Tell us about yourself — Where are you from, what are your interests, and what were you doing before joining social.plus?
I’m originally from Halmstad, Sweden, and I’ve been based in Bangkok, Thailand for over a decade now. Before joining social.plus, I was working as a lead designer at an EdTech startup and at the same time finishing my master’s degree in business innovation. So it was a busy period, but a good one.
Outside of work, I’m a big sports person. Football is a constant. I’m a Liverpool FC supporter, so that keeps me emotionally invested. I follow Formula 1 closely, and I play golf, though I’ll admit I’m considerably better at badminton, which I played more seriously when I was younger. And then there’s the motorcycle. I have a real passion for riding and exploring Thailand by bike, experiencing the country at road level, on your own schedule. I haven’t done as much of it lately as I’d like, but it’s always there waiting.
Describe your journey at social.plus — How has your role evolved and what does a typical day look like for you?
I joined near the very beginning and this is now my fifth year. When I came on board, I was more on the creative side: design, visual identity, the look and feel of how we showed up. Over time, the scope has grown considerably, and I’m now VP Marketing, which means responsibility across all things marketing.
No two days really look the same, but there are things I do consistently. I’m always looking at data and performance, understanding what’s working and what isn’t. Right now, a big focus is figuring out how we can use AI more effectively: automations, smarter workflows, staying ahead of how the tools are evolving. I also spend real time with the team, checking in, removing blockers, making sure people have what they need. And then there’s the strategic side: thinking about where we’re going next and how marketing can drive us there.
What do you love most about your role? And what's the biggest challenge you navigate?
What I love
The intersection of creativity and measurable impact. I love being able to take an idea from concept to execution and then actually see it translate into growth, pipeline, real business results. It’s never just about the campaign or the messaging. It’s about constantly testing, learning, and refining. There’s also something I genuinely value about the sense of ownership and building: shaping strategy, supporting the team, and evolving the marketing function as the company grows. It gives the role both variety and a strong sense of momentum.
The challenge
Right now, beyond the ongoing ones like scaling pipeline, the most significant challenge is adapting to a world where AI is fundamentally changing customer behaviour. The shift in how people search for solutions, moving from Google to LLMs and chatbots, is real and it’s accelerating. How people research companies, evaluate options, make decisions: all of it is changing. Keeping our marketing effective and visible in that environment requires constant rethinking, and that’s genuinely challenging but also what makes it interesting.
What are your favorite perks of working remotely at social.plus — and how has remote-first working shaped the way you work and live?
The flexibility to design my workday around how I actually operate best. I work from my home office in Bangkok, which I’ve set up to be comfortable and optimized for focus. Not having to commute saves a meaningful amount of time and energy every single day, and it also makes it much easier to handle a global schedule, whether that means late calls or adapting to different time zones.
Over time, remote-first work has made me more structured and intentional, both in how I communicate and how I manage my time. But the bigger thing is the freedom it gives you to build a life around your work, rather than the other way around. That matters a lot to me.
How would you describe what social.plus does to a friend VS to a 5-year-old?
To a friend social.plus is in-app community infrastructure. We give apps the building blocks to embed social features directly inside their own product, so companies can build the kind of social experiences people know from the big social networks. That owned engagement is what generates real user insight and turns a transactional app into something people keep coming back to.
To a 5-year-old You know how you can talk to people and make friends inside some apps? social.plus gives apps everything they need to build that. We make it possible for any app to have its own little community inside it.
Community is at the heart of what we build - what does "community" mean to you personally?
For me, community is about shared interest and a sense of belonging. It’s what happens when people come together around something they genuinely care about and feel connected beyond just surface-level interaction. It’s not just about being part of a group. It’s the participation, the recognition, the shared experiences that make it real.
I see it most clearly in things like the Bangkok Bogeys golf group, or fan communities like LFC Sweden Fans. People there aren’t just consuming. They’re engaging, contributing, building real relationships around a common passion. That’s what community actually is. And honestly, it’s a big part of why what we build at social.plus feels meaningful.
What drew you to the tech industry? What's one piece of advice you'd give someone just starting out?
Tech always came naturally to me. From a young age I was building websites, for our local football team, for my dad’s company. I studied technology in high school, so it was never really a decision I had to make. It was just the direction I was already going.
As for advice: just start building things. Don’t wait until you feel ready. Focus on learning fast and taking ownership early. Try things, take responsibility, and figure it out as you go. That’s how you grow the fastest, especially in tech. The people who move quickest aren’t the ones who had the most preparation. They’re the ones who weren’t afraid to start before they felt fully ready.
