Vice President, Marketing at KeyData Cyber & BeyondID (2024-07 – Present)
- Built the Marketing function from the ground up, establishing strategy, operating model, tooling, budget, KPIs, governance, and board-level reporting with no inherited infrastructure.
- Led a full company rebrand and website rebuild in 7.5 weeks, delivering a new brand identity, messaging, and GTM narrative to support growth and acquisition readiness.
- Led marketing through a full merger and acquisition, owning brand architecture, messaging alignment, GTM integration, and stakeholder communications across both organizations.
- Run marketing for two IAM cybersecurity companies under a unified GTM strategy, overseeing brand, demand generation, product marketing, partner marketing, content, events, and marketing operations.
- Core member of the GTM leadership team and direct report to the CEO, partnering with Sales, Product, Alliances, and Delivery on ICP definition, vertical strategy, pricing narratives, and offer packaging; regularly present to the Board.
- Designed and operationalized KPI frameworks across pipeline, revenue influence, CAC efficiency, and conversion metrics, increasing marketing performance by ~3000% and generating ~$2.6M USD in marketing-sourced pipeline per quarter.
Head of Marketing at Whitespectre (2023-08 – 2024-07)
- Established Whitespectre's first Marketing department, transitioning the business from a purely referral-based model to a scalable, multichannel client acquisition engine through services-led demand and partner marketing.
- Built, hired, and led a high-performing remote team of 7 marketers and designers across North America, Europe, and Latin America.
- Designed and executed a comprehensive marketing strategy aligned to North American and Northern European markets, contributing to a €30M qualified pipeline and sustained revenue growth.
- Developed and executed GTM and ABM programs across content, web, social, paid media, and email, driving a 135% month-over-month increase in high-quality MQLs and SQLs.
- Led a full company rebrand from scratch, defining brand strategy, identity, tone of voice, website, and global brand guidelines.
- Revamped marketing operations end-to-end, implementing processes, tooling, and KPI frameworks to support scalable growth in a global, fully remote environment.
Head of Marketing at Futurice (2022-05 – 2023-08)
- Established Futurice's first Marketing department in Sweden, building and mentoring the team while supporting rapid expansion across North American and European markets.
- Introduced a global product-led marketing strategy across 20+ digital products and services, driving a 225% increase in pipeline opportunities and improving cross-functional execution across 8 countries.
- Generated €1.8M in marketing-sourced revenue and built a €3.4M pipeline within two quarters through integrated online, offline, and event-led campaigns.
- Managed a €3M marketing budget and contributed to strategic planning as a member of the Global Go-To-Market Council, aligning local and global growth priorities.
- Launched MQL-to-SQL optimization and ABM programs to improve lead quality, sales handoff, and full-funnel performance, alongside a thought leadership initiative to strengthen brand and demand across the account lifecycle.
- As Acting Global Head of Product Marketing, led the productization of a 40+ service and product catalog across 8 markets, partnering with Sales and Delivery to standardize packaging, messaging, and positioning, resulting in a 6-month reduction in sales cycles.
Marketing & Communications Manager at Peltarion AI (2021-03 – 2022-05)
- Crafted and executed a multi-pronged marketing and communications strategy for Peltarion AI, driving marketing-sourced client acquisition through integrated ABM across digital, PR, content, and event-led channels.
- Established and led Peltarion's first Marketing department, building and managing a high-performing team of 6, introducing the company's first intern-to-FTE pipeline for Marketing, and reporting directly to the CSO.
- Owned and managed the marketing budget end-to-end, defining KPIs, optimizing spend, and improving ROI through data-driven performance management.
- Developed and launched a high-impact global content strategy across written, video, and podcast formats, increasing qualified pipeline opportunities by 73% within four weeks of launch.
- Played a key role in scaling platform adoption across Enterprise and SMB segments, expanding market presence through targeted ABM and digital programs across multiple industry verticals.
Marketing Coordinator & Team Lead at Dirac (2019-09 – 2021-03)
- Managed marketing and communications for a portfolio of SaaS and AI products, driving market penetration and revenue growth across local and North American markets.
- Partnered closely with Product, Sales, and Engineering to refine messaging, positioning, and product marketing assets across sales decks, email, web, and social, supporting both user and account acquisition.
- Drove a comprehensive rebrand to support U.S. market entry, including leading an international UX research for a new mobile app, culminating in a successful launch and a $15M contract closed at CES 2020.
- Built and executed co-marketing and PR partnerships to strengthen brand visibility, modernize product messaging across business units, and improve digital conversion rates.
- Promoted to Team Lead within three months in recognition of impact, leadership, and execution.
Career Break (Maternity Leave) at Freelancing (2016-10 – 2019-09)
Planned career break to support family priorities during a relocation from the U.S. to Sweden, while remaining professionally active through freelance marketing engagements and becoming fluent in Swedish, my fifth language.
Marketing Manager at SoupMobile (2015-01 – 2016-10)
- Established SoupMobile's Marketing department from the ground up, defining strategy, messaging, and execution to significantly increase NGO visibility, donor engagement, and mission advocacy.
- Designed and executed a multi-channel fundraising and awareness strategy across digital, paid media, PR, and national advertising to maximize donations and reach.
- Drove donor acquisition and funding growth through innovative digital campaigns and event-led initiatives, strengthening the organization's public profile and financial sustainability.
- Appointed primary spokesperson and led national media relations, representing the organization across televised and print interviews.
- Built and managed an in-house marketing team of 3 marketers and 1 designer, operating with full ownership and accountability.
