Diana Selguson

CMO & Partner @ TB-Group

About

* 15+ years: Senior management positions (B2B+B2C) in Marketing * 10+ years: Team-, Budget- and P/L responsibility * 10+ years: Entrepreneurial experience * 6+ years: E-commerce * 5+ years: Board & Investor experience & CEO * 5+ years: SaaS / Raas (Recruitment as a service) * 4+ years: App marketing (foodtech + healthtech + fintech) Results in brief from past jobs: * TB-Group: Building the marketing department from scratch incl. rebranding, new website & platform, pricing, SEO from zero to organic lead machine, marketing automation, paid marketing, PR etc. Besides that implementing OKRs for the entire organization. * Apomera.fi: Working operationally and as a board member taking this ecom from zero to 2M€ turnover and getting investors such as Apotea on board. * Building the marketing department of Golfhaftet and OnTee with successful implementations of ads, A/B testing, PR, growth loops etc. both companies growing rapidly. Rebranding to Golfamore. * As Investment Manager & Group CMO at Renevatio, evaluating, investing and supporting startups. Building the marketing structure for several startups, active board member and operational in periods in different startups. * Karma: Building the Marketing department from 1 to 7 persons, Marketing strategy & branding, paid acquisition management. Doubling user growth at the same time as decreasing CPA with 50% * MOHV: Sales increase from EUR 5 mln to EUR 10 mln. Increase in no. of branches from 6 to 19. * NaturalCycles: launching the app in Germany, US & Australia and Swedish pharmacies. Turn over growth from 0,2 mln USD/month to 2 mln USD/month in less than 6 months. * SheSocial Marketing AB: Building a database for insights driven marketing. Launching webshop & the world's first advertising based subscription service for free tampons. * Oriflame Cosmetics Poland: Becoming a Superbrand in Poland * Entrepreneurial awards i.e.; "Upcoming stars" in Shortcut Magazine in 2011 and "Hottest Digital Entrepreneurs" in Internet World, 2012, "Super Talent 2010” by business magazine "Veckans Affärer"

Country

Sweden

City

Greater Stockholm Metropolitan Area

Industry

Staffing & Recruiting

Skill

AEO, Budgetering, B2B-marknadsföring, Automatisering av marknadsföring, Strategic Vision, Partner Relationship Management, Insamlande av kapital, Revenue generation, Marketing budget management, Tillväxtstrategier, Driftledning, Strategic Marketing Consultancy, Communication, Social Media, Advisory Boards, Go to market strategy, Marknadsutveckling, Styrelse, Investments, Start-up Ventures

Experience

CMO & Partner

TB-Group

2023-1 - Present · 3 yrs 9 mos

Stockholm, Oslo & Copenhagen

B2B ”RaaS” (Recruitment as a service) - Organic marketing from 0 to 10% of total turnover - SEO & AEO scaled from 0 to 5,000 monthly visitors - Marketing automation in Upsales, fully integrated with sales and website - Paid acquisition across Google, Meta and LinkedIn - Market launches: Norway (2023) and Denmark (2025) - Full rebrand (2023) and new website with platform change (2024) - PR from zero to national media coverage - On top: implementing OKRs in the organization, structure for management meetings

Marketing Advisor

OceanSky Cruises

2024-10 - 2026-1 · 1 yr 4 mos

Marketing Advisor

The Scaling School

2024-1 - 2025-12 · 2 yrs

Board Member

SHESIZE

2022-1 - 2023-6 · 1 yr 6 mos

Board Member

Apomera.fi

2020-8 - 2023-4 · 2 yrs 9 mos

Marketing advisor & board member taking Apomera from a startup to fast growing challenger in the Finnish pharmacy marketplace. Getting investors from Apotea onboard and setting the organization structure. Acting CMO.

Group CMO / Deputy CEO

Renevatio AB

2019-5 - 2023-4 · 4 yrs

Stockholm, Sweden

Group CMO of several portfolio companies in different industries, and Investment Manager evaluating startups and scaleups and serving on boards of to support the companies we invested in. Building the marketing team as a shared service center consulting our portfolio companies in marketing strategy, growth, SoMe, Paid ads, SEO etc. Board Member in several of our startups.

Board Member

Elly Pistol

2020-6 - 2022-6 · 2 yrs 1 mo

Board Member 📱

Fundler

2016-9 - 2020-6 · 3 yrs 10 mos

Stockholm, Sverige

Global Head of Marketing 🥗🍣🧁

Karma

2018-12 - 2019-5 · 6 mos

Stockholm, Sweden

- Recruiting and building the marketing team of 7 persons - Reworking digital ads strategy and setup, resulting in 50% decrease in CPR - Creating Karma’s first Brand Book - Creating Karma’s first Marketing Playbook - 360 campaigns in London & Paris - Endorsement by Obama Foundation - Reworking B2C Marketing Automation

CGO & CMO

MOHV

2016-1 - 2018-12 · 3 yrs

Expansion & Marketing at the fast growing and innovative real estate agency MOHV. Driving expansion and growth: - From 6 to 19 branches from 2016 to 2018, and turn over increase from 5 to 10 mln EUR - Franchise concept packaging - Social media strategy - Paid channels for targeted and lead generating results