Professional Experience

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

About Simris Alg ⋅ Pioneering Algae Biotech Since 2011

Simris Alg was founded in 2011 in Southern 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 boasting unparalleled product quality and outstanding design. The products enjoyed significant international acceptance, partnering with high-end, reputable retailers in Sweden (Åhlens, Apoteket, NK, a.o.), USA (Anthropologie, Goop, EREWHON, Lemon Laine, a.o.) 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, and the only one positioned in the thriving prestige wellness category, at the intersection of luxury, beauty and wellness. 

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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 (WIRED, Wallpaper*, CBS, The New York Times, Evening Standard, TEDx, Vogue US, ELLE, Harper's BAZAAR, Veckans Affärer, Dagens Industry, SvD, Filter, ICON, a.o.).

Simris Alg became a publicly listed company on Nasdaq First North (SIMRIS) during spring 2016.

SEP 2020 - FEB 2022

Chief Marketing Officer

Led the marketing, commercial and product teams of Simris Alg and directed the company’s domestic and international strategic brand development and product marketing efforts, DTC and B2B2C.

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Key achievements:

• Launched three sophisticated DTC e-commerce sites (Shopify), under two storefronts, for the USA, European and Swedish markets, doubling the site conversion rates. Introduced subscriptions service achieving 0% churn rate over 7 months.

• Adapted the digital strategy redirecting efforts and KPIs toward data & analytics driven performance optimisation & online marketing (digital campaigns, email marketing, SEM, media buying, etc.) during the global pandemic, generating significant traffic increase to the company’s e-commerce site.

• Oversaw the updating of the corporate Investors Relations communication platform to reflect Simris Alg's strategic shift in new business development areas within B2B.

AUG 2016 - AUG 2020

Commercial Director

Executive position. Led and developed the consumer-focused commercial team of Simris Alg (DTC & B2B2C) and devised & directed the company’s strategic international brand, key retail and media presence.

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Key achievements:

• Adapted the Simris® brand & communication platforms to contemporary commercial standards, in preparation for international and DTC growth. I created and ran brand & commercial strategy immersion workshops for all the company's teams, key partners and Board of Directors, achieving internal goal alignment and efficiency in decision making.

• I completed production of over 20 detailed brand, communication, sales and partnership guides for internal use or external distribution, with immediate impact on increasing retail sales, CRM and new account onboarding efficiency. 

• Devised the launch of Simris® in the US market (2019) through identifying key partnerships, managing lead generation, brand awareness activities, initiating relationships with key retailers (e.g. The Detox Market, Goop, etc), trade marketing (incl. Indie Beauty Expo LA), event hosting, social media marketing, brand collaborations (incl. Volvo), etc.

• Oversaw and art-directed the creation of the brand's pop-up stores and store-in-store pop-ups in various central New York  (Manhattan, Brooklyn) & Stockholm locations, in collaboration with renowned external artists and production teams.

Awards & recognition:

• Winner of Glossy/Digiday’s US edition of 2020 Future Leaders Award, within the Wellness category, March 2020

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

APR 2012 - JUL 2016

Head Of Marketing

Management team member. Role spanned from strategic-level planning, to team leadership, project management and operations. In charge of the company’s brand management, positioning and strategic communication efforts, as well as its online presence, web development and trade marketing activities. Chief creative director during the new product development (NPD) work for Simris®, and heavily involved in sourcing & supply chain management for the area. Lastly, led recruitments & team management, design agency management and undertook public speaking assignments.

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Key achievements:​

• Conceptualised, created and launched a completely new and promptly award-winning consumer brand in the Swedish market, two state-of-the-art product lines (Simris® Algae Omega-3 & Simris® Select), an online store and nine lifestyle products.

• Led the company’s award-winning in-house PR & communication, generating over 600+ organic mentions & features in domestic and international business, trade as well as lifestyle press and news outlets (WIRED, Veckans Affärer, TEDx, Filter, ICON, SvD, Dagens Industry, a.o.) and establishing Simris Alg as a key global player within the Algae and Omega-3 industries.

• Extensive product development & supply chain work: market research, concept development, packaging design implementation, label copywriting, packaging & ingredient sourcing, supply chain management, budgeting, etc.

• Trade shows, representation & public speaking engagements.

• Recruitments and continuous organisational input, team leadership & management.

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

MAR 2011 - APR 2012

Marketing Manager

The sole business strategist and communicator of the newly founded start-up company, the role was fundamental in the development, strategic growth and identity of Simris Alg, including its PR & press image and positioning.

Key achievements:

• Created the strategic profile & strategic communication foundations for the company.

• Built and implemented the company’s distinctive and consistent branding strategy.

• Shaped Simris Alg's public image by introducing and implementing a consistent messaging & PR strategy. Trained, coached and advised the company's main spokesperson generating significant attention from press, media and investors.

• In charge of overall marketing management and execution, from launching the company online and representing Simris Alg around the globe, to film production & creation of the 37-paged Simris Brand Bible.