Heidi Karlsson

Heidi Karlsson

Managing Director, Sensory Marketing, Client Relations at Xperience
Dallas/Fort Worth Area, United States

About me

Multi-Sensory Experience Designer, Sensory Branding Strategy
Though We Live In A Digital Era, The Future Is Still About Live. Experiential. Offline. Face-To-Face. Multi-Sensory Experiences. Interactive brand events/activations help people experience their world – through their senses (sight, sound, smell, touch-temperature, taste, feeling - vibe). We are living in a multisensory world. Combining senses in complementary ways can deepen the emotional connection with the consumer, evoking a new way of thinking, feeling and behaving. Live experiences are more memorable and engaging when brands incorporate a multi-sensory approach. The aim of a sensory led approach is a seamless consumer experience across all touch points. Sensory marketing is about engaging the senses of a consumer to impact their perception of your brand and then influence their behavior.

With more than 25 years of experience as a Sensory Marketing and Experiential / Event production executive across the EMEA region, Japan and Mexico, my expertise is in developing and implementing strategies that promote engagement, awareness and action. I've held senior positions in corporate and agency (WPP, Publicis) environments, working with Fortune 500 companies, and government entities around the world. I now lead Xperience’s capabilities around Sensory Marketing. My experience has shown that engagement agencies like Xperience can offer “Multi-Sensory Journeys” that go beyond simple communication between a brand and its audiences. With a focus on the science of “embodied cognition”, I seek to have Xperience elevate the consumer experience beyond consciousness, to ultimately deliver events that connect with people on a deeper level. Brands need partners that can build and share memorable narratives with diverse audiences around the world.

Sensory Marketing @HeidiKarlsson


Managing Director, Sensory Marketing, Client Relations
United States
August 2017 - Present (1 year 5 months)
I work with multinational companies as a sensory marketing and communications resource, advising on various aspects of multisensory design to empower, build and activate global brands, engage multicultural audiences and transform culture; creating enriching environments that excite the fuller spectrum of the senses. If you’re in need of B2B and/or B2C experiential events and communications, I invite you to have a conversation with me, I am confident that the call will be full of insights into how shaping events with sensory design can help build lasting connections between brands and audiences.

► These are the things that drive us at Xperience:

➊ Tell A Great Story, Craft A Memorable Moment.

➋ Provoke A Thought. Ignite Action.

➌ Evoke Wonder. Inspire Awe.

Our Leading-Edge, Omni-Channel Solutions Include:

►Creative Services and Strategy
► Media And Content Creation
► Meetings And Events
► Experiential Marketing
► Environmental Design
► Cultural Transformation

☏ 214.973.5576
Cross-Cultural Sensory Experience Designer
Sensory Marketing & Branding Consulting
United States
2002 - 2017 (15 years)
While living and working in Japan, Mexico, Sweden and England, facilitated sense-based communication, cross-cultural understanding and cooperation between individuals, governments and companies. Served as the subject matter expert to key stakeholders and teams on cultural competencies, sensory marketing and branding strategies including developing, planning, and coordinating/delivering training. Culturally competent, understanding the needs of diverse populations, beliefs, values, behaviors. Increasing engagement of the African American, American Indian, Asian American, Hispanic/Latino, and Pacific Islander communities.
Global Account Director, LATAM
New York, United States
2005 - 2007 (2 years)
Publicis Events Relay Sports Worldwide: Live experiential event production, road shows, tours, creative communications and multi-sensory planning. Supervised the entire day-to-day account management for key multinational accounts. Provided strategic leadership and direction to the team. Managed and grew the existing business (Sanofi) in the Americas, Mexico, Brazil.
Sensory Design Consultant
Mesa Landscape
United States
2004 - 2005 (1 year)
Senior Global Account Manager | WPP
MJM Creative Services
United States
1997 - 2002 (5 years)
Global account management and consultative business development in Europe, Mexico for (pharmaceutical, healthcare, consumer products, technology, hospitality, automotive) sectors. Live event production, road shows, exhibit, video, creative communications and planning. Collaborated with Production, Creative, Technical/AV, Learning, Financial Teams.
Account Executive | Caribiner International | IPG
Detroit, United States
1995 - 1997 (2 years)
• Won numerous sales contests for new account acquisition plus many other accomplishments, managed teams for two product launches in Morocco.
• Helped to build business in automotive, technology, pharmaceutical, healthcare, consumer, hospitality, finance sectors.
Regional Sales Manager, Caribbean Territory
Topa Management Company
United States
1993 - 1995 (2 years)
Marketing, Sales, Sensory Evaluation, Consumer Insights for Wine and Spirits Caribbean Beverage Distributor, A.H. Riise.
Comunications Liaison
1990 - 1992 (2 years)


Sensory & Consumer Insights Research

2017 - Present (2 years)
Sensory & Consumer Insights Research

Master of Arts (M.A.) Cross-Cultural Awareness Studies

2005 - 2008 (3 years)
Activities and Societies: Mediators Beyond Borders Focus: working with individuals holding diverse and conflicting political, environmental, cultural, social perspectives from divergent backgrounds. Intercultural communication, sociology, cultural anthropology, psychology, consumer insight, cultural values, beliefs, behavior research.

Bachelor of Arts (B.A.), Sociology, Department of Social, Cultural, Political Studies - International Relations, Social Anthropology, Psychology

Activities and Societies: Kappa Kappa Gamma Sorority

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