Operator first. Advisor by trade.

Twenty years inside fashion, retail and e-commerce — the kind that begins on a shop floor and ends in a leadership team deciding the next chapter of a brand.

At H&M, working on business development, external brands, marketplaces and new commercial models. At RNB Retail and Brands, Departments and Stores Europe and Man of a kind, building and leading e-commerce businesses with full P&L responsibility, assortment ownership and a real interest in what customers actually want.

Today, advising brands and founders at the intersection of commerce, AI, customer experience and growth — bridging strategy and execution rather than choosing between them.

Curious about premium brands, considered retail, search and discovery, and the quiet ways technology is reshaping how people buy.