Team

 
 

Maja Strandberg

Maja has a background in communications and worked 8+ years at the agency, Prime Weber Shandwick. She started at Prime as a trainee to Carl Fredrik Sammeli during her final year at the Stockholm School of Economics, from where she holds a bachelor’s degree.

She has mainly worked with change, employee engagement, and internal communications, but has experience from a wide variety of projects. She’s worked on global product launches, fundraising campaigns, and with digital transformations for clients in the private and public sectors.  

During her time at Prime, she spent 3+ years as an on-site consultant in branding, corporate communications, and on project teams of global, B2B businesses in telecoms and construction. 

She enjoys playing football and watching ice hockey (MoDo Hockey).

Ellen Kvarby

Ellen has 15+ years of experience in marketing and communications and previously worked at the unicorn company, Epidemic Sound, as VP of Marketing and VP of Brand & Creative, and as part of the extended leadership team. Before that, she built and ran Sony Music's first creative department globally as part of Sony Music Sweden's leadership team.

Ellen has been a trainee to Carl Fredrik Sammeli at Prime and the co-founder and marketing director of the failed startup Act:One, which was part of SSE Business Lab. She has received awards at Cannes Lions, Swedish In-house Agency Awards, The Music Ally Awards, and Guldägget. 

Ellen holds a BSc in Economics and Management from Stockholm School of Economics, did summer school at Stanford University through a scholarship, and played college golf alongside her studies for two years at Wofford College in South Carolina, USA. 

Ellen loves music and used to be part of the DJ-duo “Pompa & Ståt”.

 

Carl Fredrik Sammeli

Carl Fredrik has founded and invested in several companies within technology, healthcare, strategy, marketing, advertising, and digital communication. 

He is most known for founding the Swedish PR agency Prime – the world's most-awarded agency by Cannes Lions (World Cup of advertising) during the period 2010-2022. 

Today he works as an investor and advisor, mainly with early-stage entrepreneurs, family offices, family-owned businesses and investment companies. His entrepreneurial track record includes two failures and seven successful investments.

In 2012, Carl Fredrik moved to South Africa with his family. Having witnessed the empowering effect owning land can have, he founded Bitprop in early 2019 as an innovative and entrepreneurial way to create true value and upliftment by providing ownership and income to those without it.

 

Ottilia Sonnorp

Junior associate
E: ottilia.sonnorp@rey17.com
M: +4670–567 16 92
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Ottilia has recently completed a Bachelor of Arts and Sciences in Societies at University College London, graduating with First Class Honours. She has also completed studies in Statistics and Data Analysis at Stockholm University.

During her studies, she was actively involved in various research and consultancy projects. She worked with a charity dedicated to preventing youth unemployment, where she devised an implementation plan for impact evaluation. She has also gained practical experience in the cultural sector through an internship at the Barbican Centre in London, where she supported the team in the production of large-scale exhibitions.

Ottilia has a love for the arts and spends her free time exploring museums and galleries.