Anne-Lise Johnsen Robb is Head of Marketing and Growth at the Norwegian Football Federation, where she is responsible for marketing across the organisation, including national team campaigns, ticket sales, supporter loyalty and brand development.

Before returning to Norway in 2020, Anne-Lise spent 12 years in England, working in marketing roles at both Arsenal and Chelsea. Football has been a constant throughout her life, first as a player, and later as the industry where she built her career.

Ahead of Norway’s first men’s World Cup in 28 years, Anne-Lise helped lead the marketing work behind a campaign designed to become bigger than football itself. The team started not with ads or content formats, but with three questions: why are we doing this, who are we doing it for, and how should it feel?

At TEDxArendal, Anne-Lise shares what that journey taught her about marketing: the importance of a clear strategy, disciplined execution, and knowing when to let go. Because sometimes the most powerful thing a brand can do is create something people want to make their own.