01
Available for new engagements
Nobody pays for email strategy. They pay for churn and LTV moving.
I take the retention seat at consumer and subscription businesses — CRM leadership from IKEA, Bauer Media and Tibber, with the churn models written by me, not briefed out.
02
Where the judgement comes from
These are the numbers behind the advice. Each one was a role held for years, with the retention target attached.
- 30+
- marketsCRM run across IKEA’s European organisation — governance, localisation, one stack, many countries.
- 20+
- brandsMulti-brand lifecycle orchestration at Bauer Media.
- 550k
- customersFour countries, as Head of CRM & Lifecycle Strategy at Tibber.
- 23
- teamsReviewed and scored for AI leverage — an internal program inside one organisation.
In-house leadership
- IKEA
- Adobe
- Bauer Media
- Tibber
Independent engagements
- Schibsted
- Compricer
- Vivino
03
The gap I close
Most consumer businesses have someone who runs campaigns. Fewer have someone who owns the economics underneath them — churn, lifetime value, and the models that predict both.
Fewer still have that person close enough to the data to build those models themselves. That distance is where a retention strategy quietly turns back into a campaign calendar.
That’s the seat I take.
04
Three ways to work with me
Three shapes of the same work, sized by how much of the outcome you want carried for you.
S1
Fractional Lifecycle Leadership
The retention seat, held from inside your organisation — including the person who writes the queries.
Ongoing, sized to the role
S2
Lifecycle & Retention Programs
Contact strategy, LTV tiering, churn prediction and orchestration — designed and built with your team, in your stack.
A quarter and up
S3
The AI Marketing Audit
Every team and workflow reviewed and scored for where AI creates leverage — and where it’s theatre.
Three weeks, fixed price
05
Proof you can check
Not claims. Things that exist, that you can go and look at.
MakeAdCopy.com — a free AI ad-copy generator I designed, built and shipped.
Churn prediction — survival models written by me, running in the client’s own stack. The case, in full
XGBoost-AFT · Databricks
Invited speaker, ANFO MarTech-dagen.
September 2026
If that is the shape of your problem, one email starts it.[email protected]
06
Alexander Andersson
I’ve spent my career making retention a growth engine for consumer businesses: CRM leadership across thirty-plus markets at IKEA, twenty-plus brands at Bauer Media, and most recently as Head of CRM & Lifecycle Strategy at Tibber, the Nordic energy-tech scaleup.
The through-line: I build. If it matters to the strategy, I’d rather ship it than describe it.
07
From the insights
Three pieces that between them cover most of what a first conversation is about.
Retention economics
Is retention actually your growth constraint?
Most companies that say retention is the problem have never checked. Three tests — the cohort curve, the price of a churn point, the marginal euro.
Read
Fractional leadership
What a fractional Head of CRM actually does
The role, the week, the first ninety days, and the three situations where a fractional CRM leader is the wrong answer — written by someone who takes the seat.
Read
AI in marketing
Where AI actually helps marketing operations
A four-axis test for scoring any marketing workflow for AI leverage, the quadrant where the gains actually are, and the three categories that are theatre.
Read
08
Questions I get asked first
The rest are on the FAQ page.
What does a fractional Head of CRM actually do?
I take the seat rather than advise from outside it: own the lifecycle roadmap, lead the team, and carry the retention number. Sized to what the role needs, with the same accountability as the full-time hire you haven’t made yet.
Do you work in Swedish or English?
Both, natively. Thirty-plus European markets at IKEA means multilingual programs and local regulation are familiar ground for you to hand over.
Do you actually build, or do you advise?
I build. Churn models, orchestration logic, automation pipelines — hands on the keyboard, in your stack, alongside your team. The deck is a by-product.
How quickly can you start?
The AI Marketing Audit can usually start inside two weeks, because the scope is fixed. A fractional seat depends on what else is running — ask, and you get the real answer for the quarter you have in mind.
09
Available for new engagements
Start a conversation
If the timing fits, email me directly. There is no funnel behind it, and the reply comes from me.