Ellinor Claesson

I am curious about people, brands and why we make the choices we do. My experience spans marketing strategy, customer experience and brand development, giving me a broad perspective on how businesses connect with and create value for their customers.

I have a strong interest in how consumer understanding and business needs can be turned into clear and relevant direction, and I enjoy working where strategy, communication and customer behaviour meet. I bring structure, curiosity and a collaborative mindset to the projects I am part of.

I hold a master’s degree in International Marketing and Brand Management from Lund University and a bachelor’s degree in Business and Economics, majoring in Marketing. I also spent a semester at Singapore Management University.

Too Good To Go is a brand I find inspiring because it has managed to turn a complex global issue into a simple and concrete everyday action. Food waste can feel abstract and difficult to influence as an individual, but Too Good To Go makes the sustainable choice easy, accessible and rewarding for both consumers and businesses.

To me, it is a strong example of how purpose can become more powerful when it is built into the actual business model and customer experience, rather than only expressed through communication.

To me, purpose is about understanding the role a company wants to play beyond its products or services, and connecting that ambition to what the business actually does. A strong purpose should be rooted in the business, meaningful to people and reflected in how the company acts. At its best, it provides a clear sense of direction, helping guide decisions, shape experiences and align the organisation around what it wants to achieve.