Sasha Petersen

Created Redken's B2C Advocacy Strategy from scratch and executed all activities in-house. Accelerated Redken's Share of Influence in the Nordics from number 14 to number 1 within one year, balancing engagement and views distribution across all hair care brands. United Redken’s B2C Advocacy Strategy with annual media planning and introduced new tactics in PPD. Led and executed Redken's first-ever UGC media strategy across all funnel levels and led a UGC content creation project for Redken collaborations, achieving best-performing results.

Planned and executed over 300 influencer campaigns nationally and internationally. Developed 360° strategies across platforms. Analyzed brand situations and planned influencer strategies based on client KPIs, brand identity, and values. Cooperated with PR, influencer, and media agencies nationally and internationally. Screened influencer profiles including micro, macro, and mega influencers. Negotiated budgets and contracts. Provided campaign evaluation and analysis. Served as keynote speaker at DK’s first influencer marketing strategy conference.

Planned and conducted overall branding and marketing strategy. Created an annual digital marketing and content strategy. Established coherent brand identity visually and linguistically based on Momentum’s brand values. Increased number of new customers by more than 35% primarily through email marketing. Managed content marketing, email marketing and social media marketing.