top of page

Professional Experience

EXECUTIVE | INIKA SUPERFOODS | 2022 - 2024

About Inika Superfoods ⋅ A Nicoya Portfolio Company
Inika Superfoods is bringing modern holistic wellness to the forefront of digitally native lifestyle brands. Inika offers delicious, plant-based snacks, convenient and Earth-friendly foods, and natural supplements; all brimming with wellness-boosting superfoods, ready to be enjoyed anywhere, in no time. A Swedish-born, female-founded company, Inika Superfoods was majority owned by foodtech investment company Nicoya (N!CK’S, El Taco Truck, Oatlaws, Farmers & Chefs, Peas of Heaven, a.o.)

JAN 2023 - JULY 2024

Head of Brand and Category, Acting CEO

Brand, product, e-commerce, marketing, and commercial operations. P&L ownership, fundraising. International expansion, strategic partnerships across DTC and retail channels.

​

Key markets:

  • Sweden, Germany, Finland, Denmark, United Kingdom.

​​

Select retail partners:

  • SE: Apohem, Life, Örtagubben, Becore, Ett Hem, Renée Voltaire.

  • UK: Selfridges.

FEB 2022 - JAN 2023

Head of Brand and Product

Brand, innovation, category management, PR and marketing across European markets. E-commerce, GTM strategy, P&L, cross-functional execution.

​

Select Press:

  • British Vogue, Condé Nast Traveller, Tatler.

CO-FOUNDER & EXECUTIVE | SIMRIS ALG | 2011 - 2022

About Simris Alg ⋅ Pioneering Algae Biotech Since 2011

Founded in 2011 in Sweden by Fredrika Gullfot, PhD and Daphne Jaeschke, MSc, Simris Alg is a biotechnology company harnessing the powers of microalgae for nutritional supplements (DTC & B2B2C) and, as of 2021, cosmeceutical, food and pharmaceutical applications (B2B) through its own R&D and production. 

The award-winning proprietary lifestyle brand Simris® developed by Daphne Jaeschke, featured two state-of-the-art product lines positioned in the thriving prestige wellness category, at the intersection of luxury, beauty and wellness. The products enjoyed significant international acceptance, partnering with high-end, reputable retailers in Sweden, USA, and South Korea, as well as online. A pioneer within the global omega-3 industry, Simris Alg was one of the few producers in the world offering algal omega-3 ingestibles as a sustainable, plant-based & planet-friendly alternative to fish-oil. 

​

Under Jaeschke's visionary leadership, Simris Alg was awarded several prizes and honours for branding, communication, sustainability, innovation and engineering, and received great international and domestic press attention. Simris Alg became a publicly listed company on Nasdaq First North (SIMRIS) during spring 2016.

SEP 2020 - FEB 2022

Chief Marketing Officer

Marketing, commercial and product teams leader. Domestic and international strategic brand development. Product marketing DTC and B2B2C.​

​

Key markets:

  • USA, South Korea, Sweden.

​​

Select retail partners:

  • USA: Goop, Anthropologie, EREWHON (LA), Showfields (NYC), Lemon Laine (TN), The Detox Market.

  • SE: Apoteket, Åhlens, Nordiska Kompaniet, Fotografiska.

​​

Select press:

  • Vogue US, Harper's BAZAAR, CBS.

AUG 2016 - AUG 2020

Commercial Director

Marketing and product operations teams leader. International expansion, retail growth, media presence.​

​

Awards & recognition:

  • Winner of Glossy-Digiday Media US 2020 Future Leaders Award, within the Wellness category, March 2020

  • The Swedish Food Award (Livsmedelspriset), Livsmedel i fokus, 2017

​

Select press:

  • The New York Times, Evening Standard, L'Officiel.

APR 2012 - JUL 2016

Head Of Marketing

Brand and GTM strategy, comms, and early-stage operations. Digital presence and trade marketing. Cross-team recruitments and company representation through public speaking. Chief creative director for Simris® NPD.

​

Awards & recognition:

  • PR-Rookie of the year, Prat PR, March 2016

  • 33-listan, Ny Teknik & Affärsvärlden, 2015

  • Best New Natural Brand, Natural & Organic Products Scandinavia, November 2015

  • 33-listan, Ny Teknik & Affärsvärlden, 2014

​

Select press:

  • WIRED, Wallpaper*, TEDx, ELLE, Veckans Affärer.

MAR 2011 - APR 2012

Marketing Manager

Co-founder. Business strategist and communicator during the company’s startup phase. Brand identity, strategic positioning, comms, and public presence.

​

Select press:

  • Filter, ICON, Dagens Industry, SvD.

Education

2009 - 2011

Master of Science (MSc)

Marketing & Management

Stockholm University School of Business

Sweden

2003 - 2008

Bachelor of Arts (BA)
Language, Literature & Culture of the Black Sea

Democritus University of Thrace

Greece

2008 - 2021

Executive education & Masterclasses

​CIM, SSES, INSEAD, LMSU, a.o.

United Kingdom/France/Sweden/Russia

​

  • Strategic Product Management (Chartered Institute of Marketing)

  • Digital Marketing (Chartered Institute of Marketing)

  • Introduction to Public Relations (Chartered Institute of Marketing)

  • Finance for Non-Financial Managers (Learning Tree International) 

  • Sales Leadership (Stockholm School of Entrepreneurship)

  • Situational Leadership II (Ken Blanchard Companies) 

  • Intensive Russian language training programme (Lomonosov Moscow State University)

  • "Russian Language and Culture" & "Ancient Culture – Basis of Moulding of the Personality" (LMSU Higher School of Translation)

  • EMEA CxO Academy (Google & INSEAD Paris)

bottom of page