I build brands that people don’t just follow. They love them. Over the past 20 years, I’ve turned digital marketing into global movements, crafting brand stories that engage and sell. At H&M, I didn’t just witness the digital revolution, I led it. Dubbed “H&M’s Digital Mastermind” by Fast Company, I pioneered social media, growing followers from zero to 150 million and skyrocketing online visits by 1000%.

From groundbreaking social strategies to seamless e-commerce integration, I’ve been at the forefront of turning browsers into buyers and followers into fans. My specialty is building strong, customer-centered online brands that not only engage but deliver measurable growth. I focus on making customers feel included and connected to the brand, ensuring every interaction drives loyalty and revenue.

CAREER HIGHLIGHTS

WE ARE THE BOARD; remote | Board Member, 10/2024 - Present

A vetted network of Senior and C-level fractional experts supporting consumer-facing brands across strategy, digital, marketing, sales, tech, and loyalty.

Enkla Financial; Stockholm, Sweden | Chief Marketing Officer, 01/2018 - 03/2024

A fully digital mortgage lender that reshaped Sweden’s home financing landscape before ceasing operations in 2024.

·       End-to-End Brand Overhaul: Reimagined Enkla’s brand from a faceless fintech disruptor into a customer-first financial ally. By blending data insights with human storytelling, I built a brand that resonated with 0.5% of Sweden’s population and generated over 1 million PR impressions, making digital mortgages feel personal and accessible.

·       Credit Acquisition Strategy: Turned branding into a financial asset. Crafted a compelling vision of Enkla’s disruptive potential, securing a 2.25B SEK ($206M) credit line from Credit Suisse. More than just numbers, this strategy was about trust, positioning, and the power of a strong narrative.

·       Digital Engagement & Analytics: Made data emotional. Leveraged insights to craft campaigns that spoke to customers’ needs, fears, and aspirations, resulting in a 65% increase in engagement and a digital experience that felt less like a transaction and more like a conversation.

·       Collaborative Product Strategy: Bridged the gap between numbers and needs. Collaborated across teams to ensure every product decision was customer-informed, streamlining offerings to make financial products feel intuitive, human, and indispensable.

Looklet; Stockholm, Sweden | Global Director of Brand & Marketing, 06/2016 - 06/2017

This powerful solution for e-commerce imagery enables fashion retailers to create high-quality automated model images at scale in a simple, fast, and efficient manner.

·       PR & Brand Overhaul: Turned Looklet into more than just a tech tool. Rebranded it as a storytelling powerhouse for fashion e-commerce. Through PR, SEO, and compelling brand positioning, I doubled online traffic and increased search visibility by 50%.

·       Client Acquisition Success: Built a bridge between technology and luxury—tailored Looklet’s offering to meet the high expectations of brands like Neiman Marcus and Saks Fifth Avenue, securing partnerships that cemented its reputation in high-end fashion e-commerce.

H&M; Stockholm, Sweden | Global Head of Digital Marketing and Strategy 08/2008 - 08/2014

Promoted to a global role after pioneering social media and digital advertising from the New York office.

·       Digital Ecosystem Development: Directed the creation of H&M's comprehensive digital ecosystem, including web, social media, mobile, and app platforms, making it more than just a place to shop. It became a space for fashion lovers to engage, be inspired, and belong. By integrating social media, e-commerce, and mobile, we transformed casual browsers into loyal customers, increasing monthly traffic x10 and doubling conversion rates.

·       Leadership & Mentorship: Led and mentored a team of 15+ brand and marketing project managers, creatives, stylists, planners, and budget controllers, fostering a culture of innovation that led to a 30% boost in engagement and sharper, insight-driven product positioning.

·       Top-Ranking Mobile App Launch: Turned an app into a fashion experience. Led the launch of H&M’s mobile app to #1 in the Apple App Store’s lifestyle category across 38 countries, proving that mobile shopping could be both effortless and inspiring.

·       Cross-Brand Collaboration & Cost Optimization: Made collaboration a competitive advantage. United H&M Group brands under one digital vision, slashing marketing and IT project costs by 50% while enhancing efficiency and innovation.

H&M; New York, NY  | Advertising Project/Production Manager, 08/2006 - 08/2008

Personally initiated H&M’s first global social media channels, amassing over 150 million followers worldwide.

·       Social Media Innovation: Wrote the playbook for fashion on social media. Launched H&M’s first-ever global social presence, pioneering engagement tactics that turned 150 million followers into a passionate, interactive community.

·       Pioneering Collaboration with Facebook: Helped shape social media as we know it. Worked directly with Facebook to co-develop geo-tagging, brand tagging, and vanity URLs, setting the standard for digital brand engagement.

·       Promotional Growth: Turned rapid growth into rapid promotion. Skyrocketed H&M’s digital presence with an innovative social strategy that gained 500,000+ followers in six months, earning me a promotion to lead the global digital marketing team in Stockholm, Sweden.

Guidepoint; remote | Expert Advisor, 06/2014 - Present

·       Branding & Marketing Consultant: Provide expert guidance to companies in retail, fashion, financial technology, and consumer goods sectors, advising on branding, marketing strategy, and digital transformation initiatives.

·       Cross-Industry Expertise: Draw upon experience in retail, e-commerce, and fintech to deliver targeted insights for customer engagement, market positioning, and brand development.

CREATIVE HIGHLIGHTS

·       Built H&M’s digital empire from scratch, launching its first-ever global social media strategy. What started as a bold idea in NYC became a 150+ million strong community of fashion lovers, trendsetters, and engaged customers worldwide.

·       Collaborated directly with Facebook to shape early brand engagement tools like geo-tagging and vanity URLs, which are today’s industry standards.

·       Made H&M more than just a store. It became a content hub. From behind-the-scenes exclusives to fan-driven campaigns, I crafted viral moments that blurred the line between brand and entertainment, turning everyday shoppers into brand superfans.

·       Transformed brand perception through storytelling, shifting Enkla Financial from a fintech disruptor into a relatable, customer-first brand.

SKILLS and HOW I CREATE IMPACT

·       Turning Brands into Digital Destinations: More than traffic, it’s about belonging. I create online communities that make customers feel like part of something bigger.

·       From Data to Desire: Numbers mean nothing without emotion. I believe in using insights to craft campaigns that make people feel, engage, and buy.

·       Building Brands That Last: From startups to global fashion powerhouses, I shape marketing strategies that keep brands relevant.

·       Leading with Creativity & Strategy: Blending data-driven decision-making with creative instinct to develop campaigns that convert.

EDUCATION and CITIZENSHIP

University of Tennessee, Knoxville, TN - Bachelor of Arts, summa cum laude

Dual Citizen: Dual passport holder, United States and Sweden (EU)