Alexia Wilhelmsson

• Considerable brand health development during my time with Probi - with all-time high levels on most brand KPI's - less than a year after revitalizing the brand with new logo, packaging design and communication concept. • Leading B2C marketing and brand initiatives, focusing on the Nordics and particularly Sweden as the market leader in the probiotics category. Some brand presence in Asia as well. • Developing strategic marketing plans to drive brand awareness and increase market share. As well as PR and other promotional activations. • I was responsible for re-branding both Probi’s B2C and B2B brands, including new brand identity, communication and packaging design. • Responsible for budget management and tracking, as well as providing commercial marketing input for the monthly business reviews. • Collaborating with cross-functional internal teams, and external partners – such as PR and media agencies, to execute marketing strategies and achieve business objectives. Close collaboration with customers, mainly pharmacy chains and online retailers. • One direct report during my year as EMEA B2B Marketing Manager & B2C Marketing Manager.

• Led new product development, including concept creation and design development. • Planned and executed marketing and communication strategies. • Co-responsible for the management and development of internal communications.

• Led new product development from concept to design, while ensuring successful product launches through cross-functional collaboration. • Developed and implemented marketing and communication strategies in alignment with brand goals. • Coordinated with both internal teams and external partners (e.g., media and design agencies) to drive cohesive brand and product initiatives.

• Headed the Enterprise Europe Network (EEN) in Skåne, the southernmost part of Sweden, supporting international business development for SMEs - with three people in the team. • Part of Invest in Skåne, the region's marketing agency • Represented the region at international trade fairs, conferences, and EEN partner meetings, often accompanying local businesses abroad

• Led the successful launch of IDUN Minerals, a Swedish mineral cosmetics brand, from concept to market • Developed and implemented comprehensive strategies for marketing, sales, and brand expansion across multiple channels and markets • Managed product launches, brand campaigns, and market entries with strong commercial results, contributing to impressive sales growth and brand recognition during my tenure

• Managed sales and marketing activities for IsaDora Cosmetics across 17 international markets • Focused on key markets including Russia, Poland, and Italy, driving growth and brand presence • Developed and maintained strong distributor relationships to support market performance and expansion strategies

• Conducted in-depth market and industry analyses across sectors including Retail, MedTech, and Food • Provided strategic insights and hands-on assistance to help companies navigate the UK business landscape • Organized B2B meetings, matchmaking events, and trade missions to connect Swedish exporters with UK partners • Collaborated with UK industry stakeholders and public sector contacts to identify business opportunities for Swedish clients • Contributed to tailored market reports and go-to-market recommendations to support clients’ international growth plans

An efficient yet rigorous programme bridging academic theory with real-world marketing practice. The MiniMBA in Brand Management focuses on building strong brands through evidence-based strategy, covering segmentation, positioning, brand architecture, and long-term brand growth. The programme comprises 11 modules, a brand plan for a fictional brand, and a brand simulator.

Degree of Master of Science in Business and Economics (with French orientation) from the School of Business, Economics and Law in Gothenburg.

Internationella Civilekonomprogrammet med fransk inriktning.

Tours, France. Erasmus Exchange Program.