# andersson.consulting

> Alexander Andersson is a CRM and lifecycle consultant working with brands and scale-ups in Sweden, Denmark and Norway. Based in Malmö, a short train ride from Copenhagen. He designs and ships lifecycle programs — the CRM, the growth loops and the AI that runs them. Former Head of CRM at IKEA Ingka Group and Bauer Media Group.

Every page of the site runs a transparent lifecycle program on its visitor, carried from page to page in the tab's memory, and the home page shows the working: a live profile, five lifecycle stages, five rules, a live propensity-to-book score with its maths shown signal by signal, a win-back and an off switch. The site stores nothing in the browser. Three things leave the tab. Analytics: while tracking is on, what the visitor opens, clicks and how far they scroll goes to analytics Alexander runs himself, and the server counts each page it serves, unless the browser sends Global Privacy Control or Do Not Track. A note: when a visitor heads for the door, or reaches the booking section with p(book) of at least 50%, the numbers on their scoring card go to Claude, which rewrites the win-back email or the line above the book button. And a booking: the book buttons open a panel with free times from Alexander's calendar, and confirming one (name and work email) books the call. Only a confirmed booking counts as a conversion; clicking Book is intent.

Last updated: 2026-10-08

## Services

### Fractional Head of CRM (Max 2 clients)

Senior CRM leadership without the hire. I sit in your team, own the program and ship it.

- For: Teams that need senior CRM and lifecycle leadership without a full-time hire.
- What you get: A part-time Head of CRM inside your team; The program owned and shipped
- How it runs: Capped at two clients at a time — never three
- More: https://andersson.consulting/fractional-head-of-crm

### Lifecycle & retention program (Fixed scope)

One defined program — journeys, triggers, measurement — designed, built and live in your stack.

- For: Teams with one lifecycle program to build — onboarding, retention, win-back, referral or loyalty.
- What you get: Journeys, triggers and measurement — designed and built; Live in your stack when the scope ends
- How it runs: Fixed scope, agreed before we start
- More: https://andersson.consulting/lifecycle-marketing

### AI marketing audit (Productized)

Where AI pays off in your CRM and marketing — and what to build first.

- For: CRM and marketing leads deciding where AI is worth building.
- What you get: Where AI pays off in your CRM and marketing; A ranked build list, short enough to act on Monday
- How it runs: Same shape, every time
- More: https://andersson.consulting/ai-marketing-audit

## Results

Every figure on the site says where it came from.

### Tibber: Referral program lifts inviters 2.6× and referrals 37% in its first week

- Context: Energy-tech · 4 markets · ~550k customers
- Figure: 2.6× — more customers sending invites (Client-reported · Tibber)
- Role: Tibber — energy-tech, four markets, ~550k customers.
- What shipped: A referral program for an energy-tech brand in four markets.
- Result: 2.6× inviters and +37% referrals in week one. Referral grew to roughly a third of new customers.
- More: https://andersson.consulting/#receipts

### Bauer Media Group: CRM climbs from zero to past a fifth of divisional revenue

- Context: Publishing · 20+ brands · 6 markets
- Figure: 0→20%+ — CRM’s share of divisional revenue (Client-reported · Bauer)
- Role: Head of CRM — publishing, 20+ brands in six European markets.
- What shipped: CRM built as a revenue line across a 20+ brand publishing portfolio.
- Result: From zero to more than 20% of divisional revenue.
- More: https://andersson.consulting/#receipts

### IKEA Ingka Group: Member proposition moves from discounts to engagement

- Context: Retail · Head of CRM · 30+ markets
- Figure: none published
- Role: Head of CRM — IKEA Ingka Group, 30+ markets.
- What shipped: Moved the member proposition from discounts to engagement, joining store data with digital.
- More: https://andersson.consulting/#receipts

### Spark — own build: Flagship AI feature goes unused because the copy is already good enough

- Context: AI email & content tool · Braze
- Figure: No number. — A lesson instead. (Observed · own build)
- Role: Built in-house at Tibber; integrated with Braze.
- What shipped: A brief-to-send email tool, SEO content, and an AI tone-of-voice scorer the whole platform was designed around.
- Result: Email was the runaway winner, SEO content second. The tone scorer went unused — the copy was good enough that nobody checked. Build for the job people actually hire the tool for.
- More: https://andersson.consulting/#receipts

## Experience

- IKEA Ingka Group — Head of CRM, 30+ markets
- Bauer Media Group — Head of CRM, 20+ brands in six markets; CRM on Salesforce Marketing Cloud; built in Marketing Cloud Next hands-on at its Online Comparison Platforms
- Tibber — energy-tech, four markets, ~550k customers: the referral program, and Spark, an AI email tool he built on Braze
- Also: Vivino, Schibsted, Compricer, CDON, Adobe, HP

## Tools

Braze, Databricks, XGBoost, MLflow, Python, Cloudflare

## More pages

- Braze consultant: https://andersson.consulting/braze-consultant — Independent Braze consultant for teams in Sweden, Denmark and Norway. I built Tibber's referral program and an AI email tool on Braze; now I build in yours.
- Klaviyo consultant: https://andersson.consulting/klaviyo-consultant — Independent Klaviyo consultant for teams in Sweden, Denmark and Norway. A former Head of CRM who builds retention and lifecycle programs in Klaviyo.
- Salesforce Marketing Cloud consultant: https://andersson.consulting/salesforce-marketing-cloud-consultant — Salesforce Marketing Cloud Next consultant: a former Head of CRM who built in Next at Bauer's comparison platforms. For teams in Sweden, Denmark and Norway.
- A propensity model example: the p(book) score on my home page, explained: https://andersson.consulting/notes/propensity-model — A propensity model example from my site, which scores its reader live on every page: 12 signals, hand-set weights, one score worked by hand.

## Contact

- Book a free 20-minute call on your CRM: https://andersson.consulting/#book — pick a time (Monday to Friday, 9:00–17:00 Stockholm time) and give your name and work email; the invite comes from Google Calendar with a Meet link. If the visitor knows what leaks, the call starts there; if the whole program needs work, it goes through it from onboarding to win-back. The visitor leaves with what he would fix first. The call is where all three offers start; there is no separate platform audit package.
- Email: alexander@andersson.consulting
- LinkedIn: https://www.linkedin.com/in/alandersson/
- Website: https://andersson.consulting/