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Lars Berg

Sample profile

CMO at Harvest Systems | ex-Allegro

Works at
Harvest Systems
Location
Stockholm, Sweden · CET (UTC+1)
Experience
10+ years experience
Education
TU Munich
Languages
English, Swedish, Arabic
Advising
Message Connect

Overview

I lead lifecycle marketing at Harvest Systems in Stockholm. Launched 7 campaigns, 6 of them in new markets. Before that: Allegro and Telefónica. Most at home with retention and email. Home cook with strong opinions about biryani.

Good reasons to reach out
  • Advice on API platforms
  • Questions about API platforms
Please don't message about
  • Offshore staffing offers
  • Generic networking requests

Usually replies within a day

Skills
retentionsegmentationeditorialCRMemail
AdvisingOpen to advising
closes in 3 months

Office hours for first-time founders: lifecycle marketing and editorial

Topics
API platforms, segmentation, editorial
Format
Formal advisor role
Terms
Free for early founders
Capacity
One advisory role at a time
Best for
Engineers moving into leadership

26 years of lifecycle marketing. Prefer specific questions over coffee chats.

Stockholm, Swedensegmentationeditorialretention
Open

Experience

  1. CMO
    Jun 2025 - Present
    Harvest Systems · 1 yr 5 mo · Full-time · Stockholm, Sweden
    • Wrote the CRM service that now handles 75 million requests a day.
    • Reduced cloud spend on public API by 32% in two quarters.
  2. Marketing Director
    Feb 2023 - Jun 2025
    Allegro · 2 yr 4 mo · Full-time · Stockholm, Sweden
    • Lifted 90-day retention 6 points with lifecycle programs.
    • Launched 6 campaigns, 2 of them in new markets.
  3. Senior Brand Manager
    Dec 2020 - Feb 2023
    Telefónica · 2 yr 2 mo · Full-time · Stockholm, Sweden
    • Hired and trained a lifecycle team of 3.
  4. Product Marketing Manager
    Apr 2018 - Dec 2020
    Farfetch · 2 yr 8 mo · Full-time · Stockholm, Sweden
    • Cut time-to-first-value for new lending customers from 21 days to 3.
    • Grew lending revenue from $5 million to $17 million ARR.
  5. Marketing Associate
    Feb 2017 - Apr 2018
    Adyen · 1 yr 2 mo · Full-time · Stockholm, Sweden
    • Lifted 90-day retention 14 points with lifecycle programs.

Projects

Side project: a reading list app
2024

Built with segmentation and email. 3664 people used it last year.

References

No references yet.

Education

  1. TU Munich
    MSc, Business Administration
    2000 - 2002
  2. École Polytechnique
    Ingénieur, Business Administration
    1996 - 2000

Details

Compensation expectations
What they are targeting for their next role.
Visible to connections
Direct contact details
Direct email and a scheduling link.
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