Curiosity is my superpower. I’m drawn to what motivates human behavior, decoding culture, uncovering what problems are really about, and solving them in smart, impactful ways. That drive has taken me from Sweden to Asia and the US, shaping strategies for global icons and local gems alike.
With 15+ years of experience across global markets, I combine human and cultural insight with deep business understanding and sense for what spurs creativity. I’ve helped reposition brands, shape narratives, unlock emotional potential and bring creative and resonant ideas to life across markets and categories.
My work has earned 100+ awards, but real results matter more than trophies. Too much strategy work leads to nothing. I believe in creating strategies that change perspectives and bring new ideas and solutions, impactful strategies that are made to be used.
The world deserves better stories, more depth and aha moments, not just another brand or ad adding to the noise. I shape those narratives and build brands that resonate and leave a mark.
I define the real problem. Always looking for the root cause, the tension, the opportunity. Because a brilliant idea means nothing if it solves the wrong thing.
I mine insights. I explore people, culture, and business to find the truths that spark relevance and growth.
I shape brand narratives. I turn insights into a clear story and foundation that guide decisions and creative work.
I create strategies built to be used. Strategies that fuel creativity and new solutions, not documents to be filed away.
I collaborate for impact. Side-by-side collaboration with agencies, founders, in-house teams, and brand leaders to bring strategy to life.
