Twelve years inside agencies and online businesses, watching the same thing happen.

I was born and raised in Stockholm. North side first, then at 10 we moved south, close to the Globe arena. Three cultures lived in our home at once: Swedish, Persian and Finnish. I was taught the languages young and spent holidays visiting relatives.

My parents always taught us to learn the Swedish culture and language and to be a real part of the society around us. I have carried that with me into international work: learn how people live and think, then meet them there. Growing up with three cultures is probably why working with people from anywhere comes naturally to me.

I started playing at 5. At 8 I was scouted by Hammarby and stayed until 15, playing left midfield at junior elite level. We were one of the strongest teams in Sweden for our age group. From around 11 it turned serious: up to ten sessions a week between football school, club training and an elite group, the top four or five players per age group training with the first-team coach.

We played tournaments in Italy twice and reached the quarter-finals of the Gothia Cup in Gothenburg, the World Youth Cup. At 15 I was picked for the Stockholm district team. By then I had collected 60+ trophies. Then injuries made me hang up my boots. That turned me towards business studies and entrepreneurship. It was a good chapter of my life.

Football taught me discipline and to keep fighting when a game is not going my way. It also taught me that talent alone gets you far, but winning at the highest level takes a team where everyone knows their role and lifts each other. That is how I still build teams and systems.

I went to Östra Real in Stockholm on the Business Economics and Marketing programme, 2011 to 2014. Accounting, marketing, business and economics. In the final year we started and ran our own student company through Ung Företagsamhet, Sweden's Junior Achievement programme. My first taste of building something from zero. Straight after, at 19, I started the music network.

At 19 I had just finished school with no plan, only a gut feeling that I wanted to start something of my own. On a trip to Gothenburg to visit a friend I decided to learn how to grow a social media page. I had always loved music and had a good ear for it, so I started DeepTropicalHouse on Instagram, sharing music I found.

I got nerdy about growth and it snowballed. Followers asked for a SoundCloud, so I started one. Artists wanted to send me music, so I built a WordPress site with a submission form. People wanted full tracks when Instagram only allowed 30 seconds, so I opened a YouTube channel.

My taste was broad, so one page became several brands: EDM, big room house, hip hop and indie. I networked with other pages, record labels, festivals and artists. Selling promotion spots paid for all of it. At the peak the network had 1.3M followers and 250M+ views on YouTube across 3 channels, running promotion for artists like Swedish House Mafia, Sam Feldt, Diplo and Skrillex.

Fast, exciting and chaotic behind the scenes. That chaos is where I started building systems just to keep up.

Two things became clear a few years in. About 95% of the music industry made no money while the top 5% took most of it. And the growth skills I had were not really about music. They worked for anyone with an audience to build.

So I moved into social media marketing for marketing agencies, e-commerce brands, influencers and creative studios. The skills transferred. After roughly 3-4 years of the music network, the agency ran for about 4 more, 7 years of my own business in total. At the peak we ran 10-15 clients a month with 4 full-time staff and 15-20 contractors, on 100+ SOPs I wrote along the way, producing 60-90 pieces of content per client in the days before AI tools.

Towards the end of the agency I noticed where my time went. Not to sales calls or outreach, which I never enjoyed. It went to running the clients with the team, training new people, writing SOPs, automating the back end and seeing how much of the business could run without me.

Put together, that is operations. Back-end systems, automation, streamlining, mapping how a business actually works. I did not have a name for it at first but I liked it more than the marketing. So I wound the agency down, sold my client list to another agency and moved into operations consulting.

In 2018 I started on contract with a small online education platform, helping with a bit of everything. As I took on more of the back-end builds it turned into an operations management role under the founder. By 2021 I was leading projects myself, finding the gaps and the optimizations. That year I became Operations Lead.

That platform is now Sweden's largest motorcycle education platform with 25,000+ students. I have built the whole back end myself: website, course platform, CRM and email, checkout, support flows and the automations between them. Email deliverability went 65% → 93%, support tickets dropped 75% from 2018 to 2025 and the tool stack costs 60% less.

Alongside that I consult for agencies, coaching businesses and course publishers: marketing operations for a 7-figure SEO agency, a coaching business's whole internal operation built inside 90 days, production for a 150+ course catalog. The numbers are in the case studies.

Today I work as an Operations Consultant and AI Integrator. Most ops and project managers map your operations and hand you a plan. I map it, then build it. Where it needs more hands than mine I hire and lead the people who run it.

These days I build a lot of it with AI, hands-on in Claude Code every day. Not prompting a chatbot, actually building. Dashboards that pull a business's scattered tools into one live view. An AI lead pipeline that scrapes, scores and routes ~170 leads a night. Automations that check their own work every night and suggest improvements, with anything risky waiting for my one-click approval.

I also built my own replacements for Miro and Loom, so I own the data, the code and the hosting. My own operations run on the same kind of systems I build for clients. The repetitive work runs overnight. The judgment calls come to me.

I get obsessed with anything new. A sport, a game, a tool, a subject. I want to understand it fast, improve fast and master it. The competitive side never left after football, it just found new outlets.