Service

Market, Channels and Data

How does the product reach the consumer? I help manufacturers and brands with channels, search, market entry and the numbers that drive decisions.

Channels: own, distributors and e-commerce retailers

I've worked on the buying side against suppliers and on the selling side in e-commerce, and I know what an e-commerce retailer or distributor asks for: margin, availability, product data and what you're doing to drive demand. That often decides whether a product gets a place in the assortment.

Search and visibility

Search strategy for the nicotine category is about which searches actually drive business, how content and site structure are built, and what regulation allows. I do keyword analysis for Sweden and Germany, a review of content and site structure, and a technical SEO review.

Market entry

Markets differ in regulation, logistics, payments and customer behaviour. I help with a go-to-market plan, a review of regulatory requirements, choosing a platform and partners, and identifying what usually goes wrong in the first year. I've worked on expansion into the UK and Germany. The legal position can differ significantly between countries, so local legal advice is always needed.

Data and decision support

From raw order data to dashboards that management and suppliers actually look at:

• Data pipelines (Coupler, Supabase, BigQuery).
• KPI dashboards for supplier meetings.
• Stock monitoring with alerts.

An example of how I think about metrics can be found in Which KPIs a snus e-commerce business should track weekly.

Boundaries

I never use confidential information from previous employers, but build on the way of thinking: how to read a market through search data, how to build decision support that holds up, and which mistakes are the most expensive to make.