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Senior brand and marketing leader with 20+ years of experience leading strategy, marketing and transformation for 50+ brands in 100+ markets, from the largest brewery in the Nordics to global spirits brands and sports organisations. Helps companies and individuals sharpen how they present themselves: portfolios, positioning, brand stories and go-to-market plans that are clear, distinctive and commercially sound. Feedback is direct and constructive, focused on what works, what doesn’t, and how to make it stronger.…Senior brand and marketing leader with 20+ years of experience leading strategy, marketing and transformation for 50+ brands in 100+ markets, from the largest brewery in the Nordics to global spirits brands and sports organisations. Helps companies and individuals sharpen how they present themselves: portfolios, positioning, brand stories and go-to-market plans that are clear, distinctive and commercially sound. Feedback is direct and constructive, focused on what works, what doesn’t, and how to make it stronger.

Alexander Sneen

Marketer, Marketing Strategist, Marketing Consultant, +6

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Senior brand and marketing leader with 20+ years of experience leading strategy, marketing and transformation for 50+ brands in 100+ markets, from the largest brewery in the Nordics to global spirits brands and sports organisations. Helps companies and individuals sharpen how they present themselves: portfolios, positioning, brand stories and go-to-market plans that are clear, distinctive and commercially sound. Feedback is direct and constructive, focused on what works, what doesn’t, and how to make it stronger.…Senior brand and marketing leader with 20+ years of experience leading strategy, marketing and transformation for 50+ brands in 100+ markets, from the largest brewery in the Nordics to global spirits brands and sports organisations. Helps companies and individuals sharpen how they present themselves: portfolios, positioning, brand stories and go-to-market plans that are clear, distinctive and commercially sound. Feedback is direct and constructive, focused on what works, what doesn’t, and how to make it stronger.

Available to hire

Senior brand and marketing leader with 20+ years of experience leading strategy, marketing and transformation for 50+ brands in 100+ markets, from the largest brewery in the Nordics to global spirits brands and sports organisations.

Helps companies and individuals sharpen how they present themselves: portfolios, positioning, brand stories and go-to-market plans that are clear, distinctive and commercially sound. Feedback is direct and constructive, focused on what works, what doesn’t, and how to make it stronger.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Swedish

Fluent

Finnish

Fluent

Norwegian

Advanced

Italian

Intermediate

German

Beginner

Dutch

Beginner

Work Experience

Founder & Partner at BRAND WARLOCK

May 1, 2025 - Present

Strategy and identity studio helping sports teams and athletes, restaurants and individuals create value-based narratives that make them more relatable and valuable to partners, guests and companies.

Co-Founder and Chairman of the Board at Solmu Brewery

June 1, 2024 - Present

Finland brewery, restaurant and sauna concept in Helsinki, designed as a “knot” that ties people together through food, drink, conversation and community, with a strong focus on guest experience.

Chief Executive Officer at HIFK Helsinki

May 1, 2024 - April 1, 2025

Turnaround CEO for one of Finland’s most high-profile sports organisations, with full P&L for three businesses and 90+ employees (hockey, restaurants, events). Defined a five-year growth strategy, integrated units into one operating model, stabilised financial performance, and grew revenue while reducing losses.

Vice President Marketing at Sinebrychoff (Carlsberg Group)

February 1, 2016 - April 1, 2024

Senior leader in Finland’s largest brewery, responsible for growth strategy, marketing, portfolio, pricing, media and corporate communications. Owned 40+ brands and led trade marketing, e-commerce, events and festivals; built a 37-person team and delivered significant revenue and margin improvements.

Global Director of Strategy and Portfolio Development at Brown-Forman

May 1, 2015 - December 1, 2015

Global strategy, innovation and insights lead for vodka, liqueurs and selected white spirits portfolio, responsible for long-term brand direction and growth; led 10-year planning, portfolio architecture and global line-extension pipeline; developed new-to-the-world concepts and toolkits.

Global Marketing Director - Vodka and Chambord at Brown-Forman

June 1, 2013 - May 1, 2015

Global marketing lead across 115 markets for vodka and Chambord; built annual brand plans, integrated campaigns, and global communications; managed a global toolkit and consumer insights; led an eight-person international team.

Associate Global Marketing Director - Vodka at Brown-Forman

September 1, 2011 - June 1, 2013

Led global creative agency relationships and annual marketing budgets for the vodka portfolio; developed campaigns and toolkits; refreshed Finlandia’s global visual identity and packaging; managed the Finland homeplace experience.

Global Marketing and Interactive Manager at Finlandia Vodka Worldwide Ltd (Brown-Forman)

April 1, 2007 - August 1, 2011

Led global promotions, limited editions and POS materials; defined global digital, social and CRM strategy with local market teams; owned global drinks strategy and bartender training content; planned and hosted global brand events.

Market Manager Sweden/Finland at Brown-Forman Beverages

May 1, 2006 - March 1, 2007

Redefined business approach in Finnish and Swedish markets, aligning marketing plans, pricing and brand budgets across Jack Daniel’s, Finlandia and Southern Comfort.

Senior Brand Manager - Italy at British American Tobacco Italia S.p.A.

May 1, 2004 - April 1, 2006

Adapted and developed global campaigns, and implemented horeca and retail media strategies for brands including Lucky Strike, Pall Mall, and Vogue.

Brand Executive - Sweden at British American Tobacco Italia S.p.A.

June 1, 2002 - April 1, 2004

Led brand planning, campaign execution and product launches across Sweden, driving visibility and growth for BAT brands.

Marketing Trainee at British American Tobacco Italia S.p.A.

June 1, 2000 - May 1, 2002

Completed a 24-month rotational program across sales, key account management, trade marketing and brand management.

Creative Director & Owner at Odd Design

September 1, 1996 - May 1, 2000

Founded and operated independent marketing agency delivering advertising, design, and brand projects for clients including Telia, Bacardi-Martini, Helsinki School of Economics, PwC, Golla and Bang & Bonsomer.