My approach brings structure, meaning and insights to the why, what, and how of a brand and how it is experienced. I developed it over more than 15 years working in marketing, advertising, customer service, and business & concept development.

A lot of my experience was built during the 11,5 years pushing the digital agenda within IKEA, both at national and global level. My remit was to challenge the company’s set ways of working, and steer the organisation from brick and mortar store to a digitally enhanced retail experience.

I have since worked on customer experience and brand strategy and I’m adding facilitation to the mix to help companies interactively create better brand experiences.