I help leaders turn strategy into measurable growth. Over the past 20+ years, I’ve led complex, high-stakes projects — from launching new ventures and entering global markets, to repositioning brands and guiding executive teams through digital and organisational transformation.
What makes me different is the range I bring. I move comfortably between the boardroom and the build room. I’m often the one shaping strategic direction, or part of the core team doing it. And the one drawing the first concept sketch, testing the prototype or briefing the development team.
Whether I’m advising a founder, stepping into an interim leadership role, or guiding cross-functional teams, I act as a bridge between ambition and execution. Clients bring me in when they need more than advice — when they need clarity, momentum and a partner who can help make the right things happen.
I began my career at the frontier of digital — contributing to early W3C standards and co-creating one of Sweden’s first programs in web development and agile methodology. That foundation has shaped every project since: grounded in systems thinking, built for change.
I’ve directed executive education at Berghs School of Communication, the most Creative School in the World, where I helped senior professionals grow at the intersection of branding, strategy and technology. I led innovation programs, mentored startups, and taught how to turn ideas into action. My work has been used internationally, integrated into global agency networks and applied across industries.
As founder of Join the Carnival, I’ve worked with global and Nordic category leaders across sectors — from security and FMCG to education, healthcare, and tech-driven services. From repositioning elite medical devices in global sports, to leading product-market fit for AI tools and video platforms, I work where vision meets real-world complexity.
