Context

After the early-2000s telecom crisis, Ericsson began a major transformation—from a product-centric business to a solutions- and services-led company. With the divestment of its iconic handset business, it also needed to redefine its brand and unify messaging across a highly decentralised global organisation.

Mandate

As Marketing Communications Manager, my mission was to:

• Develop and implement a global messaging and content framework to amplify Ericsson’s new value proposition consistently across regions and divisions.
• Support the rollout of Ericsson’s new brand identity post-handset divestiture.
• Lead Ericsson’s largest tier-one global events, ensuring consistent messaging, value proposition storytelling, and immersive technology demonstrations.
• Initiate the company’s pivot toward digital marketing in response to evolving B2B buyer behavior.

Strategic Impact

Launched a Global Messaging and Content Framework

Established a consistent story architecture that unified messaging across all markets and functions, ensuring clarity in the company’s transition to a solutions-led narrative.

Implemented a New Global Brand Communications Platform

Redefined Ericsson’s post-handset brand identity and toolkit. Delivered brand assets, tone-of-voice principles, and activation guides to drive consistency across internal and external communication channels.

Professionalized Global Event Strategy and Execution

Led the content and experience design for top-tier events, including Mobile World Congress, aligning all activations with the new corporate narrative.

Pioneered Ericsson’s Digital Marketing Pivot

Launched the first global digital marketing pilots, introducing new ways to engage decision-makers through ericsson.com, social media, and targeted digital campaigns.

Measurable Outcomes

Achieved 100% adoption of the new messaging and brand framework across all global regions within 18 months.

Brand perception tracking showed a clear shift—from hardware-centric to services- and solution-oriented—among core audiences.

Event-driven satisfaction and conversion metrics improved consistently, with NPS scores >50 across relevance, impact, customer value, resulting in strong lead conversion.

Early digital campaigns outperformed benchmarks, sparking increased executive investment in digital and data-driven marketing capabilities.

What I’m Most Proud Of

Helping rebuild and redefine Ericsson’s brand identity after one of the most disruptive periods in the company’s history.

Creating a scalable messaging foundation that enabled all markets to communicate with one voice.

Laying the groundwork for Ericsson’s modern digital marketing capabilities.

Restoring internal confidence by equipping teams with the tools to represent the new Ericsson.

How Others Describe My Leadership

Seen as a structured and forward-looking leader who brings clarity during complex transitions. Known for unifying fragmented teams around shared goals, providing hands-on support, and instilling confidence during times of change. Valued for a collaborative mindset and the ability to drive alignment across diverse stakeholders.