Head of ICA Media at ICA Sweden
Fredrik is a senior executive with a strong retail background, having held roles at Unilever, Accenture and ICA - Sweden’s largest food retail chain. He is now the Head of ICA Media. Fredrik has managed ICA’s instore media channel since its launch in 2009. He is responsible for all areas, including concept, design, content generation, ad sales and financing. ICA Media’s role at ICA is to deliver ICA supplier (A-Brands) collaboration within ICA’s own, bought or earned media. The target is to deliver ICA store sales and consumer loyalty in combination with relevant financing of ICA media investments. Fredrik also heads up ICA’s project ‘ICA Next Generation Marketing’, which has been designed to ensure that ICA’s outstanding Swedish marketing presence remains strong within a rapidly changing digital development. His hobbies include family, traveling, exercise and golf.