Challenge

Electrolux is one of Europe’s most iconic appliance brands. But like many legacy companies, internal complexity often slowed things down — especially when it came to brand and marketing output. Across two separate engagements with their Stockholm headquarters, I found myself in roles that were technically “coordinator” or “copywriter.” However, these quickly became something more of a strategic and creative partner who could cut through the noise, deliver work that moved and make the brand feel more human at every touchpoint.

My Role

First engagement: Initially hired as a Product Marketing Consultant for their Small Domestic Appliances division, my scope expanded. While coordinating between product, marketing and agency teams, I started stepping in to write and refine product copy myself, which accelerated timelines and improved quality. I also contributed UX copy for an unreleased smart blender app that was the company’s first foray into connected appliances.

Second engagement: Later, I returned as a freelance copywriter through a creative agency partner, developing product messaging for their Major Appliance category (think: ovens, laundry and dishwashers). These messages were then rolled out across packaging, web and sales materials globally.

What I Led

• Product Messaging for Major & Small Appliances:
  Wrote consumer-facing copy that made advanced technology feel simple and relevant, whether it was about barista-quality drip coffee or on-board infusers.

• UX Copy for Connected Product App:
  Helped shape the tone and functionality of their first smart kitchen appliance app.

• Streamlining Cross-Team Collaboration:
  Stepped in to simplify and accelerate communication between stakeholders by proactively rewriting copy instead of routing though slow feedback loops.

Outcome

Across both stints, my work helped teams move faster, communicate better and present a more consistent and confident face to the world. It wasn’t always the job I was hired to do, but it’s the one they needed.