My Story
I’ve never been someone who fits neatly into a box. I’m most at home when I’m solving problems, building something new, or finding a better way to do things– whether that’s in highly regulated industries or side projects I create to test an idea or to contribute to something.
Right now, I lead a marketing team in the world of medical education. I enjoy the complexity, but what keeps me going is seeing meaningful change and how small shifts can lead to better outcomes.
I grew up on a small island in the Baltic Sea, where creativity and resourcefulness were essential. That early experience shaped how I think, and it’s still at the heart of everything I do. I’m curious, hands-on, and happiest when I’m learning.
In my marketing work, data is the backbone of everything. I spend a lot of time figuring out what’s working, what isn’t and where behaviour shifts in ways that numbers alone don’t always explain. That’s probably where my fascination with AI and machine learning really began. It's the idea that we could build systems smart enough to not just track behaviour, but understand it. Maybe even predict and influence it.
What excites me most is what happens at the intersection of people and algorithms. How do we design models that support human decision-making, not just automate it? What’s the ethical line between influence and manipulation? Can we really spot changes in collective behaviour before they tip into something bigger? These are the questions that keep me curious.
What really interests me is where people and algorithms meet and challenging what the data says and shaping how it’s used.
Data, AI and Machine Learning
Current Obsession
I’ve always been drawn to the stories hiding in data. Not the tidy, obvious ones, but the messy, human kind. The kind that only make sense once you’ve asked the right questions (and maybe wrestled with a few spreadsheets).
Also, I actually enjoy cleaning datasets.
Not proud. Just honest.
Recent Personal
Projects
The projects below are a massive part of my growth journey.
There have been many more over the years, and these are just my current favourites. They are my way to test my creativity and passion.
As well as help to empower through personal branding and business consulting.
Elysian Services
Branding and website build - in progress!
COMING SOON
Available in Amazon
As a bilingual mom once fluent in four languages (often feels like fluent in none!), living abroad with my two boys, my goal is to connect them with my heritage, but also love for languages. Lost in translation is a joking reference to my hectic household and the boys on the logo represent my sons.
Join me in initiatives aimed at empowering individuals & businesses through thoughtful insights, unique perspectives and empowering pchysiology and experiences.
Inspired by my children's playful adventures and fueled by the desire for quality, I wanted to create sunglasses that were both durable and stylish and a little bit of fun.
The site is there, but the project is currently paused.
www.ruggedrays.co.uk
www.totsintranslation.com