Fredrik Ternström
Project Manager - Brand Communication
Originally from Gothenburg I’m currently living in Örebro with my fiancé and our little boy. I work as Project Manager - Brand Communication at Epiroc. In my spare time I enjoy spending time with my family and in the gym.
Studying the human mind, behavior, philosophy etc are a few of my other interests. I think that this has also been beneficial for me when working with communication.
I have a degree in Advertisement and Marketing and have mostly worked with advertising agencies in the past. A few years ago I decided to try my skill set on the other side of the industry by working with communication in a marketing department.
That’s when I began my career at Atlas Copco, and now Epiroc. A decision I don’t regret.
“For the past three years, I have never felt that it will be boring to go to work. Challenging, tough, stressful – yes. But never boring. Working here, you never really know what comes your way, no day is the same as the previous, which is something I really enjoy. ”
In my role, I have a strategic responsibility for the brand communication of our division. This means managing different projects that aim to further strengthen our brand. This past year has been very exciting on many levels. Largely because the Mining and Rock Excavation Technique business area together with the Hydraulic Attachment Tools division is now forming a separate corporation, Epiroc. My colleagues and I have been part in the process of developing the new Epiroc brand. Personally, I have been involved in many different projects relating to this, both on a divisional level and on a group level. The re-branding of photos and videos from Atlas Copco to Epiroc, creating new motion branding guidelines, our new web are just a few examples.
Working in marketing communication, you usually have to adhere to the brand guidelines provided to you. So, being part of the process of developing a new brand has been a very special opportunity, which has been both exciting and fun!
Done right, marketing communication is a vital tool to achieve business goals as well as financial targets. That’s why I think that the strategy behind the communication is so important. A big part of this is to understand our customers and potential customers. We need to minimize the guesswork and actually find out how our target audiences are experiencing us as a brand. In essence, we need to know who we are talking to so we can say the right things. I’m managing an ongoing project about customer experience and customer journey mapping that will help us gain more insights about our target audiences. A very challenging yet stimulating project.