Karl Kajbjer is Partner at The North Alliance (NoA) and Chief Strategy Officer at NoA | Connect, where he focuses on strategy, brand building and marketing effectiveness.

With more than 15 years of experience in marketing, brand strategy and communications, Karl has advised some of the Nordic region’s leading companies and brands, including IKEA, Telia, Elgiganten, P&G, Arla, Mondelez, If and Polestar.

Before joining NoA, Karl served as Chief Strategy Officer at Publicis Groupe Sweden and previously held senior strategy roles at Dentsu and Carat. Earlier in his career, he worked client-side as Global Brand Director at Husqvarna, giving him experience from both agency and advertiser perspectives.

Karl’s approach combines evidence-based marketing, behavioural science and commercial strategy with a strong belief in the importance of building strong brands for long-term growth. He sees creativity as a critical difference-maker: the force that turns sound strategy into work that gets noticed, remembered and acted upon. His work focuses on diagnosing the barriers to growth and translating insights about people, brands and markets into clear strategic choices that create sustainable business results.