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WORK EXPERIENCE

Creative Manager
Friluftsland | 2022 - now (marketingcoordinator 2018 - 2022)

In my work as Creative Manager, I’ve had the chance to work on a full rebranding of Friluftsland after the acquisition by Fenix in 2018. I started off with developing the overall brandingstrategy, narrowing down the core of existence, target groups, selling propositions, competitive advantages (and weaknesses) etc. Next up I created the brand guidelines including visual identity, do’s and dont’s, brand personality, templates for various channels etc. When finished, it was finally time to see the strategy come to live: I created the branding campaign “Tættere på naturen” that launched across the country in 2022. The overall idea of the campaign is to embrace all the various reasons as to why people seek nature: some do it for the adrenaline kick they get from climbing or exploring dangerous wildlife, some do it for the utter silence and peace it provides. Some do it to get closer to the people they love by escaping daily distractions, and some do it to achieve their personal dreams and goals. The unifying factor is: It’s all about how nature - and what you do in nature - makes you feel. It’s about getting closer to that feeling - closer to nature. The campaign is featured in all channels and activities: Physical stores (music, visual merchandising, signage, windowscreens, in-store events etc.), e-commerce (including a full redraw of the front-end of the webshop), e-mail marketing, paid ads, socials, cinemas, outdoor ads, printed ads, and internally where it forms the overall umbrella for content, events, campaigns etc.

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Work experience

REBRANDING PROJECT
Fjeld & Fritid (owned by Friluftsland) | 2024

Friluftsland acquired Fjeld & Fritid in 2021, and transformed the physical stores to Friluftsland, but kept the Fjeld & Fritid webshop. After great consideration into whether or not the brand should be kept alive, it was decided to do a full rebranding - which became my first project after my maternity leave with my secondborn. The overall headline was to take the brand from old-fashioned and dusty to becoming the young, fresh and energetic boy in class that teases all the others just a little by challenging old-thinking and -doing. I created the overall brandingstrategy, logodesign, visual identity, tone of voice and personality, did a complete redraw of the webshop and managed the final execution of the project by directing our own team and the team of web-developers prior to final launch in Denmark and Sweden.

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FOUNDER
éntal | 2019 - 2020

I've always had a bit of an entrepreneur in me - it runs in my blood. So when my son was born, and we got to the phase of my maternity leave, where I had some time on my hands, I decided to start a business. An idea that had blossomed in my mind for a while - and honestly was more for the project and the challenge, than for the company to be something to live off. The overall idea of éntal was to take the wellknown "design-it-yourself" concept that we know from car configurations, furniture and kitchens, and put it into the world of interior design. So I created 4 overall designs (lamp, vase, candle holder & clothing rack) and designed a website where you could finish the design of each item by choosing metaltype, woodtype, color of leather etc. The project included everything from: setting up the company legally, creating name, logo, visual identity etc., designing and building the webshop, doing photoshoots, drawing, measuring and developing all products and producing them by hand in my workshop, creating the social media strategy and doing stories, reels, posts, videos etc. I started everything with a budget of about 10.000 DKK, so it required a lot of elbow grease. An unbelievably fun and educational challenge! Sales started going up when I returned to my job in Friluftsland, and I soon realized that 24 hours in a day simply wasn't cutting it.

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ASSOCIATE MARKETING & OPERATIONS DIRECTOR
Optim Beverage Group | 2016 - 2017

I was the one part of a duo to start Level (today NODA) straight from the bottom, and as the Associate Marketing & Operations Director the list of things I got my hands on is quite comprehensive: everything from the fundamental parts of setting up the company with authorities and accountants (in both Denmark, Sweden and Norway), registrating with the local pantsystems, warehousing and distribution agreements, development of the products along with experienced agents (flavour, ingredients, packaging design), creation of name, logo, visual identity, branding- and marketing strategy, selling the idea to various large retailers, employment and on-boarding of interns when the products finally hit the shelves - and also getting my hands dirty when repacking all bottles when the pantsymbol was printed wrong in the first batch of production, cycling through the streets of Copenhagen at the Marathon, driving from store to store to do samples and restocking - and everything else that follows when you are building a startup. An experience of a lifetime.

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