At YRGO in Gothenburg. The course curriculum covers the entire communication process, including research, environmental scanning, analysis, branding, positioning, communicative strategy, insights and idea development, creation, presentation, and practical campaign planning across various media.

Throughout my career, I've taken the lead on several projects with a digital twist. I've managed the design and launch of the investigative report Systrar for Göteborgs Posten, as well as various initiatives for Länsförsäkringar and Stena Recycling. Beyond steering creative projects, I have a background in retail sales and have led and coached salespeople in the electronics sector as a deputy store manager at the Siba group. This means I'm quite familiar with working closely with clients and diverse talents to achieve the results everyone expects—because let’s face it, nobody wants to miss the mark!

For me, it's not so much about who my favorite client is, but how we work together. To be honest, it rarely correlates with the budget or past success. What really matters is the vibe in the room—the openness to change, knowledge, and courage. With the right insights, we can uncover valuable understanding of a brand that opens up exciting opportunities to connect effectively. And if we can challenge ourselves and dare to explore new paths and expressions, that’s something I truly get excited about. I think the audience picks up on that energy too!