Selected work

The work that shaped my thinking.

Three engagements. Different sectors, different stages, same approach: connect brand and demand, then build the engine to scale.

01

Detectify

Head of Acquisition and Growth → Marketing Director

2020 – Present

Cybersecurity SaaS

Joined post-Series B into a company with a product developers loved and a brand buyers hadn't heard of. The job: build the marketing function from scratch and close that gap.

Starting with demand generation and expanding across the full function — brand, content, ABM, paid, events, PLG, and sales development — the focus was always the same: make inbound do the heavy lifting, then prove it commercially.

Key outcomes

  • 55M → 155M SEK ARR over the engagement — built entirely through go-to-market, no acquisitions
  • Inbound share of sales-led revenue grew from below 50% to ~70%
  • PLG business grew 20%, AOV up 25% — ~30% of total revenue
  • Grew the ethical hacker community 50%
  • Led brand repositioning from security tool to category contender
  • Built and led a team of 10 across four disciplines
Brand Demand Gen ABM PLG
02

Urkund

CMO

2018 – 2020

Academic Integrity SaaS

First marketing leadership hire at an EdTech company with new PE backing and an acceleration mandate. Urkund was the Nordic market leader in academic plagiarism checking — technically strong, commercially underleveraged, and perceived as cold and enforcement-focused in a category that needed to feel more human.

The job was to reposition the brand, build the commercial infrastructure, and support international expansion across 10 countries — while navigating an acquisition of German competitor PlagScan in parallel.

Key outcomes

  • 30M → 65M SEK ARR over the engagement
  • Led full brand repositioning — from enforcement tool to academic integrity partner
  • Built positioning platform deployed across all channels and markets
  • Launched new website with always-on campaigns generating leads for sales and partner channels
  • Implemented full-funnel analytics and scalable digital processes from scratch
  • Navigated PlagScan acquisition while maintaining marketing continuity
Brand Positioning International Growth M&A
03

Mynewsdesk

Head of Demand Generation

2016 – 2018

PR & MarTech SaaS

Returned to Mynewsdesk in a leadership capacity having lived through its earliest chapter as one of the company’s first hires. By 2016 the company was the leading PR platform in the Nordics, operating across 8 countries and navigating real competitive pressure. The job was to build the demand generation function properly and make inbound the commercial engine.

Key outcomes

  • 30–60% inbound revenue growth year-on-year across the engagement
  • Co-created the brand positioning and value proposition
  • Part of the leadership team behind "Give A Beep" — a campaign Mynewsdesk created for customer Hövding, awarded at Cannes Lion, D&AD, Drum, Guldägget, SPINN, 100-Wattaren, and Webby
  • Led demand generation capitalising on campaign awareness — converting attention into pipeline
  • Built the demand generation programme from the ground up with a team of 5
Demand Gen Inbound Growth Brand Integrated Campaign

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