Anna Farman Berg

Lead with curiosity.

Curious by nature. Relationship-driven. Focused on value realization.

Senior Commercial & Customer Success professional with a passion for people, technology and meaningful change. I help organisations turn complexity into momentum — and adoption into lasting impact.

Get to know me

About

Who I am

I'm a Senior Commercial & Customer Success professional shaped by years in the travel industry and by a deep curiosity for people, technology, and the way organizations move, adapt and grow.

I believe the most meaningful work happens when strategy, people and data work together — making sense of information and turning insights into action.

I'm a lifelong learner. Self‑leadership, curiosity and micro‑learning shape how I grow and how I work.

"You already have a personal brand. Everyone does. The question is — are you building it intentionally?"

"Anna builds genuine, trust-based relationships with both clients and colleagues, and she is consistently recognized for being competent, kind, helpful, and thoroughly professional."

Annika Brune - LinkedIn recommendation

What I bring

Professional strengths

Customers stay. Teams move forward. That's what I'm here for.

A grounded blend of behavioral insight, commercial thinking and strategic relationship management. Built over 20+ years in complex and global environments.

Customer Success & Impact

Turning adoption into lasting value. I work closely with customers to ensure they get real results — building the trust and momentum that makes relationships last.

AI & Adoption

Human and AI working together is where real value emerges. I use AI as an amplifier and thinking partner, combined with the behavioral insights that make new technology stick.

Strategic Relationships

Building and maintaining relationships across levels and functions — from C-suite to operational teams — with a consistent focus on shared goals and mutual value.

Commercial Growth

Identifying and developing commercial opportunities within existing accounts and new markets — with a clear view on value, timing and the right entry points.

Who I am

Values & ways of working

Core Values

Curiosity

Curiosity is my inner drive. I explore how ideas, behaviours and systems connect, and turn that insight into real impact for customers, teams and organisations.

Accountability

I own my results, the good and the challenging. I take responsibility, stay committed and follow through. People know they can rely on me.

Honesty & Integrity

I stick to the truth and act with transparency. I set realistic expectations — and keep them. What you see is what you get — that is the foundation of every relationship I build.

Ways of working

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Communication

Open, warm and intentional verbally and in writing. Always professional, respectful and transparent.

Collaboration & teamwork

Bringing people and dots together. Keeping goals in mind while fostering collaboration across teams and markets.

Relationship building

Accountability, commitment and active listening. Trust is the foundation for everything.

Design Thinking

Working iteratively to turn ideas into prototypes and practical solutions — simplifying complexity with a user‑first mindset.

Embrace change

An exploring mindset and adaptability keep me on course. A change mindset makes the complex manageable.

Growth mindset

Learning agility, resilience and openness to constructive feedback. I believe effort and grit take you further than talent alone.

Technology

A genuine passion for tech and AI. I learn by doing - early adopter and constantly exploring what's next.

AI & Tools

I explore by building small AI‑powered tools. These experiments sharpen my understanding of workflows, user needs and practical problem‑solving — insights I bring into real‑world systems and processes.

How I work in practice

Website Design Project

I approached my personal website as a design challenge. I wanted to understand the fundamentals, so I built it from scratch together with Claude and Copilot instead of relying on templates. I started with a simple MVP, tested layouts and iterated until the structure felt clean and purposeful. I focused on usability, personal brand and a professional tone — and removed anything that didn't add value.

I also asked a few people for constructive feedback and used it to refine the site further. The result is a functional, minimal site that reflects how I think and work.

Startup Experience — Working in Sync to Move Forward

At an early‑stage startup, I worked with founders who wanted to enter the corporate travel space — a far more complex industry than they expected. I started with a structured assessment, looking at their potential, risks and readiness with an investor‑like lens. From there, I brought in the right teams, created alignment and supported them through the steep learning curve.

We moved forward together, step by step, and they eventually grew into a well‑known agency. The experience reinforced how I work: understand the reality, meet people where they are, and help new players succeed in demanding environments.

Beyond the resume

This is me

There's always more to a person than what fits into a CV. This page offers a more personal view of who I am and how I work.

I'm at my best in environments where relationships, collaboration and movement matter. I read situations quickly, stay calm when things shift and bring direction when others need it.

I recharge through movement and presence — on a motorcycle, on skis or on the golf course. These moments require focus, awareness and reading the situation as it unfolds, and that mindset follows me into my work.

Across all my roles, I've learned that progress comes from understanding people, creating shared direction and building trust. That's the space where I naturally operate.

Crea Diem · Acta Non Verba

Anna Farman Berg

If this resonates — let's connect.

LinkedIn

Experience

Where I've worked

Amadeus — Global Tech & SaaS

2003 – 2026

Customer Success Manager

Building long-term customer value across EMEA

Translating complex capabilities into clear value and actionable guidance — through strategic dialogue and exploration. That's where I feel most at home.

Account Manager

Strengthening customer relationships and driving growth

Managed a broad customer portfolio across Scandinavia — from acquisition and negotiation to retention and long-term growth.

IT Account Manager

Ensuring stability and building trust across a major partner network

Acted as a bridge between partners and internal teams - ensuring stability, continuity and growth across the partner agencies.

Various Travel Agencies

1994 – 2003

Travel Consultant

Where it all started.

My roots in the travel industry. Customer service, sales, advisory work and problem-solving in fast-paced environments - and the foundation for the relationships, industry insight and resilience that have shaped my entire career.

Thoughts & Reflections

Five worlds. One orbit.

Hover over a satellite to explore.

Leadership & Transformation Career & Learning AI & Tech
Thoughts & Reflections →

Contact

Curious to explore further? Let's talk.

Business works best when you understand people — colleagues, customers, partners, anyone you build something with. The only real way to do that is to walk in their shoes.
Let's walk together, shall we?

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