About
I trained as a mechanical engineer.
Most of an online business is invisible. That is the part I work on.
Before capital goes in, I show how much of the revenue depends on channels the company doesn't control, and what that means for value.
For founders and leadership teams launching a product or preparing a raise, I run the same review from the operator's side: how it will be found, how it will convert, and what could stop it growing.
My career has moved through engineering, search, analytics, digital growth, product development, and AI. The common thread is an interest in how systems work, and how to make them work better.
At Keystone Education Group, I worked across organic growth, new verticals, and international digital properties. I later co-founded Theories Group, where my work has included technical SEO, digital launches, workflows, and AI.
I now work with investors and acquirers on distribution risk diligence, examining search and AI exposure before capital goes in, and with founders and leadership teams on launch architecture and growth.
I am particularly interested in the point where business strategy meets implementation: what a business actually owns, how people and AI systems find it, what should be automated, and what creates lasting value.
I am based in Stockholm and work with clients internationally.
- Trained as a mechanical engineer.
- Former Conversion Director, Web Guide Partner.
- Former Chief Development Officer, Keystone Education Group. Organic growth, new verticals, and international digital properties.
- Co-founder and Chief Product Officer, Theories Group. Technical SEO, digital launches, workflows, and AI.
- Working full-time with AI since 2022.
- Independent distribution risk diligence for investors and advisory for founders and leadership teams. Based in Stockholm, working internationally.
Perspective
Most launches are decided before they go live.
By the time the traffic shows a problem, the structure behind it is already set.
How a new product or service will be found, how it converts, and what it runs on are mostly decided in the weeks before launch: the site structure, the markets, the tracking, and the channels. Fixing them afterward costs the most.
I have worked at each of those layers for more than twenty years, as an analyst, a founder, an executive, and a builder. Clients bring me in to get those decisions right while they are still cheap to change.
How I work
I tend to start by understanding how a system actually works: where demand comes from, how information moves, what gets measured, and where the constraints sit.
My work spans search, technology, product development, automation, analytics, and AI. The value is not in doing everything. It is in identifying which decision matters most, understanding the consequences, and helping the right people act on it.
I still build and work with the technology I advise on. That keeps the recommendations grounded in what works today.
- Understand the system. Start with the business, the evidence, and the constraints.
- Find the constraint. Focus on the decision most likely to change the outcome.
- Build what compounds. Prioritize capabilities, data, and relationships that become more valuable over time.