MY STORY

Originally from Sweden, I moved to the Netherlands in 2010. From a young age I was drawn to creation and visual design, with a passion for copywriting and a natural eye for workflows. After 14 years in international marketing — as Marketing Manager, Launch Manager, and Head of Campaign Management for large brands — and 350+ completed freelance projects, I kept seeing the same pattern: the moment a company starts to grow, it gets harder to keep processes tight and the brand story sharp. Every activity needs to point in the same direction, or it gets lost in the noise.

THE NEW CHALLENGE

The arrival of AI expanded what was possible, but it also increased the confusion. Too many tools, too little direction. Faster output, but not always better. Teams experimenting without a system and brands losing their own voice in generic AI content. A lot of companies are scared to use AI, but trust me on this: there is no going back.

THE INSIGHT

House of Solu started from that observation. AI is here to stay, but most marketing teams haven't figured out how to use it strategically yet, and that has consequences for both the team and the results. The marketing industry is changing faster than it ever has, and that asks for a deliberate way of working: story leads, structure supports, and technology is used with intention.

TODAY

With deep experience leading international teams of up to 12 people, completion of the AIMICI AI Marketing Academy, and hundreds of hours testing AI tools, I now help SMB companies in their next growth phase. Strategic guidance, hands-on AI implementation, and online programs that actually move their marketing forward.