Strategic Identity

Communication as a strategic discipline for modern leaders.

I help senior leaders and communications teams build clear, human-centric narratives that align stakeholders, strengthen reputation, and move the business forward.

That work comes from the inside, not the sidelines: more than a decade of communications leadership within Tetra Pak, Ikea and Gore, across the Nordics, LATAM, and the Americas, EMEA and APAC regions. Long enough to learn that a strategy is only as strong as the moment someone has to explain it — in a board meeting, a town hall, or a shop floor conversation where the story is either believed or quietly set aside.

In practice, that means working close to the people who decide: sharpening a message until it holds under pressure, wiring measurement in from the start so the value is visible, and staying with teams through the difficult weeks — the restructuring, the crisis, the launch nobody expected to be so hard to explain.

Sustainability has been the through-line of that journey: turning complex commitments into language people can actually act on, and keeping the gap between what an organisation says and what it does honest. My work lives where strategy, culture and communications meet — from the boardroom to the frontline, where values are really tested.