I try to understand how things actually hang together.

Not just how they look on the surface, but the structure behind them. The systems. The psychology. The signal beneath the noise.

This applies to people, marketing, and technology.

I work with tracking, data and performance, but in reality my work is about clarity. Building a foundation you can trust, so decisions get made on reality, not assumptions.

The same instinct is why I build. When a problem doesn't have a tool, I make one with AI - sGTM monitors, open-source clients, automations, and full products like LilleLyd. The tech is just the means. The point is making something a little better than I found it.

I'm curious by nature, analytical in how I think, and pretty uncompromising about quality and authenticity. I don't believe in fluff, inflated narratives, or "best practices" without understanding.

I believe in understanding things from the bottom up.

Because once you see the structure clearly,you can't unsee it.

How I work

The principles I won't compromise on.

Foundation over output

I'd rather get the structure right than ship something that looks good and breaks in three months. The fundamentals first, always.

Signal over noise

Tracking is full of vanity metrics and impressive-looking dashboards. I care about the few numbers that actually drive decisions.

Truth over performance

I won't tell you what you want to hear. If your setup is broken, you'll know exactly how broken. If something isn't worth doing, I'll say it.

Understanding over best practices

"Best practices" without understanding are just superstitions with PR. I want to know why something works, not just that someone said it does.

Talents · TT38 assessment

My top 9 natural talents.

The 9 strongest of 38 measured natural patterns of thinking, feeling, and behaving, from theTT38 talent assessment.

01Holistisk

Holistic

I see the whole system, not just the parts. Big-picture thinking that doesn't lose the technical detail.

02Målrettet

Goal-oriented

When I commit to something, I drive it through. Clear targets, executed without drift.

03Kommunikerende

Communicative

I translate technical depth into language non-technical people can act on.

04Optimistisk

Optimistic

Most problems are solvable once you understand them properly. Default state: let's figure it out.

05Lærende

Learning

Constant curiosity. I'd rather understand one thing deeply than know many things shallowly.

06Sammenhængsøgende

Pattern-seeking

I see the connections between things. How tracking, marketing, and product fit together.

07Koordinerende

Coordinating

I organize complex projects with many moving parts. Stakeholders, systems, deadlines.

08Forbedrende

Improving

Every system I touch ends up cleaner, faster, more reliable than I found it.

09Værdifast

Principled

I won't ship something that doesn't meet my standards. Compromise on details, never on the fundamentals.

The short version

Based in: Copenhagen, Denmark
Role: Independent consultant + builder
Specialty: Server-side tracking, analytics, automation, AI
Experience: 5+ years building tracking infrastructure
Clients: 100+ setups across e-com, lead gen, agencies, SaaS
Stack: Stape, GTM, GA4, Meta CAPI, Cookiebot, Klaviyo
Builds with AI: From sGTM monitors to full products like LilleLyd
Open source: YOGO + Stripe sGTM clients on GitHub

Want to nerd out about systems?

Tracking, infrastructure, or building things with AI - I'm always up for a real conversation.

Let's talk