Work
Ten years of product work across subscription, e-commerce, B2B and platform businesses. Today I consult through SeventyOne Consulting, and I teach product and data at Hyper Island.
Now
SeventyOne Consulting
Product Consultant
Jan 2026 – Present
Product consulting firm in Stockholm
Current client: Coop Sverige, since Feb 2026
Product strategy and execution consulting for product-led organisations. At Coop I lead a frontend-focused digital product team within the e-commerce organisation, working closely with the backend, PIM, app and UX teams.
- Own prioritisation, planning and cross-team alignment for the team
- Strengthen product structure so the team can deliver customer-facing initiatives with less friction
- Clarity and direction-setting for teams navigating complexity
Hyper Island
Industry Leader, Product Management & Data Analytics
May 2026 – Present
Digital school, Stockholm. Contract, alongside consulting
On the Product Management programme I teach product thinking, stakeholder alignment, experimentation, growth and cross-functional ways of working. On the Data Analytics programme I lead a course on data-informed decision-making: turning analysis into a recommendation a business can act on, managing stakeholders through a real engagement, and holding a position under pressure. Students work on live client briefs end to end.
- Rated 4.47/5 as Industry Leader by the PM27 Stockholm cohort (course average: 4.13/5)
- Grounded stakeholder management, DACI, and discovery frameworks in real product contexts
- Coordinated a guest speaker programme with practitioners from Stockholm's product community
Product Heroes
Product Instructor, B2B training
Apr 2026 – Present
Product training for companies
I work with product teams and leadership on how decisions get made in complex environments: framing the problem, challenging assumptions early, and connecting discovery and delivery to business outcomes.
- Problem framing and challenging assumptions before they turn into roadmap items
- Connecting discovery and delivery to business outcomes
Before
Nextory
Senior Product Manager, Acquisition & Conversion
Aug 2025 – Jan 2026
Subscription audiobook & e-book platform
Led acquisition and conversion product at a subscription platform operating across 13 European markets.
- Owned the full funnel from content discovery to trial start
- Built SEO and CRO-driven experimentation practices from the ground up
- Improved conversion across key entry points through cross-market testing
Universum
Senior Product Manager, Digital Growth & Conversion
Sep 2023 – Aug 2025
Employer branding & talent research platform
Took a global employer branding platform from legacy tech to a modern digital stack, end to end.
- Selected and launched a new CMS, analytics setup, and full website
- Designed UX flows and implemented an agentic AI chatbot
- Built product team capability alongside delivery
Ahlsell
Product Manager, Website & E-commerce
Sep 2021 – Sep 2023
Large-scale B2B e-commerce, digital transformation
Product manager for digital customer journeys at one of Sweden's largest B2B e-commerce companies.
- Improved complex purchasing and account-based digital flows
- Worked at the intersection of product, UX, and engineering
- Coached teams toward product-led ways of working in a large-scale transformation
MatHem
Conversion Manager, then Associate Product Manager
Jan 2018 – Sep 2021
E-commerce grocery delivery & subscription
Built the CRO practice from scratch at Sweden's leading grocery delivery platform, then transitioned into product.
- Owned CRO strategy, roadmap, and A/B testing end-to-end
- Combined quantitative and qualitative analysis to improve the customer journey
- Transitioned from CRO specialist to Associate Product Manager
Nordic Morning
Senior Digital Marketing Consultant
Oct 2015 – Jan 2018
Nordic digital agency
Lead consultant on digital growth for large Nordic brands. Mentored consultants and analysts along the way.
- Lead consultant on digital growth for large Nordic brands
- Mentored consultants and analysts
Also, on the side
Data & AI Stockholm
Community Growth & Partnerships Lead, volunteer
Jun 2025 – Jun 2026
Grew one of Stockholm's AI communities by connecting practitioners, technology companies and product leaders around the practical use of AI, through partnerships and events.
TECHARENA
Panel moderator
Early 2026
Moderated the panel "Making AI Work: Technical Implementation for Business Leaders", together with La French Tech Nordics.