Perspective from the ground up.

With over 15 years of experience building and scaling digital businesses, I bring a bottom-up understanding to boardroom discussions. I’ve worked closely with leadership across startups and enterprise, often bridging strategy and execution when stakes are high. My strength lies in translating what actually works on the operational floor into clear strategic insight. If you’re looking to deepen your board’s perspective on digital, ecommerce or organizational growth, I can help.

Connecting product, brand and growth into one direction.

Companies often bring me in when they’re scaling internationally, restructuring their commercial teams, or struggling to align ecommerce and marketing. I help create clarity in complex situations by connecting the dots across brand, tech and performance, with a practical understanding of how each side works. My background spans some of the most ambitious growth journeys in the Nordics, from founder-led brands to global enterprise projects. The advice I give is grounded, honest and always actionable.

Practical advice at the intersection of tech, organization and customer experience.

Whether it’s defining the tech stack for a global replatforming or designing how teams work around digital delivery, I’ve been the one trusted to set direction. I don’t write code, but I understand what technology should enable: speed, clarity and customer value. I’ve advised brands like COS, Arket, Stronger, Happy Socks, Urbanista and Weekday through large-scale transformation, helping leadership teams make better digital decisions. Clients value my ability to cut through noise, see the full picture and translate complexity into progress.

Helping brands scale ecommerce with clarity and confidence.

I’ve built my own ecommerce business, worked inside fast-growing companies, and advised some of the strongest brands in the world. My value comes from understanding how ecommerce works in practice, especially when moving from good to great. I help companies prioritize, structure their teams, and make the right decisions across platforms, performance, and process. My focus is on established brands ready to scale, where execution and direction matter most.

Clear and grounded tech advice for leadership teams.

I advise companies on technology choices, architecture, and digital process design. My role is often to ensure that tech supports the business and not the other way around. I’ve led platform evaluations, designed scalable setups, and acted as a sounding board for CTOs and CCOs alike. My credibility comes from real experience as a tech lead during periods of hypergrowth, combined with a strong commercial perspective. The result is technical direction that actually works in practice.