Strategy & Growth
When the question is where and how to compete, I help clients assess strategic options, shape growth plans and make fact-based choices on market entry, portfolio moves and turnarounds. This can include M&A strategy and commercial due diligence, as well as identifying and building the case for sustainability or AI-driven growth opportunities.
Commercial Excellence
I help clients translate strategy into commercial execution — from go-to-market and marketing planning to product launches, sales effectiveness and commercial organization design. This increasingly includes strengthening CRM, martech and digital capabilities to support more effective, data- and AI-enabled ways of working.
Transformation
I support clients in taking strategic priorities through to sustained operational improvement; from organization and process redesign to performance improvement and broader transformation programs. My focus is on execution: structuring initiatives, mobilizing the organization and driving change through to measurable business results.
A key capability that runs through everything above, not a separate service line.
Read more about Agentic AI →A Nordic B2B services group had one business unit in sustained distress, generating heavy losses over multiple years. The engagement assessed the full range of strategic options: a stand-alone turnaround, a break-up of the unit, and an outright exit. A detailed turnaround plan was developed and anchored with management and the board, mapping a path to break-even within six months and target profitability within eighteen. A parallel break-up plan was also built and presented to leadership. In the end, the group exited the business unit through a sale to an industrial buyer.
A large global technology company was facing a declining overall market and mounting pressure on profitability. The assignment was to lead the marketing organization through a sharpened refocus — narrowing priorities and detailing specific messaging, activities and campaigns aimed at countering the market decline and driving higher-margin sales. New focus areas, goals and plans were built out in detail, budgeted, and anchored with executive management. The result: the company achieved a sustained "leader" rating from a leading industry analyst firm for the following two years, sales turned to positive growth, and profitability recovered to pre-downturn levels.
A large Nordic technical distribution company had just agreed a new multi-year strategy and needed help translating it into an operating model and organization to deliver it. The engagement identified the key areas to address, developed and evaluated organizational options, and designed the new organization, processes and decision-making structure. It then moved into execution: the new organization was detailed, decided, negotiated and implemented, with significant focus on stakeholder anchoring, union negotiations and communication across the business. Around 4,000 employees were transferred into the new structure, new leaders were appointed, and the new organization went live without disruption or negative impact on short-term business.
I founded Shinan Advisory Services in 2020 as an independent strategy and transformation practice, working with Nordic enterprises and PE-backed companies. For larger or more specialized assignments, I draw on a trusted network of consultants and technical specialists, bringing together the expertise each engagement requires.
My consulting career began at Bain & Company, where I worked on strategy, operations and M&A across technology, media, manufacturing, automotive and private equity in Europe and the US. At Ericsson, I went on to build and lead a 50-person internal management consulting practice advising senior management on critical strategic and operational issues. I later held leadership roles in strategy, marketing and communications across Ericsson's software businesses and the wider Group. From 2017 to 2020, I was CEO of Sirona, leading the firm's growth in healthcare and life sciences.
More recently, I have developed hands-on experience in agentic AI, including building applications for financial analysis and process automation and advising on practical AI adoption in commercial and business settings.
I hold an MSc in Industrial Engineering and Management from Linköping Institute of Technology and previously served as an officer in the Swedish Armed Forces.
Across these roles, I have tended to work in the same way: getting close to the problem, combining structured analysis with practical judgment, and working alongside management to turn decisions into tangible results.