Beatrice is an marketing executive with 20 years of experience in media management, marketing communication and digital transformation working across advertisers including Procter & Gamble, Heineken, Johnson & Johnson, Danone, JDEPeets and most recently as Vice President Media & Digital at Beiersdorf. During these years she has driven multiple global and regional media & digital transformations. Through managing over $15Bn of media through her career she has gained in-depth knowledge of advertising and media (traditional, digital, cross-channel and innovation) which is complemented with her passion for analytics and consumer/shopper insights. Having a proven track record in managing agencies and departments, she has built multiple new operating models and set-up diverse international teams across markets. She’s also frequently involved in several industry bodies to drive a better overall media environment including chairing The Swedish Advertisers Association (SvA) 2007-2013, member of the WFA media committee as of 2013 and most recently member of WFA Global Media Board as of 2019.