Christopher Hammarback

Digital Strategist

  • LocationNacka, Sweden

About me


Hybrid Experience Researcher & Digital Strategist with over 19 years of experience from the international digital marketing industry. Holds a solid experience from international engagements and organizations as well as local independent shops and clients. Specialized within the fields of Customer Insight & Customer Experience (trained anthropologist /ethnographer). With a broad understanding of the design thinking process, the digital landscape, usage and user expectations (customer behaviour & experience), applied and converted into business opportunities. As well as an in-depth experience from the innovation process, digital transformation, exploration and development, executed into business, marketing and service design programs. Worked significantly with co:creation methodology and idea management as well as extensively with Client Services. Education; a combination of academic studies at the Stockholm University with a BSc degree in Social Anthropology and a diploma in applied Marketing Communication from the Marketing and Advertising Institute Berghs School of Communication. As well as multiple training programs and certificates (e.g. from IDEO:U). Christopher is described as analytic, have got an ease for understanding and familiarizing with clients business and challenges, as well as having an ease for motivating, engaging and inspiring colleagues and specifically with clients and stakeholders. Personal Born in Montreal, Canada, moved to Sweden when he was 4 years old. Holds dual citizenships (Swedish and Canadian). Lives in Nacka, just outside Stockholm with wife and two sons. Soccer coach and team manager Järla IF FF Boys 01-02, since 2009. Have completed the basic level of the Swedish (UEFA approved) coach program. Profile • Research & Analysis o Ethnographic & Qualitative research o Experience & Design Research o Strategic analysis • Design Thinking o Ideation management o Prototyping o Co:creation & idea management • Digital Strategy (innovation, optimization and transformation) o Strategic services and development o User Experience (persona development, user journey’s and usability) o Customer Experience (CXM) o Service Design & Digital transformation • Client Direction – Client Services



  • Experience Strategy
  • Digital Strategist
  • Digital Anthropology
  • Ethnographic Field Studies
  • Ethnography Research
  • Experience Research

Work history


Digital Strategist


Aug 2010


Digital Director & Account Director

MRM Stockholm

Mar 2012 - Jan 2014
  • Worked with the following clients: SEB, SJ, Statoil Fuel & Retail, L’Oréal Paris, Coca Cola, Visit Sweden and Visma. Managed accounts & client teams for SEB, Visma and Statoil Fuel & Retail.


Experience Researcher & Senior Account Director


Feb 2008 - Dec 2010
  • Location: Stockholm, Munich, London and Miami Managed the establishment of the creative Interactive business offering and the organisation as well as EMEA specialist within the field of ethnographic research and analysis. Experience researcher for clients as Com Hem, Clas Ohlson, Scandic Hotels and GE Energy (temporary placement to Miami, US). Account Director, new biz and business development engagements and managed the triple-play account Com Hem. Delivered digital strategy services.


Senior Account Director

Locomotive Action Marketing

Jul 2006 - Jun 2007
  • Location: Stockholm Managed the Nordic and Baltic Sony Ericsson account, ATL/BTL Managed ongoing 5 creative teams (3-4 people per team) and an account team of 5 people.


Marketing Communication Consultant

Core Comp

Apr 2004 - Jul 2006
  • Location: Stockholm Marketing Communication Consultant at the Channel Marketing agency Core Comp, with a focus on brand strategy & planning as well as marketing communication. Managed the Nordic Samsung and Intel accounts, with a mix of traditional and digital executions as well as experience research. Experience research for clients as: Samsung, Intel and Viasat


Digital Strategy Consultant

Tank 2.0

Aug 2001 - Mar 2002
  • Location: Stockholm, Sweden Online strategy consultant with a focus on digital brand positioning and strategic planning.


Partner & Senior Account Director

Leo Burnett Interactive

Jan 2000 - Aug 2001
  • Location: Stockholm and Copenhagen Managed the Nordic Scandinavian Airline Account and the global Ericsson Developer program account. Delivered digital strategy services. New biz coordinator for the Swedish Leo Burnett media house. Member of the board


Strategic Account Director & BU Manager

APL Digital

Apr 1997 - Jan 2000
  • Location: Stockholm, London, Oslo and Copenhagen Managed the establishment of the local digital arm of the international IPG agency’s Ammirati Puris Lintas (APL Digital) in Sweden. Managed teams of 5-9 people, as well as all digital new biz engagements (Account Management & Strategic Planning). Managed primary Nordic and Pan-European Unilever accounts and engagements (Personal care, Household products and Ice cream brands) as well as multiple local IT and Environmental clients. Delivered digital strategy services.


Account Director


Dec 1995 - May 1997
  • Location: Stockholm Build up the agency offering – transformed the business from being a multimedia shop to a full service web agency. Managed clients like Unilever, WMI Sellbergs and Sparbanken. Delivered digital strategy services.



From Ideas to Action (prototyping


Jun 2016 - Sep 2016
  • The design thinking process; training in how to transform insights into actionable prototypes


Insights for Innovation


Mar 2016 - May 2016
  • The design thinking process; training in the insights gathering process


Major in Social Anthropology, as Well as Courses of Ethnology and Visual Cultural Studies

Stockholm University

Aug 2002 - May 2007
  • B.Sc. Social Anthropology


Marketing Communication, Marketing, Business Administration, Advertising, Research/insights

Berghs School of Communication

Jul 2004 - May 2005
  • Marketing Communication



Guldnyckeln (Swedma)

  • Bronze SEB, Campaign, Sweden's First Bank app for B2B clients


100-Watt (Sveriges Annons

  • 50 Watt (bronze) SEB, Campaign, Sweden's First Bank app for B2B clients


Guldnyckeln (Swedma)

  • "Nominated", Visma SPCS Campaign "the Cake"


Echo awards

  • "Leader" SEB Campaign: Save for Freedom


Guldnyckeln (Swedma)

  • Silver SEB, Campaign, Save for Freedom


Webspindeln (Sveriges kommunikationsbyr

  • "Silver", Category: Best Internet strategy for the Nordic Digital marketing strategy for the Unilever detergent brand Via/Omo


Web campaign of the month May (Resume)

  • "3rd", Unilever/GB Glace, launch campaign of the local ice cream website


Web site of the month May (Resume)

  • "Winner", The Unilever