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Daniel Östling.

Resume

I’m an AI product and business leader with 10+ years building and scaling B2B SaaS and platform products. I lead AI transformation from strategy to adoption—combining hands-on work in agentic systems, retrieval, evals, and guardrails with governance and cross-functional leadership. Previously, I scaled a new business unit to €4M in annual revenue at a 65% profit margin, owning product direction, strategic partnerships, P&L, and board reporting.

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EXPERIENCE

FractalOcean logo

FractalOcean

Apr 2023 – present

Applied AI · Platforms · eCommerce

US & UK clients

Independent Product Lead, Applied AI & Platforms

AI product and transformation leadership across production AI workflows, multi-tenant commerce platforms, and print-tech SaaS.

What I did · 5
  • Co-founded and built Monde, a self-service AI-search visibility product with payments that orchestrated 40,000+ calls across ChatGPT, Perplexity, and Gemini; built the production quality system around it with end-to-end LLM tracing, a 40-case evaluation baseline, a cross-provider LLM judge, drift datasets, and rollout gates
  • Owned the roadmap and led a six-person team consolidating Direct Wines’ cloned storefronts into a CMS-configured multi-tenant platform supporting a $100M+ DTC portfolio; raised Lighthouse performance from 20 to 82 and cut new-brand launch time from six weeks to four days across two successful launches
  • Built and piloted an AI product-development workflow on Claude and OpenAI APIs that turns requirements into review-ready PRDs, user stories, and implementation prompts; benchmarked against identical acceptance criteria, it produced a test-passing implementation in under one hour versus 10 working days for two developers
  • Rolled out AI coding guardrails and governance controls across Direct Wines’ 70+ person engineering organisation, including repository rules, custom agents and skills, pre-commit checks, and CI review controls
  • Led product discovery, integration strategy, and roadmap for Proper Printers’ platform connecting Shopify and Etsy, driving 1,200+ users through onboarding and reducing time to first order by 25%
CLIENTS
Mayzing logo

Mayzing / Moteefe

Apr 2020 – Apr 2023

eCommerce · SaaS · Deloitte Technology Fast 50 scale-up

London & Lisbon

Managing Director, Enterprise & SMB Solutions

May 2021 – Apr 2023

What I did · 4
  • Promoted to Managing Director of a new business unit and scaled it to €4M in annual revenue within two years at a 65% profit margin
  • Owned the unit’s P&L, product priorities, cross-functional delivery, and quarterly performance, reporting directly to the CEO and board
  • Built, led, and coached a team of nine direct reports, including product managers, and coordinated 30+ contributors across product, engineering, supply chain, sales, account management, and customer support
  • Secured and expanded six strategic partnerships, including H&M Group, leading an end-to-end integration across supply-chain operations, payments, month-end reconciliation, and Looker reporting that enabled H&M brands to pilot print-on-demand

Product Lead

Apr 2020 – May 2021

What I did · 1
  • Led discovery with five design partners, translating customer interviews and market feedback into the requirements and roadmap for the enterprise platform that became the foundation of the €4M business unit
CLIENTS
CASAFARI logo

CASAFARI

May 2019 – Apr 2020

AI/ML · Proptech

Lisbon

Data Science & Product Lead (AI/ML & Market Expansion)

What I did · 1
  • Led a 12-person data science team delivering ML-enabled property-data products for banks and investment firms, supporting expansion into five European markets and clients including Novo Banco
CLIENTS
Lime Technologies logo

Lime Technologies

Jun 2015 – May 2019

CRM · SaaS · Nordic SaaS CRM provider (IPO: Nasdaq First North)

Stockholm

CRM Consultant & Team Lead

What I did · 1
  • Led discovery, solution design, and delivery for enterprise CRM integration programmes worth up to SEK 2M, using Lime CRM as the central platform connecting ERP, finance, and specialist energy systems for customers including Volvo Finance and Skellefteå Kraft; led teams of 5–20
CLIENTS
IBM logo

IBM

Jun 2014 – Jun 2015

Enterprise IT

Stockholm

Sales Development

What I did · 1
  • Qualified and prioritised 60+ weekly inbound enterprise inquiries for IBM sales teams

EDUCATION

  • BSc Information Systems & Management

    Uppsala University · 2012–2015 · Minor in Business & Rhetoric

LANGUAGES

  • Swedish · native
  • English · fluent

SKILLS

Product: Product management, AI product strategy, product discovery, customer research, roadmap and prioritisation, go-to-market, adoption

Leadership: P&L ownership, business-unit scaling, stakeholder management, executive and board reporting, strategic partnerships, cross-functional and people leadership

AI and technical: Agentic systems and workflows (custom agents, guardrails, MCP), LLM evaluation (gold sets, LLM-as-judge calibration, drift tracking, rollout gates), RAG and retrieval, multimodal AI, prompt engineering, LLM APIs (Claude, OpenAI), API integrations, TypeScript, JavaScript, SQL, GitHub Actions

RECOMMENDATIONS

Nicole Romito

Nicole Romito

Apr 1, 2026

Digital & Ecommerce Executive | Driving $100M+ DTC Growth | CAC, LTV, Retention | Transformation Leader, Direct Wines

I had the chance to work closely with Daniel as a fractional product leader, and he made an impact right away. He quickly zeroed in on the highest-leverage opportunities and kept the team focused on what actually moves the business, not just activity.

He also brought AI into the team in a way that actually stuck. From a Claude-powered PR review bot to AI-driven rule systems embedded in the IDE, these weren’t experiments, they’re tools the team uses every day.

Daniel moves fast. He goes from insight to production in days, not weeks, and does it with strong judgment and high quality. Despite being fractional, he fully embedded with the team, ramped quickly on a complex environment, made confident decisions, and shipped independently.

Just as important, he left the team better than he found it, more focused, more capable, and more self-sufficient. I’d work with him again in a heartbeat and highly recommend him to any team looking for a product leader who delivers real impact, especially at the intersection of product and AI.

Daniel's client · source

Andy Brooks

Andy Brooks

Mar 5, 2026

Ecommerce Director | Retail | E-Commerce | Customer Experience | Technology Change & Transformation, Direct Wines

Daniel spearheaded the development and launch of a strategically important initiative which enabled Direct Wines to deliver a unique branded experience for the largest media company in the US. At critical junctures he navigated the team to success using a mixture of technical knowledge, pragmatism, and a solution based mindset. His experience and ability to communicate with confidence built confidence with stakeholders and I hope I get the opportunity to work with him in the future.

Daniel's client · source

Cherie Noy

Cherie Noy

Oct 3, 2024

Head of Strategic Projects, Altius Group

I have had the pleasure of working with Daniel for approximately two years in the following key areas, and I highly recommend him:

  • Development and successful implementation of the sales and marketing strategy.
  • Leading product development initiatives.
  • Managing the engagement and retention of two global brands.
  • Demonstrating excellent communication and negotiation skills.
  • Creating targeted marketing campaigns that resulted in over 1,000 sign-ups.

On a personal level, Daniel has been supportive, engaging, and quick to respond. He consistently offers sound advice and is great at troubleshooting, making him an exceptional and well-rounded colleague.

Daniel's client · source

Sigrid Lidblom

Sigrid Lidblom

Feb 14, 2023

Project Manager, Moteefe

I reported to Daniel in my role as Enterprise Project manager at Moteefe. We worked closely on a number of customer engagements. Daniel is an outstanding manager, he has great people skills and easy to work for and with. He has a deep technical understanding, combined with a solid business understanding, leadership and excellent communication skills.

Reported to Daniel directly · source

Olivier Stapylton-Smith

Olivier Stapylton-Smith

Feb 13, 2023

Co-Founder and COO, Moteefe

Daniel and I worked on a number of complex projects for large Enterprise clients. An excellent communicator, he has proven to be an effective manager of teams and clients.

He combines his people skills with a keen strategic sense, robust organisational skills and a focus on execution. In fact, he would prove an asset in any type of complicated situation that requires someone with strong leadership and who can deliver results.

Daniel has also shown a solid understanding of tech product development and has collaborated with software development teams directly in the capacity of Product manager when required.

Managed Daniel directly · source

Abbas Jeraj

Abbas Jeraj

Sep 30, 2022

HR Director, Moteefe

Daniel and I worked together at Moteefe, a print-on-demand technology platform. I was immediately impressed with him; he couples an excellent communication style with great stakeholder management. It was clear that his client population appreciated this. I also received lots of feedback internally on the quality of Daniel's work. One of Daniel's biggest strengths is his ability to problem solve in highly complicated and ambiguous situations. He was often the colleagues I would go to for counsel on a variety of topics; his thoughtful approach was always valuable to me and to others on the senior management team in which he sat. I know Daniel will continue to do great things in his career and I look forward to crossing paths with him again one day.

Senior to Daniel, didn't manage directly · source