Year
2018-2024
Role
Head of Brand & Creative
Team
Director of Comms: Sofia Green
Sr. Designer: Daniel Åberg
Motion Designer: Felix Öberg
Production Agency
Parapix
Responsibility
Brand Strategy
Creative Direction
Team Leadership
Design Systems
Integrated Marketing
Budget Ownership
As Head of Brand & Creative, I led the evolution of Amuse’s global brand identity during a period of rapid company growth, helping transform the company from a music distribution startup into a trusted platform serving independent artists worldwide.
Leading a multidisciplinary team across brand, content, design, and marketing, I partnered closely with executive leadership, product teams, and marketing stakeholders to scale the brand across product experiences, campaigns, content, partnerships, social media, and events. My focus was building a cohesive brand ecosystem that could support international growth while maintaining consistency across every customer touchpoint.
The Challenge:
As Amuse expanded into new markets, launched new products, and supported an increasingly diverse artist community, the brand needed to evolve beyond individual campaigns into a scalable system. The challenge was maintaining consistency across teams, channels, and experiences while supporting the speed and complexity of a rapidly growing international business.
The Approach:
I led brand strategy, creative direction, team development, and cross-functional alignment to establish a unified visual and verbal identity. This included overseeing campaigns, product launches, social content, partnerships, events, artist storytelling, and internal brand governance.
Impact:
✅ Increased organic social audience from 20K to 100K followers (+400%)
✅ Directed website redesign contributing to 45% growth in organic SEO traffic
✅ Established scalable brand systems adopted across marketing, content, product, and partnership initiatives
✅ Enabled creative production to scale alongside international business growth
✅ Strengthened brand consistency across artist, consumer, and partner-facing experiences
✅ Directed campaigns supporting artist acquisition, product launches, and strategic partnerships
Leadership & Scope:
✅ Led a multidisciplinary team of 6 across brand, content, design, and marketing
✅ Managed an annual creative budget of $400K
✅ Oversaw brand strategy, creative direction, and creative operations
✅ Partnered with executive leadership and cross-functional stakeholders across product, growth, and marketing
✅ Established creative processes, governance, and team workflows supporting global growth
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