Hi, I'm Mike 
I'm a content creator, digital marketer and designer based in Sweden.
Here’s the quick version:
After a decade of climbing the career ladder as an engineer in New York, I fell in love, moved to Sweden, and embraced a new adventure. I dove into the fast-paced world of a food industry startup, launched a food and sustainability blog, kick-started my own business, and harnessed the power of online marketing to fuel its growth. Oh, and I became a parent along the way. Throughout, I've been driven by a continued pursuit of growth and learning.
My journey is underpinned by a unique fusion of technical expertise and creative acumen. I thrive on leveraging analytical skills for creative problem-solving, demonstrating a proven ability to engage audiences and deliver compelling high quality content, driving digital engagement and growth.
Off the clock, I'll most likely be in a pair of running shoes gearing up for a trail or ultra race, or on a pair of skis making my up (and down) a mountain. When I'm winding down, you'll find me in the kitchen, probably obsessing over my latest homemade pizza or ice cream recipe. Honestly, is there anything better than pizza and ice cream?
Skills.
Digital Marketing & Advertising
- Paid Social (Facebook Ad Manager)
- SEO
- SEM
- Paid Search
- Organic Social Media
- Email Marketing
- A/B Testing
- Google Ads
- Google Analytics
Content Creation & Design
- Content Creation
- Creative Direction
- Branding
- Graphic Design
- Layout Design
- Videography
- Video Editing
- Photography
Website Development
- Web Design
- WordPress
- CSS
- HTML
- WooCommerce
- E-commerce
- Landing Pages
Software and Tools
- Adobe Photoshop
- Adobe XD
- Adobe InDesign
- Adobe Premiere Rush
- Canva
- Google Workspace
- ChatGPT and Gemini
Who I've worked with.
A sample of my work.
RUN FAR Sverige
Branding and Web Design
With the rebranding of RUN FAR Sverige, I sought to establish a premier online destination for the trail, ultra, and mountain running community in Sweden. The goal was to create a comprehensive platform that offers training tips, personal stories, inspiring interviews, and guides to races across Sweden, as well as selling online courses, training plans, and coaching services. The challenge was to design a website that not only serves as a content hub but also effectively markets the brand's services to a niche audience.
I was responsible for the entire branding and web design process, from initial concept to final implementation. My approach integrated market research and brand strategy to grasp the running community's desires, shaping a brand that inspires and advises runners. Leveraging my proficiency in WordPress, HTML, CSS, and graphic design, I crafted a user-centric website with a consistent visual style. I also developed a content strategy with SEO best practices, ensuring the website not only engages users but also ranks well in search results.
RUN FAR Sverige has become a central hub for runners seeking guidance, motivation, and community. The consistent branding positions RUN FAR Sverige as a trusted authority in the Swedish running scene. Additionally, the e-commerce platform I implemented facilitates business growth by enabling the sale of coaching services and digital products.
Naturkompaniet - Gör helgen till ett äventyr 
Social Media Campaign
The objective was to elevate Naturkompaniet’s brand visibility by crafting captivating, nature-inspired content that underscores the simplicity and joy of cooking outdoors without extensive planning or sophisticated gear, while at the same time highlighting their products.
I produced a captivating 1-min film specifically designed to be published on Instagram and used in Naturkompaniet’s paid social campaigns. The video, shot locally, combines breathtaking scenery with the warmth of family interactions, creating a compelling story that resonates with the target audience.
This video serves as an effective tool to inspire and inform the target audience, increasing their brand awareness, boosting social media engagement, and driving traffic to their website.
This endeavor exemplifies my capacity to blend creative storytelling and videography with strategic marketing objectives, ultimately fostering a deeper connection between the brand and its community. This project underscores my expertise in leveraging digital media to create meaningful experiences that not only promote a brand but also inspire action and change in consumer behavior.
The Ultramarathon Handbook
E-book and Paid Social Campaign
With a goal of generating qualified leads and expanding our email subscriber base, I created a free e-book, "The Ultramarathon Handbook," as an opt-in incentive. This valuable resource for aspiring and experienced ultramarathoners offered insights, practical advice, and training tips.
To promote the e-book and attract potential leads, I developed and executed a targeted paid social media campaign in both English and Swedish. Captivating ad visuals and persuasive copy resonated with the specific interests and challenges faced by our target audience.
The campaign achieved impressive results. Within a one-month timeframe, it generated a significant increase in email signups, exceeding initial goals. The average cost per lead remained remarkably low at less than 4 kr.
Leveraging diverse skills, I combined strategic marketing planning and captivating graphic design to craft "The Ultramarathon Handbook" and execute the successful lead generation campaign. This resulted in attracting qualified leads, building brand awareness, and fostering a community around ultramarathon running.
The Run Far Formula
Digital Course
Aspiring runners face conflicting advice, struggle for direction, and often experience injuries. To address this, I created The Run Far Formula, a digital course empowering runners to coach themselves and achieve their goals.
I designed and developed the course, crafting engaging video lessons, guides, and tools, equipping runners with training science, planning, injury prevention, nutrition, and mental toughness knowledge.
The course's impact is significant, welcoming over 200 students and establishing RUN FAR Sverige as a trusted resource. This showcases my ability to create engaging content, implement effective marketing strategies, and empower individuals to achieve their running dreams.
This project demonstrates my versatility and expertise in various digital disciplines, allowing me to create an impactful solution that benefits both runners and our business.
4 Things to Focus on In your Training for a Stronger 2024 Race Finish
Webinar and Paid Social Campaign
This webinar ran in 2023 as a way to both educate and convert the right people to purchase our digital course. With a goal of maximizing sign-ups for this pivotal webinar, I launched an aggressive paid social campaign, utilizing still and video ads in both English and Swedish.
Meticulously deployed across select social media platforms, the ads utilized interest and engagement based targeting to reach both our existing warm audience and potential participants within the ultra and trail running community invested in improving their race outcomes.
The campaign surpassed expectations, securing over 800 registrants within 1 week, and ultimately delivered a ROAS of 350%. Through strategic planning, creative execution, and targeted advertising, this project exemplifies my expertise in harnessing the power of social media to drive registration and engagement for high-value educational content.
Get in touch!