Marketing has always interested me, not just as a method for selling, but as a way to shape how people think, feel, and interact with the world around them. I’m especially drawn to branding and communication. It fascinates me how subtle choices in tone, visuals, or wording can create meaning and build trust over time. These are a few of the reasons I undertook my master's in marketing, but even more importantly, they are reasons I continue to explore marketing through my own work.
This website is a way for me to share some of that process. It gathers projects I’ve been part of, tools I’ve used, and ideas I’ve tested, all with the aim of who I am and how I work. I enjoy working where analysis and creativity meet, and I try to approach problems with equal parts clarity and curiosity.
I am a digital marketing professional based in Lund, Sweden, with a focus on SEO, branding, and creative strategy. I hold a Master’s degree in International Marketing and Brand Management from Lund University, complemented by studies in business law and other subjects that have broadened my perspective. My work spans both strategic and hands-on areas, from improving search engine visibility to designing campaigns, creating content, and analysing data. I enjoy creating systems that last beyond my own involvement, so that the value of the work continues over time.
On this site you will find examples of projects I have managed, such as building SEO-friendly landing pages, running Google Ads campaigns, handling domain migrations, and improving website structures. I approach marketing with the belief that good results come from combining data-driven insight with clear and thoughtful communication. If you want the "short" version, you can access a Google Slide with more pictures and less text below.
I have worked on a wide range of digital marketing projects, from search engine optimization and campaign strategy to analytics and content creation. Some were built from the ground up, others involved improving and refining existing work. My approach is to combine creativity with structure, looking for solutions that can deliver results now and continue to work over time. These experiences come from internships, student-led initiatives, freelance work and personal projects, all giving me the chance to apply what I have learned in practical, results-oriented contexts. The projects below show my work in SEO, digital advertising, website development and related areas, and reflect the balance of analytical thinking and creative problem-solving that guides how I work.
Marketing task force for eeeDays 2025
From late summer 2024 to February 2025, I was part of the Marketing Task Force for eeeDays, the largest career fair in the Nordics for students in business, economics and IT. The event took place at the School of Economics and Management in Lund and drew thousands of visitors. In our small marketing team, I contributed in part to digital marketing, content creation, website updates and multi-channel design work. Most of what the public saw during these months, whether online or offline, was shaped in part by my work.
Updating, maintaining and improving the eeeDays website
The eeeDays website
I managed updates and improvements to the official eeeDays website, built in WordPress with Elementor. This included reviewing and rewriting content to keep information current and aligned with the evolving message of the fair. I adjusted layouts, improved responsiveness and ensured the site worked well across devices, including both small and large screens. SEO considerations were part of every update, from text revisions to structural adjustments, to support search visibility and user experience.
Interactive & printable fair map
eeeDays 2025 digital fair map
eeeDays 2025 printed fair map
To help visitors navigate the fair, I created a responsive interactive map using Inkscape and hand-coded HTML. By using the SVG format, the map stayed sharp across all screen sizes. I designed it to be mobile-friendly, with zoom and scroll support, and adapted it into a printable version available at the fair. Both versions balanced clarity and spatial constraints, guiding thousands of attendees through the exhibition space.
Anmodan & Visual Identity for Pytten 2025 - Above the Horizon
For the closing banquet Pytten, I designed the official Anmodan, an invitation that introduced the theme “Above the Horizon.” Created in GIMP, the design became part of the visual identity for the event, used on ticket headers, social media banners, stage projections and more. I adapted the visuals for the song booklet, improving readability in low-light conditions, and for the Photobox installation used at Pytten. In all cases, I focused on visual balance and fine details, believing these subtle choices are what make a design memorable.
Front and back of the closed folderInside viewOutside view
Enovis – Digital Marketing & SEO
Since 2024, I have worked part-time as a digital marketing assistant at Enovis Nordic, the Malmö-based subsidiary of the global medtech company Enovis. My role covers SEO, paid media, analytics, content structure and platform management, but my focus has been on building systems that shift our marketing from reactive to proactive. I identify what we need to make better decisions over time, implement solutions and document them so they can be developed further. The aim has been to create a foundation that meets day-to-day needs while remaining flexible enough to adapt to new challenges.
Google Ads & Campaign Development
I have managed the setup and optimisation of Google Ads campaigns across Search and YouTube. These campaigns were designed for insight rather than immediate conversions, focusing on keyword testing, audience behaviour and message refinement. I handled targeting, ad copy, reporting and the creation of internal dashboards to monitor results in real time. This allowed us to create a continuous feedback loop that informed both future campaigns and broader positioning decisions.
Google Merchant Center & Product Visibility
To support the webshop, I set up a Google Merchant Center account from scratch, including product data formatting, compliance checks and manual listing creation for Shopping ads. Our first Shopping campaign ran during Black Week as a proof of concept, confirming the channel’s potential as a traffic driver. I have continued optimising the account for future campaigns, ensuring the posibility of integrating it into the paid media strategy.
Analytics & Tracking Infrastructure
I led the migration to a unified GA4 account for all Nordic websites, consolidating data from multiple properties and legacy domains. This made it possible to track user behaviour across markets and detect residual traffic from old domains associated with depreciated brands such as Fysioett.se. By implementing tracking on these domains, we can now measure how legacy users interact with current content. I also use Google Search Console to identify SEO opportunities, validate indexing and detect technical issues such as broken sitemaps. The result is an analytics infrastructure that supports long-term decision-making and reduces guesswork.
SEO & Website Optimization
The Enovis webshop
I have carried out technical and editorial SEO work across multiple Nordic sites, including Knasmarta.se, Polviapu.fi, Vondtikneet.no and the webshop Enovisshop.com. This includes rewriting titles and meta descriptions, improving internal linking, cleaning up URLs and revising content for both clarity and keyword relevance. I also managed the migration of the Danish site Ondtiknaet.dk, rebuilding it to preserve SEO value despite CMS limitations that prevented standard redirects. The process also included domain transfer and DNS changes without downtime, ensuring that the site retained both rankings and accessibility during and after the migration.
Landing Page Projects
Vitalstim landing page
One of my first projects at Enovis Nordic was creating a dedicated landing page for VitalStim. The goal was to make the page easy to find, easy to navigate, and clearly aligned with both SEO best practices and user expectations for the very niche target audience. I structured the content around relevant search terms, included external references where appropriate, and implemented tracking to monitor performance. Another key project involved addressing legacy branding issues linked to the previous domain fysioett.se. I discovered that users were still arriving via the old domain and that SERPs (Search Engine Results Page) occasionally showed outdated branding in search results. To solve this, I created a standalone landing page and offered a clean redirect to the new webshop. By doing this, I created distance between the old and the new, while catching residual users and enabled tracking statistics. This helped protect both user trust and search relevance.
Boozt – Data Analysis & Excel Automation
The Excel Master template
During a six-month internship as a merchandiser at Boozt, I worked cross-functionally with departments to analyze product margins against internal KPIs. My main responsibility was to work within existing department-specific Excel templates and certain standardized workflows, applying advanced formulas (e.g. IF, XLOOKUP, MATCH) to interpret large datasets from internal databases. The goal was to determine whether incoming product orders met company standards and to provide accurate, timely insights to stakeholders.
Alongside my internship duties, I initiated an independent side project to unify the various department-specific templates into a single, standardized master template. This proof of concept aimed to generate supplier-facing sheets, automatically validate incoming data, and produce summaries for buyers, streamlining processes both upstream, downstream and laterally within the company. While not implemented in daily operations, it demonstrated the potential of harmonized tools to improve consistency and efficiency in internal workflows.
I also built targeted workflow tools, including a Google Sheets template for detecting duplicate orders by cross-referencing the working sheet with the central database, and an automatic order confirmation template intended for suppliers to fill out and export as PDF. These tools were created to speed up supplier interactions, reduce manual errors and make routine tasks more efficient. The work emphasised practical automation, robust data validation and solutions designed to be adoptable by other teams.
Creative Side Projects
I believe creativity thrives within constraints. By intentionally limiting the tools I use, the color palettes I choose, or the layout options I allow myself, I explore how well-defined boundaries can encourage innovation and enhance problem-solving skills. These projects have never been commissioned or been part of any coursework; rather, they are personal initiatives aimed at deepening my abilities in visual design, content creation and digital expression. What unites these efforts is a commitment to experimentation, continuous learning and the pursuit of tangible outcomes that demonstrate progress and growth.
Linkedin Posters
One recurring project has been designing visual posts for LinkedIn. I created three posts, two of which served as job applications using a friendly, slightly humorous tone to introduce myself and my professional profile. The third was a tribute to Lydia Carling, employing storytelling, humor and sincerity while maintaining visual consistency. These posts allowed me to experiment with tone and audience engagement, refining both design and messaging with tools like GIMP and Canva.
Drink posters
As an exercise in constraint, I designed a series consisting of 9 minimalist drink posters entirely in Inkscape. Each poster features a continuous line drawing paired with a limited color palette and concise recipes. This project helped me develop fluency in vector graphics and investigate how simplicity can convey clarity and personality in design. The consistent visual style emphasizes clean, minimal aesthetics rooted in deliberate choices.
eeeDays Marketing Concept
Ahead of my interview for the marketing role with the eeeDays student fair, I developed a concept in GIMP to highlight the event’s core value: connecting students with future employers. I created three mockups featuring fictional testimonials from alumni, integrating photos, quotes, names, company logos and QR codes that linked to the event website. Although the concept was not ultimately implemented, it demonstrated my ability to craft targeted messaging and visual identities focused on real-world impact.
This Website
The website you are viewing is itself a creative project driven by curiosity and skill development. Built to host my portfolio and establish an online presence, it also served as a practical exercise in HTML, CSS and web structure. Starting from a template, I have manually rebuilt and modified most of the site, as well as creating new elements such as the logo and a few icons in Inkscape. Hosted on Neocities, the site is a platform for ongoing experimentation with copy, layout and digital presentation.
Skills & Tools
Technical SEO
My work with technical SEO has mostly involved crawling and diagnosing existing websites to make them more structured, visible, and functional. I’ve used tools like Screaming Frog to identify broken links, poor structure, and duplicate content, and worked with PageSpeed Insights to understand how performance issues affect the user experience. Through Search Console, I’ve tracked indexing issues and sitemap errors to make sure content is actually accessible. This work has mostly been done on Enovis-related sites, including the migration of Ondtiknaet.dk.
Keyword Research & Content Planning
I’ve worked with keyword strategy as a way to structure both content and intent. Most of the time, I start with what we already rank for, then identify gaps or overlaps using free tools like Search Console and Ahrefs Keyword Difficulty Checker. From there, I structure pages and internal links to match search behavior and user expectations. This process has guided updates on landing pages for Enovis and have helped preserve rankings during domain migrations. I’ve also used keyword data to plan internal content structures and what areas might need further improvement.
Google Ads & Merchant Center
I’ve built and managed Google Ads campaigns across Search and YouTube, primarily for awareness and learning rather than sales. These campaigns have helped test how different messages perform and what users respond to. During Black Week, I also launched a Shopping campaign, which required setting up and configuring a Merchant Center account, product feed, and ad setup from scratch. The work gave us insight into Shopping as a format, and built a base we can expand later.
Google Analytics & Search Console
At Enovis, I set up a shared Google Analytics 4 environment that connects all our Nordic sites. This makes it possible to monitor user behavior across markets and campaigns in one place. I also added tracking to legacy domains like fysioett.se, so we can see how traffic continues to behave after a rebrand. Alongside GA4, I’ve worked with Search Console to spot coverage issues, review keyword performance, and validate changes to site structure. Together, these tools help us work with data without overcomplicating it.
Excel
I use Excel as a core tool for data analysis, KPI validation, and process optimisation. My work often involves advanced formulas like IF, XLOOKUP and MATCH to extract insights from large datasets and ensure data accuracy. I have created templates and tools to streamline workflows, improve data validation, and facilitate collaboration across departments. These solutions have helped reduce manual errors and speed up reporting cycles.
Design Tools: GIMP, Inkscape & Canva
For raster graphics, I use GIMP, mostly when I need more control over image editing or layout from scratch, such as for the Anmodan for Pytten 2025. For vector work, I rely on Inkscape, especially when I want to create something clean and scalable. I've used both in student projects and personal work, including the eeeDays fair map, my own posters, the logo and some other icons for this website. These tools have let me try things that would be harder to do in template-based platforms. For quick layout work with ready-made or finnished assets, I use Canva, such as for some of the Linkedin posters.
Web Platforms & CMS
I’ve worked with different platforms to build and maintain websites depending on the need. At eeeDays, I updated and restructured the fair’s WordPress site using Elementor. I’ve also worked with Webnode when rebuilding Ondtiknaet.dk, and built this site using HTML and CSS. In each case, I try to think about usability, searchability, and structure — not just how it looks, but how it’s supposed to work.
My philosophy
I approach my work with a long-term perspective. I focus on building structure and workflows that shift tasks from reactive fixes to proactive improvements. This can mean creating clear documentation, testing repeatable processes, or adjusting tasks to make them easier to refine over time. I regularly evaluate whether my methods still make sense, and I value small changes that increase clarity or effectiveness. This kind of reflection keeps me curious and motivates me to leave things better than I found them.
The same mindset guides how I view marketing. It’s never only about visibility or reach, but about building something that grows over time. That’s why I’m drawn to branding, psychology, and consumer culture. Marketing influences attention, expectations, and decisions in subtle ways that often go unnoticed. That influence can be used to mislead or manipulate, but it can also inform, guide, and support better choices. I want my work to be the latter. Being able to end the day knowing I contributed to something meaningful, even in small ways, is important to me.
