A Stockholm-based Brand Builder with a passion for B2B brands, storytelling, startups and AI. I've spent the last two decades working at the intersection of brand, marketing, and decision-making — from co-founding a marketing agency in the early 2000s to leading brand and marketing at high-growth B2B and SaaS companies.
My background combines formal study (including a Master's thesis on cult branding) with hands-on leadership as a startup CMO, where brand wasn't a "nice to have" but a real lever for growth, focus, and resilience.
Along the way, my work has been recognised by industry peers, from "CMO to Watch" to helping build award-winning B2B brands mentioned alongside some of the most recognisable names in tech.
Today, I work with founders and marketing leaders who don't need more activity — they need clarity and leverage. I help companies sharpen their positioning, craft master narratives that actually travel, architect product and content marketing systems, and design work systems with AI that remove "monkey work" from modern marketing teams.
My approach blends strategy, storytelling, and systems thinking: brand as decision infrastructure, narrative as behaviour change, and AI as a way to free creative humans from low-value work. The goal is always the same — fewer wrong turns, faster alignment, and marketing that compounds instead of exhausts.
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