About Fröjd Consulting

I am a fractional CMO and brand strategist based in Zürich, working with early-stage founders who are serious about growth. I build the marketing foundation that lets companies scale with intention: positioning that holds, narrative that travels, and infrastructure that compounds. Twelve years across DeFi, fintech, gaming, fashion, and prestige. Zero to one, more times than I can count.

The full story

My career has never followed a straight line, and that turns out to be the point. I started in editorial and content, developed a genuine obsession with brand voice, then moved into marketing leadership at a time when the discipline was changing faster than most companies could track. Each role added a layer: PR and social at scale with Zalando across the Nordics. Community and growth in gaming at Matchmade, where I spent three years scaling a three-sided marketplace from a few hundred creators to over fifteen thousand. Then a pivot into fintech and Web3, where the products were harder to explain and the stakes for getting the narrative right were correspondingly higher.

The last several years have been in crypto and DeFi, where I ran marketing for a Lido-backed liquid staking protocol, built the brand and positioning for an institutional Bitcoin product from zero, and repositioned an on-chain capital markets platform for relaunch. These were solo roles, which means owning everything: the strategy, the story, the GTM, the team structure, the investor narrative, and the day-to-day execution. That experience is what makes the fractional model work. There is very little I have not had to figure out under pressure.

Approach

The methodology is narrative-first. Most marketing problems turn out to be positioning and story problems in disguise: the product is good but the story is wrong, or the story is right but nobody has written it down clearly enough for the team to use it. I start by getting that clarity, through a structured discovery process that produces a messaging foundations document: the brand narrative, the positioning pillars, the audience and their actual problem, the language that works and the language that does not. That document becomes the backbone of everything that follows, whether that is a website, a GTM launch, a content strategy, or an investor deck. The frameworks are StoryBrand-influenced. The output never sounds like a template.

I am also genuinely hands-on. I write copy, build decks, run campaigns, set up CRMs, and coordinate with product and engineering. Strategy that does not ship is not strategy.

If you are building something worth believing in and need someone to help you tell that story. Get in touch.