Interested in my background?
Born and raised in the small idyllic town Västervik on the east coast of Sweden, where I still spend my summers. After studies within marketing, I started my career as receptionist and barmaid at Hotel de Verbier, in the Swiss ski resort Verbier, skiing the slopes as often as possible. After that I moved into the TV Industry and during more than 25 years, I have worked with Storytelling at Broadcasters, Digital Platforms, Communication Bureaus and Production Companies with Acquisitions, Sales, Financing, Executive Producer, Creative Development, Business Development, Communication and as Social Media Advisor.
Business & Creative at Purple Stockholm Media (December 2012 – Present)
Purple Stockholm is a one-stop-shop for business and creativity where I take on long- and short term consultancy work within the fields of Sales and Acquisitions of Rights, TV Production including Content Creation, Evaluation, Rights Negotiations, Business Development and Project Management.
Since 2018, I also take on work as Digital Communication and Social Media Advisor and have so far worked with some of Sweden’s most well-known TV- and Media profiles and brands as well as both established companies and start-ups, with the objective to create growth and loyal followers to increase business opportunities.
Among my cooperations and clients are: Script46, WPG Media in Holland, Drive TV in the UK, Grumpy Production, Unlimited Stories, Yvonn Media Group, Joakim Odelberg, Stål Television, Kibera Production, Ernst Kirchsteiger, Carl-Jan Granqvist, Domaine Wines, Richard Juhlin, Carringer Media, Sida, Skillnadens Trädgård, Nice Entertainment Group, Magine TV, HorseOne TV, Streamience, Jaramba, Smartfilm, Turner Nordic, Stefan Edlund Produktion, Film och Skola and DiTV.
Co-Founder & Producer at One Planet Production (July 2020 – Present)
One Planet Production is an important initiative to produce compelling and engaging documentaries for a global TV- and digital audience with the objective to make a difference and to take a lead in the content space of wildlife, climate change, sustainability, human rights and mental health that Joakim Odelberg and myself have founded.
Our first documentary series ”One Planet, One Chance” went into production in the beginning of 2021 and will be aired on SVT and SVTPlay towards the end of 2021 or in the beginning of 2022.
Project Manager at Unlimited Stories AB (August 2018 – May 2020)
Grumpy Production was the TV-subsidiary within Unlimited Stories where I was brought in as creative- and business minded Project Manager/Head of Production, responsible for negotiating agreements with partners, co-producers, participants, artists, managers and team members. Leading and financially controlling all productions making sure that content, timeline, production plan, rights and budget are aligned. HR-related responsibilities for freelancers. Also part of developing and initiating new ideas
with the objective to generate new business. Latest productions being ”En kväll tillsammans” (SVT), ”Elefanten i folkhemmet – Bert Karlsson” (TV4), ”En vacker kväll – Per Gessle” (TV4), ”Skarpt läge – Tomas Ledin” (TV4), ”Danny” (TV4), ”GES” (TV4), ”Live Nation 50” (LiveNation), ”Pernilla Wahlgren; Kort glad och tacksam” (TV4), ”Sven-Ingvars” (Lifeline), ”Orup60” (TV4), ”Rhapsody in Rock 30” (TV4), ”Gyllene Tider 40” (TV4).
Business Developer & Producer at Joakim Odelberg.se (February 2018 – May 2020)
I was introduced to TV Profile/Photo Journalist Joakim Odelberg in 2017. We shared a passion for questions related to our lifestyle and the impact it has on climate change and the environment and decided to start some projects together. As Business Developer and Producer, I was responsible for creating business opportunities and commercial projects and to communicate these to ”the world”. The result was:
* In 2018, we created and produced the lecture ”A Sustainable Talkshow” that was launched during the political week in Almedalen and toured Sweden that year. Our participating guests were journalists, artists, famous personalities and expert professionals within climate, environment and nature from organisations like WWF, We don’t have time and Plan. This project was supported by Sida to communicate some of the global goals and created a lot of buzz in media.
* In 2019, we produced the documentary film ”How much plastic is there in the sea?” in cooperation with Sida for TV4 and TV4Play in Sweden.
Consultant Format Acquisitions- and Pipeline Executive at This is Nice AB (May 2017 – January 2018)
This is Nice AB was an entity within the MTG Group which consisted of 30 production companies in 17 countries (Nordics, Benelux and CEE). I was brought in to support this entity during a parental leave, and my main achievements were:
* Sourced, evaluated, negotiated and secured the most attractive international format rights for the group.
* Supported the UK-based sales arm DRG with international sales of in-house developed formats.
VP Content Acquisitions- and Strategy for MagineTV (OTT-platform) & Plejmo (VOD/EST-store)
(Aug 2013 – Apr 2017)
The business idea of Magine was to be an aggregator and a ”one-stop-shop” for its customers offering a subscription service that had gathered all TV-channels and streaming services in one place. For me, this was a ”golden opportunity” to jump into the tech-world and learn a lot, but also to contribute with my experience.
My main achievements were:
* Launch of Magine TV in Germany including project management, content acquisitions/channel distribution negotiations, concept development and marketing
* Maintaining and developing the Swedish OTT-offering
* Channel- and packaging strategy based on customer/viewing behaviour
Plejmo was a TVOD-service offering high end content in all genres. My main achievements were: * Analysis and negotiations of VOD content for the Nordics
* Marketing, brand positioning, end consumer pricing and a focus on growth
* Market analysis and research of the VOD market in Holland
* Project management
* Part of the management group
Senior Acquisitions Manager at TV4 (February 1998 – December 2012)
TV4 was my “second home” for many years which gave me a fantastic base and knowledge of commercial television. It also gave me a fantastic network of people within media both in Sweden and internationally.
As Senior Acquistions Manager, I was responsible for acquisitions of swedish, nordic and international tv-programmes including dramaseries, feature films, documentaries and reality from both majors and independents in the US, all different distributors in the UK and also distributors in Sweden and the Nordics for all channels within the TV4 group plus the channels within CMore and the SVOD-service Filmnet, i. e the larger part of the schedule considering both primetime and off prime.
Between August 2003 and April 2004 I filled the position as Acting Head of Acquisitions. It was a maternity cover and during that time I headed up and led the daily work in the Acquisitions Department consisting of 7 people.
Executive Producer at TV4 (February 2007 – September 2009)
After many years working with acquisitions of rights, I was offered the opportunity to become Executive Producer and Project Manager for Swedish entertainment shows and lifestyle programmes such as Äntligen hemma, Leila bakar, Leila på landet, Leilas jul, Tinas trädgård, Spårlöst, Familjen Annorlunda, Fiskedrag, Classes Bilstyling, Faddergalan, Rädda Mammorna, Bingolotto, Lotta på Liseberg etc. etc. It was a fantastic opportunity to learn new things and be involved both in the creative- and in the business process of making a success out of an idea.
Acquisitions- and Sales Executive / Project Manager at Modern Times Group MTG AB
(February 1994 – January 1998)
To join MTG was a great experience with a working atmosphere that suited me a lot where, if you wanted to, it was possible to be involved in many fun things.
Between 1994 and 1997, I was:
* Buyer of films and children’s programmes at TV1000.
* Responsible project manager for the computer animated children’s program production ”Hilbur”.
Between 1997 and 1998, I was:
* Negotiator of programmes for all channels within MTG/Viasat group.
* Responsible for selling programs to channels within MTG in the Baltics, including setting sales strategy and sales targets.
Program Coordinator (volunteer) at Stockholm International Film Festival (May 1997 – November 1997)
At the 8th Stockholm Filmfestival, I worked as a volunteer outside of working hours at MTG. I served as Program Coordinator and was responsible for three different sections; Warhol/Morrissey, Kazan by Kazan and Hongkong 97. The job consisted of securing rights for feature films, coordinate events for journalists and plan and coordinate everything around Mr. Morrissey’s visit in Sweden.
ACQUISITIONS ASSISTANT, TV4
August 1990 – January 1994
o PR Communicator 2012, Folkuniversitetet
o Marketing and Communication 2007–2008, Berghs School of Communication
o Marketing 1989–1990, Institute for International Education, Stockholm, Lausanne, Brighton
o Foreign Exchange Student 1984–1985, North Scott High School, Iowa USA
o Project Management, Mindset
o Business English, Mindset
o French studies, GLTT, Brussels Belgium
Swedish: Native language
English: Bilingual proficiency
French: Limited working proficiency