ABOUT

Fei is a brand builder and creative strategist with 15+ years in marketing, working across Los Angeles and Stockholm.

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With a background from Stockholm School of Economics (Economics and Business) and San José State University (Bachelor of Science in PR and Communications), she brings both creative instinct and strategic thinking to her work. Having lived in the U.S., China and Australia when young - with Sweden as her home base - she is a native speaker in Swedish, English and Chinese.

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In 2012, Fei founded Elsa & Rose and ran it from California for seven years - building it into one of the most talked-about swimwear brands across social, digital and press - built entirely through creative storytelling. The brand gained on average 3M+ weekly impressions and became one of the most viewed swimwear brands at the time. The company was later sold and merged. (The brand still lives on Vinted and Sellpy through buyers across Europe if you're curious).

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She also has experience from marketing and PR agencies in both Stockholm and Los Angeles - for example Springtime-Intellecta, where she was the assistant project manager of the Swedish Pavilion at the Shanghai World Expo 2010, coordinating teams across Asia and Europe.

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After seven years in the U.S., she returned to Stockholm and spent five years as Global Head of Social at Voi Technology - one of Europe's fastest growing startups - building the brand's global storytelling and social presence from scratch across 100+ markets.

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Currently finishing parental leave, she has remained active as a mentor in marketing and brand at SSE Business Lab, Antler and Feminvest.