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Stockholm, Sweden


Frontend web developer with UX, conversion optimization, and agile leadership skills.

Has been working with frontend professionally since 2007 and have had it as a hobby since 1997.

Product and service oriented problem solver who does what's needed to create the best experience for both the customers and his coworkers.


Professional experience

iProspect, Freelance, January 2017 – Present

I'm working as a Conversion Rate Optimization (CRO) specialist and I've done work for Vattenfall, Electrolux, XXL and ATEA.

My work focuses on analysing the current user behaviour, forming hypotheses about how we can change that behaviour, designing and implementing the experiments, and analysing the results.

Because of my 20 years of experience in frontend development I'm able to do more advanced implementations, or just do them faster, than most other CRO specialists.

I've worked both as an integrated part of Vattenfall's digital optimization team since January 2017, and in a more detached role for other clients in shorter projects.

The primary tools I've used are Visual Website Optimizer (VWO) and AB Tasty for A/B testing and Google Analytics for analysing user behaviour.

Isobar, Freelance, September 2016 – Present

I'm working as a frontend developer on various types of advertising projects, such as smaller websites and dynamic banners, and tools and templates to make this development easier.

The dynamic banners are responsive websites that fetch their content from APIs and are served programmatically using DoubleClick.

Brands that I've worked with include Huawei, Procter & Gamble, Kia, Betsson and Nordicbet.

DigiExam, June 2014 – September 2016, 2 years 3 months

I was responsible for leading the frontend work and mentoring the junior developers.

I'm most proud of my work with company culture and mentoring people to think beyond their primary roles.

King, May 2012 – March 2014, 1 year 11 months

I worked in the website team (king.com and royalgames.com) and later in the internal tools team.

In the website team I was one of two people who lead the frontend work. I focused specifically on modernizing the CSS architechture using Object Oriented CSS principles and educating my coworkers in component oriented design patterns.

In the internal tools team I built a frontend components library using BackboneJS, Twitter Bootstrap and LessCSS that was used in most of the tools, and I did the design and user experience work.

Some of the internal tools that I was part of building was for:

Mobiletech, February 2011 – March 2012, 1 year 1 month

I was part of a team doing responsive design research at the time when the concept of responsive design was first popularized and there were still major technical limitations.

The company had a long background of working with the pre-smartphone mobile web and our team's mission was to research how we could adapt our platform to handle both the modern smartphones and the longtail pre-smartphone devices.

Web Guide Partner, December 2007 – February 2011, 3 years 3 months

I was part of several Scrum teams who developed and maintained several large online guides and review sites, mainly focusing on SEO and conversion.

This was my first job as a frontend developer but I was already quite proficient when I started as I had 10 years of hobby experience.


I'm a self-educated developer and designer.

I wasn't a big fan of how the Swedish school worked—most teachers could not or would not explain why we needed to learn the things they taught us—so after high school I focused on learning frontend web development and design on my own instead of pursuing any further institutionalized schooling.