ABOUT ME
My sweet spot lies in balancing creative vision with strategic financial performance
A Blend of Creativity and Strategy
Greetings!
I'm an easy going fashion professional with a 50% creative and 50% business mindset. My diverse background spans creative within fashion and interior design, concept development, and marketing, coupled with the dynamic world of business development and global growth strategies. My career path is a rich variety of roles, providing a mix of holistic view of the landscape and specialized expertise. I am a visionaire who likes to make data driven decisions. This somewhat unique blend enables me to offer fresh perspectives across businesses and company sizes.
My colleagues often describe me as an individual who injects energy and unconventional thinking to the table. To me, it's not about thinking outside the box; it's about demolishing the box altogether. Think in new ways.
I'm deeply fascinated by the evolving landscape of retail and consumer behavior. My journey starts with future consumer insights, driving brand DNA creation, attractive offers, and connecting with target consumers. My sweet spot lies in balancing creative vision with strategic financial performance.
Born in Sweden's textile hub, Borås, I've lived a life immersed in textiles, fashion, and e-commerce. My work journey has taken me from Borås to Gothenburg to Paris to Stockholm and back to Gothenburg, with global work travels sprinkled in between. Beyond work, I cherish time with my fiancé, Daniel, and our Chihuahua-mix dog, "Jax," in Gothenburg, my two sons, Alex and Robin (studuying and working away from home) and friends. I enjoy outdoor activities, from walks to horseback riding, and stay curious about tech and science.
I'm a marketing and storytelling enthusiast, championing brand leadership and crafting brand DNA. I'm also captivated by tech and AI, continuously exploring their influence on retail and tomorrows consumer.