My Story

I’m a performance marketer and growth specialist focused on SaaS and scale-ups.

I started out agency-side, working across international markets including the UK, Sweden, LATAM, and the US, covering everything from brand and awareness through to deep performance and SEO. That early exposure shaped how I think about growth today, not as isolated channels, but as a connected system.

Over time, I’ve moved into scaling businesses in fast-changing environments, managing everything from lean budgets and small teams to large-scale operations with over $50M in media spend. My focus is always the same: sustainable growth. That means understanding LTV/CAC at a fundamental level, building the right measurement frameworks, and using data to drive decisions, not just report on them.

I’m hands-on with analytics, dashboards, attribution, and tracking, but just as comfortable working cross-functionally with product, finance, and leadership. The most effective growth comes from alignment — where marketing, product, and business strategy reinforce each other through testing, iteration, and continuous learning.

I’ve been fortunate to have that work recognised through industry awards and conference speaking, but what matters most to me is impact, building systems that consistently deliver results.

Looking ahead, I’m particularly interested in how AI is reshaping search, discovery, and user behaviour, and how that feeds into the next generation of growth strategies.

At the core, I believe great growth sits at the intersection of real customer needs and products that genuinely solve them, and my role is to help bridge that gap.