You’ve been described as a problem solver with a strong strategic mindset. What kind of challenges do you enjoy tackling the most?
I weirdly enjoy untangling a mess – whether it’s a chaotic Excel sheet or a kind of brief from a stressed client. There’s something fun about stepping in, bringing a bit of structure, and just making sense of things.
But my favourite part is probably the early brainstorming stage. When there’s a challenge on the table and everything’s still wide open – no ideas are too weird yet, and everyone’s building on each other. I love that energy.
And even if it feels a bit chaotic, that’s when my strategic brain really kicks in. I like zooming out, asking “What are we actually trying to solve here?” or spotting where the gaps are. So, while we’re bouncing ideas around, I’m already thinking a few steps ahead. It’s that mix – creative chaos with a clear direction – that I get the most energy from.
What does a typical day look like for you when you’re managing campaigns for brands like Pepsi MAX across different markets?
I always start the day with a big cup of coffee. I don’t know my own name or laptop password before that first sip. Then it’s usually about getting our ducks in a row: catching up on updates across markets, checking in with the team, and adjusting plans if something unexpected pops up (which it usually does).
Managing campaigns across different markets means no two days are ever the same – and that’s part of the fun. Some days are more about strategy and long-term planning, others are pure execution mode: writing copy, reviewing creatives, chasing feedback, jumping into production meetings. And often it’s all of that in one day.
A big part of my job is making sure everything aligns. It’s a mix of structure, speed, and lots of teamwork. Oh – and a few memes shared in between. Gotta keep the energy up!
You’ve shaped brand identities, like AMF Fastigheter’s Instagram. What are some of the key things you consider when building a brand’s social presence?
First things first – why are we doing this, and what do they want out of it? Without a clear purpose or expectation, it’s almost impossible to build a social presence that works. So that’s always where I start: defining the role the channel should play.
Once that’s in place – or once we’ve helped them figure it out – the next step is understanding what really matters to the client. What do they want to say? How often do they want to show up? And is Instagram even the right place for those messages?
Then comes the look, and a lot of collaboration with the art directors and designers who shape the visual world around the brand. “Can I use this colour here?” “How would this look if we went from 16×9 to 9×16?”. Sometimes it’s tiny tweaks, sometimes it’s full-on reworks – and that can be challenging, especially since social looks nothing like a sales deck or a branded event space. But that’s also why it’s so important to keep that red thread – so the brand feels consistent and recognizable, no matter where someone comes across it.
How has your background or training influenced the way you work, particularly after completing your digital PR course?
The PR course was such a refreshing break from everyday work. It gave me space to zoom in on social media – no compromises, no brand restrictions, just thinking freely about what works on each platform.
It reminded me of the creative freedom we sometimes forget when we’re deep in client processes and internal guidelines. And it really re-energised me – not just creatively, but also in how I approach conversations around content.
Since then, I’ve felt more confident in challenging ideas – both internally and with clients – when something doesn’t feel right for social. It gave me new tools, but also a bit of a mindset shift: to trust my gut more and to push for braver, more platform-specific work when I know it will make a difference.
What skills or habits do you think have helped you grow quickly in your career?
I think curiosity is a big one. I question everything – not always out loud (luckily for everyone around me) – but I’m constantly analysing: What works? Why? What doesn’t? What would I change?
I also just genuinely care about the kind of work I do. I’m interested in people, communication, culture, trends – and that helps, because I don’t switch off that part of my brain when the workday ends. I’ll be scrolling TikTok, seeing an ad in the wild, or reading a caption and instantly thinking “Ah, smart” or “Hmm, missed opportunity.”
And I’m not afraid to throw myself into new things – even if I don’t know exactly how to do it yet. I’ve learned a lot by just saying “Yep, I’ll figure it out” and then actually doing the work. That combo – being curious and being willing to jump in – has helped me grow faster than if I’d waited to feel completely ready.
You’ve led seminars and guided both internal teams and clients. How has that experience shaped the way you think about leadership and collaboration?
I remember being super nervous the first time I led a seminar – it was for a client’s comms department, and I definitely felt the pressure. But it turned out to be such a valuable experience. It helped me better understand where they were coming from, how they viewed social media, and what kind of possibilities they saw (or didn’t see yet).
We had great discussions throughout, and that really shaped how I approached every seminar after that. I always invite questions and interruptions early on, especially with smaller groups. It creates a much better dynamic – not everything on my slides will be equally relevant, so when we lean into what actually sparks curiosity in the room, the whole experience becomes more valuable for everyone.
I’ve realised these kinds of sessions serve so many purposes. I spend time tailoring the presentation based on what I know about the audience, and in that process, I learn even more about them. Hopefully, they will walk away with new ideas or perspectives – and almost always, we will end up in a fascinating conversation about their real challenges and goals and how social media can fit into their world.
That kind of two-way learning has really shaped how I think about leadership and collaboration. It’s not about showing how much I know – it’s about creating a space where we figure things out together.
Looking back, what have been some defining moments or projects that pushed you forward professionally?
The first thing that comes to mind is my very first pitch. I’ve always felt more at home behind the scenes, but learning to take space in the room has pushed me forward. Talking in front of a big group has always been scary. And knowing that I’m not just talking, I’m presenting, explaining and putting my own ideas and thoughts out there while knowing that a project or a new business could be on the line made it even scarier.
Surviving and not messing it up really pushed me forward and made me brave enough to do it again and again. Nowadays it’s just medium scary.
You’re clearly someone who thrives on learning and taking initiative. Where does that drive come from?
I think I’ve always been that way – wanting to figure things out on my own instead of asking for help, which can be great, or total chaos. Like the time I decided to repaint my childhood bedroom walls with a Sharpie or when I got a little too confident in my swimming skills and dove straight into the deep end of the pool.
I grew up around very independent adults. My mom didn’t need my dad to put up a shelf, my dad didn’t need a mechanic to fix his car, and I spent every summer with my grandparents where the rule was basically: try first, then ask.
That stuck with me. I’ve always wanted things to be done well – and preferably perfectly. That mix of being curious, stubborn, and a bit of a high achiever has shaped how I work. I like to learn, improve, and take action. And if I don’t know how something works, I’ll find a way to figure it out. That’s just how I’m wired.
If you could give a piece of advice to someone just starting in the industry, what would it be?
Don’t wait until you feel “ready” – because you probably won’t. Just jump in! Try things. Ask the questions. Suggest the idea even if it feels a bit too bold.
A lot of what I’ve learned has come from throwing myself into things I wasn’t entirely sure how to do – and figuring it out along the way. That, and watching how people smarter than me work.
Oh – and don’t decorate your bedroom walls with a Sharpie. It seems like a good idea at the time. It’s not.
