Leadership, health and a good company culture – how Pineberry works

Values that show in everyday work

Karin Axelsson is Head of Sales at Pineberry, a digital marketing agency with around 70 employees in Stockholm. Its values – results, knowledge and transparency – are part of daily conversation. She shares how she works with health, wellbeing and culture as a leader.

The leader’s role: inspire, don’t dictate

Health is ultimately each person’s own responsibility, Karin says. The leader’s role is to be a sounding board and support – and to lead by example, for instance by going for a lunchtime run or taking proper breaks.

Following up the employee survey

Pineberry runs regular employee surveys. The leadership team reviews the results, keeps what works and agrees actions where results stand out negatively. Because a survey can’t capture everything, managers are coached to keep close dialogue with their teams.

When someone isn’t doing well

Build the relationship beforehand, ask open questions, don’t push, ask again another time – and remember you are not a doctor or psychologist. Showing you care and saying “I’m here if you want to talk” can be enough.

Activities that build teams

Weekly floorball, varied group training and big shared experiences – like almost the whole company climbing Kebnekaise – have built lasting team spirit. Karin’s advice: offer variety, ask employees what they want, appoint someone who owns the topic, let activities end when they’ve run their course, and include calmer options such as mobility or yoga.

Key takeaways

• Leaders influence most by leading by example.
• Follow up the employee survey in the leadership team – and complement it with close dialogue.
• Show care and ask again; managers don’t need the answers but can refer onwards.
• Offer varied activities based on employees’ interests, with a clear owner.
• Shared challenges build team spirit that lasts for years.