Karin Wickberg

In this role, I have the privilege of leading a talented team across key areas such as digital marketing, PR, brand partnerships, creative production, media, store experience, CRM/loyalty, and internal communications. Our mission is to nurture and strengthen the NK brand, drive traffic and sales to both our iconic departments stores and online, and deliver exceptional customer experiences. Some of the most rewarding achievements include the launch of a private label collection, impactful brand partnerships, digitalization, launch of a fashion talent program and a range of dynamic campaigns that have resonated with both B2C and B2B audiences and elevated NK:s position in the market.

Global responsibility for developing and driving the brand and marketing strategy, consumer engagement plans, design collaborations, PR and creative development. Success factors incl digitalization (incl establishment of e-commerce), client segmentation strategy/ communications to drive ROI and successful brand partnerships with eg Ilse Crawford and Lara Bohinc.

Responsible for developing the Electrolux masterbrand strategy and communication platforms for Major Appliances as well as driving the luxury offerings Grand Cuisine and Gourmet Range.

Responsibility for developing the new global brand positioning for the E.ON Nordics as part of the Global Brand Leadership Team and outlining activation through global brand and media agencies.

Global responsibility for the brand leadership and marketing strategy for luxury bed manufacturer/retailer Hästens, championing the portfolio to drive for a holistic customer experience and ensuring the marketing strategies and tactics aligned across all channels. As part of the Hästens Global Leadership Team, I operated at an executive level participating fully in company-wide decisions and strategies. Major achievements include • Development of the global brand platform incl positioning and profile • Campaign and activity program across 40+ markets and 250 wholesale and own retail stores • New Product Development - implementation and time to market • Global ambassador program "Sleep to Perform" - a performance based brand storytelling scheme • Development and implementation of new retail concept and visual merchandising for global brand alignment and enhancement of the customer experience • Implementation of PR strategy and agency network structure • Establishment of global marketing office in Stockholm

Responsibility for driving the brand, marketing and CSR activities at The Body Shop in Sweden/Denmark, a key strategic role involving communication, brand and values management across a wide range of stakeholders - externally via traditional and digital/social communications channels, PR, NGO's, customer clubs and internally via 100 stores and a team of staff.

Responsibility for planning, co-ordinating and implementing external and internal communications in line with the firms strategic plan, including client work and business development, PR, sponsoring and partnerships. Also strategically responsible for nurturing and developing the Linklaters brand across all channels and identify, plan and implement communications activities in the market.

Founder and owner of furniture retail business and shop in a premium location in central Stockholm. Overall responsibility for the business including sales, marketing/PR, accounting, purchasing, CRM, distribution and staff.

A brand manager and company ambassador for the CNN brand in the Nordic market (maternity cover). Key responsibility was to increase brand equity and develop integrated communications activities to drive revenue objectives, ensuring maximum media coverage for news stories and programming and high profile event management, resulting in increased profile in the Nordic market.

A strategic role driving all aspects of Marketing Communications for Europe, South America and the Caribbean with responsibility across 65 countries. The main purpose was to reposition British Airways across a highly competitive marketplace and to deliver brand communication and multi media marketing campaigns with greater effectiveness and return on investment.

A strategic brand guardian role with responsibility for directing consistency of marketing messages across external audiences (using PR, public events, advertising, products) and internally by re-energising staff groups to achieve business goals through increased pride in the brand.

A tactical marketing role driving all consumer advertising and promotional activity in the UK including implementation of multi media marketing campaigns incl TV, press, radio, outdoor, online, DM and PR. Budget responsibility of £7 million.

A key account management role with responsibility for revenue performance, pricing and deal negotiations and local marketing initiatives. Key achievements include significant growth of sales revenue in Sweden and implementation of a Leisure Marketing communications strategy including a new creative concept and 3rd party promotions with other premium brands

Modules included Finance and Accounting, Marketing, Organisational Behaviour, Strategic Management, Managing Change and Operations Management. The programme also included an International Module which took place in Bangalore, India. Here I completed a management assignment with the Municipal Hospital of Bangalore.