About

Hi, I’m Niels.

I’ve worked in B2B marketing for more than a decade, mostly in lead generation. I’m wired for testing, improving, and building practical execution that actually moves the business.

Over the years, I’ve worked across paid campaigns, SEO, outbound, CRO, automation, and, more recently, AI-assisted workflows. Some projects were large and complex. Others were small and scrappy. Both can work, if there’s a clear goal behind them.

I’m strategic in how I think, but hands-on in how I work. I like getting into the details, pressure-testing ideas, and connecting marketing to revenue, not just activity.

Today, I head up Lead Generation at Umbraco, an open-source CMS and SaaS company. I’m part of a cross-functional Growth team where strategy and execution sit close together. My focus is simple: build demand in a way that makes sense, test it properly, and improve what matters.

I’m especially interested in how automation and AI are changing demand generation. Not in a “this changes everything overnight” way, but in a practical sense: where does it help, where does it create leverage, and where is it just noise?

I don’t have much patience for vanity metrics or buzzwords. I’m also skeptical of advice that clearly hasn’t been tested in the wild.

Outside of work, life looks different. I live on an old farm with my family. I’m a dad. I cook a lot. I brew beer. I spend time in the garden. I collect vinyl. I experiment with things that probably don’t need experimenting with. Our Finnish Lapphund usually keeps me company.

Curiosity and craft show up in both parts of my life: work and everything else.

This site is where I share what I’m learning along the way.