Profile, CV and career
Fredrika Frenkiel
Head of Studio & AI Creative Operations at Lunar. Founder of Code of Alfred. Based in Stockholm, working globally.
Fredrika Frenkiel is a marketing operations AI specialist, brand and communication strategist with more than fifteen years across agency and in-house roles. This page is the full profile: quick facts, what I work with, expertise, complete career history and education.
Fredrika Frenkiel at a glance
- Name
- Fredrika Frenkiel
- Current role
- Head of Studio & AI Creative Operations, Lunar
- Also
- Founder, Code of Alfred (AI strategy practice, since 2023)
- Based in
- Stockholm, Sweden. Working across the Nordics and globally
- Focus
- AI marketing strategy, AI operating models, martech consulting, brand and content strategy
- How I work
- As an embedded leader, digital marketing coach or advisor, from inside the business
- Experience
- 15+ years across agency and in-house, Nordic and global brands
- Languages
- Swedish, English
- Contact
- LinkedIn or the contact section on the home page
I started on the agency side, learning how work is scoped and sold, then moved into production leadership, then into an in-house operating role inside a regulated bank. That route is the reason I can hold a brand conversation and a build conversation in the same hour.
What I do now
I design and build the systems a marketing organisation runs on: intake, planning, production, brand governance and reporting. I build these myself rather than waiting for a roadmap, which is why the tools on this site are working software instead of slides.
But systems are only half of it. I am a marketing strategist first: positioning, brand platforms, campaign ideas, channel strategy and performance. I have spent years on both the agency and the in-house side, from global brand campaigns to always-on social, and I know what makes an idea travel and convert, not just look good in a deck.
I also know production from the inside and still do it myself. Film and TVC, photo and studio, editing, motion, sound, social-first formats and AI-generated assets. I write, direct, shoot, cut and publish content across every channel, which means I can brief a production properly, cost it honestly, and produce it myself when speed matters more than a full crew.
Alongside that I run Code of Alfred, an independent AI strategy practice founded in 2023: practical AI training that gets teams to daily use, content systems that scale output without losing the brand, and change work that makes the new way of working stick. It runs in parallel with my operating role, so the two stress-test each other.
Areas of expertise
- Marketing operations and AI operating models
- Intake, planning, production, brand governance and reporting designed as one system, with AI and agentic automation where it actually removes work.
- Brand, communication and content strategy
- Positioning, brand platforms, campaign ideas, channel and performance strategy for global and Nordic brands.
- Production and content craft
- Film and TVC, photo and studio, editing, motion, sound, social-first formats and AI-generated assets. Briefed, costed and often produced hands-on.
- Leadership and transformation
- P&L ownership, hiring and people leadership, restructuring marketing departments and making new ways of working stick.
Credentials
Brand strategy & creative leadership
Fifteen years of positioning, campaign platforms and creative direction for global brands. Multi-million campaigns taken from strategy through production to market across the Nordics, Europe and global rollouts.
- P&G
- Toyota
- Volvo
- IKEA
- H&M
- L'Oréal
- Canon
- Mastercard
- Visa
- Discovery
- Aftonbladet
- Uber
- Olympics
Marketing technology & operations
The build layer: operating models, martech and AI stacks, workflow architecture, DAM and pipeline design, capacity planning and measurement. I design the system that makes the strategy repeatable.
- Operating models
- Martech stacks
- AI workflows
- Agentic workflows
- DAM
- Automation
- Analytics
- Cannes Lions
- Awarded work at the industry's highest bar
- Guldägget
- Sweden's leading creative award
- $30M+ P&L
- Owned and grown across agency and in-house
- 110+ people
- Led across 14 cities
Industries and categories I know from the inside
Regulated, high volume, premium. I have shipped in all three.
- Pharma, health & pharmacy retail
- Regulated categories where every claim, asset and approval step has to hold up to review.
- Banking, fintech & financial services
- Lunar, SEB, Skandia, Mastercard and Visa: brand, performance and compliance in the same pipeline, inside licensed and regulated environments.
- Technology, platforms & AI
- Platform scale at Uber, Zmarta, Facebook, Instagram, Bumble and Tinder, plus AI operating models built with OpenAI, Anthropic, Lovable and agentic workflows.
- FMCG & retail at volume
- High-frequency category work for P&G brands like Gillette, Venus, Pampers and Ajax, plus L'Oréal, Vichy, Semper, ICA and 7-Eleven, with hundreds of assets per cycle.
- Automotive
- Toyota and Volvo: global platforms adapted into Nordic markets without losing the master idea.
- Fashion, luxury & lifestyle
- H&M, Eton, Gant and Stylein: premium craft standards, seasonal cadence and heavy production volume.
- Home, furniture & interior
- IKEA-scale category thinking: mass reach, many markets, one recognisable brand voice.
- Media, gaming & entertainment
- Aftonbladet, Discovery Network, the Olympics, Postkodmiljonären, Sverigelotten, Folkspel and Triss: always-on content, campaign rhythm and real-time publishing pressure.
- QSR & food retail
- McDonald's, Max and ICA: high-frequency campaigns, local-market versioning and conversion-driven retail marketing.
What I am extremely good at
Content, from strategy to volume
Content is my home discipline. I set the strategy, build the editorial engine, and run the production that fills it: brand films, social formats, campaign content and always-on editorial across markets and languages. I have made content for global platforms and for regulated categories, and I have rebuilt the machine that produces it so quality holds when volume multiplies.
Social, trends and performance
I read culture and platform behaviour fast, and I run the numbers behind it: creative testing, always-on social, paid performance and the feedback loop that turns results into the next brief. Trend spotting is only worth something when it reaches market in days, not quarters.
Film, TV and production, hands-on
Long experience across film and content production, TVC and broadcast, from script and casting to shoot, post, versioning and delivery. I have produced, run studios and owned production P&L, so I know exactly what a plan costs and what it takes to land.
In-house and agency, both sides
Agency leadership across Saatchi & Saatchi, McCann, Geelmuyden.Kiese and Edisen, and in-house leadership inside a Nordic bank. I know how briefs are sold, and how they are actually absorbed on the client side.
I transform marketing departments
I go in with the team, map how work really moves, rebuild the operating model, then stay through adoption. Strategy, plan, build, launch, measure: I am on the whole journey, not just the slide at the start.
Content expertise
Content is not a deliverable to me. It is a system with an output.
I have built and run content operations from both the agency and the in-house side: strategy, editorial planning, production at volume, localisation and performance. Below is how I break it down when I go into an organisation.
- Content strategy
- Audience, message hierarchy and channel role, turned into a content plan the whole organisation can plan against instead of a wish list.
- Editorial and always-on
- Content calendars, formats and cadence per channel and per market, with a clear split between hero campaigns, always-on editorial and reactive social.
- Production at volume
- One shoot or one concept, versioned into hundreds of assets across markets, formats and languages, without the brand drifting.
- AI-assisted content engines
- Briefing, drafting, brand QA and localisation built as a system, which is exactly what Copyfriend does: native output per channel and market, not translated leftovers.
- Performance and iteration
- Content judged on what it does: creative testing, winners scaled, losers cut, and results fed back into the next brief.
- Governance and rights
- Tone of voice, claims, disclosure and asset rights handled inside the workflow, which is what makes volume safe in regulated categories.
Career history
Every role below carried P&L ownership, people leadership and hiring, strategy, and execution all the way to launch. Agency and in-house, Nordic and global.
- 2024–Present
Lunar
Head of Studio & AI Creative Operations
Brand, creative and production across SE, DK and NO. Marketing Leadership Team and AI Board.
- 2023–Present
Code of Alfred
Founder & AI Enabler
An independent AI strategy practice, run in parallel with the operating role.
- 2019–2023
Edisen / Orb
Head of Commercial & Global Content Production
Strategy, business development and P&L for multi-million-dollar clients on a proprietary DAM platform.
- 2017–2019
Geelmuyden.Kiese
Head of Project Management
Mastercard Europe, Uber, the Olympics, Discovery Network, L'Oréal, Canon. Company financials, cost reduction, workflow efficiency.
- 2015–2017
Tillsammans Sthlm / Lydia Group
Head of Production
Nordic growth and clients including Apollo, Aftonbladet, Zmarta, Eton and Gant.
- 2013–2015
Saatchi & Saatchi
Digital Producer & Account Manager
Procter & Gamble and Toyota, local and global briefs; Nordic single point of contact for the network.
- 2010–2011
McCann
Account Manager
The agency apprenticeship: how client work is actually scoped, sold and delivered.
- 2009–2012
Stylein
eCommerce Manager
Long-term stretch at the Stockholm fashion house: online growth, eCommerce operations and digital marketing.
Education
Hyper Island
Digital leadership and business transformation
Berghs School of Communication
Communication and creative strategy
ARU Certified
Marketing Law
UGL
Certified leadership and group dynamics programme
More on how I work