Selected work

Product strategy and execution consulting for product-led organisations. Currently working with Coop on product direction and growth.

• Clarity and direction-setting for teams navigating complexity
• Experimentation, acquisition, and conversion frameworks
• Cross-functional alignment across product, design, engineering, and commercial

Coached 35 product management students through a five-week course on collaboration, stakeholder management, and facilitation — rated 4.47/5 as Industry Leader.

• 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

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

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

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

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