Product Organization Coach and Transformation Lead with extensive experience guiding organizations through transformation into product-led, customer-centric models. Leveraging agile principles and lean methodologies, I support leadership teams in creating resilient operating models that enable rapid, value-driven delivery and cross-functional collaboration. Skilled in implementing structures like OKRs, emergent strategies, and empowered forums on all levels that align product strategy with business outcomes while reducing waste and fostering autonomy. My approach combines motivation-driven coaching and hands-on support, empowering leaders, managers, and teams across the organization to adopt transformational practices that support sustainable growth and innovation. Passionate about creating impactful, learning-driven cultures that continuously adapt to meet both market demands and internal growth objectives.
Previous employment and client assignments
- Epiroc, Örebro
- Mälarenergi, Västerås
- ATG, Stockholm
- Tele2, Kista
- Länsförsäkringar, Stockholm
- Swedish Public Employment Agency, Stockholm
- H&M, Stockholm
- Nasdaq OMX, Stockholm
Roles
- Transformation Lead
- Product Organization Coach
- Enterprise Agile Coach
- Advisor
- Trainer
- Test Strategist
- Project Manager
Certifications
- Motivational Coach, MyNeeds
- ICAgile Certified Professional – Agile Coaching (ICP-ACC)
- SAFe 4 Certified Agilist SA
- Certified Agile Leadership CAL I
- Certified Scrum Master CSM
- SSTB & ISTQB certificate
- Coaching Agile Teams 3.0
- SAFe 4.6 SPC
Client and Assignments
Product Organization Coach | Enterprise Agile Coach @ Epiroc, Digital 2022 – 2024
Coaching Epiroc Digital Solutions Fleet Management leadership team with direct reporting to the General Manager, focusing on transforming to a product-led organization. Supporting commercial and operational models aligned with agile principles to ensure rapid delivery of valuable products, minimizing risks and maximizing business impact. Emphasizing cross-functional collaboration to navigate complexity and change, with empowered forums overcoming hierarchical barriers. Introducing OKRs and an emergent strategy to reduce waste and costs, allowing teams autonomy in achieving business goals. Coaching all roles, including leadership, product management, line managers, and the Management team, applying the MyNeeds tool (Expert License), a scientifically grounded tool, to coach individuals and teams by addressing psychological needs and enhancing motivation.
Enterprise Agile Coach | Advisor @ Mälarenergi AB 2021 – 2022
Time-boxed assignment conducting a Pre-study to define hypotheses for new organizational structures and an updated Operating Model. Served as Enterprise Agile Coach, mentoring and advising managers in the Digital Customer Experience organization.
Applied the MyNeeds framework (Expert License), a scientifically grounded tool, to coach individuals and teams by addressing psychological needs and enhancing motivation.
Enterprise Agile Coach | Transformation coach | Advisor | Trainer | Facilitator @ ATG 2020-2023
Coach for ATG’s transition into a Product-led organization. Establishing a Tactical level and a Product Management Forum, creating a crucial overlap and link between Portfolio and Team levels. Collaborated with key roles such as Managers of Controlling, Development, Product Managers, POs, and IT Managers to drive change and align the organization towards modern product management principles and practices.
Trained and coached product area managers, product owners, local management teams, and teams. Delivered coaching, mentoring, facilitation, and training across Communication, Business, HR, Finance, Design, and IT to foster a dynamic and adaptable organization prepared for change.
For a more detailed description, see the experience report from the ATG case:
Experience Report from ATG
Enterprise Agile Coach | LACE | Trainer @ Tele2 AB September 2019 – 2021
Accountable for coaching thirteen Agile Development Teams, Triads and a key member of the LACE team, driving strategic change and continuous improvement. Organized and executed Big Room Planning events together with the LACE team for up to 800 participants. Trainer and Facilitator.
Enterprise Agile coach | Transformation Lead | Advisor | Trainer | Scrum Master | Test Strategist @ Länsförsäkringar AB April 2018 – September 2019
Led the Continuous Improvement Program for the Transformation team at Länsförsäkringar, focused on preparing and supporting all Agile Release Trains to optimize value streams and flow. Planned, prepared, and executed Big Room Planning sessions across improvement teams, covering the entire Continuous Delivery Pipeline. Delivered training, facilitated workshops, provided change support for agile initiatives, and contributed to think-tanks and the Agile Hub. Established and served as Scrum Master for a centralized Test Automation Expert Team with a mission to support and elevate test automation across all Länsförsäkringar areas.
Driver | Trainer | Speaker @ MUM Group April 2018 – September 2019
Driver of an Agile cross-functional forum. Trainer and inspirational speaker of e.g. Modern Agile principles and SAFe.
Coach Agile Transformation | Quality consultant @ Swedish Public Employment Agency February 2016 – March 2018
Multiple Strategic Initiatives in the Agile Transformation at Swedish Public Employment Agency, such as:
Played a key role in the Swedish Employment Agency’s agile transformation by collaborating with leadership teams and agile teams to ensure a successful transition. Developed a Swedish adaptation of the Modern Agile principles, aligning them with the organization’s vision, values, and leadership philosophy. Provided coaching to employees on these principles.
Delivered presentations at conferences, facilitated networks, Lean Coffees, retrospectives, and workshops across various domains. Supported managers and leaders in adopting Agile leadership with a focus on employee motivation, engagement, clear vision, and customer value understanding.
Key Contributions:
- Agile Maturity Assessment: Created the “Team Health Check,” aimed at removing obstacles for teams, enhancing collaboration and psychological safety, and serving as a feedback mechanism for leadership to drive organizational improvements.
- Strategic Advisory: Participated in analysis groups to develop actionable improvement proposals for leadership teams.
- Agile Competence Networks: Initiated and facilitated networks in Product Ownership, Testing, and UX, fostering best practices and peer learning.
- Enhanced Product Governance: Guided teams in adopting efficient workflows using Atlassian products, establishing collaboration spaces for leadership, teams, and networks in Confluence.
Key Projects:
- Test Strategy Development: Led the development of a test strategy for the Swedish Public Employment Agency’s Digital Services, creating a principle-based approach with Agile test principles.
- Product Ownership Strategy: Introduced Agile principles for product ownership and ensured continuous alignment with employees through competence networks.
- Acceptance Test Lead: Oversaw acceptance testing in a project to establish an e-commerce workflow for external suppliers.
Strategic assignment @ H&M Sales Online & Marketing division Aug 2013 – Feb 2016
Part of the Sales online management team accountable for quality within the service area. Conducts strategic change and improvement work in the QA area of the division. Quality coach within H&M.
Strategic assignment | Test Manager @ H&M Sales & Logistics division Oct 2010 – May 2012
Establishes QA strategy within a comprehensive program to implement SAP Enterprise Application Systems solution and Red Praire warehouse management solution. Test Manager within a Warehouse management project.
Strategic assignment | Area Test Manager @ H&M Sales & Marketing division Aug 2008 – Sept 2010
Strategic assignment consolidation and documentation of H&M’s Test Strategy and Test process. Responsible Area Test Manager within the division.
Project Manager | Test Manager @ Nasdaq OMX May 2007 – July 2008
Integration Project Manager in a program delivering trading- and market information technology to the Saudi Arabian Stock Exchange in Riyadh. Test Manager and Acceptance Test Manager for the solution.
Test Manager @ Nasdaq OMX April 2006 – July 2008
Test Manager of approximately twenty Test Engineers (onshore and offshore) in a program delivering trading- and market information technology to the Saudi Arabian Stock Exchange in Riyadh.
Case studies and experience reports
Education and Certifications
Motivational Coach @ MyNeeds 2022
ICAgile Certified Professional – Agile Coaching (ICP-ACC) @ Crisp 2019
SAFe 4 Certified Agilist SA @ Informator 2017
Certified Agile Leadership CAL I @ Crisp 2017
Certified Scrum Master CSM @ Crisp 2017
SSTB & ISTQB certificate @ KnowIT 2007
Coaching Agile Teams 3.0 @ Crisp 2019
Development program for Agile Facilitators @ StoryGuide 2019
SAFe 4.6 SPC @ Best Brains Academy 2018
Practical Workshop facilitation skills @ Crisp 2018
UX & Design @ Swedish Public Employment Agency 2017
Avtal och förhandling @ HM IT 2015
PPS – Praktisk projektstyrning @ Tieto 2015
Effektiv testmetodik @ Konsultbolag1 2015
Test management @ Eurostar, Dublin 2014
Förändringsledning, kommunikation & stresshantering @ PBM Sweden AB 2014 – 2015
HP Quality Center @ SQS 2012
TCS Banks EClear Settle @ Tata Indien 2008
UGL @ Gällöfsta Läroverk 2006
Mentor Leadership Program @ OMX 2006 – 2007
Arabic language level 1 @ Folkuniversitetet 2006 – 2007
Management & Marketing @ Mälardalens universitet 2005 – 2006
Test Techniques & Risk Based Testing @ OMX AB 2003 – 2005
Range of Financial Instruments @ OM Group AB 2001
Photography @ Hawaii Pacific University 2000
Computer Information Systems @ Hawaii Pacific University 2000
Project Management @ Hawaii Pacific University 2000
Master in Systems Analysis @ Umeå University 1996 – 2001
Trainer and Speaker
Agile in a Nutshell trainer to Dandy customer 2019-2024
Product Management trainer to Dandy customer 2023-2024
Inspirational Speaker | Trainer @ Länsförsäkringar Jan 2019 – Sep 2019
Guest Speaker @ Newton Higher Vocational Education April 2019
Inspirational Speaker Product Quality & Test Principles @ Qbox Meetup Feb 2019
Inspirational Speaker | Workshop facilitator Product Quality & Test Principles @ SEB Nov 2018
Inspirational Speaker | Workshop facilitator Product Quality & Test Principles @ PrimeKey Sep 2018
Inspirational Speaker | Trainer Agile, SAFe and Product Quality & Test Principles@ MUM Consulting Sep 2018 – Sep 2019
Inspirational Speaker Product Quality & Test Principles @ UR Sep 2018
Inspirational Speaker Product Quality & Test Principles @ SEB Aug 2018
Inspirational Speaker Product Quality & Test Principles @ Google Developer Forum April 2018
Inspirational Speaker | Trainer | Workshop Facilitator Agile, Product steering, Product Quality & Test Principles etc. @ the Swedish Public Employment Agency Jan 2016-April 2018
Inspirational Speaker Product Quality & Test Principles @ Netlight EDGE Academy Jan 2018
Engagements
Advisory board representing NOX as Self-employed @ Trygg-Hansa & SEB Customer journey of gig economy 2017
Head soccer coach Girls 2012 @ Sollentuna FK 2019 – present
Employments
Dandy People – Enterprise Agile Coach – Sept 2019 – present
MUM Consulting AB – Driver | Senior Consultant | Agile coach – April 2018 – Sept 2019
Sofia H Konsult AB – CEO |Self-employed | Agile coach | Strategist – Jan 2016 – present (dormant)
Kvadrat AB (co-operation with Sofia H Konsult AB) – Senior Consultant – Jan 2016 -April 2018
H&M – Quality Coach | Area Test Manager | Strategist | Test Manager – Aug 2008 – Jan 2016
Nasdaq OMX – Project Manager | Integration Test Manager – April 2006 – July 2008
OMX Technology – Test Engineer | Developer | Trainee – Jan 2001 – April 2006
IKSU Umeå – Facility hostess (temporary staff) – Jan 1998 – Dec 2000
Länsservice Norrbottens Läns Landsting – Economy work (holiday employee) – Jan 1993 – Dec 1997
