ABOUT ME

The Moment I Stepped Away—And Came Back Stronger

Back in 2007, I was deep into international sales as a Key Account Manager. On the surface, it was a great career path. But something inside me pushed for change. I left the corporate world, packed my bags, and moved to northern Sweden to chase a different kind of passion—downhill skiing. Days on the slopes, nights in restaurants, fully immersed in a different rhythm of life.

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And yet, after a year, I realized something: I had more to give in sales and marketing. The drive to understand business, strategy, and branding hadn’t left me—it had only become clearer. So, I went back to business school, laying the foundations for what would become a career built on both experience and strategy.

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Lessons in Trust & Relationship-Building

Fast forward a few years, and I found myself as an Export Manager for a world-renowned sports equipment brand, negotiating a deal worth several hundreds of thousands in South America. It was months of competition, back-and-forth discussions, and careful positioning.

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“Deals aren’t won on price tags and features alone—they’re built on trust. When you focus on relationships, you stop selling and start solving.”

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But in the end, it wasn’t just the numbers that won—it was trust. The deal closed with a handshake, a reminder that sales isn’t just about contracts and competition. It’s about credibility, relationships, and creating real value for the people you’re working with. That moment solidified something I had always known but now had proof of: relationships build businesses.

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Adapting to the Digital Shift

In 2010, I took another leap—starting my own agency, selling premium brands like COLMAR, Scandinavian Edition, and MIZU on wholesale (B2B) to select stores in the Nordics. At first, the focus was on the traditional wholesale model, working closely with brick-and-mortar retailers. But the industry was changing. The direct-to-consumer (D2C) shift was happening fast, and I could see that brands were starting to take more ownership over their digital presence, reducing dependency on third-party retailers.

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“The future doesn’t wait for those who resist change. Growth happens when you see what others don’t, adapt before you must, and move with confidence into the unknown.”

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Rather than resisting the change, I embraced it. Within 6-7 months, I transitioned into a pure digital marketing agency—helping brands navigate this new landscape, build their online presence, and drive measurable results. This wasn’t just a business pivot; it was a complete shift in mindset. I wasn’t just selling products anymore—I was shaping how brands connected with their customers in a digital-first world.

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What Drives Me Today

At first, I believed performance marketing alone was enough. I ran highly optimized campaigns that generated leads and sales for my clients, delivering strong numbers in the first few months. But then something started happening.

 

After 4-5 months, results declined. Click-through rates dropped, acquisition costs rose, and customers weren’t sticking around.

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The same pattern emerged across multiple brands, and I realized: Performance marketing alone is short-term. If you’re only chasing conversions, you’re just riding the wave of a trend—not building a sustainable business.

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This realization led me to reshape my entire approach. I walked away from an “only performance-driven” marketing strategy and started integrating branding as a multiplier for performance. Instead of just driving leads, I worked with brands to build credibility, trust, and emotional connection—turning short-term wins into long-term success.

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Now, I help businesses bridge the gap between performance marketing and brand-building. Because branding isn’t just about awareness—it’s a performance multiplier.

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“Tactics might bring quick wins, but real success comes from building something that lasts. The businesses that thrive aren’t just the fastest—they’re the ones people remember.”

 

Companies that invest in their brand not only see better conversion rates but also higher customer lifetime value, stronger market positioning, and resilience in competitive industries.

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