Fractional CMO | Brand and Social Strategist
I help brands find clarity, tell a better story,
and build something your team can run.
People don't fall in love with a brand because of what it says about itself.
They fall in love because it makes them feel like they belong to something.
After 20 years building brands across fashion, fintech, and events, that distinction is what I care about most, and what I build toward every time.
The work
Most of the brands I work with have the same problem. The product is strong, the team is capable, but every channel is saying something slightly different, nothing connects, and growth feels harder than it should.
I come in as an advisor and strategist. I sharpen the positioning, clarify the story, and build a content and channel system your team can run without me in the room. I work fractional, interim, or project-based, and I bring in specialist support from my network at THE BOARD when the brief calls for it.
Want the details? Download my one-pager.
The wins
At H&M I started with no social accounts, no team, and no infrastructure. I left with just under 100 million followers, monthly web traffic grown from 2 million to over 20 million, and a mobile app that hit number one in 38 countries. Fast Company called me H&M's Digital Mastermind.
At Enkla Financial I built the brand from nothing in one of the hardest categories to crack: Swedish mortgages. New identity, new tone, new digital experience. The launch generated 50,000 signups in the first week and 2.2 billion SEK in committed credit.
Two industries. Two builds from scratch. The same approach both times.
The offer
Brand and channel clarity audit
For teams who feel fragmented. A fast diagnosis with quick wins and a prioritized action plan.
Messaging and content system
For brands who need a repeatable way to show up without reinventing the wheel every week.
Fractional brand and social lead
For founders and teams who need senior guidance and momentum without a full-time hire.
Let’s build something worth remembering
The best work starts with the right conversation. Reach out.
Available on-site in Stockholm, Sweden or remote in EU or US.
Download my CV or contact me via email.