Former Board Director, Brand Director, and Executive Creative Director at Hotel Chocolat; Executive Creative Director at Leagas Delaney; Executive Creative Director at IWG and Regus; Creative Director at Boden; Brand & Marketing Director at TP ICAP; and Head of Digital Creative at Marks & Spencer. With over 20 years of senior leadership experience, I have led multi-disciplinary and global teams within nimble start-ups and scale-ups, as well as large, established, and fast-growing B2C and B2B businesses, spanning fashion, beauty and luxury, to professional and financial services. Leveraging extensive digital knowledge and my constant curiosity for what’s next, I add strategic, creative, and commercial value to brands – both agency and client-side. Previous roles have included full responsibility and commercial accountability for creative direction, brand strategy, marketing, digital, PR, and social media. In addition to the delivery of global 360 campaigns, I have also led digital transformation programs, successful client pitches, and agency RFPs. Available for free-lance, contract, and permanent opportunities. www.fredrikahlin.com PREVIOUS CLIENTS AND EMPLOYERS INCLUDE: IN-HOUSE: Hotel Chocolat, M&S, Boden, Not on the High Street, The Gelbottle Inc, TP ICAP, IWG & Regus AGENCIES: Leagas Delaney, BETC, AMV BBDO, HWA, Ogilvy, Brave Bison CONSUMER BRANDS: LUXURY: PATEK PHILIPPE, Hotel Chocolat, Charbonel et Walker, David Morris, Pictet Bank Suisse, iitala, Salviati, Connect Jets, Walpole, FASHION: VOGUE, Boden, Ghost, Levi's Jeans, Diesel Jeans, ECCO, Moss Bros, Fenwick, BEAUTY: AVON, RIMMEL, FACE Stockholm, Goldwell, The Gelbottle Inc, Philosophy, ALCOHOL: Grey Goose, Chivas Brothers, Penfolds, MARTINI, Bombay Sapphire, Dewar's LIFESTYLE: Marks & Spencer, John Lewis, Love Cocoa, TCC, Evian Water, Busy B B2B BRANDS: IWG, Regus, SPACES, MAREX Solutions, Deutsche Bank, Nobel Foundation, TP ICAP, COEX, Pictet Bank Suisse MAGAZINES: British VOGUE, German VOGUE, Russian VOGUE, M&S Style & Living, Wallpaper*
Global responsibility for creative direction, and the creative teams, across TGB and PEACCI. • Created and delivered a new brand strategy and subsequent brand refresh • Successful launches of multiple global campaigns.
Global responsibility for the Brand, Marketing and Creative functions across 26 countries. Key achievements: • Creative Direction and digital product delivery of the new global website • Migrated a portfolio of 30 company specific sites to one master site • Multiple successful re-branding projects, product launches and global marketing campaigns.
Global responsibility for all creative teams; Art Direction, Styling, Design, Copy and UI & UX. Key achievements: • Established processes to ensured business and trade needs were met across all channels • Established a new customer-centric framework for best in class creative production • Elevated the brand voice and the creative output whilst protecting the brand DNA.
Global responsibility for the brand, creative and marketing function, covering 3000 offices across 120 countries. Key achievements: • Redefined the brand architecture, rationalised 30 pre-existing brands to 6 operating brands • Created brand strategies, messaging and guidelines for 6 operating brands • Successful launch of IWG as the new global master brand, replacing Regus.
Responsible for the agency’s premium and luxury accounts – including creative direction, strategy, client pitches, presentations to senior clients, and team management. Clients included: Patek Philippe, Walpole, Penfolds Wine, ECCO, AVON, Glenfiddich, Deutsche Bank, and Pictet Suisse Private Bank.
Brand strategy, Creative direction, and marketing support for B2C and B2B brands – fashion, beauty and luxury, to professional and financial services. Services include: Brand strategy, creative direction, marketing support, art direction, copywriting, content creation, photography production, websites & digital transformation, PR & comms, events, social, and generative AI. Past & present clients include: Not on the High Street, John Lewis, Love Cocoa, AMV BBDO (Martini, Bombay Sapphire, Dewar’s), BETC (Rimmel, Evian), Ogilvy, Busy B, Brave Bison & MAREX Solutions. www.fredrikahlin.com
Creative direction across women’s, lingerie, men’s, kids, beauty, home, and furniture. Headed up a 40+ strong creative team, and was responsible for a £16m+ budget. The role spanned all digital platforms, catalogues and CRM, across 50+ countries and territories. • Creative Direction and successful launch of the new global website with daily publishing • Integration of editorial with e-commerce generated a 25% uplift (sales exceeded £1bn) • Established a collaborative team culture with progression and development opportunities • The creative team produced over 8,000 web pages, 600 emails and 500 editorial pages in addition to 20,000 product pages – over 2,000 shoot days and 200,000 assets annually.
Board director with global responsibility across creative direction, brand strategy and PR. • Created the iconic Hotel Chocolat brand identity and creative platform that is still in use • Voted “Most Advocated” British brand by Marketing Week • Awarded the No.1 position on The Sunday Times “Fast Track 100” list • Launch of over 70 shops, coffee shops, restaurants, and a luxury hotel in Saint Lucia • PR collaborations with BAFTA, Soho House, Grey Goose, LFW, and Agent Provocateur • Significant role in growing turnover from £5m to over £70m annually.
Responsible for creative direction, brand, campaigns and digital. FACE Stockholm is a New York based beauty, skincare and eye-wear brand with stores across North America, Europe and Asia.
Multiple contracts for German, British and Russian VOGUE – Condé Nast.