Mar 2025 – Present · 1 yr 2 mos · Stockholm, Stockholm County, Sweden · Hybrid

• Synthetic White’s AI Studio empowers businesses to
• modernise their entire content production pipeline.
• We provide a fully automated, AI driven system that
• dramatically reduces production cost, increases output
• capacity, and speeds up delivery across all channels.
• Our technology replaces slow, manual processes with
• scalable automation, lowering creative expenses by 60 to 80
• percent while enabling teams to produce more, faster.
• Your business ready, on demand AI content engine.

Dec 2023 – Present · 2 yrs 5 mos · Stockholm, Stockholm County, Sweden

• Part of the management team, responsible for the development of Yrkeshögskolan, course Commercial photographer at Fotoskolan STHLM, 2.5 years.

Sep 2023 – Feb 2025 · 1 yr 5 mos · Stockholm, Stockholm County, Sweden · On-site

• As Chief Design Officer for Sweden and a proud member of the Swedish leadership group, I take the helm in assembling and guiding our AI, Business, Service, UX, and UI design team. Our mission is to assist our clients in reshaping their products and services, making them not just profitable but also beloved by their audience. 🚀💡

Aug 2022 – Jul 2023 · 11 mos · Stockholm, Stockholm County, Sweden

• Built, led and grew NIP's Creative Studio that consisted of Brand, Visual Creatives, Video Production, Marketing, Social, E-commerce, Merchandise and Digital Products.
• Producing engaging digital content for the brand and partners on all platforms.
• Creative Studios serviced NIP partner brands: FILA, Red Bull, Samsung Galaxy, Zilliqa, Betway, Razer, Gamerpay.

Sep 2021 – Aug 2022 · 11 mos · Stockholm County, Sweden

• Co-founded Stratosfär by Devoteam. The Strategic Design & Innovation entity of Devoteam in Sweden.
• P&L, resource management, recruitment and budget responsibility.
• Collaborated with our technology consulting group to drive business, insights and customer value to our creative technology part of the company that creates digital products & services.
• Managed a team of experts within Service Design & Business Design.
• Co-created innovation process to drive business growth through insights.

Aug 2021 – Feb 2022 · 6 mos

• Managed Creative Tech Studio of IT & Design consultants consisting of Service and Product Designers (UI & UX), Engineering teams (Front, Backend, Mobile devs).
• Client account management building relationships and ensuring project excellence.
• P&L, resource management and budget responsibility.

May 2016 – Nov 2021 · 5 yrs 6 mos

• Head of Creatives.
• Led the design craft and managed Service & Product Designers across Sweden.
• Started Stockholm office first competence development program to help designers of all skill levels grow soft and hard skills.
• Co-created engagement model for how we design and created digital products for web and apps.
• Evangelised new product & service design methodologies and applications at IKEA of Sweden, helping them take their CX & EX to the next level.
• Jayway Brand & Marketing responsible.
• Won the award for Digital Product of the Year, IKEA
• Project and Consultant Sales

Dec 2019 – Feb 2021 · 1 yr 2 mos · Stockholm, Sweden

• Advising CEO on CX strategies and design.

Oct 2014 – Jun 2017 · 2 yrs 8 mos · Stockholm, Sweden

• The World's First Social Printing App.
• I funded and founded this start-up and led a team of developers and design. I was in charge of ux & ui, daily operations, marketing and sales.

May 2010 – Jun 2015 · 5 yrs 1 mo · Stockholm, Sweden

• As Head of Creative for Western Europe I was responsible for establishing and ensuring the overall creative direction and tone for the Oriflame brand and communication campaigns.
• Managed team of Art Directors, Copywriters, Graphic Designers, Layout Artists.
• I provided leadership and direction of the creative process; being the final arbiter of creative excellence for the brand and communications department. Ensuring the brand continuously grows and develops in terms of creative approach, consistency and effectiveness.
• I led the creative team to develop concepts for strategic brand campaigns, product communication campaigns as well communication concept directed towards other internal and external target audiences.
• Partnered effectively with the Marketing Communications team and other departments to ensure delivery and approval of concepts that are on brief, on-time, and of high quality that address internal client challenges and meet business objectives.
• Briefed and guided the Creative Services team by clearly communicating the creative concept in an inspirational and simple way so that the Creative Services team has just the right information to deliver world-class communication tool-boxes for the regions and channels.
• Supported the Product Marketing team in developing the product stories into clear and simple communication messages, easy to understand and easy to explain as well as simple to share.
• Ensure the Oriflame Brand and Communications department is recognized as a center of creative excellence, establishing and evaluating against industry benchmarks.

Jan 2007 – Jan 2011 · 4 yrs

Jan 2000 – Jul 2010 · 10 yrs 6 mos

• The company delivers high quality communication to its clients. From branding development, insight and creative direction.
• Creative Direction
• Creative Brand strategies & development
• Creatively oversee Domestic Digital Marketing strategy, experiences, and social strategy/outreach
• Creative Direction and Production all digital media campaigns
• Select and Creatively Lead Agencies on all campaign experiences and materials
• Creatively coordinate with Domestic and International Creative Advertising, Creative Content and Publicity teams
• Development of the agency and its offer
• Creative process development (Worldwide)
• Strategic campaign planning
• Development of the creative brief and the specific brief for each project
• Hiring and/or staffing relevant creative team to each project
• Responsible for the creative level and efficiency of all campaigns