Meet Susanna Backman and Her Unconventional Path That Proves Curiosity and Courage Can Take You Far

Monday, November 10, 2025

Can you walk us through your career path up to today? What have been the key steps?

My career path has been quite unconventional. I began as a dancer and moved to New York at 23 years old to attend dance school and work in restaurants after school. Later, I became a personal trainer (PT) after completing my dance education.

When I returned to Sweden, I continued as a PT at a high-end gym in Stockholm and studied nutrition. Many clients wanted food inspiration, so I started a blog and an Instagram account with healthy recipes, which quickly grew to one of Sweden’s top 10 health blogs, and my Instagram reached around 130,000 followers.

This led me into online coaching, working with clients ranging from fitness competitors to people just wanting to get healthier. I then co-founded a cold-pressed juice company, where I was involved in everything from production to sales and marketing. After that, I co-founded a protein ice cream brand and worked on everything from developing new flavors to leading production and managing marketing with a very limited budget. We reached 5 million SEK in revenue the first year and eventually sold the company to a UK-based company.

Following that, I joined a leading beverage company as a marketing specialist and later became Global Brand Manager for one of their high-growth fitness nutrition brands, all while continuing to grow my social media presence. I also completed a two-year executive education in business and marketing at IHM alongside full-time work, covering project management, marketing, finance, and sales. After becoming a mom, I took some time to reflect on what I wanted to do. I worked at a pharmaceutical company as Brand Manager for a beauty brand co-founded by a well-known influencer. It was exciting, but I missed FMCG and working with food — that’s where my heart is.

How did you end up at Mondelēz International?

I actually didn’t know that much about Mondelēz. I was contacted about a position that didn’t feel right at the time, but I became curious and looked more into the company. I was so impressed by the brands — that was what caught my attention. It’s really important to me to believe in the brands I work with. What also stood out was the company culture — how people are treated and taken care of here. And finally, I saw it as a great opportunity to grow and learn. I wanted to understand what it's like to work with huge, global brands in a structured, international company. That felt really exciting

You’re currently working on the brand Oreo — how has your experience been?

It’s been so much fun! There’s so much going on, and the brand is constantly evolving. It’s a brand that truly lives — locally, globally, culturally — and I love that. You get to be part of everything from strategic brand building to fun local activations. And at the same time, you learn what it means to work with a strong global brand platform. Oreo has such a rich legacy, but it also moves fast. There’s a lot of structure — but also space for creativity, which really suits me. It’s a great combination.

What’s your most significant learning experience at Mondelēz so far?

The most significant learning experience at Mondelēz has been working in a large matrix organization, which is very different from my previous experience where I handled everything myself—from concept to production and marketing. Here, cross-functional collaboration is essential, and I’ve grown a lot both professionally and personally.

One important lesson is realizing that even in a big company, I can have a real impact. A conversation with my manager really stuck with me when he asked, “If this were your brand, what would you do?” It made me see that I own the brand and my actions truly matter. In Sweden, it’s easy to feel like you’re just a small part of a big machine, but that conversation helped me see that I truly have ownership and can make a difference.

I’ve also learned how crucial it is to get people on board with your ideas. Selling your ideas effectively and building support is key to making things happen in such a large organization.

Which parts of your role do you find the most fulfilling and energizing?

There are really two things that energize me most. First, I love how varied my work is — one day I’m working on strategies looking 5–10 years ahead, and the next I’m figuring out which assets to use for a campaign or attending an event with a media agency. Sometimes I’m in our office storage picking up products for a launch. The marketing field is truly both high-level and hands-on, and I really enjoy that. I don’t like doing the same thing every day, so the constant variety is something I find both fun and motivating.

Secondly, it’s the creativity. Being able to be creative is something I’m passionate about—finding new ways to do things and coming up with fresh, creative ideas for campaigns. I’m passionate about finding new ways to approach things, not just in how we execute.

Working with such a dynamic mix of tasks and always having the space to be creative is what truly gives me energy in my role.

Beyond work, what are you most passionate about, and how does that passion influence your professional life?

Beyond work, I’m deeply passionate about health and wellness. This passion comes from my background in fitness and my belief that people can’t perform at their best without prioritizing both physical and mental well-being. I personally dedicate a lot of time to exercising and enjoy promoting well-being among those around me.

At work, I’m involved in a health and wellbeing group where we organize various activities. We make use of the two workout facilities/gyms in our building and have organized everything from step challenges and competitions to yoga classes, wellness days, and even healthier meal options in the cafeteria. I truly believe that focusing on well-being helps create a more positive and productive workplace.

I’m also part of a group called "Great Place to Work," where we focus on different aspects of the work environment and company culture. We aim to offer a variety of events and activities that improve both the physical workspace and the overall atmosphere. I try to help foster a pleasant environment that supports a strong and positive culture.

If you could go back and change something in your career, would you?

No, I don’t think so. All the different experiences I’ve had — from dancing, coaching, and starting companies — they’ve shaped who I am and how I work today. Even when I didn’t have a clear path, I kept saying yes to things that felt exciting. I don’t think I’ve ever had a plan, but I’ve always been curious and open. That’s what’s led me here. Any advice for someone just starting out in marketing? Be curious, and don’t be afraid to try different things. You don’t need to know exactly where you’re heading. There are so many ways to work in marketing — find what excites you. And be brave! You’ll learn as you go.

Final question — what’s your favorite product?

Freia Kvikklunsj tablet with sea salt! I love the sweet and salty combo. But Oreo is right up there too — it’s just iconic.