Hello 👋
Product lead, B2B SaaS
I care about what users do next, not just what we ship.
Get to know me
10+ years of product experience.
So, who am I? I’m a product leader based in Stockholm. I currently work at Oneflow, where I help shape how companies create, sign, and manage digital contracts.
I am driven by building products that create real customer value and measurable business impact. I have been drawn to products and tools for as long as I can remember, and I started coding and building websites at 14. That early hands on curiosity still shows up in how I work today: I like to understand the problem deeply, simplify complexity, and ship improvements that move the needle.
Today, I lead a high performing team in the B2B enterprise SaaS space, focusing on outcomes such as activation, adoption, and scalable product foundations. I work closely with stakeholders across the organization, balancing discovery and delivery to keep teams aligned and execution efficient.
Colleagues know me as someone who brings energy, keeps collaboration easy, and still holds a high bar for quality and impact.
Outside of work, I keep learning through side projects, sometimes in product and tech, sometimes something completely different like designing and 3D printing a practical tool for everyday life.
Tools I've mastered
You know what they say, everyone needs a hobby.
I enjoy doing quite a lot in my spare time, but there are four things that will always have a special place in my heart that I try to give time for.
Gaming
I have been gaming since childhood, and it has stuck with me ever since. I enjoy competitive play, the focus it demands, and the satisfaction of a well earned win.
Cooking
I grew up around restaurants, so food has always been part of my life. I enjoy cooking most when I am cooking for others, especially friends and family.
Playing fetch
My dog Primo keeps me moving and keeps me honest about taking breaks. Most days you will find us in a nearby park, burning off energy with a game of fetch.
Geeking out
Some call it being a nerd, I call it curiosity. I enjoy tech in all forms, both hardware and software, and I am always exploring new gadgets and tools.
Work experience
During:
Jan 2019 - Current position
Role:
Product Lead
Location:
Stockholm, Sweden
Details
At Oneflow, I have held several roles, from Product Manager to Head of Product. Today I work as Product Lead, where I support our product teams as an operational mentor and act as a strategic sounding board to our CPO.
Over the years, I have helped scale the product from roughly 30M SEK to 180M SEK in revenue and contributed to launching 100+ features. In the last four years, my focus has been to ship customer facing improvements that create measurable value, ensure the product meets enterprise requirements, and build the foundations needed to scale our customer base.
Highlights from my time at Oneflow:
Built and developed a high performing product team that consistently delivers valuable improvements.
Introduced ways of working centered on discovery, iteration, speed, and value, grounded in modern product frameworks.
Led a complex migration from a legacy framework to a modern React based stack.
Created a stakeholder communication model that keeps the organization aligned on priorities, progress, and releases.
Helped shift the organization from a waterfall mindset to a more collaborative, cross functional way of working with Engineering and Design.
During:
Oct 2017 - Jan 2019
Role:
Product Manager
Location:
Stockholm, Sweden
Details
As one of the first employees at Apohem, my role was initially broad and hands on. I helped shape the first version of the website, supported early brand work, and coordinated closely with our developers to get the foundations in place.
As the company grew, the role evolved into a more traditional Product Manager position. I led both our in house developers and an external consultancy team, translating business needs into a prioritized roadmap and building the site to match operational and customer requirements.
Highlights from my time at Apohem:
Built a strong understanding of the end to end supply chain behind a high scale e-commerce business.
Gained hands on experience integrating key systems across the stack, from ordering and inventory to delivery and logistics.
Collaborated closely with an external development agency, aligning scope, timelines, and quality.
Worked directly with Magento, one of the leading e-commerce platforms, across both product and implementation decisions.
Freelancer
During:
Aug 2015 - Oct 2017
Role:
Web developer / Consultant
Location:
Stockholm, Sweden
Details
During my time as a freelancer, I worked with small and medium sized businesses to improve their digital presence and deliver practical web projects. I primarily built and maintained WordPress sites, and helped clients grow visibility across channels such as Facebook, Instagram, and Google.
A large part of the work was focused on SEO, campaign execution, and continuous improvements based on performance data. I typically took responsibility end to end, from scoping and content structure to launch, tracking, and iteration.
Highlights from my time as a freelancer:
Built and launched WordPress websites tailored to business goals, with a focus on speed, usability, and maintainability.
Improved organic visibility through SEO work across technical foundations, site structure, and content optimization.
Planned and executed digital campaigns across social and search, including targeting, creative, and performance follow up.
Set up analytics and reporting to track traffic, conversions, and campaign results, then iterated based on outcomes.
Advised business owners on prioritizing the highest impact improvements across website, content, and marketing channels.