Yrke: Chief Creative Officer

Why do you enjoy working with food and drink? 

In essence, I love being a host – bringing people together and giving them unforgettable experiences – food and spirits, I think – are key ingredients in making those moments relaxed, enjoyable, memorable. So to work in a business that is constantly reinventing itself, finding new ways to surprise and delight consumers – that’s pretty rewarding.

What are the three things you like most about your job? 

First, I joined The Absolut Company because I believe we share the same values, and to me, that’s critical – it gives me a lot of energy, and I’m able to give it back in return. I’ve been in positions where that has not been the case, and it simply wasn’t healthy. Second, I love that we obsess about our consumer – to truly understand their wants, and deliver on those unmet needs. That is very satisfying. Third, I’d say that these three brands have a legacy of creativity – having come from Nike, that was always at the core of the brand, too – and being in an organization where it thrives is exciting indeed.

“To work in a business that is constantly reinventing itself, finding new ways to surprise and delight consumers – that’s pretty rewarding.”

What traits are important to be good at your job?

Someone much wiser than me – Walt Whitman – once said “Be curious, not judgmental.” It’s quite common in our business to rate and judge. To come in with a bias, and reinforce that line of thinking.  I hope that I bring in a genuine degree of curiosity, to see and understand the idea from almost any facet. I think it’s that degree of objectivity and interest that has made me modestly successful.

Describe a really great day at work.

When I see the team working in complete harmony, collaborating, communicating with radical candor, embracing each other’s achievements – that’s heaven.

Which is your best work-related memory? 

When I was the creative lead for the Rio Olympics at Nike, I had the unusual privilege to have a 1 on 1 discussion with most of the brand’s tier one athletes – Serena Williams, Eliud Kipchoge, Simone Biles etc. – and I was extremely proud to see the result of those sessions translate to creative work that truly reflected their views, in a form of authentic athlete storytelling unseen from the brand before. 

What do you appreciate most about your colleagues? 

There’s a degree of radical candor – being candid with empathy – that I haven’t seen before. That’s something they should be proud of, and I do my best to remind them of how this is unique.

How did you end up being Chief Creative Officer at The Absolut Company?

For starters, The Absolut Company has been a vanguard – by being a cultural provocateur – so in many ways (oddly) it was a lot like Nike. Clearly, sports and spirits… not the same thing. But when you marry that vision – with the values that I’ve said we shared – it was an easy choice. And I was lucky they saw it that way, too.

What kind of education and experience is good to have to do what you do? 

I’m a bit of a Frankenstein – I studied Pre-Law, worked for a Brewery, was a Whitewater Rafting Guide, went into copywriting, and then brand management creative direction – it goes back to my view on “curiosity.” I think that’s important. I’m not as concerned with the school you went to, or what direct category experience you have – I want someone that is passionately curious – in all facets of life. I think that’s important to me in this line of work.

Which is your favorite product from your assortment? 

I’ve always been a fan of Absolut Original. It’s a product that has always transcended the category, and the story is unique. Most people know it from the advertising – but the provenance story is equally impressive.

What do you most like to eat and drink on a Friday night after a good work week? 

I love weird combinations – sushi and an espresso martini – that’s my jam. Most people would say  “no way!” – but hey, give it a try.

Why would you recommend someone to work in the food and drink industry? 

I think “hosting, entertaining, conviviality” – it should be the core of your being. If it is, you will love it – it’s constantly changing based on consumer trends, needs – that’s pretty exciting. If you’re looking for something that’s more static, it might not be right for you.