Director of Marketing at the Volvo Ocean Race
Location
Stockholm
Timeframe
2005-2007
In Brief
Turned Ericsson’s sponsorship into a business platform—showcasing innovation, deepening customer relationships, and driving growth.
Contributed to multi-billion SEK deals, held 4,000+ executive engagements, and generated 1.2B SEK in media value.
Proud of delivering Ericsson’s most acclaimed customer experience, while uniting 50,000+ employees through a shared mission.
Context
As an official sponsor of the Volvo Ocean Race (VOR), Ericsson saw a rare opportunity to position itself beyond telecommunications—as a global technology innovator capable of enabling connectivity, transformation, and societal impact. The race offered a platform to engage top-tier customers, unify employees worldwide, and amplify the brand on a global stage.
Mandate
As Director of Marketing for the Volvo Ocean Race, my mission was to:
- Maximize the marketing and commercial impact of Ericsson’s investment in VOR.
- Showcase Ericsson’s capabilities and solutions to C-level customers worldwide.
- Deepen executive customer relationships to accelerate business opportunities and strategic deals.
- Create global employee engagement, uniting the organization under the Ericsson Racing Team umbrella.
- Drive global brand visibility across media, markets, and local communities.
Strategic Impact
Designed and Executed the Global VOR Marketing Strategy
Built a fully integrated campaign around four pillars: customer engagement, technology showcase, employee activation, and media amplification.
Launched the Ericsson Technology Pavilion at Every Stopover
Delivered a world-class experience hub at every race location—on par with MWC showcases—to demonstrate Ericsson’s innovation in action.
Developed a Global Customer Engagement Program
Personalized programs integrating pre-event engagement, curated three-day VIP agendas at stopovers, and post event follow-ups. Delivered unprecedented C-suite access and focus, away from the distractions of traditional trade shows.
Built a Scalable Global Employee Engagement Program
Connected 50,000+ employees to the journey through live streaming, internal comms, and local activation—creating a unified “One Ericsson” culture.
Maximized Brand Visibility through Media and PR
Leveraged VOR’s media footprint to secure high-value, multi-channel brand exposure that positioned Ericsson as a leader in technology and innovation.
Connected Technology Impact to Societal Dialogue
Hosted roundtables on bridging the digital divide, expanding access to education, and enabling job creation through increased broadband penetration. Positioned Ericsson as an enabler of societal progress.
Measurable Outcomes
Business Development: Closed several multi-billion SEK deals directly influenced by VOR engagement.
Customer Engagement: Held 4,150 professional meetings with 400+ organizations and 50 executive roundtables with analysts, R&D leaders, and customer C-suites.
Brand Visibility: Generated an estimated 1.2 billion SEK in media exposure.
Employee Engagement: Achieved ~80% global participation and internal engagement.
Ecosystem Impact: Sparked regional initiatives on broadband access and digital inclusion that extended beyond the race.
What I’m Most Proud Of
- Delivering what many customers called – “the best experience Ericsson had ever created”.
- Driving both commercial results and brand elevation through a single, cohesive platform
- Boosting internal culture through the Ericsson Racing Team spirit—felt both on land and at sea.
- Leading a core team of 55 dedicated professionals who overcame immense logistical challenges with a relentless can-do attitude.
How Others Describe My Leadership
Known for combining strategic vision with operational excellence. Recognized for leading with ambition, empathy, and executional rigor—designing experiences that delivered emotional engagement, commercial outcomes, and organizational cohesion. Set a new benchmark for how sponsorship platforms can drive business impact.
