I'm Caroline Karlström
I work with owners, CEOs and leadership teams to strengthen brands, accelerate growth, and develop modern marketing and e-commerce organisations. I bring more than 20 years of experience operating at the area of brand, marketing strategy, and digital transformation, across both B2C and B2B.
I have held senior leadership roles and advised companies such as Lundhags, Pfizer, Marginalen Bank, ICA, Kinnarps, Volvo Ocean Race, SJ, Änglamark, Vasakronan, and Bokförlaget Langenskiöld. My work has included developed brand strategies, defined and executed marketing plans, held senior client responsibility, digital transformation, and led projects from strategic direction through to implementation. I have worked both as part of executive teams and as an independent advisor, supporting companies through branding projects, marketing processes, and change.
Over the past eight years, I have been deeply involved in retail, with a particular focus on global brand development, e-commerce, and customer experience. In parallel, I bring experience from sectors including tech, life science, banking, and the arts. This breadth allows me to quickly understand complex environments and contribute with clarity, structure, and senior perspective.
I typically support companies in three ways:
For enquiries or an initial conversation, please feel free to contact me.
UNIQUE APPROACH
My approach combines strategic clarity with hands-on execution, always focused on creating long-term brand and business value. I offer a unique combination of strategic and hands-on skills, managing everything from brand, e-commerce, digitalisation and marketing strategy to design and final production. Whether it's developing a campaign concept, refining a brand’s visual identity, or producing materials like prins, websites, books, and digital assets, I ensure a consistent and effective result across all touchpoints.