a carton alternative to the tin can? With a conspiracy theory about how deeply the can has infiltrated culture, of course. Starting with the word, “can”, itself.
A platform built on one provocation: why have cans stuck?
Positioning, digital platform
Crash ratings explain a sensible price, not a premium one. Designed Around You reframed Volvo's engineering around human needs, and became the brief for its agency network worldwide.
Engagement +~30%, qualified leads +25–35%
Campaign strategy, digital platform
Two-thirds of Americans wanted to grow their own food. Most of them hadn't, and 56% gave the same reason: no time, no space. Triscuit put basil seeds on four million boxes and built a movement called Home farming.
Q1 sales +6.2%, 462m media impressions
Finding a position that changes the market sits at the intersection of insights about the market itself, culture, customers, and the company. I use research, data, and creativity to uncover the opportunity, then guide organisations to a decision they can act on. The narrative, toolkits, and activation frameworks make it real for the people who have to use it every day.
I've led brand strategy in-house and agency-side, in B2B and B2C, with boards and executive teams as often as with marketing departments. I started my career in Los Angeles and New York and have spent the last fifteen years in Malmö and Copenhagen, working across North American, Nordic and global markets. Brands include Tetra Pak, Volvo Cars, Sony Electronics, Triscuit, PlayStation, HBO and Discovery Channel.
My American roots makes me optimistic. My range of experiences keeps me open-minded. I use these strengths to solve problems for the brands I work with.
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I'm open to global brand and marketing leadership roles, permanent, interim, or project-based. Based in Greater Copenhagen area, working across Denmark, Sweden, and internationally.