I’m a Swedish communication and marketing professional normally based in Innsbruck, but currently slow travelling Japan. I work 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.