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Blonde woman in a green beanie and red fleece jacket smiling outdoors with Åre village and lake in the background.
CONNECT WITH ME
HOW I CONTRIBUTE
Jenny Kästel .jpg

I’m a Swedish communication and marketing professional currently based in Innsbruck, working at the intersection of brand, storytelling, digital experience, and consumer behaviour. In simpler terms: I care deeply about how brands make people feel and how thoughtful details, strong narratives, and smart strategy shape that experience.

Over the past few years, I’ve worked across ecommerce, digital merchandising, content, and communication within the outdoor industry, connecting brands and storytelling with performance and customer experience. I’m naturally both analytical and creative, equally excited by data insights, campaign ideas, visual identity, and understanding why people connect with certain brands, products, and communities.

Long term, I’m especially interested in brand strategy, creative direction, and building meaningful brand experiences and communities that people genuinely relate to, both externally and internally.

 

Originally from Sweden, I’ve spent much of my life close to nature, first in the forests of Värmland, then in the mountains of Jämtland/Härjedalen and now in the heart of the Alps. The outdoor world has shaped not only how I spend my free time, but also how I think about sustainability, culture, creativity, and community. I’m endlessly curious about the connection between people, places, brands, and the stories that bring them together.

Outside of work, you’ll usually find me trail running, road biking, hiking, snowboarding, or casually overthinking branding decisions at the gym — all in a good mix of Swedish, English, and questionable German.


I'm currently writing my Master's thesis in Strategic Communication, focusing on community building in hybrid environments, where online identity and physical culture meet. If you work with brands, communities, or the spaces between them, I'd love to hear from you.

  • Currently thinking about

    What is it that makes some outdoor brands feel like culture and others never become more than the products they sell? And can that ever be built intentionally, or does it have to be earned?


    What does the perfect environment do for your creativity, your identity, your sense of belonging? And more importantly, how do you create one?

     

    The male loneliness epidemic — what role do we as women actually play here, and how do we show up without once again making a man's problem a woman's responsibility?

  • Things I’ll probably always want to discuss

    What does equality really look like when we account for every layer of someone's identity and life? The intersection of feminism and social structures is something I'll never stop turning over in my mind.


    Outdoor culture in Scandinavia vs the Alps — why does it feel so different? Same sports, same urge to spend our time outside. So what is it that makes our relationship with nature feel both deeply familiar and worlds apart?

  • Current side quests

    Building a personal brand that actually feels like me. Learning German one awkward conversation at a time. Training for Ironman 70.3 in Jönköping this July. And still very much looking for a Hyrox Doubles partner — applications open.

  • Currently inspired by

    Heated Rivalry and fandom culture — I'm late to the game but equally obsessed! What is it with queer romance that hits so perfectly with the female audiences? And what does the popularity of this series say about masculinity, identity, and emotional storytelling in modern sport? 


    And Japandi design, because that balance between minimalism and warmth feels deeply familiar, and somehow still manages to settle something in me.

HOME / About me

Hej! 
​I´m Jenny. 

HOME / ABOUT ME

  • Currently thinking about

    What is it that makes some outdoor brands feel like culture and others never become more than the products they sell? And can that ever be built intentionally, or does it have to be earned?


    What does the perfect environment do for your creativity, your identity, your sense of belonging? And more importantly, how do you create one?

     

    The male loneliness epidemic — what role do we as women actually play here, and how do we show up without once again making a man's problem a woman's responsibility?

  • Things I’ll probably
    always want to discuss

    What does equality really look like when we account for every layer of someone's identity and life? The intersection of feminism and social structures is something I'll never stop turning over in my mind.


    Outdoor culture in Scandinavia vs the Alps — why does it feel so different? Same sports, same urge to spend our time outside. So what is it that makes our relationship with nature feel both deeply familiar and worlds apart?

  • Current side quests

    Building a personal brand that actually feels like me. Learning German one awkward conversation at a time. Training for Ironman 70.3 in Jönköping this July. And still very much looking for a Hyrox Doubles partner — applications open.

  • Currently inspired by

    Heated Rivalry and fandom culture — I'm late to the game but equally obsessed! What is it with queer romance that hits so perfectly with the female audiences? And what does the popularity of this series say about masculinity, identity, and emotional storytelling in modern sport? 


    And Japandi design, because that balance between minimalism and warmth feels deeply familiar, and somehow still manages to settle something in me.

I’m a Swedish communication and marketing professional currently based in Innsbruck, working at the intersection of brand, storytelling, digital experience, and consumer behaviour. In simpler terms: I care deeply about how brands make people feel, and how thoughtful details, strong narratives, and smart strategy shape that experience.

Over the past few years, I’ve worked across ecommerce, digital merchandising, content, and communication within the outdoor industry, connecting brands and storytelling with performance and customer experience. I’m naturally both analytical and creative, equally excited by data insights, campaign ideas, visual identity, and understanding why people connect with certain brands, products, and communities.

Long term, I’m especially interested in brand strategy, creative direction, and building meaningful brand experiences and communities that people genuinely relate to, both externally and internally.

 

Originally from Sweden, I’ve spent much of my life close to nature, first in the forests of Värmland, then in the mountains of Jämtland/Härjedalen and now in the heart of the Alps. The outdoor world has shaped not only how I spend my free time, but also how I think about sustainability, culture, creativity, and community. I’m endlessly curious about the connection between people, places, brands, and the stories that bring them together.

Outside of work, you’ll usually find me trail running, road biking, hiking, snowboarding, or casually overthinking branding decisions at the gym — all in a good mix of Swedish, English, and questionable German.


I'm currently writing my Master's thesis in Strategic Communication, focusing on community building in hybrid environments, where online identity and physical culture meet. If you work with brands, communities, or the spaces between them, I'd love to hear from you.

CONNECT WITH ME

Let´s Connect

Curious about my work and how I can contribute to your next project? Or have an idea and need someone to discuss with? Let´s chat! 

connect@jennykastel.com

Austria / Sweden / Anywhere

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