Brand and UX
Designed modern Scandinavian commerce experiences, from visual direction and content hierarchy to navigation, product discovery and checkout flow.
Professional profile
I design the experience, build the system and connect it to the business.
My work has never stopped at one discipline. I can turn a brand into a clear commerce experience, implement it across servers, applications and data, connect it to ERP and logistics, then use customer behaviour and marketing performance to improve results.
Design and full-stack e-commerce
The person who designed it was also the person who built it.
I have designed and developed websites since my teenage years. Design and coding are different disciplines: one shapes how people see, understand and move through an experience, while the other makes that experience function reliably. I was drawn to both, and learned to deliver both professionally.
Before Karhu, I designed websites for companies, clients and my own projects. Some of those sites entered the top 100,000 in the Alexa global ranking during the early 2000s.
When Karhu and Craft Sportswear were acquired, both Scandinavian brands needed new e-commerce websites. I designed each experience with its own brand character, a modern Scandinavian visual language and e-commerce best practices. After the designs were approved by the brands’ CEOs, I implemented them myself.
The complete commerce ecosystem
From brand idea to fulfilled order.
The visible website was only the beginning. I built the technical and operational chain behind it, working closely with finance, operations, sales, product teams and external warehouse partners.
Infrastructure
Built the Linux server environments, databases and new Magento instances instead of treating infrastructure as somebody else’s responsibility.
Multi-market commerce
Created country-specific Karhu stores with different languages, currencies and locally set prices rather than simple conversions, plus a dedicated Craft Sportswear experience for the United States.
Business systems
Connected each commerce platform to its ERP according to the brand’s actual finance, sales, product and operational processes.
Fulfilment
Integrated third-party warehouses and supporting platforms so the customer-facing promise could continue through ordering, inventory and delivery.
E-commerce and digital marketing
I treat every interface as a salesperson that must perform without me.
Understanding human behaviour has interested me since I was a teenager. While friends read comic books, I bought a thick book about why people behave as they do. Digital commerce gave that curiosity a practical purpose: translate behaviour into clearer journeys and measurable business results.
Human behaviour and conversion
I study how people notice, understand, trust and act. I use analytics, customer journeys and interface design to improve sales, leads, click-through rate and return visits. The interface becomes a salesperson that keeps working when I am not there.
Early social media marketing
During university, I worked for a Los Angeles digital marketing agency when Facebook was not yet a mainstream marketing channel. I later applied that experience to grow followers and email sign-ups, develop campaign ideas and collaborate with sponsored race events to create useful, shareable activity.
Cohort-based advertising
Effective Google and Meta advertising begins with meaningful groups, not one broad audience. I segment by browsing behaviour, purchase patterns, product interest such as lifestyle versus running, geography and customer stage, then align creative, landing pages and offers to improve ROAS.
The largest transformation project
The CEO called it heart surgery.
That description was accurate. ERP touched every vital function across three companies in the organization. It became the organization’s largest project and the most complex project I have led.
More than a decade of legacy data, custom business processes and interconnected systems had to be reconstructed on a modern platform without creating damaging effects elsewhere.
NAV 2009 R2 to Business Central Cloud
Directed the move from a heavily customized legacy ERP to Microsoft Dynamics 365 Business Central Cloud.
Every major company function
Worked across finance, operations, product, sales, e-commerce, logistics and leadership, and advised the CEO on technology investments and vendor decisions.
Commerce, EDI, 3PL and four warehouses
Coordinated the new ERP with B2C, B2B, existing platforms, reporting, third-party logistics and warehouse operations across Europe and North America.
On time and within budget
Delivered the transformation within its approved schedule and budget while protecting operational continuity.
It is still one of the achievements that makes me proud long after leaving the company. The system was not a demonstration. The organization had to keep operating through the change, and the result had to work.
Selected outcomes
Responsibility grew because the work delivered.
Near eight-figure commerce
Helped build the company’s e-commerce operation from the ground up toward nearly eight figures in annual sales.
Global promotion in under one year
Performance in Helsinki led to a company-funded family relocation and global responsibility at the Boston-area headquarters.
Two post-acquisition offers
Both acquiring companies wanted me to continue after seeing the platforms, systems and operations I had built for their brands.
130,000 product users
Built MBTIID independently and reached approximately 130,000 users in its first two months through SEO and organic sharing.
Independent products and Karhu brand work
I build products and shape how brands are experienced.
These projects show two sides of my work: independently building digital products and professionally leading the creative work that shaped how an international consumer brand was seen.
MBTIID.com
Created the Korean personality platform from the ground up as a full-stack developer, then used Korean SEO and organic sharing to reach approximately 130,000 users in its first two months without paid advertising.
Visit MBTIID ↗ArmRankings.com
Designed and built a data-led armwrestling platform combining rankings, match history, athlete data and community prediction, with content and audience development built into the product strategy.
Visit ArmRankings ↗Photography, film and creative direction
Produced photography and film for Karhu, from product imagery and running action to lifestyle moments such as conversation, recovery and rest. The work captured the atmosphere of sport and the character of the brand. I later directed world-class photographers and videographers from Finland and the United States, travelling across Europe and North America with production vans, models and staff to lead Karhu’s creative projects.
A defining career moment
My work created choices on both sides of an acquisition.
After leading e-commerce for two Scandinavian brands from their Boston-area headquarters, both acquiring companies offered me roles because of the work I had built.
The founder and majority owner of a listed Swedish brand group later met me at our Beverly, Massachusetts office and personally invited me to move to Sweden in front of the executives present. It remains one of the strongest professional recognitions of my career.
Progression at Karhu
European E-commerce Manager
Exceeded the original role by delivering web and server development faster, with stronger performance and less vendor dependence.
Global leadership in the USA
Within the first year, the CEO invited me to relocate with my family to the Boston area and lead global e-commerce for two brands.
Recognized through acquisition
Both brands were acquired and both new owners wanted me to continue. Senior acquiring leadership also invited me to relocate to Sweden.
Director-level responsibility
Responsibility expanded across e-commerce, IT, digital marketing and creative content because I repeatedly demonstrated value across each function.
E-commerce, IT and content leadership
Led international commerce, business systems, technology projects, vendors, budgets and content operations across Europe and the United States.
How I approach difficult work
Capability grows through deliberate practice.
The same qualities behind my professional work also appear in the difficult things I choose outside it: curiosity, pattern recognition, persistence and the willingness to keep learning after repeated failure.
Grit
I continue through failure, repetition and difficult periods instead of treating early difficulty as a verdict.
Curiosity
I deliberately choose intimidating abilities because I want to understand what human focus can make possible.
Analytical creativity
While solving a 10×10 cube, I recognized the final-stage pattern and independently developed my own algorithm instead of looking one up.
Continuous development
Evenings, weekends and holidays became time for classical piano, memory training, blindfolded cubing, fitness and other demanding practice.
Professional presence
Comfortable across technical, executive and international settings.
Applied AI
The goal is not AI adoption.
The goal is useful value.
I use AI to accelerate product development, analyze information, automate repetitive marketing work and expand creative possibilities. The value comes from selecting the right problem, directing the tools and judging the result.