01 My Story
My work sits at the intersection of web, product, and search, particularly where products are complex, markets are global, and information has to work for both people and machines. At Scania I shape international web experiences across 60+ markets, translating complex engineering products into clear, searchable journeys; earlier, in e-commerce with H&M Group, I planned omnichannel campaigns across Southern Europe. As a super user for Adobe Experience Manager (AEM), Siteimprove, and Google Search Console, I turn business requirements into technical backlogs, bridging content teams, developers, and platform health.
Much of my focus today is on what comes after the classic blue search link. Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are reshaping digital discoverability. I actively research these shifts, build lightweight tools, and test AI workflows to automate repetitive work and create more room for strategy and problem-solving.
I hold a Master of Science in Marketing from Karlstad University, where my thesis on online brand communities has over 2,600 downloads, complemented by continuous hands-on learning in AI, technical SEO, and strategy from Google, IBM, Anthropic, and McKinsey. I have lived and worked in Sweden since 2010.