Viktoria Ejenäs

I’m passionate about making people better communicators, internally, externally, and everywhere in between. I value straight talk, big ideas, and sharp execution. I ask a lot of questions, and I believe great brand communication is equal parts discipline and instinct.

I’m responsible for initiatives like the annual Lynxeye Purpose Index™ report, our business forum Lynxeye Live, and our various networks; all platforms that connect our thinking and expertise with the people and businesses shaping the future. My focus is always on creating real impact through clear, on-brand communication.

I joined Lynxeye in early 2020. Before that, I held senior marketing and communications roles at European and global consultancies in finance. I’ve led brand transformations, launched digital platforms, built internal systems that colleagues loved to use, and managed communications across borders and cultures.

I hold a BA in Media & Communications from the State University of New York College at Old Westbury, and studied Business Administration at Stockholm University.

IKEA is a well-used example here, but for a reason. I think IKEA does a brilliant job of balancing purpose with business impact. Its mission to create a better everyday life for the many people isn’t just a slogan. It drives everything from sustainability initiatives to product accessibility.

IKEA understands its global footprint and uses it to push for meaningful change in production, logistics, and design. Its team really does create win-wins for their business and society, just look at how they work with hiring refugees. Plus, their ability to be both humble and forward-thinking is making the best out of being Swedish.