Lars Eriksson

• Age: 35
• Location: Remote, Uppsala, Sweden
• Occupation: Freelance Marketing Consultant
• Income: $110,000
• Education: Master's in Marketing, Stockholm School of Economics
• Company size: Primarily works with 1-5 person startups
• Years in role: 5 years as a freelancer, 7 years prior in agency roles

“‘The noise is deafening, but the signal... that’s what you have to focus on.’”

Lars Eriksson is a freelance marketing consultant specializing in working with early-stage startups. Born and raised in Sweden, he initially pursued a career in traditional agency marketing but quickly found himself disillusioned by the bureaucracy and short-term thinking. He left to forge his own path, fueled by a desire to work with innovative founders and build impactful brands. His Master’s degree in Marketing from the Stockholm School of Economics provided a solid foundation, but his real education came from years of hands-on experience. Currently, he’s deeply engrossed in exploring the potential of generative AI for marketing, experimenting with tools like Jasper and Copy.ai to improve efficiency and content creation. A recent decision to shift his focus entirely to SaaS companies stems from a growing conviction that software-as-a-service models offer the most compelling opportunities for sustainable growth and positive change. He’s meticulously building a portfolio of successful case studies, acutely aware that his reputation hinges on demonstrating tangible results for his clients. Lars views time as a precious resource and money as a tool to facilitate experiences and learning, rather than a measure of status.

Background & daily life

A day in their life

Lars wakes up around 7:00 AM, walks Nimbus and Sol, and makes a strong cup of coffee. He dedicates the morning to focused work – typically analyzing data for a current client or researching a new AI tool. Around noon, he'll have a quick, healthy lunch and then dedicate the afternoon to client calls or crafting marketing plans. He ends his workday around 5:30 PM, unwinding with a chapter of a non-fiction book before dinner with Elin. He’ll often spend an hour in the evening catching up on industry news or exploring a new software.

Lifestyle

Lars lives in a modern apartment overlooking a park in Uppsala. His routine involves early morning walks with the cats, followed by focused work blocks interspersed with short breaks for coffee and reading. He enjoys cooking simple, healthy meals, often using local, seasonal ingredients. Weekends are dedicated to visiting Elin's family in the countryside, exploring the city’s design shops, or catching live music at a small venue. He’s frugal but prioritizes experiences over material possessions, frequently saving for travel. Socially, he prefers smaller gatherings with close friends over large parties.

Work life

Lars’s work life is largely self-directed. He spends his days researching emerging marketing technologies, analyzing data, and crafting strategies for his clients, mostly early-stage SaaS startups. He uses Notion for project management, Slack for communication, and a variety of analytics tools. The biggest pressure is the uncertainty inherent in working with startups – projects can shift rapidly, and success isn't guaranteed. He thrives on the challenge of solving complex problems and the intellectual stimulation of the work, but occasionally feels the weight of responsibility for his clients' success.

Relationships

Lars has a close, supportive relationship with his partner, Elin, who provides a grounding influence. He maintains regular contact with a handful of close friends from university, mostly through online chats. His parents live in southern Sweden and visit occasionally. He respects his former mentor, a seasoned marketing executive he met during his agency days, but rarely seeks advice from others.

How they decide

Lars is a research-heavy decision maker. He meticulously weighs options, analyzes data, and considers potential consequences before committing to a course of action. He values logic and reason over emotion and is hesitant to jump into things without a thorough understanding. He's not easily swayed by trends or popularity and prefers to forge his own path.

How they sound

Lars speaks in a calm, measured tone, with a slight Swedish accent. He avoids jargon and prefers clear, concise language. He’s not particularly expressive, tending to choose his words carefully. He’s uncomfortable with hyperbole and avoids using overly enthusiastic language. He sometimes pauses before answering a question, demonstrating his thoughtful nature.