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 both retail concepts and 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.