Director of Marketing and Communications at Ericsson, Digital Services Division
Location
Stockholm
Timeframe
2015–2018
In Brief
Positioned Ericsson as a digital services and software leader, shifting industry dialog from infrastructure to agility, automation, and cloud-native networks.
Generated 450,000+ customer engagements, grew share of voice from 5% to 17%, and launched award-winning HDS 8000 platform with Intel.
Proud of building a unified commercial story across product, marketing, and sales—and leading a fast-moving team that delivered global execution at scale.
Context
The technology evolution driven by mobility, broadband, cloud, IoT, and 5G triggered a new wave of digital transformation—one that was not only technological but also an enabler of business transformation across industries. To capitalize on these shifts, Ericsson needed to strengthen its market position and introduce compelling new offerings and as-a-service business models, with the goal of becoming the telecom industry’s leading software provider. This meant addressing growing demand from customers for programmable networks, automated operations, and digital customer engagement.
Mandate
As Director of Marketing & Communications for Ericsson’s Digital Services Division, my mission was to:
- Lead the global marketing and communications strategy during a critical business model transformation
- Reposition Ericsson from an infrastructure vendor to a cloud-native digital services leader
- Create a unified commercial narrative across product, sales, and marketing
- Drive execution of a digital-first marketing model with global reach and partner alignment
Strategic Impact
Positioned Ericsson as a Thought Leader in Telecom Digitalization
Crafted and activated a strategic narrative around AI, cloud, automation, and OSS/BSS modernization, helping shift the industry conversation from infrastructure to agility, experience, and digital enablement.
Unified Product, Marketing, and Sales Around a Common Story
Developed a cohesive commercial narrative across portfolio teams, sales leaders, and marketing—enabling consistent messaging and customer engagement during a period of business model reinvention.
Launched Hyperscale Datacenter System 8000 Cloud Platform with Intel
Led marketing execution for Ericsson’s hyperscale data center platform (HDS 8000). Translated complex infrastructure tech into customer value stories; co-created media, analyst, and demand programs with Intel.
Supported Strategic Ecosystem GTMs with Intel and Cisco
Led messaging and positioning for two of Ericsson’s most critical strategic alliances. Positioned Ericsson as the lead orchestrator of global, best-in-breed networks.
Accelerated Digital-First Marketing
Shifted Ericsson from traditional, event-heavy marketing to digital-first demand generation. Introduced new tools, playbooks, and processes to increase reach, reduce spend, and engage more complex buyer groups.
Measurable Outcomes
Thought Leadership and Demand Generation
- Strengthened Ericsson’s credibility and visibility as a cloud-native technology leader across key stakeholder groups
- Generated 450,000+ customer engagements across webinars, whitepapers, and interactive tools
- Outperformed industry benchmarks with >30% webinar conversion rates and >15% asset download rates
Global Visibility and Industry Validation
- Increased share of voice in telecom cloud and digitalization from 5% to 17% within 18 months
- Secured analyst coverage in tier-1 reports from Gartner, IDC, Forrester, Ovum, and Analysys Mason
- HDS 8000 achieved a high-impact market debut, backed by:
• Best Network Function Virtualization Award (Informa/Ovum)
• Red Dot Award for product design excellence
• Best New Telecom Product by Light Reading
Operationalized Digital-First Marketing
- Scaled digital go-to-market programs across 15+ markets using centralized toolkits and modular content
- Reduced dependency on large-scale physical events by 40%
- Reallocated budget toward performance-based channels and measurable demand generation
What I’m Most Proud Of
Turning the HDS 8000 cloud platform launch into a strategic proof point that showcased Ericsson’s leadership in telco modernization.
Enabling a multi-partner GTM engine with Intel and Cisco that expanded market reach, credibility, and innovation capacity.
Building a forward leaning team that balanced long-term positioning with speedy execution.
How Others Describe My Leadership
Seen as a synthesizer of strategy, storytelling, and stakeholder alignment. Known for unifying technical, commercial, and partner teams around a shared purpose. Recognized as a calm, clear-headed leader who inspires through clarity and unlocks growth through narrative, creativity, and operational precision.
