Description

I help underrepresented spirits brands break through the noise in the UAE by delivering market-ready strategy, powerful advocacy, and culturally relevant activations. With 20+ years in global hospitality, I bring deep trade trust, premium connections, and proven commercial thinking that turns small brands into category contenders.

What sets me apart is my ability to merge brand story, trade insight, and on-the-ground execution into one seamless, end-to-end service. I don’t just place bottles — I build loyalty, velocity, and long-term cultural relevance in a market where attention is expensive and talent is stretched.

I typically handle brand incubation, market-entry strategy, bartender education, on-trade activation, incentive programs, creative events, cultural collaborations, and trade-driven content suites — fully tailored to your brand DNA and commercial ambitions.

If you’re ready to seed, grow, and scale in the Middle East with purpose and precision, I stand Ten Toes Down for your brand.

Industry field of expertise

Languages

Swedish
Native or bilingual
English
Native or bilingual
Spanish
Basic

Workplace preferences

Remote only

Primarily works remotely

Ten Toes Agency (UAE)
Founder
WINE AND SPIRITS
April 2025 - Today (1 year and 2 months)
Dubai, United Arab Emirates
Hospitality Consulting ,Advocacy, Events and Activations. Representing the smaller brands that sit outside the plans of the Duopoly. Giving them a voice and a way to manoeuvre outside the status quo. Initiating an educational program outside of the duopoly and not brand-focused and gamified. Just category and tradecraft.
Events Marketing Training Key Account Managment On-Trade Advocacy
1423 Spirits (NL)
On-Trade Advocacy and Sales Manager
January 2022 - January 2024 (2 years)
Spearheading the On-trade segment in the Netherlands, and then for 1423 World Class Spirits Company as a whole. Strategically established and activated 150 On-trade accounts in The Netherlands within my first year, surpassing the target by more than double. Doubling the sales in our top 50 volume accounts via a well managed price mix, incentives, and training in my 2nd year.
Indie Brands LTD./Amber Beverage Group
KAM/Ambassador/Category Manager (Sugar Cane Products)
WINE AND SPIRITS
November 2015 - October 2022 (6 years and 11 months)
United Kingdom
Executed creative strategies and customer engagement, accounting for 15% of the company's total profits in 2021. Managed accounts to retain existing relationships and grew business share, increased client base by 20% Year-on-Year. Implemented brand strategy into serves and events, delivering 20% growth for both account and business.