Carolina Pettersson

Carolina Pettersson is an engaged and experienced leader with a strong focus on collaboration, business development, and creating long-term value. With a broad background across several industries—especially in production-based operations—she has developed a deep understanding of different business models and what drives success in organizations.

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In her talk, “Norduppland: Successful Corporate-Driven and Funded Place Promotion,” Carolina will share valuable insights from a regional initiative where businesses have taken the lead in building and promoting their place brand. She will highlight the power of long-term, trust-based relationships among companies and how these can drive successful place marketing efforts.

Carolina brings energy, warmth, and a good dose of laughter to everything she does – making her a much-appreciated speaker and leader.

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​QUESTIONS & ANSWERS

- CAROLINA PETTERSSON ABOUT PLACExNordic

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What are you looking most forward to at PLACEx?

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 "It's hard to say what I am looking forward to the most. We will have the opportunity to show our fabulous city and Norduppland both from stage and IRL. I will meet old and new friends and colleagues, and I am sure that I will learn a lot. And I’m given the opportunity to tell the audience about the Next-Generation Industrialization which is happening in Norduppland right now."

 

What is the key topic of your talk?

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"I will discuss how businesses and the public sector collaborate to tackle key challenges, such as talent attraction, housing shortages and other obstacles faced by growing companies. Together, through our partnership, we work on placemaking, talent attraction, and raising awareness about Norduppland—ensuring that our region continues to thrive and attract the right people and opportunities."

 

 What are you most eager to discuss with the audience related to your talk?

 

"I want to hear how others have succeeded and learn from them. How can we develop our collaboration to be more successful?"

 

From your job/organisation's point of view, what do you see as the most interesting industry developments or trends here 2025 when we talk about place attractiveness?

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"In the past, people moved to places where businesses were located. Today, people move to places where they want to live, and businesses move there too."

 

For the remainder of 2025, what do you see as the biggest challenge(s) for your place to be attractive to your main target audience?

 

"I think it's about helping young people realize just how incredible the industry in Norduppland truly is. These aren't outdated workshops where physical strength is a requirement. Instead, these companies are at the forefront of digitalization and automation, utilizing cutting-edge robotics and advanced technology."​​​

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