Copenhagen Metropolitan Area
Many of the hardest things about working aren't in the job description. They sit in the interruptions, ambiguity, dependencies, social expectations, unnecessary decisions, poorly designed processes and constant adaptation that accumulate around the work itself. I call these hidden loads. I'm a writer, researcher and communications strategist exploring how the conditions surrounding work shape people's capacity to do it—and what happens when organisations mistake problems in the environment for problems in the individual. My work sits across work design, organisational systems, communication, neurodiversity and human behaviour. I'm particularly interested in questions like: · What makes work unnecessarily difficult? · Why can the same job or meeting create very different loads for different people? · What happens when capacity is consumed by navigating the system rather than doing the work? · How do clarity, autonomy, interruptions, dependencies, power and resources affect performance? · What would change if we designed work for human range rather than a fictional "normal" employee? This enquiry grew partly from my own experience: after two decades working across marketing, communications and leadership, burnout and a late AuDHD diagnosis forced me to examine how much energy I had spent adapting myself to environments rather than questioning how those environments were designed. That led to a much bigger question: What if the problem isn't always the person? I'm now developing Hidden Loads as a body of writing, research and practical tools for understanding the relationship between work, people and systems—and how better conditions can increase capacity, capability and ultimately better outcomes. I write about: · Work design · Hidden loads · Capacity · Neurodiversity · Organisational systems · Leadership · Communication · Sustainable performance I publish essays, research notes and practical tools through Hidden Loads on Substack. You can subscribe through the link in my Featured section. I'm also writing a series of books examining the systems, language and assumptions that shape modern work.
After more than two decades working in marketing and communications, I’m currently on a self-imposed sabbatical following a late diagnosis of AuDHD (Autism + ADHD). This break is an intentional pause to step outside the pace and patterns of high-performance work, slowly unmask, and understand what life and work look like when they are no longer shaped by constant adaptation. Along the way, I’m documenting the process through The Long Return, a twice-weekly writing practice exploring burnout, recovery, workplace culture, and what it means to come back to work—and to yourself—on different terms.
European privacy technology leader providing consent management and data governance solutions for global enterprises navigating complex regulatory environments. Achievements: - Led a 25+ team spanning Brand & Comms, Product Marketing, Content, Community, and GTM Delivery - Built the category narrative and helped structure the GTM messaging system, enabling consistent execution across teams and regions - Created and launched Youtube tv show concept - Launched flagship magazine platform - Drove multi-channel hyper-growth including 35%+ homepage conversion uplift, 18x YouTube subscriber growth, 1B+ earned media impressions
Foundational AI company established as a joint venture with shipping company Hafnia. They are working within shipping partners' ecosystems to build an AI system that automates repetitive tasks and processes. Achievements: - Created the Brand Messaging foundation - Established the PR, Media and Social Media Strategies - Achieved monthly press mentions - Published high-level research papers on Foundational AI, Human-Machine Teaming and Data
Ocean.io is a B2B data platform designed with AI at its core. Removing all the traditional 'logic' used to find new prospects, Ocean's proprietary algorithm helps you find and prioritize the right accounts to maximize ROI on your campaigns. Its Lookalike Search replicates an existing good fit customer or ICP in only seconds. Achievements: - Creation of a refreshed, cohesive brand identity across all channels - New website design, structure and content - Redefinition of Ideal Customer Profiles, aligned across the full Commercial team - Revised Brand and Persona-based Messaging Framework - Revised and implemented new SEO, Paid and Content Strategies - Establishment of new Influencer, Outreach and Partnership strategies - Onboarding of two internal new hires, two external agencies and four external freelancers - 20% conversion rate on the website - Cut Marketing spend to 25% of original, while maintaining same results
Passendo is a Danish startup founded in 2016 that gives publishers and advertisers improved ways to earn money from their email strategy. Headquartered in Copenhagen, with additional offices in Belgrade and London, they are continually developing their award winning platform to be the best in class email advertising platform. Responsibilities included: - Complete oversight of the global marketing, brand and communications strategies - Creation of a cohesive brand identity across all channels - Creation of Ideal Customer Profiles, aligned across all teams and supported by a Messaging Framework - Driving traffic across all paid, organic and internal channels including web, SoMe, PR, event, blog and e-newsletter - Understanding the complete customer journey to provide on-brand, timely and responsive content strategies to drive customer acquisition and retention, product usage and brand loyalty - Managing an internal marketing team alongside several external agencies and freelancers - Managing projects and stakeholders across the C-suite, Sales, Partnerships, Customer Success, People + Culture and Finance