About

Hi, I’m Niels.

I’ve worked in digital marketing across both enterprise and agency environments, with a lot of focus on lead generation and performance work. I’m wired for testing, improving, and building practical execution that actually moves something real.

Over the years, I’ve worked across paid campaigns, SEO, outbound, CRO, automation, and, more recently, AI-assisted workflows. That includes in-house work in banking and agency-side work for FMCG and other brands. Some projects were large and complex. Others were small and scrappy. Both can work if the goal is clear and the feedback loop is honest.

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 outcomes, not just activity charts.

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 mostly 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. I still catch myself overcomplicating things sometimes, so I keep coming back to simple systems that teams can actually maintain.

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 as I go: practical writing, tools, and notes from real execution.