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Background

MSc in Business & Management, and BSc in Retail Management from Stockholm School of Economics. Exchange studies at National Chengchi University in Taipei, Taiwan. Joined Lynxeye in 2016.

Favorite Brand

One of my favorite brands is Swedish Match. Their ability to create a strong and respected brand for a controversial product in a scolded industry such as the one of tobacco is both impressive and fascinating. Their snus products have made a brand journey from being characteristically rough to becoming trendsetters and image drivers used by various segments reaching from the modern status seeker, the laidback computer-hacker, the knowing hunts(wo)man to the influential business(wo)man. Gone is the taboo and now there is even an element of status in putting your snus container on the table while in business meetings or at social gatherings. It is thrilling to see a brand like this going strong and finding new target groups despite increased societal health focus trends and initiatives from EU to illegalize their core ingredients. Isn’t that remarkable?!

Why I work at Lynxeye

Being part of Lynxeye gives me the opportunity to help global brands in various industries to reach new markets, find higher purposes and stay relevant in today’s ever changing society. It entails a combination of creative thinking, analytical skills and psychology, which I love. As if that wasn’t enough, we also have a value driven culture and the type of work ethics which make working here fun, stimulating and rewarding.

sofia.hagansbo@lynxeye.com

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