Turning Passion Into Purpose: How Horses, Strategy, and Storytelling Drive KRAFFT’s Brand Leader
With a lifelong passion for horses and a solid background in marketing, Annie Wengsén, the Brand Manager and Team Leader at KRAFFT has found the perfect balance between profession and personal interest. In this interview, she shares what inspires her, how her career path led to one of the industry’s strongest equine brands in Sweden – and why authentic consumer feedback is key to growth.
Hello Annie! Nice to meet you. Tell us about yourself – what inspires you in your everyday life, both at work and in private?
– My heart has always belonged to horses. It started as a curiosity, grew into an interest, and eventually became a career. I’m driven by development – both my own and my team’s – and by working with products that truly make a difference.
– Creating, influencing, and strengthening the brand is my passion, and every day is an opportunity to grow, explore new strategies, and build something greater together with my team.
– But what inspires me the most isn’t just the results – it’s the stories. It’s knowing that the right nutrition can make a real difference in health, energy, and overall happiness for every horse. It’s the high-performing horses reaching their full potential with the right feed, and it’s the opportunity to combine expertise with passion and create something that goes far beyond traditional marketing.
What does the journey look like to becoming Brand Manager Team Leader at KRAFFT – and what do you enjoy most about your job?
– My journey into the horse world actually started already as a child, when my interest in horses took off. When it was time to choose a high school, it was obvious for me to consider an equestrian program. At the same time, I had a thought in the back of my mind that I might want to continue studying afterward. I eventually chose a school where I could combine my passion for horses with a science-based education.
– Even then, I knew that I didn’t want to work in the stable or on horseback – horses were my hobby. The interest in working in the horse industry the way I do today came later, after studying economics and marketing at Jönköping University. After three years of studies, I saw a job ad from KRAFFT, and I can still picture it. A job where I could combine my studies in marketing with my passion for horses – it felt like a perfect match! That’s when my journey at KRAFFT began.
– KRAFFT, which is a brand within Lantmännen, invests a lot in its employees and offers opportunities to grow. I started as a Marketing Coordinator, but as the brand grew and evolved, so did my role. Today, I’m Brand Manager and Team Leader for the marketing team. What I really appreciate in my leadership role is that I’ve had exactly the same tasks my team is working on today. It gives me a valuable understanding and closeness to the work.
– No day is the same at our office, but what I love most about my job is, without a doubt, the horses. Being able to work in marketing within an area that’s been my hobby makes the job both exciting and enjoyable.
How does KRAFFT work to get horse owners to discover and recommend your products?
– We work in several different ways – of course through established platforms, but we also make decisions based on facts rather than just personal opinions. To stay up to date with developments in the industry, we regularly conduct market research.
– In the long term, we have a clear vision for our brand, while in the short term, we work strategically to achieve specific goals.
– In addition, we continuously ensure that our products always maintain the highest quality and are carefully adapted to the specific nutritional needs of horses. For high-performing horses, the right nutrition is crucial to maximize both performance and well-being.
– Many of the most successful horses are fed with KRAFFT – a feed known for its high quality and ability to optimise performance. This, in turn, leads to natural spread of our supplements within the industry, thanks to strong competition results.
What value do you see in Smartson Crowdscore as an award for recommended products?
– Our brand has a strong position within the industry, but we see great potential to further expand the reach of our supplements. We are convinced that the Smartson Crowdscore can play a key role in this work by increasing visibility for our tested product and strengthening its impact on the market.
– The prestigious award will be integrated into the product’s packaging, but we are also planning a range of complementary activities to effectively spread the message.
– The goal is to strengthen our market position within this segment and ensure that more people discover the high quality and unique benefits of our products.
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