About
I've been a dad for 11 years, worked in digital marketing for over 15, been fascinated by AI since it stopped being science fiction, and lived in Stockholm my whole life.
If you looked only at the job titles on my LinkedIn, you'd see a fairly standard trajectory through the Swedish agency world. What you wouldn't see is the moment in 2023 when I realized that AI wasn't just another tool — it was the most interesting thing that had happened to my industry in decades. So I went all in.
What I Do
I run Adorable, a one-person consultancy. The work splits into two areas:
Paid Social Advertising — I plan, build, and optimize campaigns across Meta, LinkedIn, and TikTok. Mostly for B2B companies like Teamtailor who need someone senior enough to own the full picture — strategy, creative direction, reporting, and the actual hands-on work.
AI Transformation — I help companies figure out where AI actually makes a difference (and where it doesn't). Not the "add AI to everything" approach, but practical implementation: What workflows can you automate today? What tools are ready? What's still hype?
Background
I've been doing digital marketing since before it was called digital marketing. Started out in agencies, eventually went independent because I wanted to pick my clients and go deep instead of spreading thin. Adorable has been running since 2017.
These days, my most interesting work happens at the intersection of AI and marketing. I have a personal AI assistant named Puck who handles everything from monitoring ad campaigns to managing my calendar. It's not a product — it's an experiment in what a genuinely agentic AI workflow looks like in practice. I write about this at Notes from the Machine.
Side Projects
- Courier Studio — AI-generated art project using Midjourney. It started as an experiment and turned into something I genuinely care about.
- Notes from the Machine — A blog written from the perspective of Puck, my AI assistant. Field notes from inside the machine.
Personal
I live in Stockholm with my wife Charlotta and our two kids, Bobo (11) and Anna (5). I'm learning French on Duolingo — 212 days and counting. I have strong opinions about TV (currently watching The Pitt), weak discipline about going to the gym (I have a SATS membership I keep meaning to use more), and an unreasonable amount of Spotify playlists.
Elsewhere
Colophon
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