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Alexander Andersson
Twenty years making retention a growth engine — in the seat, not beside it
CRM across thirty-plus markets at IKEA, twenty-plus brands at Bauer Media, and Head of CRM & Lifecycle Strategy at Tibber — four countries, 550,000 customers.
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The short version
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, where the program covered four countries and roughly 550,000 customers.
Earlier years at Adobe in London put me on the vendor side of the martech table — useful when I’m negotiating on yours — alongside CDON and HP in Barcelona. Trained at Berghs School of Communication.
The through-line: I build. Churn models, AI tooling, automation pipelines. If it matters to the strategy, I’d rather ship it than describe it.
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The route here
Roughly chronological, and deliberately short on job titles.
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Barcelona — HP, CDON
Early years in campaign and channel work for large consumer operations, in an environment where nobody spoke my first language. Good training for the market-by-market work that came later.
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London — Adobe
The vendor side of martech. I learned what a platform can genuinely do, what it is sold as being able to do, and how far apart those two things usually are.
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IKEA — CRM across Europe
CRM run across thirty-plus markets: governance, localisation, one stack and many countries, each with its own regulator, language and idea of what a good offer looks like.
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Bauer Media — twenty-plus brands
Multi-brand lifecycle orchestration, where the hard problem is not the messaging but deciding which of twenty brands gets to speak to a shared customer this week.
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Tibber — Head of CRM & Lifecycle Strategy
Four countries, roughly 550,000 customers, an energy-tech scaleup where churn is the business model’s central risk. This is where I started building the survival models myself rather than commissioning them.
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Independent
Now taking the same seat on a fractional basis, plus retention programs and the AI marketing audit. Recent: Schibsted, Compricer, Vivino.
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The numbers behind the advice
Scale decides which mistakes you have already seen once.
- 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
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Things you can go and check
Not claims. Things that exist.
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
That’s the route here. If it lines up with what you need, say so.[email protected]
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How I work
- Never more than two clients at a time. The constraint that makes everything else on this site true.
- I do the work. No bench, no associates, no junior on the account. The person in the room is the person you hired.
- Holdouts, always. If a change can’t be measured against a control group, be suspicious of it — including when the idea is mine.
- Built to outlive me. Documented, in your stack, run by your team. An engagement that can’t end is a failed engagement.
- I’ll say if I’m the wrong person. Not every retention problem is one I should be working on, and telling you so is part of the job.
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Questions about working together
Where are you based, and do you travel?
Malmö, about forty minutes from Copenhagen. Remote or on site, with no default either way. I travel for kickoffs, workshops and anything where being in the room genuinely changes the outcome.
Which languages do you work in?
Swedish and English, both natively for professional purposes. Everything on this site exists in both. Across thirty-plus markets at IKEA I worked routinely with teams in languages I don’t speak, so a multilingual program is familiar ground.
Do you speak at events?
Occasionally. Next up is ANFO MarTech-dagen in September 2026. If you’re organising something where retention economics is the actual topic on the agenda, email me.
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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.