About
I spent two decades leading product and technology organizations of 50 to 500+ people, most recently as CTO across media, online marketplaces, and iGaming. Now I work with companies on AI adoption: what to try, what to ignore, and what changes once it's real. I run a handful of side projects, built spec-first with my AI friends. Claude, Codex, and Gemini do the heavy lifting, and a few others get consulted for special cases or when nobody can agree.
2026-
Senior Technology Management ConsultantUmain
Stockholm, Sweden
Advising clients on technology direction, investment priorities, and future-state architecture, along with the governance, operating model, and sourcing decisions underneath them, and leading transformation programs. Hands on where needed to stay close to the work.
2026
FounderFrey Transformation
Stockholm, Sweden
My own company. Advisory work on what moving on AI means for a business, and for the people in it.
2024-2026
CTOAller Media
Nordics
Four country tech organizations and Aller IT, each grown up separately with their own platforms and habits. Getting them onto one Nordic operating model took both agreement and architecture. We used Replit as an AI builder in the editorial workflow and Copilot across the organization.
- 150 people
- 4 countries
- 20+ teams
2022-2024
CTOHemnet
Stockholm, Sweden
I ran technology strategy and delivery for Sweden's largest property portal, with nine product teams of engineers, designers, and engineering managers. The job was shipping continuously while rebuilding the architecture and keeping the spirit of the place intact.
- 80 people
- 9 teams
2021-2022
CTOGenius Sports
London, UK
A year running global platform strategy and engineering for real-time sports data. Live markets move while the match does, which sets the tolerance for latency at roughly zero.
- 350 people
- 5 countries
- 25+ teams
2019-2021
CTO & CPOBetsson Group
Malta
I held product and technology together for a group running twenty brands across twelve regulated markets. Two things defined the job: merging product and engineering into one organization built around customer value streams rather than components, and turning our own sportsbook into a platform other companies could license.
- 650 people
- 5 countries
- 50+ teams
2017-2019
CTO & CPOBonnier News
Stockholm, Sweden
Product and technology for Sweden's biggest newspapers and magazines, reaching three million readers a day. The work ran two ways at once, shipping new products for the titles while consolidating what sat underneath them: one CMS, one login, one data platform, one cloud, replacing a stack that had grown up separately inside each title.
- 300 people
- 3 countries
- 25+ teams
2013-2017
CTO & CPOExpressen
Stockholm, Sweden
I arrived as mobile was becoming the whole business and left when it was. Four years spent taking mobile share from a tenth of the market to nearly half, growing the team from five to fifty, and building a news TV operation from scratch.
- 50 people
- 8 teams
2006-2013
CTOAftonbladet
Stockholm, Sweden
My first CTO role, at Sweden's largest media company, for seven years. Mobile went from a side channel to twenty million weekly visitors on my watch, and we built the subscription model and the payment platform that made the digital business pay for itself and more.
- 80 people
- 10 teams
1999-2006
Software engineerAftonbladet, Toolbar AB, and own consultancies
Stockholm, Sweden
Before the leadership roles: I started as a software engineer and spent those years learning the technology and the trade, first as a consultant at Toolbar, then through my own company, then at Aftonbladet, where I would later become CTO.
1999-2003
Computer ScienceStockholm University (DSV)
Stockholm, Sweden
Computer science at Stockholm University, studied while working as an engineer.
Contact
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