Line's journey after graduation from strategist to brand marketing manager

Hi Line! We previously wrote this article just 6 months years after had graduated from the Advanced Advertising program; what would you say have been the major happenings in your life and/or career since then? 

After I graduated from Berghs I started my first real job in strategy at the ad agency B-Reel. At the time, we had four offices across Europe and the US and I got to work across them all, on different clients. However, we struggled to stay afloat the past years, as many other agencies, so during a re-organization I got the chance to move to B-Reel’s Barcelona office (now called Feels Like) which was an amazing experience. I was able to dive into more tech-heavy projects with clients both in big tech but also the luxury fashion industry, which was a very suitable experience that I’ll bring with me into my new role at Peak Performance. It's an exciting new step going from agency to in-house. 

Could you describe a typical day for you at work?

My days as a strategist at B-Reel, and now as a Brand Marketing Manager at Peak Performance, aren’t that different from each other. Peak Performance almost has its own little in-house agency. I do everything from researching consumer and market insights, writing a brief for the coming seasons, project managing the other teams to make sure we’re fulfilling the needs of all channels, full-funnel— from retail to SoMe. I work closely with creatives to help steer the direction for the seasons’ drops and the campaigns that will launch our products. But most of all, the past three weeks, I've just tried to wrap my head around the bizzillion products, learning the names. 

What do you find to be most meaningful in your work?

I think the most fun thing is getting to work so closely with creatives and helping them create amazing work by building a solid springboard for them. There’s no better feeling than briefing a creative and seeing how their mind starts racing. Another great aspect is, although both B-Reel and Peak Performance have a strong Swedish heritage, I love the international places they’ve become and getting to know so many different and global people along the way.

What is one major thing you gained from your time at Berghs which has been crucial/pivotal in your career? 

I think a unique opportunity that Berghs gives you is to work realistically and practically. Knowing how to speak both with creatives, producers and clients, on real-life briefs. You’ll really learn in a setting that really mimics the way we work at agencies or in-house. 
Also, being able to keep that student-like mindset when researching and ideating. The “this-might-be-weird-but-lets-do-it-anyway" mindset. Keeping the problem-solving and curiosity alive when you’re faced with budgets, client politics or whatever it might be helps a lot to keep you motivated.

What is some advice you would share to someone considering applying for the Advanced program?

You’ll have access to some of the best industry-professionals in the world through this program. Use them! Being able to bounce ideas, ask questions and learn alongside them is not an opportunity that everyone gets. I have stayed in touch with my Berghs professors for the past 4 years now and they are still people I know I can go to if I need advice. 

What brands excites you most right now in communications?

Well, I'm a big sports/outdoor person so I'm really loving to see how brands are acting there. The whole brand world they are building at Satisfy is fun to follow, the very crisp product-storytelling from cycling brand MAAP. I also like the humour that On Running has brought into their campaigns, although they position themselves as quite serious and innovative. Of course, I'm interested to see what Nike comes up with in the future, since they've been pretty 'meh' for some time now. I really liked their recent NYC Marathon ad— the one where everyone is stiff after the big Marathon day. The film is so rooted in a consumer/runner truth and as a runner it made me smile.

Interested in reaching out to Line directly? Connect with her on LinkedIn.