About

A CTO who still ships code

I've spent 25+ years working with technology — from the early commercial internet in the 90s to the martech and AI stacks companies run on today. The thread through all of it is the same: I like solving business problems with technology, and I like getting close enough to the system to actually understand it.

I started as a developer with a Bachelor's in Computer Science, then moved through Systems Architect, Chief Systems Architect, Business Analyst, Founder, Co-founder and CEO. Today I'm CTO at Avidly, where I own the tech strategy and drive implementation across multiple regions.

What I care about most is the layer most companies leave unowned: the architecture of the revenue stack — the CRM data model, the integrations between systems, the definitions everyone quietly disagrees on. It's unglamorous, it rarely gets a budget line, and it's usually where the real leverage is. AI has only raised the stakes: it amplifies whatever data quality it sits on, in both directions. I write here about that work — practical, platform-agnostic, and free of the usual hype.

I stay hands-on on purpose. I believe a technology leader who stops shipping code loses their edge, so I still build.

Outside of tech I'm an endurance-sport junkie — triathlon, cycling, running and cross-country skiing. I've finished several Ironman races and two Superklassikern, the fastest in 18 hours. Superklassikern means completing these four Swedish classics at a combined time under 20 hours:

• 315 km cycling at Vätternrundan
• 3,000 m open water swimming at Vansbrosimningen
• 30 km trail run at Lidingöloppet
• 90 km cross-country skiing at Vasaloppet

I have a wife and three kids that I love to spend time with.