About
“I hold a strong ethical compass, and I am willing to raise inconvenient questions when the situation calls for it. If there is an underlying problem shaping the symptoms your marketing is trying to address, I will name it — because solving the right problem is the only work worth doing.”
-Trine Thybo
My Philosophy
Some consultants hand you a roadmap and leave you to navigate it alone. That is NOT how I work.
With 18 years of work experience in export oriented companies across different industries, I bring something rare to the table: the analytical rigour to diagnose what is truly happening in your company and market, and the practical experience to act on it.
My work covers strategy as well as execution — because a strategy without implementation is a hypothesis. Implementation and action is what moves you forward.
Academic Foundation
Master of Arts in Spanish and Intercultural Market Studies. My academic foundation is not a credential I keep in a drawer. It is a framework I return to continuously: For structuring analysis, interpreting intercultural differences and national market conditions.
This lens of observation ensures a marketing and communication strategy grounded in genuine understanding rather than assumption.
How I Work
Analytical before creative. I apply a critical, research-driven lens to every engagement. Before recommending a direction, I invest in understanding the underlying dynamics — your market, your audience, your organisation, and the gaps between where you are and where you need to be.
Strategic and hands-on. I design tailored strategies, which I am fully equipped to implement in collaboration with your company. Whether that means developing a brand narrative, building a content strategy, producing content (photography, video, AI graphics), aligning internal and external communication, or entering a new international market — I remain present through execution, not just ideation.
Globally minded. Years of working across borders, industries, and cultures have given me a perspective that goes beyond local market assumptions. I understand how intercultural communication and localization works across languages, contexts, and audiences.
Creatively driven. Creativity is not decoration. It is the mechanism through which strategy becomes visible, memorable, and effective. It informs everything from campaign concept to the language used in a single headline.
Ethically grounded. I hold a strong ethical compass, and I am willing to raise inconvenient questions, when the situation calls for it. If there is an underlying problem shaping the symptoms your marketing is trying to address, I will name it — because solving the right problem is the only work worth doing.
Long term relations and trustworthiness. Building strong and long term honest relations are at the core of everything I do, without compromise. Without clear values and trust, nothing lasts.
A Career built in the most demanding global niche Industries
My professional path has taken me through some of the most demanding industries in international business: From supporting private jet sales to the fintech industry as well as the global music industry.
Private Jets
During the five years in back office support for the sale of private jets, I gained experience in how some of the most high profile and demanding customers (and representatives) require in-depth analysis and investment advice before they act. Once they make a decision, the quality of your work must be extremely professional and precise. Mistakes are not well tolerated.
Fintech
As the CMO in a SaaS company launching a fintech solution internationally, I developed a deep understanding of buyer personas and product-market-fit through the launch process and a close beta tester dialogue. I gained a deep understanding of how business system integrations can substantially elevate the productivity in SMEs and expanded via partnership integrations to other fintech SaaS solutions.
Pro Audio in the Global Music Industry
Most recently, I have been working in the world of professional audio — serving at the very top of the global music industry for nearly seven years as CMO. The company was a globally oriented and niche focused microphone company. The elite level of the music industry is a domain defined by exceptional standards and dedication as well as the need to balance professional collaborations with both artistic individuals as well as highly skilled technical specialists. From a strategic brand positioning view, it demanded a sophisticated, globally aware approach to brand positioning, finding the balance between technical specifications and aesthetically pleasing and human visuals. An international communication strategy was targeted to end users as well as distributors, and market development initiatives spanned across continents and cultures.
Understanding Market Structures across Industries
All chapters so far have taught me a very important skill: Having a commercial mindset while switching between industries, makes you understand market dynamics and industry practices very quickly. The ability to observe and decode the unwritten practice of how different industries organize structurally among its market actors is an incredibly useful framework for understanding the context you navigate in. I consider this understanding crucial, before you can do truly great marketing.
Let's Work Together
If you are looking for a MarCom consultant who combines strategic intelligence with the experience to deliver — and the integrity to tell you what you need to hear, not only what you want to hear — I would welcome a conversation.