Portfolio · 2026

Matilda
Sundåker

Global Content & Brand Strategy Leader

I've spent the better part of fifteen years teaching global brands how to tell better stories, mostly by asking annoying questions until the real one shows up. I started as a journalist, which explains why I still can't leave a good "why" alone, and ended up running content and strategy for an outdoor brand people tattoo on themselves. I co-own a business school, because apparently one job wasn't chaotic enough. Along the way I've shaped campaigns and thinking for adidas, IKEA, Dove and Tommy Hilfiger, and led enough workshops to have very strong opinions about whiteboard markers. What I'm best at: turning a room full of opinions into one clear direction, and getting people genuinely excited to run at it. Based in Zurich. Allergic to weak briefs.

Open to new opportunities Zurich, CH Amsterdam / Global
Email me LinkedIn ↗ Full experience ↓
Portrait of Matilda Sundåker

Matilda, probably mid-way through sharpening someone's brief

Core expertise

Content & Brand Strategy Creative Direction Global Campaign Leadership Leadership & Team Development Communication Strategy PR & Influencer Strategy Workshops & Facilitation

Selected work

Two things I'm proud of

01

Fjällräven Polar

Creative Direction Strategy Direction Ownership

Took creative and strategic ownership of Fjällräven Polar end to end: the storytelling that carried the expedition to the world. Different rooms need different cuts of the same story: press, community, and the people actually pulling the sled all got their own version.

Case study assets (film, reports, campaign work) available on request. Happy to walk through it.

02

Brief Sharpener

AI Product Strategic Frameworks 2026

Most brands aren't losing to bad ideas. They're losing to bad briefs. Brief Sharpener pressure-tests a marketing brief against the judgment of a senior strategist: it flags the gaps, asks the sharpening questions, and rewrites the weak parts before they cost a campaign its clarity. Built for anyone with a stake in the brief: strategists sharpening their craft, and the people who have to sign off before it moves forward.

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Try Brief Sharpener ↗

Career

Experience

2021–2026
Fjällräven
Global Content Director: head of creative & strategy across community, events and sustainability
Amsterdam · Zurich
2009–Present
Hyper Island
Co-owner, Industry Leader, Lecturer & Global Head of Community
Stockholm · NYC · Amsterdam
2016–Present
The Culture Shift
Independent Brand, Content & Creative Strategy Director
Selected clients: adidas, IKEA, Tommy Hilfiger, Dove, Tabasco
Amsterdam · Zurich
2015–2016
Vice
Content Strategist: global, EMEA & local accounts
Amsterdam
2013–2015
Adidas
Global Brand Marketing Strategist
Amsterdam

Education

MA Digital Media Management Hyper Island & Teesside University
BA Journalism & Anthropology Södertörn University