You've had an impressive career in B2C, how did you choose this path?
Of all industries, telecommunications has long been the most successful in digital development from a customer perspective. Starting my career in telecommunications with a focus on digital product and business development within B2C was therefore a natural choice, as it offered fast-moving customer behaviors with complex digital products at its absolute forefront.
Today, I work just as much with B2C as with B2B – our job at Zmarta is to find partners in mortgages, loans, electricity contracts and insurance, while raising awareness among households and small and medium-sized companies about cost savings in these areas. You could say that we are a meeting place where we adapt our offers and communication so that consumers and partners can make smarter choices - a match that creates a win-win situation for both parties.
How do you view developments in customer power and digitalization? Which industries and services do you think will be available for price comparison in the future?
The buyer will continue to be the most active player in the process - with increased awareness and more knowledge about their different options.
Within a couple of years, I believe that with the help of AI, we will be able to tailor campaigns directly to consumers when something significant happens in their lives. This way, our customers will be able to control their purchasing process. Everything will become a symphony of algorithms and intelligent, automated information that helps consumers get exactly the information they need to make a decision and provide them with the exact offer they need.
To meet consumers' complex needs, the focus therefore needs to be on relationships and building trust.
What tips do you have for younger people who want to make a journey similar to yours? What are your driving forces and motivators?
Choose an employer that matches your driving forces and values, and that gives you opportunities to learn more and faster than anywhere else – then go "all in" on the assignment.
My absolute biggest inspiration in life is the fighter pilot Maverick in TOP GUN. We share the feeling of fighting in tough conditions and the passion of succeeding as an underdog despite the odds being against us. In my case, it is certainly not to become a world-class fighter pilot, but to take over businesses in need of change and get them to grow faster than expected.