About
I started in recruiting, hiring engineers and leaders in San Francisco and Washington, D.C. Every search meant learning a new field fast enough that the experts took me seriously, which turned out to be good practice for marketing. In 2020 I joined a security software company as a recruiter, got handed a growth problem, and never went back. Since then I’ve positioned a product into a category that barely had a name, and back out when buyers moved on, built an analyst program from one contract, and moved to carbon accounting to run go-to-market for a whole portfolio.
What keeps me here is the moment a buyer describes their problem better than we did. I go looking for it in interviews, analyst calls and thousands of sales call transcripts. That’s where AI comes in. I build my own agents to read and sort what buyers say, because no team has time to listen to every call. What I don’t hand over is the judgment. Deciding which words matter, and what we’ll stop saying, is still the job.
This site is where I write down what I’m learning about positioning, messaging and launches, and the systems I build to do them. If you work on a product that’s hard to explain, I’m writing for you. I’m based in Stockholm, I read more history than is strictly useful, and I’m slowly learning to ski.
Background
2026 to now
Product Marketing Manager at Normative, B2B, carbon accounting.
2020 to 2025
Product Marketing Manager at Detectify, B2B, cybersecurity.
Before 2020
Recruiter at Airbnb, Cisco, Clever (Kahoot!), GRAIL, OpenDNS, Shift, Stripe, The White House (United States Digital Service), and UC Berkeley.
Now
I'm currently working on writing how CMOs and Heads of Marketing can actually get their teams to adopt AI in a meaningful way.