About me
Go positive and go first.
It's not just a motto—it's how I've built my career.
The "impossible" moment
When I accepted the CMO role at a rapidly growing, PE-backed SaaS company, the whispers started immediately. "It's her first CMO gig." "The stakes are too high." "She's not ready for this level of transformation."
They were wrong about the readiness part. But they were right about the stakes—everything was on the line. Revenue. Jobs. Company survival. The challenge wasn't just business transformation. I had to evolve from peer to manager, build relationships with a new executive team, and earn credibility with board members watching every move.
Two years later: $110M+ ARR and successful upmarket repositioning. Sometimes the best qualification for a role isn't experience—it's the willingness to grow into it.
My marketing philosophy
We exist in a hypercompetitive market that constantly changes. Marketing is the only function that can truly understand and connect with customers, which uniquely positions us to drive both growth and differentiation. When done right, marketing transforms companies from competitors to category leaders.
"Most CMOs believe marketing's value is growth.
I believe marketing's value is differentiation."
Go positive and go first
This philosophy has guided every major decision. When I moved to Denmark without visiting, when I accepted that CMO role everyone doubted, when I led repositioning with everything at risk—I went positive and went first.
It means assuming positive intent, taking the first step toward solutions, and leading with optimism even in uncertainty. When pressure hits—PE acquisition, major repositioning, team scaling—I approach challenges head-on instead of hesitating. My unconventional background gives executive teams fresh perspectives they need but rarely get.
"When pressure hits, I don't hesitate.
I go positive and go first."
Cultural intelligence as competitive advantage
"While competitors translate words,
I translate cultural expectations into business strategies."
My translation background taught me: language shapes how people think, not just how they communicate. Four languages aren't just communication tools—they're different ways of approaching problems and markets.
I use this to build cohesive teams that celebrate diversity and tap into different perspectives. In market strategy, I understand that some markets are relationship-oriented while others are transaction-focused. When companies try to apply American sales tactics in European relationship-building cultures, they fail. I know which markets need different approaches and realistic timelines.
The advantage: While competitors translate words, I translate cultural expectations into business strategies.
Brand versus demand: my take
For years, the pendulum swung heavily toward demand generation—pipeline became the north star while brand investments were cut as "nice to have."
But AI changed everything. When everyone can generate content at scale and competitors can copy tactics instantly, what becomes your competitive advantage? Your brand. Your unique positioning. Your differentiated story that no AI can replicate.
The future belongs to companies that understand: in a world of infinite content, authentic differentiation becomes infinitely more valuable.
"In a world of infinite content,
authentic differentiation becomes infinitely more valuable."
2024 Top 100 Global B2B CMO
Award Winner
Selected by an expert panel of judges for being the most innovative, resilient and data-driven leaders in the technology sector, leading their organisations forward through ever-changing market demands.
A few of my favorite life and career moments
