Lena Olander

Senior strategist with 25+ years of experience spanning brand, marketing and real estate development, including the last three years leading workplace and space concepts for innovation destinations at Vectura Fastigheter / NeXT Step Group – in close collaboration with municipalities, academia, and private and public sector stakeholders. Proven ability to translate complex stakeholder needs into strategic, scalable space and workplace solutions, from early concept through physical activation. Extensive experience leading multidisciplinary teams – architects, interior designers and engineers – and managing procurement across real estate, construction and supplier categories.

Confident operating at senior stakeholder level in large, international organisations, with a track record of driving change and transformation under clear commercial and operational goals.

Living with my partner Pierre (27 years together now), in Askim/ Hult. Having three kids (young adults), one working living in Stockholm, one studying in Lund and one still living at home.

Love to travel, love spending time with friends and family, do sports (now padel, gym and skiing), sing and be spontaneous when it comes to everyday fun.

Also love to read book (part of two book clubs) and listen to music.

Director Brand & Marketing / Strategic Creative Lead at Vectura Fastigheter / NeXT Step Group (joint venture) (2023-08 – 2026-08)

• Led the development of strong place and workplace concepts across a national portfolio of innovation destinations in Gothenburg, Stockholm and Lund, working closely with municipalities, academia, and private and public sector partners to strengthen Swedish and regional competitiveness and talent attraction.
• Played a key role in developing and implementing Vectura's brand and workplace platform "Spaces for Innovation" – translating strategy into the physical vision for each site: interior direction, function, user experience, and activation of space.
• Led cross-functional teams to ensure spatial activation and development over time met defined KPIs and stakeholder needs.
• Shaped strategic focus areas and concept offerings, including Energy Lab (launched April 2026), connecting purpose, place, audience needs and commercial potential into a platform guiding spatial experience, programming, partnerships and long-term growth.
• Led the brand and concept development for Steptura from the ground up, later forming an important foundation for Vectura's continued workplace and space platform.

Head of Brand/Communications Team, Client Director & Studio Manager at Stylt Trampoli (2012-01 – 2016-12)

• Personnel responsibility for a studio of 20 people, including architects, interior designers, artists, copywriters and engineers, working across hotel, restaurant, real estate development, offices and co-working environments.
• Client-responsible project lead for concept and space development across international clients, spanning hotels, resorts, workplaces, destinations and thematic attractions.
• Responsible for studio capacity and utilisation, pitch processes, procurement, and agency fees for both strategic/concept work and architectural delivery, including FFE procurement.
• Member of the management team.

Managing Director / Partner at Welcom (Rud Pedersen Group) (2020-12 – 2023-08)

• Led Welcom as CEO with 25 direct reports, delivering documented growth and profitability results.
• Responsible for driving procurement processes across both private and public sector clients.
• Owned operational efficiency and financial structure; contributed to shaping partnership agreements and growing the client portfolio across Rud Pedersen's offices.
• Reported into the Rud Pedersen Group management team.

Client Director at Forsman & Bodenfors (2016-11 – 2020-02)

• Budget and delivery responsibility for key clients including Volvo Cars EMEA, Oatly Global and Häagen-Dazs Global – strategic and operational work in large, international, complex organisations.
• Financially and legally responsible client contact, steering the account against client-defined KPIs through daily leadership; ongoing stakeholder dialogue with Media, PR and Digital partners.

Global Project Manager at Saab Automotive (2006-01 – 2008-12)

• Client-side ownership of global marketing work in partnership with agency Brindfors, Stockholm, incl. annual budget responsibility and coordination across roughly 40 markets.

Account Executive at Forsman & Bodenfors (1999-01 – 2006-12)

• Operational project and production lead for clients including Libero, Libresse, Edet, Arla and Semper; responsible for supplier procurement and production budgets.

Global Project Manager at Nobel Biocare (1992-01 – 1999-12)

• Global marketing role incl. B2B communication and IFU documentation across 40+ markets in a highly regulated, international environment.

Business Administration courses – School of Business, Economics and Law, University of Gothenburg (1989-01 – 1990-12)

Marketing Economist – DIHM

SELECTED COURSES & CERTIFICATES

Certified Board Member, Västsvenska Handelskammaren, Oct 2021

Leadership Development Program, Novare, Dec 2025

Basic Contract Law, 1995

Supply Chain Management, Swedish National Association of Purchasing & Logistics, 1995