Concepts, content and integrated campaings

Concepts, content &
integrated campaings

Approach

Great content starts with insights that resonate and inspire action.

Execution gives the insights reach, through storytelling, repurposing, and partnerships that amplify impact.

I develop content strategies and campaigns that build trust and support decision-making, drawing on experience across B2C, B2B, and sustainability contexts where clarity and credibility matter most.

Tried, trusted,
good sense

Design content strategies that build communities around shared purpose, not just leads.
Map content to audience personas and journeys, including stakeholders who can drive industry-level change.
Uncover insights in a sequence of ‘why’ questions, critical moments in the customer journey, or everyday realities.
Use partnerships and thought leadership to amplify reach and maximize earned media potential.
Design content modularly, making it easy to adapt, repurpose, and extend across channels and audiences.
Repeat and reframe strong ideas for different contexts to sustain momentum.
Connect content to audience values and identity to drive behaviour change, especially in sustainability communications.

In practice

Always on, strategically

Danfoss, Content strategy (Co-Lead)

The task: develop a content strategy for the Corporate Branding & Communications department.

Process: audience prioritisation and persona development; content needs and preferences mapping across their journeys; themes and formats prioritisation; the content hub was developed, along with the processes for content creation, activation, collaboration and performance optimisation.

Case stories / Campaigns

Danfoss, Urban Rigger (Project Lead)

The opportunity: transform a case study into a hero story to showcase the innovative application of Danfoss solutions in the Urban Rigger project (floating student housing made from upcycled containers), while leverage the partnerships of the pilot project.

The asset package included a wide range of formats from modular videos to infographics, used to engage a broader audience (e.g., influencers, prospective employees). The process served as a blueprint for developing a collection of hero stories.

Positioning campaigns (Danfoss)

Positioning campaign

Danfoss, Smart Store (Project Lead)

The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions for optimising energy use and reducing food loss. The initiative comprised two streams: one targetted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data (editions of HBR, landing pages, e‑mails, and LinkedIn); the other addressed a broader, industry‑relevant audience through a content plan spread over several months.