I am passionate about driving brand growth and innovation in global companies, combining strategic marketing activities with a focus on empowering talent and strengthening employer branding. About me Experienced leader, 10+ years, within marketing and retail, working with international Fashion & Lifestyle brands. Expert in defining long term brand and marketing strategies and communication, as well as trade retail marketing activities, ensuring brand storytelling at all consumer touch points. Broad experience and knowledge of leading strategy and change management projects, designing learning and development (L&D) services to enrich the company employer branding. Experience of designing and implementing talent training program, content creation and learning format, on international level. Intrapreneurial mindset with a talent for change management and passion for talent building and development, inspiring leadership and internal communication styles. Broad international experience working with multidisciplinary teams. Areas of expertise Brand & Marketing Strategy – Employer branding and talent training -Change Management - Intrapreneur. Master's degree from ICADE Pontificia de Comillas (Madrid) and Stockholm School of Economics (Stockholm). Bilingual in English and Swedish, full professional proficiency in Spanish. Swedish citizenship, living in Madrid since 2022.
Responsible for defining and implementing the brand and marketing strategy, aligned with Global guidelines and adopted to the local market, in the Southern Europe region (Spain, Portugal and France). Designing the activation calendar and implementation process for all consumers facing marketing activities (WHS, Retail, digital, billboard and brand consumer events). Ensuring coherent brand storytelling in all channels as we, at the same time, fuel brand growth and drive sales. Budget responsibility. Reporting to the South Brand Director.
Responsible for the brand execution in the Iberia region, including marketing, PR and consumer event activities. Working cross- functionally with the Global department and the local teams. Full budget responsibility. Leading a local team of 2 people. Part of the Iberia Management team and reporting to the local Managing Director.
Responsible to define the local retail and marketing strategy aligned with the Global strategy and to ensure the execution locally. Full budget responsibility. Part of the Iberia Management team and reporting to the local Managing Director.
Responsible for developing and implementing the retail employee training program, including strategy and designing the concept for the learning format. Leading an internal team at the HQ as well as being responsible for the regional managers and the local roll-out. Full budget responsibility. Part of the Global Retail first line and reporting to the Global Retail Director.
Responsible to project lead and deliver external communication projects and campaigns. Coordinating across global departments and stakeholders internally as well as being the main contact towards external agencies. Budget responsibility. Reporting to the Global Brand Director.
Fully responsible for the establishment and launch of the e-commerce “Badhem.se”. Responsible to define and conceptualize the e-commerce business and brand strategy. Ensured rollout execution including supplier negotiation, marketing activities, product selection and price optimization among other things. Full budget responsibility. Led a development team in-house and reported to the Management team.
Responsible for all marketing communication activities in- and around the shopping center Nacka Forum in Stockholm. Including conceptualizing consumer events, define and execute the social media communication plan, print and billboards. Budget responsibility. Reported to the Brand Director.
Responsible for project leading marketing and brand events for several client accounts. Managing external partners as well as the internal team of copywriters, art directors and photographers to meet and succeed the project expectations. Budget responsibility.
Co-founder of a jewelry company selling responsibly sourced pearl jewelry from Hong Kong and Shanghai online. Alone responsible for the establishment and launch of the company and all aspects of the day-to –day business. (Budget, procurement, product development, marketing, branding and sales.) Initiating marketing co-operations with ambassadors and charity organizations (World Childhood Foundation and UNHCR). Managing website and web shop. Sales and budget responsibility. Reporting to the Board. Company sold to a Norwegian investor end of 2015.
Felicia is the fastest learner I have ever had the pleasure to work with. She has an elaborated strategic mindset whilst also knowing the HOW. She is fast, flexible and continuously overachieving her targets when working for me. She thrives in a fast paced and developing environment and should not be out in a position where she can stagnate quickly. She is positive and truly believes and practices great leadership comes from allowing individuals to grow and perform as a team. I would gladly hire Felicia again. Kind regards, Maria Klingh
I have had the pleasure of working closely with Felicia, she has consistently demonstrated exceptional leadership and strategic acumen in her role as Head of Marketing. Felicia possesses a unique ability to blend creativity with analytical insight, resulting in innovative marketing campaigns, Events, and Traffic to Stores, that not only captivate our target audience but also drive tangible business results. Her dedication to understanding market trends and consumer behavior has been instrumental in shaping our company's marketing strategy, leading to increased brand visibility and engagement across all channels. Beyond her professional expertise, is a true team player who fosters collaboration and encourages the growth of the brand and creates a concept. I am continually impressed by Felicia's passion for excellence and her unwavering commitment to achieving success. What makes Felicia's achievements even more remarkable is her adaptability. Despite not being a native Spanish speaker, she seamlessly integrated into our Spanish-speaking environment, effortlessly navigating cultural nuances and adapting to the ever-changing landscape of different countries. This adaptability has not only enhanced her effectiveness as a leader but has also earned her the respect and admiration of her peers. It is without hesitation that I recommend her for any leadership or marketing role, as I am confident she will continue to excel and inspire those around her.