SharkNinja, Inc. (NYSE: SN), a global leader in product design and technology, has announced the appointment of Linus Karlsson as Executive Vice President and Chief Creative Officer, effective March 3. In this newly established role, Karlsson will be responsible for leading SharkNinja’s renowned creative team, driving brand storytelling, and shaping the company’s creative vision. His role will also include advancing product communication and consumer engagement strategies, ensuring that SharkNinja continues to captivate and connect with its global audience through innovative and compelling narratives.
Karlsson’s appointment underscores SharkNinja’s commitment to creativity and design excellence as fundamental pillars of its ongoing success. The company has consistently set industry standards by delivering groundbreaking, category-defining products that resonate with consumers worldwide. Karlsson’s expertise will further enhance SharkNinja’s ability to tell engaging brand stories, develop innovative marketing strategies, and elevate the company’s design and communication efforts to new heights.
A Seasoned Creative Leader with a Proven Track Record
Karlsson brings more than three decades of global experience in creative leadership, brand building, and marketing innovation. Prior to joining SharkNinja, he served as the Chief Creative Officer for IKEA, where he played a pivotal role in shaping the company’s global creative direction and strategy. His tenure at IKEA was marked by a seamless integration of design, storytelling, and customer experience, strengthening the brand’s position in the market and driving consumer engagement on a worldwide scale.
Beyond IKEA, Karlsson has held leadership roles at some of the world’s most prestigious creative agencies. As Chairman and Chief Creative Officer for McCann-Erickson’s global brands group, he spearheaded creative strategies for multinational companies such as Mastercard, Nespresso, and Chevrolet. In this role, he oversaw the creative output of more than 120 offices worldwide, ensuring brand consistency and innovation across diverse markets.
Karlsson’s extensive experience also includes his time at Crispin Porter + Bogusky, where he delivered cutting-edge content solutions for brands like Hershey’s, Domino’s, and Infiniti. Before that, he co-founded Mother New York, a renowned creative agency known for its innovative and unconventional approach to marketing. At Mother New York, Karlsson played a key role in pioneering groundbreaking campaigns for brands such as Target, Johnson & Johnson, and Stella Artois.
His ability to blend storytelling, design, and consumer insights has made him one of the most respected figures in the creative industry. His leadership has consistently driven brand growth, transformed marketing strategies, and created deep, meaningful connections between brands and consumers.
A Visionary Leader to Elevate SharkNinja’s Creative Endeavors
Karlsson will serve on SharkNinja’s executive leadership team, working from the company’s global headquarters in Needham, Massachusetts. Additionally, he will be instrumental in launching SharkNinja’s soon-to-open Creative Design Hub in New York City. This collaborative space is designed to foster innovation, inspire creativity, and serve as a central hub for the company’s design and marketing efforts. The new hub will bring together top talent from various disciplines, ensuring a dynamic environment that fuels breakthrough ideas and cutting-edge creative solutions.
Mark Barrocas, CEO of SharkNinja, expressed his enthusiasm for Karlsson’s appointment, stating:
“At SharkNinja, our success is driven by an extraordinary team that turns bold ideas into breakthrough innovations, solving real consumer problems every day. Our ability to consistently bring category-defining products to market is powered by unbridled creativity, bold design, and storytelling that truly resonates with consumers. With Linus at the helm of our world-class creative organization, we look forward to further enriching our breakthrough storytelling and unlocking new ways to connect with consumers globally. As a proven leader with a deep consumer-first mindset, Linus will blend storytelling, design, and consumer insights into compelling brand experiences to further accelerate our flywheel of innovation.”
Karlsson himself is eager to contribute to SharkNinja’s continued success, highlighting the company’s strong consumer focus and growth trajectory:
“The consumer sits at the heart of all that SharkNinja does – from product design to storytelling to marketing. This unwavering focus serves as a north star and generates a powerful connection between SharkNinja and its consumers globally. As SharkNinja continues its impressive growth journey, there is much opportunity ahead to bring the company’s Shark and Ninja brands to life in new ways. I am delighted to join SharkNinja’s talented team and look forward to working together to deepen the connection with consumers globally through consumer problem-solving innovation and breakthrough storytelling.”
An Industry Trailblazer with Global Recognition
Karlsson’s expertise in branding, creative strategy, and consumer engagement has earned him widespread recognition. Forbes named him “The 10th Most Influential CMO in the World,” while RayGun Magazine listed him as “One of the 50 Most Influential People in Pop Culture.” In Sweden, Rum Magazine recognized him as “The #1 Most Influential Person in Design and Architecture.”
His contributions to the industry extend beyond his corporate roles. Karlsson has been actively involved in various organizations and initiatives that support creative industries, education, and social causes. He has served on the boards of Queen Silvia of Sweden’s World Childhood Foundation, the Swedish-American Chamber of Commerce, and Elanders Group, a publicly traded global logistics and supply chain company. Additionally, he continues to share his knowledge and insights as a permanent guest lecturer for Master’s students in Communications in Strategic Innovation at Stockholm University.
The Future of Creativity at SharkNinja
With Karlsson at the creative helm, SharkNinja is poised to further solidify its reputation as a design and innovation powerhouse. His appointment marks a significant step in the company’s evolution, reinforcing its commitment to delivering compelling brand experiences, engaging storytelling, and cutting-edge marketing strategies.
As consumer preferences and digital engagement trends continue to evolve, Karlsson’s leadership will play a crucial role in shaping how SharkNinja communicates its brand identity and product innovations. His ability to merge creativity with strategic thinking will not only strengthen the company’s existing brands but also open new avenues for consumer engagement and market expansion.
With the launch of the Creative Design Hub in New York City, Karlsson will have access to a dynamic ecosystem of creative professionals, designers, and strategists, ensuring that SharkNinja remains at the forefront of the industry. This collaborative environment will serve as a breeding ground for new ideas, driving the next wave of product innovation and brand storytelling.
