Global creative leader with +20 years of experience, translating trends & consumer insights into impactful brand, retail & experience concepts.
A bit about me
Trend research and global Workshops
Lead global trend and consumer behavior research and facilitate workshops that translate insights into creative concepts and strategic directions.
Full-Scale Digital Marketing Campaigns
Making & developing integrated multichannel campaigns designed to boost traffic, engagement, and qualified leads.
Conversion-Focused Website Design & Automation setup
Helping guide team of Ecom-creatives turning responsive sites into converting visitors into paying customers. Inkl. Email automation.
Develope and implement Brand Guidelines
Create brand framework that translate strategy into clear creative execution. Guide global teams of designers, partners and creatives.
Paid Media Management
Setting visual goals for developing creative assets for ROI-driven management of Google, LinkedIn, and Meta ad accounts for scalable growth.
Event and experinces
Help building and guiding retail events and experiences to support Brand and campaigns. Helping partners and own shops.
A few cases
From building brand strategies for Hummel Kids, Sport and Lifestyle brands. To making Furniture campaigns and visual communities for Boconcept, Toy-universes and candy for Dracco. Here below is a few stories from my worklife.
A Story about a Horse
The Filly Universe began as a toy and playing card concept, evolving into a multi-platform brand spanning magazines and animated content. Designed to inspire imaginative, group-based play, it is rooted in themes of kindness, cultural awareness, and identity—shaped by research into diverse ethnicities and challenges faced by young children.
Developed in collaboration between the Danish design team and the industrial design and brand team in Hong Kong at Dracco Toys. Me based as the Design Team lead in Hong Kong at the time.
The future of Furniture & retail
At BoConcept, I contributed to the development of updated visual guidelines and a new store concept grounded in consumer behavior and local community insights. Recognizing that the average sofa purchase cycle is 5,7 years, the strategy focused on increasing brand relevance between purchase moments.
This led to transforming flagship stores into community-driven spaces—hosting activities such as yoga sessions and cocktail events alongside product showcases—positioning the brand as part of customers’ everyday lives, not just a point of sale.
A brand alignment build on behavior
I developed a consumer-driven brand guideline based on a newly defined target group, translating audience insights into a clear and relevant brand direction. Under one master brand umbrella, I created a scalable framework adapted across Hummel Kids, Lifestyle, Sport Pro, and Sport Teamsport—ensuring each category speaks to its audience while maintaining strong overall brand consistency, shifting communication due to consumers losing trust in media toward a more authentic tone without losing brand edge.
The result is a cohesive and commercially focused brand system that strengthens positioning, supports cross-category marketing, and enables consistent storytelling across all touchpoints. With engagement numbers going up on some socialmedia platforms with as much as 174 %.
