Who I Am & What I Do

I help companies get found by buyers and by AI—pipeline in new markets, visibility in AI search.

A bit about me: 20 years scaling companies across the Nordics and beyond. Went through 5 exits (€30K to €30M) as co-founder, employee, or consultant in five different companies.

Built go-to-market from scratch as the first person on the ground, opening new markets, building pipeline, landing early customers, and setting up strategic partners. I've scaled teams from zero to 25 people across sales, support, and dev ops.

Lived the zero-to-one mess, the "we need pipeline yesterday" weeks, the board pressure, and the scaling sprints. I've made mistakes and seen what breaks (and works) when you scale.

I believe go-to-market success isn't about chasing leads. It's about getting the right setup: performance data that helps you make better decisions, automation that handles what doesn't need a human, and go-to-market motions that scale, whether that's through paid ads, direct sales, affiliate, reseller channels, or partnerships. I mix strategic thinking with hands-on work to help companies grow, even with lean teams or limited budgets.

Key Experience

Co-founder | AI-Powered Job Search Platform

Bootstrapped initial 12 months before securing VC funding from one of Europe's largest media companies
Developed key affiliate and strategic partnerships to drive revenue and web traffic growth
Hired and led a 25-person cross-functional team (Sales, Dev, Ops, and customer success/support)—some worked remote, some hybrid
Became one of the fastest-growing job search engines in Sweden
Launched in Sweden & Denmark
Cash flow positive before exit through acquisition
B2B & B2C

Market Expansion | Swedish VC-Backed Tech Company

Scaled from zero ARR to double-digit million SEK revenue in 18 months (with limited budget and as sole country employee)
Became one of Denmark's most-visited websites through partnerships and data-driven growth
Developed key partnerships with Denmark's top media and e-commerce companies
B2B & B2C

International Growth | Swedish VC-Backed Tech Company

Led expansion & growth in UK, Ireland, and New Zealand markets
Increased revenue and traffic by +250% through direct sales, affiliate and partnerships
Built affiliate-led and partnerships GTM initiatives to support growth in markets with limited direct sales capacity
B2B

VC-Backed Swedish Tech Company

Scaled ARR 5X from single-digit millions
Transformed GTM strategy from 100% cold outbound to data-driven all-bound approach
Combo PLG and SLG motion
Led a 4-person remote team
Setup partnerships, reseller and affiliate models to extend reach with minimal team expansion
B2B

GTM at AI, LLM & Compliance Platforms

Go-to-market for enterprise solutions for AI, LLM, GRC & compliance platforms
Solutions for companies navigating complex regulatory environments (e.g., EU AI Act)
Developed deep understanding of AI implementation in enterprise environments
B2B

Capital Raising Experience

Pitched to 40+ investment companies from angel investors to VC funds including Almi Invest, Bonnier R&D, Creandum, Industrifonden, EQT, and KPMG
Built data-driven pitch materials demonstrating clear unit economics and growth metrics

Throughout these roles, I've consistently built data foundations and strategic partnerships that create sustainable growth and operational efficiency.

My Approach & Philosophy

My thinking is shaped by a few frameworks that keep proving themselves: Jobs to Be Done for understanding what buyers actually want, April Dunford's positioning work, the Jolt Effect on why deals stall, Mark Roberge on building scalable sales systems, and Todd Rose on why averages mislead. The common thread: understand reality before you try to change it.

The difference between companies that scale and companies that struggle isn't budget size. It's whether they've built the infrastructure to learn from what's actually happening.

For the full breakdown of how I think about go-to-market, see my GTM Philosophy.

On Leadership

I've led teams from 4 to 25 people. What works: clear outcomes, real autonomy, no micromanagement. I don't care where people work from—I care whether they deliver.

Adam Grant's research on job design resonates with me—how you structure work matters as much as who does it. Build cultures where helping is normal, not heroic. Design roles so people can do meaningful work without burning out.

What doesn't work: vague expectations dressed up as "empowerment," endless alignment meetings, culture decks that nobody follows. Say what you expect, measure what matters, trust people to figure out the how.

I Work With Organizations That Believe:

Data-driven decisions are better than guesswork.
Understanding performance matters more than vanity metrics.
Automation should handle repetitive tasks, freeing up humans for strategic work.
Customer insight is more valuable than surface-level analytics.
Building proper foundations is worth the investment.
Strategic growth often includes building affiliate, partnerships and reseller channels to scale reach effectively.
Long-term performance clarity drives sustainable growth.

I Don't Work With Organizations That:

Want quick fixes without building proper foundations.
Prefer to operate on assumptions rather than data.
Expect results without investing in the right infrastructure.
Focus on vanity metrics instead of business outcomes.
Want pretty dashboards without actionable insights.
Just want more tools instead of better systems.