My role Founder and commercial lead. Brand strategy, creative direction, and e-commerce.

Outcome Stocked in 3 countries. Press in Vogue, FT, and Monocle.

Objective Translate heritage storytelling into a performance-driven creative system across channels.

Touchpoints Immersive in-store displays, digital OOH, AR extensions, performance asset cutdowns, in-feed ads, and retail screens.

My role Directed the campaign strategy and adaptation into short-form formats that laddered up to global brand narrative but drove local engagement.

Outcome 62% lift in brand favorability; high engagement across retail-aligned digital placements.

Objective Launch Farfetch’s new beauty category with a strong creator-first strategy across Meta platforms.

Touchpoints Creator gifting and sampling, paid ads (Reels, Stories), landing page assets, CRM, and editorial support.

My role Directed creative narrative and content formats across 50+ global creators, ensuring cohesion between performance and brand.

Outcome 204M organic impressions in the first week.

Objective Launch Dawn FM as the first multi-city phygital album drop across Music, Prime, and partner channels.

Touchpoints Live stream on Prime, city activations in Tokyo, LA, London, and Sydney, merch drops, and social storytelling.

My role Strategy Director. Owned the campaign point of view and creative direction across music, entertainment, and ecomm teams.

Outcome First multi-city phygital launch for an album on Amazon. Broadcast reach across four cities.

Objective Refresh Boss’s brand perception and appeal to a younger audience through a culture-led campaign.

Touchpoints Instagram Live runway, TikTok and Reels content, creator styling videos, product bundles, on-platform retail tagging, and post-show email follow-up.

My role Led the strategic positioning and rollout, shifting the runway into a shoppable, sports-inspired social event.

Outcome +112% brand lift; significant lift in brand favorability and online sell-through.

Objective Position Sweden’s first vitamin therapy clinic as a modern health authority, and connect the founder’s personal brand to the company brand as one growth system.

Touchpoints Brand strategy, identity, photography direction, on-set shoot direction, store and window visual language, paid social creative.

My role Brand strategy and creative direction end to end. Built the visual system, ran the shoots, directed the photography, and shaped the paid strategy across the founder’s personal brand and the company brand.

Outcome Featured in Vogue. Sweden’s first vitamin therapy clinic, scaled across multiple locations.