My friends describe me as a creative problem solver with a growth-hacking mindset—a phrase that has now become part of my own self-definition. To me, roadblocks are simply opportunities for reinvention.
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As a certified specialist in brand strategy with a background in international business relations and diversity work, I’ve built and managed corporate brand identities for over 18 years.
A three-time immigrant, I was born in Uganda, raised in Stockholm for 37 years—where my affinity for minimalism began—and now call San Diego home. My career has taken me from serving as Head of PR at MNO International—working with global brands such as Under Armour, Victoria Beckham, and Ted Baker—to founding my own agency, re:deefined Creative, in 2007. Along the way, I’ve led major growth initiatives, including increasing revenue by 400% as CEO of ImseVimse.
Most recently, I was named Regional Director of Public Relations for the Coronado Island Film Festival (CIFF) as the festival celebrates its 10th anniversary, partnering with Scenario PR on national communications. In this role, I oversee regional outreach—crafting narratives, engaging media and community partners, and ensuring CIFF’s voice resonates across Southern California and beyond.
I also proudly support the Friends of the Coronado Public Library, lending my marketing and outreach expertise to strengthen community connections and celebrate the library’s vital role as a cultural and educational hub.
Because I’ve experienced multiple evolutions throughout my career, I bring a distinct imagination for redefinition and a creative intuition for helping brands and people uncover what’s emerging in them. Whether in film, literature, business, or community initiatives, my work is grounded in storytelling, strategy, and a deep commitment to clarity and purpose.
Favorite Coffee Spot: Kensington Cafe on Adams Avenue—Nate’s espresso and their breakfast hash bowl are my go-to, and the place always makes me feel at home.
My Motivation: My kids (and retiring at 55—nine to go)!
Must Have In My Bag: My peppermint lip conditioner from Beauty Counter. Shop all my faves here.
Best Advice: Once a day do something that is outside your comfort zone, and try a new dish. A fave right now is Louisiana Purchased
Describing myself in one sentence: Raised in Sweden I’m not your ordinary blonde blue-eyed Swede.
Secret Talent: I make amazing homemade Swedish cinnamon rolls. We Swedes are known for our fika.
Schedule a free discovery session and share where you are today and let’s see how I can help you move your brand to your next desired level.
