Marketing strategist.
Leader. Builder.
I help organisations turn marketing from a collection of activities into a function that drives growth — bringing structure to complexity, accountability to marketing and clarity to decision-making. But before I became a consultant, I spent years building and leading from the inside.
Experience over
theory.
My career started as an officer in the German Armed Forces. That experience shaped the way I think about leadership, accountability and decision-making long before I ever managed a marketing budget. It taught me something no marketing course ever could: accountability without ownership rarely produces results. When I moved into business, I brought that thinking with me.
In 2011, while still serving, I founded Greye Consulting — a strategic consulting and communications practice working with SMEs and public institutions. What began as a side venture evolved into a full-time career spanning technology companies, SaaS businesses, B2B organisations and e-commerce brands across Europe.
Over the years, I have built marketing departments from scratch, led international teams, worked directly with founders and executives, and helped organisations create the structure, accountability and visibility they needed to grow.
Many of the companies I joined did not have a marketing function when I arrived. They had activities. Campaigns. Agencies. Tools. What they lacked was a system. My work has consistently been about building that system and the ownership structure that makes it sustainable.
The industries I know from the inside include B2B SaaS, software integration, IT services, e-mobility, tele-dermatology, veterinary medicine and e-commerce. While the sectors differ, the underlying challenge is often the same: unclear priorities, fragmented execution and a lack of visibility into what is actually driving results.
Moving to Sweden with my family was a personal decision rather than a career move. Building a life in a new country reinforced something I already believed: clarity and structure matter most when everything around you is uncertain.
Outside of my professional work, I have spent more than twenty years involved in animal welfare and rescue through volunteer organisations and hands-on care. Working in environments with limited resources and high stakes reinforces a lesson I also see in business every day: results rarely come from doing more. They come from focusing on what matters most.
What you can expect
from every engagement.
I say what I see, including the inconvenient parts. Problems rarely disappear when they are ignored. A challenge that remains unnamed is usually more expensive than the conversation required to address it.
Strategy fails when the people responsible for execution do not understand the direction. I work to create alignment before I deliver recommendations, both with leadership teams and with the people responsible for implementation.
Opinions can start a discussion. Decisions require data. I build the structures, reporting and measurement systems that make it possible to stop guessing and start knowing what is actually working.
I have little interest in extended diagnosis. Once the problem is understood, the next question is always: what happens now? That is where the real work begins.
I make decisions based on evidence, not assumptions. I look for what works, address what does not and spend very little time on what cannot be changed. Most challenges, whether in business or elsewhere, are solved the same way: understand the system, focus on what matters and take responsibility for the outcome.
In their own words.
"Sonja is an incredible marketing leader. She is attentive and very good with detail. I appreciated her filling a senior role and would refer her to anyone looking for a Fractional CMO."
"Sonja is a senior marketer that has helped us enormously over a short time frame. We would definitely recommend her if you seek clear and fast communication, expertise, experience and strategic thinking."
Testimonial folgt in Kürze.
The full picture.
Let’s talk.
Whether you need marketing leadership, strategic direction or an experienced external perspective, a 30-minute conversation is usually enough to identify the biggest opportunities, obstacles and next steps.