Always designing. Always learning
My first job was as a child model for Lego.
I love building things that adds value and are useful to others.
For more than two decades, I’ve led design teams and organizational transformation in large, complex companies.
My work focuses on making design function effectively at scale — defining roles, aligning design with product and marketing, establishing shared processes, and connecting decisions to measurable outcomes.
I build the operational foundations that enable consistent, high-quality experiences: scalable design systems, structured discovery, continuous experimentation, and increasingly, AI-assisted insight and evaluation.
Design leadership is organizational
Improving customer experience is rarely about a single product or project. It requires structures, processes, and shared understanding that allow organizations to learn and improve continuously.
I grew up in Denmark and have lived and worked in the United States since 2012. Working across cultures and markets continues to shape how I think about design, leadership, and global organizations.
I remain deeply interested in how design, data, and emerging technologies can create experiences that are both meaningful for customers and valuable for businesses.
Leadership Principles
Customer First
Customers are the source of revenue and the reason organizations exist. Experiences must deliver real value to the people who use them.
Design is a strategic partner
Design creates the most impact when it helps define problems and shape direction, not just deliver solutions.
Evidence over opinion
Observation, research, and measurable outcomes should guide decisions. Continuous discovery and experimentation drive improvement.
Consistency builds trust
Customers experience one organization, not separate teams. Coherent experiences create confidence and enable action.
Systems scale design
Design systems, shared language, and clear processes allow teams to deliver better outcomes faster and more reliably.
Technology augments creativity
New tools, including AI, expand the ability to understand customers, explore solutions, and evaluate options at scale.
Career Highlights
Paavis | Head of Design
Leading design for an AI-driven digital business, establishing the product experience, brand, and operating model for a fully autonomous service.
Avalara | Director, UX & Design
Led global UX for a multi-billion-dollar B2B SaaS company, elevating design from execution to a strategic partner for Marketing and Product.
T-Mobile | Sr Manager, UX & Design
Led UX strategy for T-Mobile Consumer, scaling the design team from 12 to 50 and establishing a B2B design team and customer portal.
Expedia | Sr Design Manager
Managed B2B product design across teams in Seattle, Chicago, Brisbane, and Geneva, introducing a unified product design process for a multi-regional organization.
Airship | Director, UX & Design
Built and led design teams in Portland and San Francisco, defining the brand identity and experience strategy for a B2B SaaS platform.
Concrete | Director, Design Strategy
Introduced agile product design practices across the organization, designed mobile applications for Intel incubator projects, and led a full company rebrand from vision to visual identity and experience strategy.
Outside of work
Outside of work, I’m happiest outdoors. Hiking and exploring the Pacific Northwest, Greenland, and Scandinavia: places that offer space, scale and perspective.
My wife is a design executive at Amazon, my daughter is a designer based in Copenhagen, and my son is an officer in the Royal Danish Army.
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