The professional version
I turn lead generation strategy into work people can run on a real Tuesday.
I lead across SEO, paid media, ABM, experimentation, automation, and AI. My job is to make the trade-offs visible, connect work that organizational charts prefer to separate, and stay close enough to execution to notice when the plan needs an honest edit.
Selected brands
A few of the organizations behind the experience
- Umbraco
- Sydbank
- Diba Billan
- Albani
- Royal Unibrew
- Energi Fyn
- Rosengardcenteret
- Jysk Fynske Medier
- Radio4
- The Leo Foundation
- DTU
- Oxygen
What I work on
Strategy earns its keep when the next decision gets easier.
Growth strategy + priorities
Turns commercial goals into choices the team can see, discuss, and act on across inbound, outbound, and lead operations.
I lead global inbound and outbound planning, including the decidedly unglamorous handoffs that make leads usable for Sales.
Team leadership + alignment
Gives specialists a clear direction, enough context, and room to use the expertise they were hired for.
I coordinate a lean lead generation team and previously directed a six-person specialist team across several clients.
Inbound lead generation (SEO + AEO)
Connects search visibility and content work to the questions potential buyers are trying to answer—not merely the keywords a tool can export.
I have owned SEO programs, LLM optimization, and content-discoverability work with lead quality as the commercial context.
Outbound + ABM
Combines account selection, intent signals, and research so outreach begins with a reason more relevant than “you are in our database.”
I have built ABM playbooks using enrichment and AI-assisted research, with human review before outreach.
Paid acquisition
Looks at targeting, message, landing page, and measurement as one journey instead of four separate owners’ problems.
I have managed Google Ads, LinkedIn Ads, and paid social across global and regional go-to-market campaigns.
CRO + experimentation
Uses experiments to replace the loudest opinion with a better basis for the next decision.
I have run A/B and personalization tests in Umbraco Engage and on key conversion pages.
Attribution + performance analysis
Connects channel activity, lead quality, and sales feedback without pretending attribution arrived clean, labelled, and emotionally ready for a dashboard.
I have built reporting workflows in Matomo, Airtable, GTM, and custom dashboards to support prioritization.
Marketing automation + AI
Removes repetitive work while keeping judgment and review with the people who still own the outcome when the automation gets creative.
I have implemented automation and AI support with Zapier and OpenAI across lead operations and campaign execution.
How I lead
Good direction removes weight from the work.
Clear priorities over busy plans
The team should know what matters now, what good looks like, and what we have deliberately decided not to pretend we can also fit in.
Ownership close to the expertise
I want specialists to make decisions in their area while understanding the wider commercial direction. Alignment should create room, not a permission queue.
Close enough to understand the work
I stay involved where I can remove blockers, challenge assumptions, or make a better decision—not because every task needs my fingerprints on it.
Experience
How I went from running channels to leading across them
Stage 01
Hands-on digital marketing
2013-2019
Built hands-on experience across analytics, campaigns, SEO, and web delivery. I worked directly with clients and stakeholders, close enough to both the brief and implementation to see where they stopped agreeing.
Stage 02
Owning lead generation across channels
2020-2024
Took ownership of lead generation across paid media, SEO/SEM, CRO, and reporting. I worked on the Marketing, Sales, and CX handoffs so we could judge channel activity by lead quality, not activity alone.
Stage 03
Leading global lead generation
2025-Present
I lead global inbound and outbound lead generation at Umbraco, bringing ABM, intent signals, automation, and team coordination into one set of priorities. Or at least one set at a time.
Head of Leadgeneration & Teamlead
Umbraco
Leading global lead generation and coordinating a small team working across inbound and outbound.
See what the work involved
Selected work:
- Brought ABM, intent data, and enrichment into day-to-day go-to-market work.
- Designed AI-assisted workflows and clarified where ownership stays with people, even when the system does the clicking.
Head of Lead Generation
Umbraco
Owned lead generation across the funnel and used automation in demand capture and qualification.
See what the work involved
Selected work:
- Connected inbound and outbound work more closely with wider go-to-market priorities.
- Brought LLM optimization and performance reporting into day-to-day planning, rather than leaving them as interesting side projects.
Digital Marketing Manager
Umbraco
Worked across paid media, SEO/SEM, CRO, and reporting with lead generation targets to meet.
See what the work involved
Selected work:
- Set up a regular review process for paid media and SEO.
- Introduced practical automation and early AI support where it reduced campaign busywork.
Digital Project Manager
Kindly
Managed multi-client digital programs across acquisition, ecommerce, and brand growth.
See what the work involved
Selected work:
- Led planning and execution across SEO, SEM, paid social, and web projects.
- Directed a six-person specialist team while balancing delivery quality and pace.
Digital Project Manager / Digital Specialist
STEP
Worked end-to-end on web projects, analytics instrumentation, and performance marketing execution.
See what the work involved
Selected work:
- Implemented tracking foundations with Google Analytics and GTM.
- Coordinated design, development, and marketing work around web launches.
Digital Project Manager
Sydbank
Focused on customer experience optimization, analytics insights, and social engagement strategy.
See what the work involved
Selected work:
- Used behavioral data to identify UX and funnel changes worth investigating.
- Established reporting designed to support decisions beyond activity metrics.
Digital & Social Media Consultant (Student Worker)
Oxygen
Started in content and social execution, then moved into client-facing strategy and SEO guidance.
See what the work involved
Selected work:
- Helped shape digital brand and content operations for the agency.
- Supported client strategy work on SEO, campaigns, and ROI-focused execution.
Selected work
Systems I have built so the useful work can happen twice
Lead qualification + enrichment
Built automations to clean up lead data, reduce manual handovers, and stop good opportunities hiding in avoidable admin.
SEO + AEO experiments
Tested how structure, retrieval, and answer readiness affect discoverability across search and LLM answers—an area with plenty of certainty and rather less settled evidence.
Paid media reviews
Set up regular reviews of targeting, message, conversion signals, and spend, so optimization meant more than adjusting bids and looking serious.
CRO + personalization
Ran A/B and personalization tests in Umbraco Engage to learn which changes deserved wider rollout.
Analytics + reporting
Built dashboards and measurement workflows in Matomo, Airtable, and GTM to give planning shared evidence—not simply more charts.
Growth priorities + handoffs
Brought inbound, outbound, lead operations, and sales feedback into the same planning process.
Compare notes
Got a lead generation problem with good survival instincts?
If it involves priorities, handoffs, experiments, or making AI useful after the demo ends, send me a note. I am always interested in a practical problem.
Tell me what is stuck