PRODUCT +
DESIGN
01
I AM A
LEADER
02
HOW I
Discover
Strategy & Product Vision
I help companies uncover their direction – and translate it into product strategies that connect with real customer needs. With a background spanning global fashion, telecom, and SaaS, I’m used to tackling complexity. I’ve launched entirely new brands and scaled existing ones by aligning vision with outcomes and creating clarity across teams.
02
How i
define
Customer Experience & Design Systems
To me, design is how we think, not just how things look. I lead with insight and purpose to create experiences that feel intuitive and emotionally resonant. I’ve built design systems, run A/B testing at scale, and redesigned digital journeys to boost conversion and reduce churn. I love bringing data and creativity together to craft products that leave people with a sense of wonder.
03
HOW I LEAD
EMPOWER
Culture, Leadership & Transformation
I believe teams are the real product. Over the years, I’ve scaled teams from 4 to 25, led agile transitions, and founded diversity councils to make sure everyone has a voice. My leadership style is grounded in soft values – trust, openness, and accountability. I’ve seen firsthand how the right culture builds the foundation for consistent, outstanding results.
My
WORK
I HAVE
North Star Rebrand
H&M
H&M was seen as cheap and cluttered. We wanted to shift how people saw the brand and inspire fashion lovers again. I led the work on the new brand direction, digital design, and customer experience. We simplified the look, focused on better storytelling, and created a fashion-forward feel across channels. → Stronger brand image → Better digital experience → Reconnected with fashion-focused customers
customer journey
H&M
I led the development of a research-driven customer journey framework that aligned product and design teams around shared goals. We created a living system that connected insights to outcomes and helped shift the organisation from siloed execution to true customer centricity. → Connected strategy to delivery → Reduced duplication & improved prioritisation → Stronger collaboration across disciplines
Penny Brand & Product Launch
TELE2
When we set out to launch Penny: Sweden’s first low-price FMC brand. I was responsible for both Product and CX. I worked across design, product, and business to launch a market-ready brand in under a year. It became one of Tele2’s most visible challenger brands. → Brand live in 12 months → Built cross-functional team & agile process → High brand recognition & customer clarity
ABOUT me
I build experiences and teams that make a difference. I’ve worked at the intersection of product, brand, and design for over a decade.
From launching new services to transforming large organisations, my goal has always been the same: create meaningful experiences and build cultures where people thrive.
I’ve led teams at H&M,Tele2 and MORE. navigating everything from rebrands and agile transitions to design system launches and business pivots.
I’m happiest when I can combine insight and imagination, data and empathy – and help teams build products people actually love.