As Senior Strategist Fredrik can build upon the multi-channel insights that iCrossing has acquired during its 15 years of existence. Fredrik is interested in using data sources like search engines, web analytics and social graphs, to help build strategies derived from actual data, not the belief in “small numbers”.

Previously at Gruner+Jahr (Bertelsmann) Fredrik worked in the fields of marketing in Hamburg and Milan. Later on, he went to Mexico City in order to help consolidate a joint venture with Televisa.

Growing concerned about social inequalities in Mexico, Fredrik started a project called Cerca -a web-based platform to overcome urban segregation. In a multi-disciplinary team-effort Cerca was researched, tested and handed-over to the Mexican social housing authority Infonavit.