Global creative leader with +20 years of experience, translating trends & consumer insights into impactful brand, retail & experience concepts.
A bit about me
Full B2B & B2C Marketing Setup
Connecting brand and creativity with commercial impact, using B2B & B2C marketing to drive growth across distribution, key accounts, and global markets. Translating product innovation into clear value propositions and storytelling.
Full-Scale Digital Marketing Campaigns
Making & developing integrated multichannel campaigns and strategies designed to boost traffic, engagement, and qualified leads. All - From strategy to being part of the production team onsite.
Conversion-Focused Website Design & Automation setup
Over all digital understanding and knowhow. Turning responsive websites into converting visitors into paying customers. Inkl. Email automation.
Develope and implement Brand Guidelines Globally
Create brand framework that translate strategy into clear creative execution. Researching trends & consumer insights. Guide global teams of designers, partners and creatives.
Paid Media Management & Strategy
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, Lifestyle and Halo. To making Furniture campaigns and visual communities for Boconcept, and helping Key accounts across markets globally. Here below is a few stories from my worklife.
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 %.
Artist collabs & a good cause
Support Greenland x Hummel is more than a campaign— it is a purposeful collaboration with artists, athletes, and community partners, designed to amplify voices that matter. I contributed to bringing the campaign to life, combining creative storytelling, strategic brand engagement, and cultural relevance.
By partnering with musicians and visual artists, the brand builds authenticity, cultural resonance, and emotional connection, turning creative collaborations into meaningful experiences that engage audiences beyond traditional marketing. Beyond raising awareness, all profits support “Support Greenland” initiatives, providing crisis support and reinforcing dignity, visibility, and self-determination for Greenlandic communities.
The future of Furniture & Global partners
At BoConcept, a premium global furniture brand, I contributed to the development of an updated marketing strategy and store concept grounded in consumer behavior and local market insights. Recognizing long purchase cycles, the focus was on increasing brand relevance between transactions while enabling global key accounts and franchise partners to drive sustained engagement and commercial performance.
This led to transforming flagship stores into community-driven brand spaces—integrating curated experiences such as yoga sessions and cocktail events alongside product showcases. The concept strengthened local activation, supported partners in driving traffic and conversion, and positioned the brand as an ongoing part of customers’ lives rather than a transactional touchpoint.
AI Workflows & setup with global partners
I led the development of a proprietary AI-driven visual workflow that enhances creative craftsmanship rather than replaces it. Built around photography principles—light, angles, materials, and brand universe—the system integrates into the creative process, accelerating iteration while preserving human judgment.
Using the Gemini platform, this workflow enabled content scaling across channels and Marketplace, driving performance increases of up to 210% while maintaining brand quality and aesthetic consistency.
Through this initiative, I demonstrated that AI does not replace expertise, it amplifies it. The project established a workflow where technology and human craft coexist, empowering creatives to experiment faster, test more ideas, and scale production without compromising the visual judgment and brand consistency that remain uniquely human.
A Little Story about a Horse
I helped build the Filly Universe, which began as a toy and playing card concept and evolved 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 the challenges faced by young children.
The project was developed in close collaboration between the Danish design team and the industrial design and brand team in Hong Kong at Dracco Toys, where I was based as Design Team Lead at the time. It was a rewarding journey and a unique opportunity to work across continents with two highly collaborative teams.
