Sorry, unable to follow Nils. Please try again.
I believe in making the complex simple — and turning strategic marketing into real-world business growth. With 15+ years leading global marketing, strategy, and business development across B2B and B2C industries, I specialize in creating customer-centric go-to-market strategies, scaling value-based selling, and driving operational excellence. I’ve helped startups grow from idea to exit, and large corporations set new internal benchmarks — always with a focus on results, simplicity, and cross-functional collaboration. Key strengths: Global B2B and B2C marketing leadership Value-based sales enablement (TCO/ROI tools, sales training) Strategic product launches and go-to-market plans Customer experience and brand positioning Operational marketing excellence Building high-engagement partner and customer events I’m passionate about driving innovation that customers actually value — and ensuring marketing and sales efforts always translate into measurable impact.
Strategic and operational responsibilities with a primary focus on creating and deploying Go-to-Market plans for all heavy tire product lines within the Nordic zone. These encompass industrial, compact, earthmover, mining, and agricultural tires. My key contributions include: Go-to-Market Strategy Formulation • I led the development and execution of comprehensive Go-to-Market strategies tailored to our product lines. Value-Based Sales & Marketing Strategy • Led the shift from product sales to sustainable, value-based customer marketing, formulated and deployed a value-based sales and marketing strategy, ensuring that our approach aligns with our customers' needs and industry trends. Sales Tools and Asset Creation • I oversaw the creation and implementation of value-focused sales tools and materials that support our sales teams in line with our strategic objectives. Trained sales reps in circular economy and created support material incl. a TCO/CO2 calculator. Project Management and Event Coordination • I lead project management efforts, including events, fairs, and campaigns that enhance brand visibility and engage our target audience.
Led deep-dive business and market analysis to drive strategic decisions across product portfolios and marketing initiatives. Acted as a key link between local teams and central HQ, translating insights into actionable strategies. Business & Market Analysis • Delivered monthly performance reviews and market forecasts to guide decision-making and ensure alignment with strategic goals. • Identified key demand drivers, market shifts, and competitive trends through in-depth market, customer, and internal business analysis. Market Intelligence & Insights • Designed and executed research initiatives covering brand health, competitor performance, customer satisfaction, and consumer behavior. • Turned complex data into clear guidance for marketing, sales, and leadership teams. Go-to-Market & Portfolio Leadership • Held end-to-end responsibility for non-Michelin brand portfolios (BFGoodrich, Kleber, and third-line brands). • Oversaw product management and local activation strategies to drive growth and awareness across the Nordic markets. Brand Partnerships & Sponsorship Activation • Led European marketing collaboration with Red Bull for BFGoodrich, managing joint marketing plans and high-profile activations including Red Bull Crashed Ice and Wings for Life World Run.
Focused on B2B pricing strategy, market intelligence, and advisory support across sales, marketing, and leadership teams—both locally and at HQ level. Value-Based Pricing Strategy • Adapted and executed localized value-based pricing strategies, ensuring competitive positioning across distribution channels and international wholesale networks. • Led pricing and positioning analysis, contributing directly to strategic campaign planning and execution at market level. Market & Business Insights • Delivered in-depth market and customer analysis to track evolving demand and competitive dynamics. • Identified gaps and opportunities, shaping local corrective actions and supporting data-driven decision-making across the commercial organization.
Drove strategic analysis of the Nordic distribution landscape to uncover growth opportunities, optimize channel performance, and support sales effectiveness across all product lines and in the Michelin Quality Dealer program. Distribution Landscape Strategy • Analyzed the Nordic distribution network to identify potential partnerships, expansion opportunities, and areas for optimization. • Worked closely with sales management to translate insights into actionable business development strategies. Sales & Channel Performance Analysis • Monitored, analyzed, and forecasted sales performance across multiple channels, delivering regular reports to guide commercial decisions. • Managed Michelin’s certified dealer quality programs and tracked KPIs tied to distribution efficiency and customer satisfaction.
Led key initiatives to enhance sales team efficiency across the Nordics—through CRM transformation, tools optimization, performance tracking, and incentive management. CRM System Management & Deployment • Oversaw the full transition to Oracle Siebel 8.1, managing all aspects of change—from system adaptation to user training and field deployment. • Acted as the go-to CRM expert, supporting and enabling Michelin’s sales force with hands-on training and ongoing technical guidance. Sales Tools & Field Support • Managed a suite of sales tools (primarily Excel-based), ensuring localization, effective rollout, and comprehensive user support. • Played a key role in improving day-to-day sales operations through streamlined tool usage and practical training. Bonus & Incentive Program Management • Administered sales force bonus calculations, ensuring accuracy, transparency, and alignment with performance goals to drive motivation and results. Activity & KPI Reporting • Monitored and reported on sales activity KPIs to support data-driven coaching, resource planning, and strategic decision-making.
Pioneered one of Sweden’s first and largest digital magazine platforms—back then referred to as the “Spotify for magazines”—with over 250 signed titles and 160,000 registered users (as of June 2012). Operated in a fast-paced, VC-backed environment marked by rapid product cycles, dynamic market shifts, and evolving user behavior. From Idea to Exit • Co-founded the company and played a central role in shaping the business from concept through exit. • Focused on strategy, value proposition, and go-to-market execution. • Served on the board from 2008 to 2012. Marketing, Sales & Growth Leadership • Held full responsibility for marketing and customer operations, including leadership of a five-person sales and support team. • Led brand positioning, customer acquisition, user engagement, and retention strategies during key growth phases. Startup Growth & Funding Milestones • Successfully guided the company through Inova’s business incubator program and secured two rounds of venture capital (Almi Invest & Wingefors Invest, now Embracer Group). • Scaled the team to 13 employees and built the foundation for acquisition in 2014. [Paperton was re-branded "Ztory", later bought by Storytel] www.paperton.com www.ztory.com www.inova.nu www.almiinvest.se www.wingeforsinvest.se
Greater Stockholm Metropolitan Area
Contributed to a global research initiative exploring how investments in project management create business value—later published as a book (see link below). Research & Data Collection • Conducted in-depth interviews and surveys with stakeholders in the IT departments of two major Swedish companies. • Compiled and synthesized findings to develop the Swedish segment of the study. Insight Generation • Provided critical input to the broader international analysis by capturing qualitative and quantitative data on project management maturity, organizational impact, and value realization.