Charlotte Wetche

Brand Strategist | AI-Augmented Marketing Leader

+4520626229

I’m a brand builder at heart who isn’t afraid of change.

After 16 years in the US and a journey through some of the world's most iconic brands,

I’ve learned that the most successful strategies aren't just data-driven—they’re people-driven.

I’m currently on an exciting path, merging my traditional brand experience with Google-certified AI expertise.

To me, AI isn't just a technical shift; it’s a way to work smarter and stay present for the things that matter.

I’m here to help brands navigate this new frontier without losing their soul or their authenticity along the way.

From digital transformation to AI

It doesn’t feel like 10 years ago that digital was the new black in marketing.

I still remember reading a LinkedIn post from Johan Eriksson, seeking marketers to join his 'transformation team'. 

Johan and a colleague of his, David Ståhlberg both working at Google, were writing a book about the digital transformation.  

I reached out to Johan and was fortunate to be selected to be part of the global transformation team. Besides reading the book prior to launch and providing feedback, it was very inspirational to be part of a team with thought leaders and share ideas. This was back in 2016. Lots have happened since.

I have continued that journey into the era of Artificial Intelligence. By completing the Google AI Professional Certificate, I now specialize in 'AI-Augmented Marketing'—using Generative AI to scale content production, automate sentiment analysis, and sharpen strategic decision-making while maintaining the authentic 'human' brand story I’ve built for over two decades.

To give some examples of the AI Augmented approach

Case 1: FEI World Championships 2022 (event marketing messaging optimization)

  • The "Then" Results: Achieved €56M media value and 5.5M social engagements using manual high-level social listening and intensive content planning for a one-off event.

  • The AI Perspective (Today):

    For an event of this scale today, I would deploy AI-driven Sentiment Mapping to pivot campaign messaging in real-time across 50 nations. Instead of traditional reporting, I’d use Predictive Analytics to anticipate ticket-sale lulls and automate hyper-personalized content for different disciplines (dressage vs. jumping), maximizing the €20M budget with even higher precision and lower manual overhead.

Case 2: Oase Outdoors (Outwell & easy camp rebranding)

  • The "Then" Results: Delivered a 20% YOY lift for easy camp and a relaunch of Outwell identity and packaging.

  • The AI Perspective (Today):

    In a rebranding effort today, I would utilize AI-powered Consumer Intelligence to analyze thousands of global outdoor community conversations, identifying untapped 'white space' for brand positioning in days rather than months. For the Outwell packaging relaunch, I would use AI-Visual Testing to predict consumer eye-tracking and shelf-impact before a single unit is printed, significantly de-risking the commercial rollout.

Case 3: PCA SKIN (Private Equity growth)

  • The "Then" Results: Built a consumer division from zero, doubling revenue within 3 years and exceeding budget by 33% in Year 1.

  • The AI Perspective (Today):

    When scaling a PE-backed brand today, I would implement AI-powered Lead Scoring and Customer Lifetime Value (CLV) modeling from Day 1. By using Generative AI for Dynamic Creative Optimization (DCO), we could test 100+ variations of ad creative for different skin concerns simultaneously, accelerating the path to doubling revenue while maintaining a leaner marketing team.

Case 4: Digital Strategy & Research (Brand Emphasis consultancy)

  • The "Then" Results: Saved client 18% on national qualitative research and reduced project times by 50%.

  • The AI Perspective (Today):

    Research is where AI offers the highest ROI. I would now use Synthetic Personas and AI-Synthesis to analyze qualitative interview transcripts. What used to take weeks of manual coding can now be turned into strategic pillars in hours, allowing for 'Always-On' market research that keeps global brands like Sony or L’Oréal ahead of rapidly shifting consumer trends.