DO THE NORTH
Business development*
Do The North is a Swedish Wild Camping + Adventure company that hired me as a seasonal consultant.
In our five months together we created a blog, social media strategy, endless on-brand photography, a custom CRM system, and improved company culture to better the employee experience and increase employee retention.
See more of the story below.
got paid to be a kanelbulle in a kayak
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got paid to be a kanelbulle in a kayak •
How did we meet?
I found Do The North through Instagram. I was fresh out of a relationship, itching to see where else in Europe might be fun (I was living in London at the time), and I had received a camera from my past partner as break-up gift.
I took it as a sign.
A sign for what? Well I wasn’t quite sure but I found Do The North, I liked their website and I slide into Thomas’ (the founder) dm’s. Without much conversation, I visited him in Sweden to solidify our five-month contract – and months later I arrived to this . . .
What was I hired to do?
True to character for both of us (Thomas and I), I was hired as a general Business Development Manager to increase trip bookings.
I went in with the knowing that Do The North (DTN) would benefit from a more human approach behind their brand but it wasn’t until I arrived and got stuck in that it became clear what really was needed.
The service and adventure that the guests experienced were amazing, however, this wasn’t being effectively communicated. There were opportunities for both the team and guest experience to be improved – so I figured why not create solutions that cross-benefitted.

WHAT DID WE ACHIEVE?
We made Do The North a rad company to both work for and adventure with.
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Fun Company Culture
A trick was being missed. We had an excess of leftover food, kayaks at our disposal, a crew that was new to Sankt Anna, and blog posts that need to be written. So I created a series of team events, such as Pizza in the Pines that:
strengthened the team
cut costs on team meals
generated social content
inspired future guests
increased site SEO
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Product Development
Two new trips were created for the following season, as a result of guest feedback. One for Solo Travellers and another for those looking to experience a guided Swedish Culinary Adventure. The addition of the two new trips resulted in:
increased bookings
more diverse + inclusive offerings
guest-generated content
two signature trips
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Humanized the Brand
Through the sharing of my experience – as a Canadian turned Londoner, visiting Sweden for a kayaking season – I redefined the adventure as familiar, accessible, and welcoming. In doing so, we received:
guest loyalty via bookings
Instagram engagement
inspired guests
new opportunities with brand partners + affiliates
ABOUT
YOU
This could be you. It starts with an idea followed by an email. It truly doesn’t take much to get me on board. I love an immersive project abroad, especially when I believe in you and your dream(s).
So if you have a project or business that needs developing, drop me a line. It costs nothing, and at the very least you will gain a cheerleader.
“Justine brings the fun. She is crazy good at business, was obsessed with fika, and truly made Do The North better. Every year since, we’ve grown and offered better trips.”
Thomas Ohlander, Founder of Do The North