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Work Background
ReasonativeChief Executive Officer
Aug. 2025As CEO of Reasonative, I am leading a mission to redefine how humanity interacts with Artificial Intelligence. We believe that for AI to be truly integrated into our lives and businesses, it must do more than just predict the next word—it must be able to reason, justify, and converse.
We are the architects of Interactive Path Reasoning (IPR), a breakthrough framework that bridges the gap between opaque neural logic and natural human conversation. Under my leadership, Reasonative is moving Voice AI beyond simple automation and toward true collaborative intelligence.
The Vision: Reasoning-as-a-Native-Experience In an era of generative noise, Reasonative provides clarity. We are building the infrastructure that allows Machine Learning models to "think out loud," providing users with a traceable, audible, and logical path from inquiry to insight.
Key Strategic Pillars:
Category Leadership: Pioneering IPR as the gold standard for explainable Voice AI.
Strategic Integration: Partnering with enterprise leaders to deploy reasoning engines that build user trust through transparency.
Technical Excellence: Driving the convergence of high-velocity ML pipelines with sophisticated vocal synthesis.
Ethical Innovation: Ensuring that as AI grows more powerful, its decision-making processes remain accessible and accountable to the humans it serves.
At Reasonative, we aren't just giving AI a voice; we are giving it the power of reason. I am passionate about scaling technology that respects human intelligence and fosters a deeper level of machine-human partnership.
FXBetManaging Director
Jul. 2020
FHE OYGeneral Manager (Consultant)
Apr. 2018 - Mar. 2020Helsinki Area, FinlandFull House Europe (FHE) provides tailored B2C services to you in telemarketing, lead generation, lead conversion, retention and the provision of marketing databases.
The Finnish office main focus is Forex and specialises in offering its customers online trading of currencies, commodities and of major stocks via CFDs (Contract for Difference) in a sophisticated trading platform.
● Restructured and developed the sales department
● Created new recruitment and marketing processes
● Built up the retention department from scratch
● Built up the customer service department from scratch
● Trained and developed the management team
Head of SalesManaging Director
Jan. 2018MaltaHead of Sales is a consultancy firm specialised in telesales, advanced sales technique and revenue growth.
With over 20 years experience in the telesales/call centre industry and other sales focused companies we provide solutions that will increase or create revenue from scratch and drive organizational transformation while addressing the critical factors affecting a company's ability to reach its strategic objectives.
Adimpact GroupManaging Director
Jan. 2017 - Dec. 2017MaltaAdimpact is a media agency that specialises in the Igaming and financial industry.
*Developed structures, workflows and roadmaps from initial concept through to completion; aiming to achieve a leading advertising agency within the iGaming industry through operational-focused aspects.
*Oversaw recruitment process including induction and training; delegating tasks and evaluating performance.
*Identified, developed, monitored and adjusted weekly KPIs; producing reports for shareholders
*Ensured achievement of operational budget in alignment with industry standards.
*Had full P/L responsibility
Zp Services Ltd.Team Leader
Jul. 2016 - Jan. 2017MaltaZP Services Ltd. is a call center services provider specialising in the management of strategic activities surrounding sales and customer relations for online trading financial products. Mainly focusing on Forex and CFD.
Digisec Media LtdHead of Affiliates & Sales
Nov. 2015 - Jul. 2016MaltaDigisec Media Ltd was established in 2010 to develop and operate online dating, online casino and social media brands and products. First brand was launched in Scandinavia in October 2010 and is rolled out in over 30 countries with over 5 million members worldwide.
As Head of Affiliates I manage all our affiliate managers across all our different verticals. Mainly focusing on Victoria Milan, Victoria Milan Casino and NextLove
Esoft CreativeHead of Sales and Marketing
May. 2015 - Nov. 2015Barcelonaområdet, SpanienEsoft systems deliver innovative solutions that make it easier to handle large numbers of commercial photos, copywriting, corporate videos and presentations. We continually invent new products to give our partners a competitive edge and we are always exploring new ways to enhance our existing products.
As Head of Inside Sales & Marketing my responsibilities are:
Generate new business opportunities and sales over the phone, e-
mail or social media.
Establish, lead and develop the inside sales team to accelerate sales growth through increasing market share
Responsible for support, booking and customer service
lnterview, hire and train new employees, or oversee those processes personnel
Dr Magro Axelsson | Lawyer Malta | Malta CompanyCEO
Apr. 2015 - Jun. 2016MaltaDr Magro Axelsson & Associates is a boutique law firm in Malta specialising in commercial law, corporate law and Malta company formations.
As CEO for this law firm my main duties were:
- Setting strategy and direction
- Sales & Marketing
- Modelling and setting the firm´s culture
- Building and manage the senior positions
- Generate new business and give approval of new projects
- Drive profitability of the business
Malta BNI LtdPresident (De Paule Chapter)
Nov. 2014 - Apr. 2015MaltaCoordinate the weekly Chapter Meetings
Make the chapter grow
RecruitizGeneral Manager & Co-Founder
Dec. 2013 - May. 2015MaltaRECRUITIZ is an international recruitment agency operating from Malta specializing in Sales and Customer Support recruitment. With several years’ experience running a successful telesales call centre, our staff has the necessary understanding to ensure success in every interaction. Our extensive reach and expertise in Scandinavia, propels Recruitiz to the forefront of this niche market.
We also offer SALES COACH/TRAINING SERVICES
As a General Manager for Recruitiz my main duties involve:
Sales
- Sales Coach
- Building sales team from scratch for our clients
- Improve and coach already existing sellers for our clients
- Teach other departments such as Customer Support in basic sales technique
- Coach/Train inhouse sales team.
Marketing
- Responsibility for all the Sales and Marketing activity
- The optimisation of website
- Keeping abreast with competitors and market developments and requirements
HR
- Organize recruitment and placement of required staff
- Plan the use of human resources, including development, supervison and training
- Policy development and implementation
- Provide leadership and vision to the organization, communicating values, strategies and objectives
- Ensure high quality service by consistent monitoring of performance, including compliance to all procedures and enforcing organisation standards
- Overall supervision for the team to ensure smooth running of the operation
Financial Management
- The preparation and achievement of budgets
- Provide regular Sales Reports
- Monitoring of performance and sales activity reports to measure productivity and goal achievement
- Effective implementation of different strategies and recommendations to ensure targets are achieved
MaltasvenskarFounder
Sep. 2012MaltaFounder of the Swedish community Maltasvenskar that holds over 8000 member and is the largest and most popular community for Swedes in Malta.
PhonexicaGeneral Manager
Jan. 2012 - Dec. 2013MaltaPhonexica is a local (Malta) market pioneer and leader in the provision of Telesales to the Scandinavian market. As a General Manager for Phonexica Limited, I was responsible for the decision making to attain desirable profit making results for the organization. and 'make it happen' in the following key areas of the company :
As a General Manager for Phonexica my main duties involved:
Sales Functions (50+ seats)
Sales Training
Recruitment
Planning administration
HR management
Project management
Marketing and PR
Financial management
Production/QC
Administrative management
My duties also involved acting Head of Sales/ Sales Coach Consultant to Panlegis Group.
Panlegis LtdHead of Sales
Nov. 2011 - Apr. 2015MaltaThe group is involved with cross border international company formation. We specialise in formation of companies in UK, Scandinavia, Germany, Malta and Offshore. We also offer a vast range of complimentary corporate services. We pride ourselves in offering an extremely fast, efficient and cost effective service.
Main duties
- Coaching the sellers
- Sales Technique
- Sales Psychology
- Building the team
- Business development
CellitHead of Sales
Aug. 2007 - Oct. 2011Jönköping, SverigeIn my role as Head of Sales with Cellit, I was responsible for building up the B2C sales from scratch, 100-150 seats. I then moved on to take over the management of the B2B sales department for a third party Telecom company and brought that up by increasing the service reach to ca. 1500-2000 new customers per month. I was subsequently promoted to head the B2C sales in three different offices in Sweden.
Cellit AB is a well known operater in telemarketing in Sweden. They are responsible for market research, booking of appointments and selling at a very competitive prices on behalf of a customer. They aim to provide a cost effective sales and marketing channel for all business to utilise.
Telenor Sverige ABSales Executive
Jun. 2006 - May. 2007Stockholm, SverigeTravelling around all of Sweden selling mobile subscription B2C
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