Over ninety events in a year, alongside sponsorships and campaigns.
EVENTS, SPONSORSHIP
& ACTIVATION
My deepest area with three years of it across FMCG, pharma and international student work.
One event every four days, on average.
Planning events and managing sponsorships at a high tempo
One of two people responsible for the whole of Arla's Swedish sponsorship and event calendar. Around ninety events in twelve months, most of them timed to product and product line launches, most delivered on the ground with our external event agency, Le Pacte AB. We worked very closely with them throughout. I held the contact with each farm for Cows on Grass (Kosläpp) and was at five to seven of the openings myself; planned Chef of the Year (Årets Kock) with my manager and worked it backstage; and ran Summer On, Lollapalooza and other large events, with school breakfast programmes and festival activations in between. The numbers after each event were mine: footfall, product sampled, farmer and partner attendance, reach on site and in social, cost against budget, sales, and visitor feedback. No event is like another, so every one of them was reviewed afterwards and what came out of that review was carried into the next. Alongside the calendar I ran the internal events and led the other student assistants on them, and together with two of them I started our own activity programme for health and community, inside the company's work environment programme.
Chef of the Year, Summer On, Cows on Grass and Storsjöyran.
The harvest festivals, sampling, Lollapalooza with Matgeek, and Cuisine.
Event planning inside a regulated calendar
Ran event planning and logistical support within the B2B campaign calendar for the Innovative Medicine sector. The work itself is confidential, so the events stay off this page. What I can say is that I took responsibility for them, and that they gave me an inside view of how pharmaceutical marketing works: planning with internal teams across functions and with international contacts, and serving a customer that is healthcare itself, from healthcare professionals to a number of healthcare centres.
The European Career Tour
Vice manager for the European Career Tour, a seven day study tour to Munich and Paris for twenty marketing students, run by Stockholm University's business association. Together with my team I planned it from the start: the budget, the logistics, the programme and the host companies, BMW, DMG Mori and Blackspace in Munich and the design studio Intégral Ruedi Baur in Paris. The purpose was to show what marketing work actually looks like inside four very different companies. Several participants went into the industry, and the tour was run again the following year by a new team.
The hosts: BMW, DMG Mori and Blackspace in Munich, Intégral in Paris.
You can't standardise an event. You can standardise the review.
What it taught me? Three years of events across FMCG, pharma and a student association meant seeing marketing from several angles and in several industries, and the job changes with each of them. Coordinating and planning an event from the brief to the day itself. Working with sponsorships, partners and an external agency. Measuring afterwards, presenting the result, and carrying it into the next one.
