Marketing & Communications · Gothenburg
I keep campaigns, content and the people behind them moving in the same direction. Two years in B2B SaaS marketing, built on eight years leading projects and teams in New Zealand government.
I lead with kindness and curiosity, and I enjoy being the person who connects the dots.
A few projects, what I did, and what changed because of it.
Lumy App · Head of Marketing & Co-Founder · 2025–26
The brief. A new app with two LinkedIn posts, no plan and no brand to speak of.
What I did. Wrote the brand and go-to-market plan: positioning, SMART goals and KPIs, content pillars, and two ideal-customer segments (founders and people & culture leaders at 20–200-person tech companies in Sweden). Set the brand voice as “honest, curious, kind, playful, human”. Led a full rebrand, directed a design intern on the new mascot and brand assets, and became the company’s public voice on LinkedIn and Instagram.
The result. Reach, clicks and reactions on LinkedIn rose more than 90% in the first 30 days, and followers grew by a third. Across the 16 company-page posts I ran, the average engagement rate was 29.6%, with 631 clicks.
Slay CRM · Marketing Manager · 2026
The brief. Get a pre-launch CRM in front of the right people with no ad budget.
What I did. Ran LinkedIn for the company and its founder, including ghost-written posts. Built the pitch around one pain point: “don’t change your process to fit the system; change the system to fit your process.” Refreshed the brand colours and website and built the waitlist form myself.
The result. All 18 pre-launch waitlist sign-ups came from those posts. The launch post I wrote for the founder reached 11.5k people and drew 145 comments, and the poster carousel got a 33.5% click-through rate.
Hey Sid · Marketing Operations Manager · 2025–
The brief. Too many client campaigns needed rework after delivery because key details were missed at the start.
What I did. Worked with the product team to redesign the client onboarding form around the questions that actually drive targeting.
The result. Clients needing rework after delivery dropped from 7 in 10 to 4 in 10.
Print and social design, made in Canva and Figma.
Swipe or use the arrows to move through each one. Tap a slide to see it full size. All three ran on Lumy’s Instagram, which I managed.
How Lumy worksLumy · LinkedIn & Instagram product explainer, 8 slides
This is LumyLumy · LinkedIn & Instagram culture carousel, 6 slides
Meet FelixLumy · Instagram team spotlight, 4 slides
Posts I wrote or ran, and how they performed.
My personal LinkedIn, last 12 months (Oct 2025 – Oct 2026).
“The easiest post I’ve ever written was written by YOU.”
Community round-up. After five months of conversations in my comments, I turned the best advice my LinkedIn community had shared into a post that credited each of them by name, and asked for more.
View on LinkedIn →
“Hate’s a strong word.” Launching Lumy’s new firefly logo: why the old robot didn’t fit our voice, how my notebook sketches became the new mascot with designer Taybah Ahmed, and the new tagline “Empowering people to grow, one feedback at a time.”
View on LinkedIn →
“Meet PY!” A four-page carousel introducing me as Lumy’s new Head of Marketing & Co-Founder, reshared with “hoping this is just the right amount of cheekiness.”
View on LinkedIn →
“Which is scarier: spiders or feedback?” A Halloween quiz post for Lumy that turned the fear of feedback into a joke, then pointed people to the waitlist.
View on LinkedIn →
“Being afraid of saying the wrong thing is so human.” I shared my own mix-up of “weird” and “cute” to open up Lumy’s post on why giving feedback feels harder than getting it, and invited others to top it.
View on LinkedIn →Launch posts I wrote for Slay CRM’s company page and, in his voice, for its founder William Bernting.
Six posts, September – October 2026.
“I got tired of CRMs being shit. So I built one.”
The launch, ghost-written for the founder. Slay’s announcement in William’s own blunt voice: built for teams who don’t want to pay the big players for features they never use, with a waitlist so every client gets set up properly.
View on LinkedIn →“No one dreams about spending hours updating their CRM.”
“Introducing Slay!” The company page’s first post, the same day as the founder’s: you started a business for your idea, so Slay handles the boring stuff. Its pitch is “CRM for teams on the go.”
View on LinkedIn →“Fick en mindre chock när jag öppnade väntelistan idag 🤯”
The follow-up, ghost-written. Five days later, in Swedish: 11 companies already on the waitlist, a celebratory photo “Pei Yuin made me include”, and an invitation to follow along as Slay figures things out.
View on LinkedIn →“Craving a brownie but getting a baguette.” A three-panel Swedish carousel I designed for the company page: a free CRM gets you baguettes, a paid one gets you kanelbullar, but what you really wanted was kärleksmums. I also reshared it in English from my own profile.
View on LinkedIn →“Vi har hittills lanserat i genomsnitt 27 nya funktioner varje vecka 💪”
Quiet, but busy. A company-page update turning a few quiet weeks into a proof point: Slay listens to customers and has shipped an average of 27 new features every week.
View on LinkedIn →“Du ser riktigt snygg ut, Slay CRM! 😉”
The product update, ghost-written. Turning a design release (tidier, more consistent list views) into a playful teaser: look carefully, or you might feel compelled to join the waitlist.
View on LinkedIn →Practical marketing advice under my own name, and thought leadership written for Lumy.
LinkedIn article · PY’s Smart Marketing Tips #3 · Sep 2025
A step-by-step guide to identifying the people who matter, finding them where they gather and building trust before you reach out. Think of LinkedIn posts as open networking events, and DMs as someone’s kitchen: nobody wants a stranger showing up there uninvited.
Lumy article · Nov 2025
Positioning Lumy against the AI hype: why the product nudges and coaches people but never automates feedback or replaces humans.
Read on LinkedIn →
Lumy article · Nov 2025
Thought leadership for scale-up founders: why culture strains as teams grow from 20 to 80, and how a daily feedback habit keeps people engaged.
Read on LinkedIn →I came to marketing after eight years in New Zealand government, where I led a team of administrators that grew from 19 to 27, started a mentoring programme, ran a $1.3M procurement and wrote staff communications through a three-office move.
After moving to Sweden I completed a Bachelor of Business in Marketing (Dean’s List 2023) and have since worked across paid social, content, brand and marketing operations in Gothenburg’s B2B SaaS scene.
English is my first language, my Swedish is intermediate and improving, and I’m a Swedish and New Zealand citizen.
I’m available from November 2026 for marketing and communications roles, in Gothenburg or remote.