About
Asa launched her consulting practice after a 20-year global career as a marketing strategist, CX expert, and executive leader. Specializing in customer experience for brands like Publicis Sapient, IKEA, Du, Pandora, and Bang & Olufsen, she has led complex CX transformations, optimized customer journeys, and achieved business goals. Asa's deep expertise in data-driven CX, UX, and marketing fueled her move to independent consulting, driving impactful results for clients.
Top Skills
- Miro20%
- MURAL20%
- Figma20%
- Qualitative Research20%
- Quantitative Research20%
Also works with
- CX Strategy
- Customer Insights
- B2B Marketing
- Customer Experience
- Innovation Strategy
- Project Consultancy
- UX Analysis
- Digital
- UX Design
- Workshops
- Data
- International Marketing Strategies
- Thought Leadership
- Web UX
- Design
- Growth Strategy
- Loyalty Programs
- Customer Retention
- Conversion Rate
- Digital Innovation
- innovation consulting
- Go-to-market Plans
- Launch Strategy
- Customer Acquisition
- Growth Marketing
- Startups
- eCommerce
- Content Optimization
- Renewable Energy
- Customer Journey
- Journey Mapping
- User Journeys
- Survey Development & Analysis
- Focus Groups
- Business Development
- Marketing Management
- Microsoft Excel
- Offline Marketing
- Project Management
- Partnership Management
- Marketing Programs
- Marketing Program Management
- Event Marketing
- Go-to-market Execution
- Geotesting
- Website Audits
- Direct to Consumer (D2C)
- Pricing Strategy
- Retail Sales
- Cross-functional Collaboration
- Positioning
- Sales Enablement
- Product Launch
- Luxury Industry
- MarTech Solutions
- Healthcare
- B2B Sales Management
- Sales & CRM Platforms
- Amazon
- Shopify
- Google AdSense
- Illustration
- Salesforce
Experience
Jan 2024 — Present
Omnichannel Customer Experience (CX) Strategist
Svenska Spel
Collaborated with the leadership group to build an omnichannel customer experience (CX) strategy from attraction to retention. Integrated diverse data sources to identify the key drivers of organizational goals. Developed strategies to align customer experience with financial objectives by leveraging Qualtrics for measurement and analysis.
Jan 2023 — Present
Executive CX Strategist
IKEA
Headed the CX transformation and omnichannel marketing strategy for IKEA Clean Energy Services as a CX consultant, driving the development of new value propositions and enhancing the customer journey for Solar Services. Upscaled senior stakeholders through a 4-week program focused on executing customer experience and marketing strategies to solve customer problems effectively. Advised on business and customer experience measurement, including net promoter score (NPS), to align with business and customer goals, improving marketing outcomes. Created personas and empathy maps to uncover omnichannel insights and identify customer needs and gaps. This work informed solutions aimed at effectively attracting, converting, and retaining customers. Developed service designs and detailed service blueprints to map out and optimize customer journeys, ensuring seamless integration across touchpoints and enhancing the effectiveness of attract, convert, and retain strategies. Transformed a global campaign into tailored omnichannel communication strategies, ensuring consistent messaging and engagement across all platforms. Oversaw the gathering of customer insights and translated them into actionable strategies for all marketing initiatives.
Jan 2023 — Present
CXO
The Outcome Store
Served as a global consultant and advised senior stakeholders on digital business transformation by enhancing customer experience and integrating strategic marketing initiatives. Headed innovation labs that empowered brands to identify their most impactful customer moments and translate those insights into actionable marketing strategies, driving measurable improvements throughout the customer journey. Conducted educational innovation labs to upskill senior stakeholders in customer experience, focusing on translating insights into measurable marketing impact and improvements.
Jan 2021 — Jan 2023
Global Experience Director
Publicis Sapient
Spearheaded all experience in the Nordic region with a team of over 25 experienced strategists, UX and UI designers, and creative directors in four offices in Malmö, Gothenburg, Stockholm, and Copenhagen. Collaborated with large corporate clients such as Bang & Olufsen, Pandora, and Tetra Pak. Led teams and managed accounts for Novartis, Pfizer, and Volvo. Established a new innovation lab for the Publicis Group and successfully led it for a major client alongside the team.
Jan 2016 — Jan 2021
Head of Experience
Du
Headed the comprehensive experience transformation of all Du channels and services, achieving remarkable results. Boosted conversion rates by 40% with the introduction of a new upsell feature on the app. Revamped the UX and design of our 7,000-page website, reducing the bounce rate by 70% and significantly improving experience KPIs. Led both B2B and B2C efforts. Implemented a data-driven approach, introducing experience KPIs, optimization, transactional net promoter score (tNPS), customer satisfaction (CSAT), and joint measurements to achieve both customer and business goals.
Jan 2015 — Jan 2016
CX Consultant
IKEA
Led the CX transformation of the new IKEA kitchen experience in an omnichannel setting as a consultant. Delivered a North Star strategy to serve 16 countries. Oversaw the customer experience strategy, service design, and UX strategy. Achieved significant uplift in agreed goals based on early results.
Jan 2015 — Jan 2016
CX Advisor
Venture Cup
Consulted, supported, and mentored a range of startups in the web, software, and media areas in 2015. Coached and educated teams on achieving digital business success. Acted as a CX advisor, supporting and mentoring startups on the most impactful customer moments in alignment with business goals.
Jan 2013 — Jan 2015
Creative Director
Stabenfeldt
Established several innovative digital business models. Hired and directed the digital team of user experience designers, user interface designers, and developers. Led ideation, creation, and implementation of digital products.
Jan 2008 — Jan 2012
Creative Director
watAgame
Led product design for a social and gaming site for girls, quickly establishing it as the leading digital platform for girls aged seven to 12 in the Nordics. Hired and trained a full team of user experience designers. Spearheaded creative direction, brand, and actual customer experience
Jan 2008 — Jan 2012
Product Designer
London Town
Led all illustration and animation for our in-house animated movies. Illustrated and produced the stories to promote our hotel business. Designed for both website and print and produced the majority of the product concepts.
Jan 2006 — Jan 2007
Product Designer
McCann London
Hired as a consultant and worked on the Nescafé campaign. Designed banners and product pages and utilized illustration skills for storyboarding. Designed and animated numerous Flash banners for American Express and Nescafé.
Education
Master's Degree in Interaction Design
Herefordshire College of Art and Design - Hereford, England, UK
1999 - 2002
National Diploma in Web Design
University of Lincoln - Lincoln, England, UK
1997 - 1999
Certifications
Harvard Leadership Program
Harvard University
Jan 2019
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