WORK EXPERIENCE

​

​

2020-ONGOING / CREATIVE DIRECTOR/ CREATIVE ADVISORY

 

NOUWEFORM 

​

-Creative Director STUDIO TOTAL, ELLOS GROUP.  An overarching role with a focus on digital branding and product, from a creative strategic place at the marketing department and from a creative concept place on the product side, with the ability to develop design work from a market perspective and also product design. Operating overarching with the product design and the digital marketing strategy and creative team for Studio Total a youth brand with online presence. The role functions as a strategic 

-Creative Advisor, Working with re branding and UX brand design for various brands as an advisor to the board and/or particular business units

​

​

 

 

2019-2020 Head Of Design / Design Manager

​

MARQET

​

-Head Of Design / Design Manager for MARQET, a new direction and position with change in strategy and communication. The overall idea was to branch out and become a lifestyle store with a more inspirational approach, aiming for worklife. Offering everything that could be in use for the modern work,  ranging from the perfect suit down to a mobile charger. A clear approach to be in the field of formalwear - denim and outdoor. My role was to be managing the brands women's and mens creatively and working with the ranges together with the design and buying tea, driving the creatives and the products from a creative perspective to be inline with the overall strategy and direction set from the Head Of Design role for each brand and from a trend persepctive. Developing new products and categories was a bit part of the role, and I developed new categories and worked together with PR manager and Brand manager to create and develop collaborations with brands and people. In the role was also the seasonal presentation of trends per category, female and male colors and fabrics + innovations and sourcing directions. Handover and deliveries to the visual team - the marketing team and the online team to tell the story of products and brands each month. Driving the expression and story for the brand campaigns. 

​

​

​

​

​

​

​

​

2017-Head Of Design / Design Manager

​

MQ Retail

​

-Head Of Design / Design Manager for MQ Retail a retail operation based in Sweden with 120 stores, represented on the Swedish Stockmarket since 2008. Responsible for the overall expression mens and womenswear, working and managing the design team. working across categories from formalwear - denim - casual preppy and trend. The brands Stock hlm, Bläck, Dobber, Bondelid and the latest release Visual Clothing Project all of them internal brands whom we developed and created with seasonal stories colors and moods to suit the MQ customer together with external brands where we at special occasions did collaborations and limited pieces. During this period I built and launched Visual Clothing Project together with the team, we made Dobber into a sustainable brand with a strong commercial touch and message. The job also consisted of presentations to the whole company each season , showing the range, showing key pieces from a design perspective as from a business perspective. Presentations of the seasonal ranges and brands + campaign work and handovers was part of the role and done on regular basis.

​

​

​

 

​

​

​

​

​

​

2015-2017 Head Of Design & BUYING / CREATIVE Manager

​

Lee Jeans, Melbourne
​
-Head Of Design & Buying / Creative Manager for Lee Jeans with responsibe for the Australian 
and New Zeeland market. Full responsible for the concept and the progress of the 
brand. The role requires me to oversee the overall design strategy, creative direction 
including adding innovations to the denim business, design and buying process, 
responsible for a design and buying team based in Melbourne. 
Close contact with marketing, and national sales team. 
Presenting ranges for major clients and internal teams, CEO and owners. 
KPI:s consists of delivery on set targets, and the role is being measured by
the performance of the team and by numbers for the entire range, 
all categories included covering guys and girls.

​

​

​

​

​

​

​

​
​

2012-2015  Head Of Design & Buying 

​

DR.DENIM, Gothenburg
​
-Head Of Design / Design Manager for Dr Denim, a local denim brand from 
Gothenburg. Responsible for the creative direction, design and fabric strategy and 
setting the matrix each season. Built the structure of the design and buying team, 
whom I had the staff responsibility over. The team consists of designer, tops buyer, 
denim buyer, pattern makers and production assistant. Responsible for creating the
seasonal story, graphic direction setting the overall fabric directions, and wash 
structure. The role included presenting each range first for the internal teams, 
PR & Marketing + owners. Line release with fashion show and range presentation 
for the sales crew. Overall responsible for the sales result and go to market SKU:s.
​

​

​

​

​

 

 

​

​

2011-2012 brand manager / head designer, reunion,

​

mq retail, Gothenburg
​
-Brand Manager / Head Of Design @ MQ for REUNION, a vertical operation with 
over 100 stores. REUNION was an internal brand with a go to market SKU count 
at +200 with deliveries .The brand was a full concept, in the mid market price. 
The position as a brand manager, held the responsible for all aspects of the brand, 
such as creative/design - sourcing/buying - budget/sales. The brand targeted the 
young progressive man. The responsibility for the brand performance was set to 
the Brand Manager. The Brand consisted of a team of designer, 
buyer and asistants + pattern makers. On the side we had planners 
to assist and collaborate with. In the role I presented the range for marketing & PR 
for campaing work, and to visuall team to get the garments 
merchendised with the creative direction and look properly.

 

​

​

​

​

​

​

​

​

​

2006-2011 Brand Manager / Head Designer, EMILIO, 

​

MQ Retail, Gothenburg
​
-Brand Manager / Head Of Design @ MQ for EMILIO. 
A vertical operation with over 100 stores. The brand is a full concept, in the mid 
market price. The position as a brand manager, held the full responsipble for all 
aspects of the brand, such as Creative/design - sourcing/buying - budget/sales. 
The brand targeted the youth market. In the role the responsible for the brand 
performance was set to the Brand Manager. 
The Brand consisted of a team of designer, buyer and asistants + pattern makers. 
On the side we had planners to assist and collaborate with. 
In the role I presented the range for marketing & PR for campaing work, 
and to the visuall team to get the garments merchendised with 
the creative direction and look poperly. 
​

2005-06 -Junior Designer / Graphic Designer,

​

MQ Retail, Boras
​
-Junior Designer / Graphic Designer @ MQ for various brands. 
The day to day work consited of creating designs and art for the various concepts, 
and being a part of the buying process. 
I got to learn a lot about how to build and create concepts by great mentors. 
​

2004-05 -Sales Assistant,

 

SOLO Kläder, Gothenburg
​
-Multibrand store with denim as its speciality. Swedish brands and major internatiolnal 
denim brands. Getting knowledge from various brands, in terms of fits, qualities and
differencies among the brands.
​

2001-04 -Sales Assistant / VM,

​

Levis Store, NK Gothenburg

 

-Levi´s branded store where I did work between university studies. Continuiong on with
a major player in the denim field while taking up fashion studies. Learning about the 
business from a customer - salesmen point of view.
​
​
1999-00  -Sales Assistant,

​

Levis Store, Regent Street, London UK
​
-Levis Flagship store and concept store CINCH. My introduction to denim and fashion
a high speed moving store and exhiting brand to work for.