Drive your Product to new heights

About Me

I’m a technology product leader with 16 years of experience in product management, product marketing, and communications at industry leaders such as Garmin, MakerBot, and UltiMaker. I specialize in driving product success through data-driven market and customer insights, strategic go-to-market planning, and impactful positioning. My expertise includes identifying target markets, analyzing user needs and competitive landscapes, and crafting messaging that turns audiences into loyal customers.

Services I Offer:

  • Market Research

  • Go-To-Market Strategy

  • Positioning and Messaging

  • Content and Public Relations

Expertise

Market ReseARch

Understanding your market and customers is the cornerstone of any successful product and marketing strategy. I leverage both qualitative and quantitative research to reveal user needs, buying behaviors, market segments, industry trends, and competitive insights.

Go-To-Market Strategy

Your product’s success hinges on reaching the right audience, at the right time, through the right channels. I provide tailored plans encompassing market analysis, target segmentation, and launch planning, ensuring maximum market impact and driving business growth.

Positioning and messaging

Make your mark in a crowded market with compelling product positioning, messaging, and public relations. I define your unique value proposition, craft impactful messaging for your target audience, and drive consistent, engaging communication across all channels.

Challenge
With increased competition and commoditization in the desktop 3D printing market, MakerBot faced challenges in differentiating its offerings and sustaining revenue growth.

Solution
Through deep customer insights, we recognized educators’ primary hurdle: effectively integrating 3D printing as a hands-on learning tool. In response, we pioneered the MakerBot SKETCH Classroom Bundle—a comprehensive solution featuring classroom management software, certification courses, and curriculum tailored to educational needs. This industry-first approach shifted our focus from hardware to high-margin software and curriculum products, creating a defensible competitive advantage.

Outcome
The SKETCH Classroom Bundle rapidly became a flagship product, solidifying MakerBot’s position as the go-to brand for educational 3D printing. This strategy led to a significant increase in revenue and profitavility, proving the effectiveness of customer-centric innovation in a saturated market to sustain long-term growth.

Projects:

Redefining 3D Printing in Education

Challenge
After four years of development, the METHOD 3D printing platform had become misaligned with evolving market needs, limiting its relevance and growth potential in a competitive landscape.

Solution
We identified an opportunity to target early-adopter engineers who prioritized precision and durability, particularly with engineering-grade materials. By leveraging METHOD’s heated chamber, we differentiated the platform from competitors. We also opened the platform to third-party materials through partnerships with leading filament manufacturers, expanding its applications and appeal. This allowed engineers to print with a broader range of materials, enhancing METHOD’s value proposition.

Outcome
Repositioning METHOD as a versatile, high-performance platform for engineers drove a substantial increase in lead generation and organic demand, delivering double-digit revenue growth. This strategic shift highlighted METHOD’s value to engineers, solidifying its role as an essential tool for prototyping and end-use part production.

Projects:

Carving Out a Niche in Professional 3D Printing

What People Are Saying

“Johan is an exceptional communicator and team builder. He can articulate complex ideas and concepts in a clear and concise manner, whether it be with internal teams, external partners, or other stakeholders.
Above all, Johan is a person of integrity, dedication, and passion for work.”

— Nadav Goshen, CEO – UltiMaker

“Johan is the kind of public relations professional that those of us in media enjoy dealing with -- funny, topical, and efficient who impresses by virtue the technology he presents and the consideration with which he presents it.”

— Rene Ritchie, YouTube Editorial & Creator Liaison

“What sets Johan apart is his rare combination of strategic planning, product vision, and execution skills. These qualities make him an exceptional leader, capable of driving both product excellence and team success.”

— Marty Markenson, Product Manager – Informal

“Out of all of the individuals on our team, I was most impressed by the combination of JOHAN’s work ethic with his strategic abilities.”

— Matthew Mowat, VP of Marketing – NAVIGON

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