A passionate and results-driven Senior Strategy Consultant currently working my third year at Lynxeye.
During these years I have the pleasure of being involved in developing purpose-driven growth strategies for some of Sweden's largest and most influential brands.
My journey began with a strong academic foundation, earning an M.Sc. in Industrial Engineering and Management from Linköping University, where I focused on Strategy and Management Control. During my academic pursuits, I sought to broaden my horizons through enriching exchange studies at San Diego State University, USA, where I delved into business and marketing, as well as immersing myself in the dynamic business landscape of Sydney, Australia.
Fuelled by a passion for brand strategy, I honed my skills in the FMCG and automotive industries, working with renowned organizations like Volvo Cars, Stora Enso and Svenska Retursystem. This experience deepened my understanding of branding dynamics and instilled in me a drive to create innovative and sustainable business models.
—A purpose guides and permeates everything inside a business and I think it's an important reason why today's consumers choose one brand over another.
At Lynxeye, I have been part of shaping impactful strategies that strengthen the brand positioning of our clients. Through close collaboration, I have leveraged data collection and analysis to derive valuable insights, forming the foundation of well-informed strategic decisions. My expertise spans a diverse range of brand strategy areas, including segmentation and positioning, brand and business strategy development, portfolio strategy development, brand strategy implementation and launch, brand identity development, concept creation, customer journey mapping, rebranding and brand launch initiatives, as well as brand architecture and hierarchy planning. As a project manager, I have also led and coordinated everything from projects andworkstreams toresearch studies and workshop series, ensuring seamless execution and delivery of tangible and accessible results.
Over the years, I have had the privilege to work across multiple industries, including finance, gaming, media, retail, food and telecom. This exposure has given me a holistic approach to tailor strategies that cater to the unique needs of each client, leaving a lasting impact on their brand growth.
Driven by the desire to innovate and stay ahead of market trends, I am deeply committed to creating purpose-driven strategies that empower brands to thrive in an ever-changing business landscape.
As I continue to grow and evolve in my role, I remain dedicated to making a positive impact on the branding landscape and contributing to the success of brands who strive to do better to serve consumers and planet.
Name a great purposeful leader
I think Camilla Lundin, entrepreneur (highlighted in Forbes 30 under 30), public speaker and co-founder of the female business network Business & Dreams, is an example of a leader who leads with great purpose. Through and network community focused on supporting female entrepreneurs, she consistently lives by the purpose of empowering and helping others to reach their goals and dreams.
I believe Camilla Lundin leads with great purpose because while often developing new business opportunities, she always stays true to her cause of helping people grow professionally or through their businesses and passions. Becoming successful by successfully helping others is truly purposeful to me.
Name a great purpose example
My favorite purposeful brand is Ouai Haircare because it has realized the value of being personal, transparent and of taking a stand on societal issues. By involving their customers in all steps of product development, making sustainable choices, and helping their consumers to become more aware and educated on current issues, political, societal and environmental, it fulfills its purpose of being more than a hair care brand.
By believing that “Life is hard, looking good should be easy,” Ouai works to solve its customers’ daily struggles and has become a brand that people can relate to in many aspects of their lives.