One person. Four disciplines.
A builder with 20+ years across product, tech, strategy and design: the four disciplines a rebuild usually needs four separate people for. I work at the highest level across all of them, and I rebuild broken and unscalable products into production-grade software. Production-grade, not slop.
- Student of the Year, 2009 Sweden's Media & Communications Student of the Year, awarded in Blå Hallen, the Nobel dinner venue. The award case described ML-driven content personalisation roughly a decade before it became standard.
- One Show: Merit Award For a digital case: an innovative, modern e-commerce concept for NOOKA, the watch brand. A genuinely forward-looking digital / e-commerce idea, not a print piece.
- Faculty prize Awarded by the faculty for exceptionally high engagement.
- Best in Show At the institution's brand & book design exhibition.
- Esko Artworks: student category winner Won the full student category in packaging.
- Integrator of the Year Awarded by the Aegis / Dentsu group, as one of very few people working across all of the group's brands. Brought in as a holistic digital strategist even to the biggest accounts. The one that isn't a student prize, and the clearest proof of the cross-vertical span.
I won more or less everything going as a student, and stopped chasing awards the moment I started working. Awards were a way to validate a student; once you're shipping for real clients, the work says what needs saying.
Differentiation is the name of the game.
No differentiation, no real market value. Everything I've done (product, tech, strategy, design) serves one thing: building something the market can't get anywhere else. It's why a rebuild matters: done right it doesn't just scale, it moves you out of the pack. This site is the same idea in practice, built distinct, on purpose.
What's actually in the four.
A polymath isn't a generalist who's vague about everything. It's depth in each discipline, with no translation loss between them.
Product
Builder-first product leadership across B2B, B2C and B2B2C. I work from the customer's real job, not the feature list; 0→1 and scaling alike.
Thirteen brands and 80+ products at Candy People; a multi-tenant platform for 20,000+ users at Kverneriet. Roadmaps tied to outcomes, not output.
Tech
A hands-on architect, not an advisor with slides. Multi-tenant SaaS, production AI, multi-agent orchestration, knowledge graphs, multi-provider LLM platforms, RAG, entity resolution: built and shipped, not theorised.
Architecture is product strategy. The structure you choose either enables the product or quietly caps it. I make that call with the product in mind because I own both.
Strategy
Business and transformation strategy with real P&L behind it: GTM, pricing, stakeholder work in complex matrix organisations. A challenger who questions the status quo to find the right answer.
Led global Dentsu accounts: grew Google Sweden 350%, delivered platforms for Mondelēz and Panasonic, shaped a product concept for P&G, and ran a +500% digital pivot at Kverneriet.
Design
Visual craft since age 12: branding, UX and packaging, formally trained at Grafiska Institutet. Few technologists can design; few designers can build production systems. I do both, and that's rare.
This isn't a design pitch; it's reassurance. Have a design language already? I'll follow it 100%. Need more? I can build whole brands from scratch. And you get branding and differentiation feedback as a bonus, not a line item.
Often ahead of the curve.
A first website and first code in 1996. A bespoke inline-editing CMS in 2004, when WordPress was still only for blogs. Machine-learning code in 2015. The throughline is the same: build for differentiation, build it to last, and tend to be early.
Fourth-generation entrepreneur
A long line of business owners behind me. Business intuition came before everything else. I understand how an enterprise actually works, not as theory but in the bones.
Camera, first site, first code
Studio photography and the family business as a kid, then my first website and first programming around 1996. The eye and the engineering both start here.
Visual communication + web design
Sweden's upper-secondary years spent on visual communication and web design, already building for the web when most weren't.
Strategic Design: own studio (first run)
Founded my own studio in 2003. It ran alongside my studies and wound down when they ended and I joined Dentsu Isobar: branding, UX, packaging and early system work. (It later returned for a second run.)
Webxp: a CMS for any site, early
A joint venture with a friend: a CMS for any kind of site, not just blogs. WordPress existed (launched the year before) but almost nobody used it outside pure blogging until ~2010, when it became the standard alternative to Joomla and Drupal. Webxp was an extremely intuitive, user-focused CMS with groundbreaking inline editing in 2004 (log in and edit buttons appeared directly on the live page), plus its own mail server with client mail accounts and integrations. Far ahead of its time.
TBK: print, design & graphic technology
At TBK in Stockholm, working with technology tied to print, design and graphic production: the craft side of getting work physically made, not just designed.
Stockholm University: Grafiska Institutet
My first higher education: design craft and graphic production at Grafiska Institutet, part of Stockholm University.
Stockholm University: IHR
Brand & business strategy at IHR: effectively an MBA in the discipline, a highly regarded school, and my real focus. This is where the strategy vertical was formally built.
KTH: innovation (standalone courses)
In the same period, standalone courses in innovation at KTH, Sweden's renowned technical university, a separate school from SU. Two institutions at once: the strategy/design side and the technical/innovation side.
Built the strategic digital offering
More than running global brand accounts (Google +350% and Hangouts Live, Mondelēz, P&G, Panasonic): I built the entire strategic digital offering. I established the business line that delivered websites, apps and digital products. It didn't exist in the Nordics before me.
13 brands, 80+ products
Brand, product and packaging built end to end. Design + product + strategy in a single mandate.
CTO · CIO · CMO
Multi-tenant operations platform, AI operational intelligence, and a +500% COVID pivot: three executive hats at once.
Machine learning: hands-on, early
Started exploring machine learning and building ML applications as early as 2015, writing code to genuinely understand the technology (digit identification and the like), not to ride a trend. AI is not new to me; it's a thread I've been pulling for a decade.
POGOWO: LLM/ML thinking, too early
The 2015 ML understanding led directly to the POGOWO thinking around 2018: LLM/ML-shaped product ideas that were ahead of their time. Nobody took the idea seriously then; it was too avant-garde. The thread, not a pivot.
Full-time at the AI frontier
Full-time at the absolute frontier of applied AI, automation and AI-assisted system development: own production builds plus an enormous volume of testing to establish real, hands-on knowledge. The work in the last half-year alone is a career's worth.
Worked with across roles and projects over the years, not a claim that I built their internal systems. The point is the calibre of room I've operated in.
Want the longer version?
The best way to find out if I'm the right operator for your rebuild is a straight conversation. Book 20 minutes; we'll compare notes, no pitch.