Builder. Operator. Turnaround leader.
Builder. Operator. Turnaround leader.
Five companies founded, two exits and export sales in more than 30 countries. Today I lead Pricen, an AI pricing platform for retailers with €500M to €5Bn in revenue. Through The Groenfors Method I take on interim CEO, business unit and commercial leadership roles in companies going through transformation.
I cut through complexity to identify what actually matters. Fast, data-driven strategies that move from analysis to action—helping companies make better decisions about market positioning, growth priorities, and competitive advantage.
Building brands with purpose and marketing systems that deliver. From positioning and messaging to go-to-market execution, I create frameworks that resonate with customers and drive measurable growth. Exceptional at crafting narratives that sell.
Practical AI implementation for real business outcomes. I help companies move beyond the hype to identify where AI creates genuine competitive advantage, whether in operations, customer experience, or new product development. Currently building AI-driven pricing solutions at scale.
I’ve served as CEO, sales leader, and marketing executive for companies in transformation. I rebuild go-to-market strategies that actually work, reposition brands for competitive advantage, and lead teams through market entries and turnarounds that others consider too risky. I bring both the strategic framework and execution muscle to deliver results—not recommendations.
CEO & Co-founder, strategic leader of AI-driven dynamic pricing software serving retailers between €500M-5Bn. Applying artificial intelligence to solve real pricing complexity at retail pricing scale.
Strategic consulting and interim leadership for companies navigating transformation. Specializing in brand strategy, market positioning, and AI-enabled growth.
I think like a strategist, create like a marketer, and build like an entrepreneur.
My career has been about solving problems at the intersection of strategy, technology, and human behavior. I’m equally comfortable developing three-year market strategies and crafting the brand narrative that makes them successful. The rise of AI hasn’t changed the fundamentals of good strategy—it’s just accelerated the pace and expanded what’s possible.
I believe great marketing starts with great strategy. And great strategy requires three things: sharp analysis to see what others don’t, creative thinking to position uniquely, and disciplined execution to deliver results.
Need help defining your market position? Building a brand that breaks through? Integrating AI into your business model? Let’s discuss how strategic thinking and marketing excellence can accelerate your growth.