Open to new roles

Narrative-first
marketing leader.
Brand architectCategory builder0 → 1Brand architect

When a product is ahead of its story, I define the narrative and build the growth engine behind it. Often the first marketing hire, building from 0 to 1 and scaling from there. 12+ years across fintech, crypto and gaming, most recently advising AI startups.

23k+
Users, 11x in 12 months
Drop Protocol
$50M+
TVL, #1 Interchain LST
Drop Protocol
$8M
Early deposits
Structured
15k+
Creators, 10x growth
Matchmade
Current work
2026 – Present
Fröjd Consulting
Fractional CMO

I work with founders who aren't yet ready to build a full marketing team, covering narrative, positioning, GTM, business development, brand and comms from strategy through to execution.

Clients include two Zurich AI startups in commodity trading and insurtech (narrative and positioning), and Champagne HATT et SÖNER (Swiss market entry and sales).

GrowthPositioningNarrativeGTMBusiness development
Experience
2025 – 2026
Structured · Remote
Protocol behind maxBTC, a liquid, yield-bearing Bitcoin asset with institutional-grade custody. Incubated by the Drop core team and built in parallel.
Head of Marketing
  • First marketing hire. Built brand, narrative and category positioning for maxBTC in BTCFi.
  • Ran the full arc from stealth to KYC-gated public beta.
  • Owned all technical documentation, working directly with the development team.
  • Shaped pre-seed investor narrative and communication.
$8M early depositsStealth to betaGTMPre-seed narrative
2024 – 2026
Drop Protocol · Remote
Lido-backed liquid staking protocol on the Interchain.
Head of Marketing
  • Built demand and bootstrapped community growth with the Droplets incentives program.
  • Scaled to 23k+ users and $50M+ TVL, #1 Interchain LST within 12 months.
  • GTM lead for all assets, product launches and partnerships.
  • Ran the X account, on-chain campaigns, lifecycle marketing and growth analytics.
  • Owned protocol documentation, translating technical specs into clear user-facing docs.
  • Led a team of 4 across community, content and design.
11x users$50M+ TVL#1 Interchain LSTBootstrapped growth
2023 – 2024
Obligate · Zurich
On-chain capital markets platform for digital bonds and structured products.
Head of Marketing
  • Repositioned the product for relaunch and secured tier-1 organic coverage.
  • Co-marketing campaigns and webinars with Base, Polygon, Circle, Bitcoin Suisse and others.
  • Built the thought leadership plan for the founders, by topic and channel.
  • Incubated and launched Margarita Finance, a Solana-based structured yield platform.
Full relaunchTier-1 coverageWebinars
2022 – 2023
SKYGROUND · Remote
Turnkey fintech and trading infrastructure.
Head of Marketing
  • First marketing hire. Built brand, website and full marketing stack from scratch for a retail forex brokerage product.
  • Launched from zero in the GCC and Europe and developed a white label trading academy.
0-to-1White labelGCC · EU
2019 – 2022
Matchmade · Berlin
Creator marketplace connecting game studios with YouTube and Twitch creators.
Marketing Director
  • Scaled creator roster from 1.4k to 15k+.
  • Ran marketing, website traffic and lifecycle, plus sales pipeline and CRM with the SDR team.
  • Led a team of 4 across social media, SDR and customer success.
10x creatorsMarketplace growth
2017 – 2019
Zalando · Berlin
Head of PR and Social, Nordics
Owned PR and social for Sweden and Finland at Europe's largest fashion platform. Ran creator partnerships and a UGC program that turned shoppers into content creators and lifted AOV.
2 marketsMulti-agencyAOV uplift
2016 – 2017
Caliroots · Stockholm
Head of Brand and Social
Led brand and community for one of Scandinavia's leading streetwear retailers. Owned voice, social and events.
PhotoshootsEventsBrand activation
2014 – 2016
Vinguiden · Stockholm
Content Lead
Content strategy and editorial direction for Sweden's leading wine media brand, while pursuing a sommelier certification in parallel.
Editorial leadCampaignsSommelier cert.
Strengths
01
Brand narrative and positioning
Narrative, messaging foundations, category positioning
02
GTM strategy and 0-to-1
ICP, channel strategy, launch
03
Growth and demand generation
Incentive programs, marketplace growth, lifecycle
04
Business development and market entry
Partner-led launches, market entry, sales
05
Funnel, pipeline and automation
CRM, automation, attribution
06
Strategic comms and thought leadership
Founder voice, investor narrative, content
Skills
Verticals
Digital assets (DeFi, institutional)FintechGamingAIFashion / e-commerceWine / luxuryB2BB2C
Capabilities
Brand narrativePositioningGTMGrowthContent strategy0-to-1Category creationBusiness developmentMarket entryDemand generationFunnel and pipeline managementDeveloper relationsTechnical writingABMOutboundStrategic communicationsThought leadershipTeam leadershipCommunity buildingEventsPR
Tools
ClaudeClaude CodeCursorChatGPTPerplexityLovableClayZapiern8nHubSpotSalesforceApolloExpleeGitHubDuneLooker StudioNumiaAddressableGA4MixpanelMeta AdsGoogle AdsLinkedIn AdsWebflowFramerFigmaNotion
Languages
Swedish – native · English – bilingual · German – basic · French – beginner
Education
B.Sc PR, Communication and Media · Stockholm University, 2013–2015
Certification
Certified Sommelier · Scandinavian Wine Academy, 2016
Based in
Zurich, Switzerland · B permit, EU/EEA national
Open to the
right next
move.
LinkedIn→WhatsApp→Telegram→Download CV (PDF)→