Electrolux
Helping a 100-year-old brand shed it’s skin
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MY ROLEFirst 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.
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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.
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WHAT I LEDProduct 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 through slow feedback loops.
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IMPACTIt wasn’t always the job I was hired to do, but it’s the one they needed.
Across both stints, the work helped teams move faster, communicate better and present a more consistent, confident face to the world. I helped a 100-year-old brand remember to sound human in the 21st century.