Fredrik Lyreskog, Product & Growth Advisor

20 yrs of leadership experience in product management for brands such as Google and Snap Inc.

Certified in Product-Led Growth and Certified AI Developer at long before ChatGPT was invented, I’ve been turning data into dividends since my days at . In my current role, I lead the Snap Inc partnership, using data and AI to boost conversion rates and reduce DTC e-com returns on a global scale.
Been an active part in the digital transformation of Swedbank and 58 savings banks, created 10X (962.3%) ARR growth for Redeye Investment Bank, and increased funnel conversion rate with 179% for the FinTech company Compricer.
Founder of the newsletter Revenue Snacks with 100 000+ subscribers. Author to 4 books (see Products section); Building Addictive Products, Alternative Growth Strategies, Product First Principles, and The Hypergrowth Formula.

Selection of brands I've worked with

"Fredrik drove the product development of our largest and most complex products with impressive results. Our funnel conversion rates improved significantly thanks to dedicated continuous improvements by Fredrik and the team."

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Chief Product Officer,

"A person who can deliver high-quality digital work with excellent team and relationship building abilities. He managed to help an unexperienced team to launch a great digital product. He is certainly one I would recommend."

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Founder & CEO,

This Isn't For You

Seriously, this isn't for everybody. Most companies don't have the drive, focus, and attitude to succeed in high tempo testing or organic growth. It's sad, but true.

Fredrik Lyreskog, Founder of Rocket Toolkit.

IBM AI Developer Professional Certificate.

Product-Led Growth Certified, ProductLed.

Agilist #2163 – Original Signee, Agnostic Agile.

👋 I’m Fredrik. I'm not going to try and get you to opt into a funnel or a webinar, and I'm not gonna try to get you to give me your email address or anything like that. I'm just gonna cut right to the chase.

Over the past two decades, I've led product and business development for top-tier organizations, including Fjällräven, Google, and the Swedish Parliament. My specialty? Transforming traditional setups into agile, digital-first operations across sectors like FinTech, SaaS, e-commerce, and more, with proven results like a 962.3% ARR boost and a 179% jump in conversion rates.

At the core, I'm a solver — using first principles thinking learned during my early career days at Google, to tackle and streamline complex challenges. Certified in Product-Led Growth and IBM AI Developer, I've built solutions that aren't just intelligent — they're business critical. From AI-driven platforms to robust data strategies, my approach cuts through the noise to deliver solid, measurable impacts.

Thank you for considering this path. If you're ready to drive real, organic growth and make substantial changes, then maybe, just maybe, this is for you.

Tell me one thing

What's your prio 1 challenge?

Resume

Founder & CEO, Rocket Toolkit

The pandemic year of 2020 highlighted the vulnerability and risk faced by many non-digital companies. To address this issue, I made the decision to develop my own products and services with a focus on product-led growth. My aim has been and continues to be to assist companies in developing a resilient position and future-proof their digital business, thereby creating sustainable and profitable growth opportunities.
Global PM/Business Dev, Fjällräven

Driving the global, multi-brand DTC e-commerce strategy for Fjällräven, Primus, Tierra, Hanwag and Royal Robbins.
- Budget responsible for digital DTC strategy (DTC is a near 9 figure € unit)
- Leveraged AI in strategic partnerships with Snap Inc and Optimizely to drive significant improvements in conversion rate and lower returns.
  - AI-driven sizing tool, utilizing algorithms that analyze purchasing and return data to provide accurate sizing recommendations, enabling users to find the right size effortlessly.
  - Personalized product recommendation system that utilizes AI and real-time behavioral segmentation to automatically tailor recommendations based on individual user preferences.
- Promoted to Team Lead for "DTC Product & Growth Team" after 6 months of joining the company. Implemented scrum meetings for business people, introduced a Kanban board with WIP limits, led weekly Business Sprints, and drove weekly goal setting and review sessions.
- Built the DTC Product Growth Model, enabling agile business ops in an enterprise environment. Presented Fenix Agile Foundations for 300+ invitees.
- Established Outcome-Driven Roadmaps, coaching POs and directors in the model, synchronizing 9 Product & Channel Roadmaps. Created the B2C Strategic Direction Map, connecting vision with 10 Brand level objectives, 17 outcomes (OKR Key Results), and 54 tactical initiatives.
- Played key role in a business automation project, leading to an annual time-saving of 7200+ hours. Successfully pitched to Fenix Group C-suite management.
Compricer

Sweden's largest affiliate website (with over 150 million in revenue) and the leading comparison service for personal finance. Each year, we helps hundreds of thousands of people save money on their loans, insurance, and electricity contracts.
- 2022
  
  Product Portfolio Manager
  - Responsible for Compricer's product portfolio, which consists of 14 products: Mortgage, Personal Loan, Electricity, and Insurance (11 verticals).
  - Increased the largest unpaid traffic source - organic SEO traffic (with six-digit monthly visitors) - by 102% in one year, from July 1, 2021, to June 30, 2022.
  - Increased the second-largest unpaid traffic source - Direct Traffic/Brand Search - by 23.7%, from January 2021 to June 2022.
  - Increased Compricer's brand visibility in Google by 150% in one year and became larger than competitors Insplanet and Zmarta combined (from being equal), from August 2021 to July 2022.
- 2021-2022
  
  Product Manager
  - Increased the conversion rate for car insurance by 44% and home insurance by 58% in six months by eliminating steps in the funnel, optimizing landing pages, simplifying forms, and more, from January to July 2021.
  - Improved the conversion rate in the mortgage funnel by 179% in 13 months, from August 2021 to June 2022.
  - Led the product team for Compricer Mortgage - the leading mortgage comparison service in Sweden.
  - Responsible for the product transfer of Compricer Mortgage following the M&A/merger with Lendo. Successfully drove the launch of the mortgage affiliate solution "Powered by Lendo," from start to finish.
Product Manager, Redeye

Redeye is the leading investment bank in tech and life science in the Northen Europe
- At Redeye, I led a major turnaround case - the digital transformation project Discover. Over 15 months, I managed to pull together and lift a team out of a 3-year streak of failed attempts to build an investment tool - into a successfully rebuilt and launched product (93.9% user satisfaction).
  - The project involved vision, concept, design, development, regulatory compliance, testing, and launching an advanced stock screening tool, system support for a new company valuation model, and intelligent valuation automation.
  - Led a commercialization project in the form of a newly launched SaaS business model with different packages where content/features were locked/unlocked depending on the price level.
  - The project resulted in a revenue growth of 10x (962.3%) ARR (annual recurring revenue) after 11 months with the SaaS model and had 30x expected ARR growth 8 months ahead.
- Responsible for ongoing product development - from gathering insights and customer needs to planning, implementation, and iterative improvements. Among other things, I implemented a new video platform, One-click signup, a new CMS, and migrated just over 10,000 research articles, etc.
- Established the agile methodology internally, which included creating our process "RedWay," coaching the product group (about 10 people), and switching the agile ticketing system from Trello to Jira (configuration, customization, coaching).
Product Owner, Swedbank Labs

At Swedbank Labs, we were responsible for the digital transformation of Swedbank (+7M customers) and 58 savings banks. We initiated, drove and quality assured the deliveries of all digital projects, from feasibility study to implementation and launch.
- My team and I managed to make Swedbank the first major bank in Sweden with a 100% digital and automated customer onboarding flow. "Digital Onboarding & Product KYC" was a smooth, 3-minute customer onboarding app for Swedbank and 58 savings banks.
  - With our project, my team and I managed to increase customer satisfaction, boost sales, and automate over 10,000 combined work hours for case handlers.
  - Our project also included the implementation of a large "product KYC" program with an escalation ladder to prevent fraud and identity theft.
  - In addition to the onboarding features, we also built an integrated shopping cart for financial products to increase sales and give customers the best products.
- We carried out a multi-bank compatible AMLD4 & CTF project that was implemented not only for Swedbank but also 58 savings banks. The project involved the development of several advanced banking systems, new processes, and advisor training. The aim was to achieve regulatory compliance with a strong emphasis on a risk-based approach, improvements in information about the ultimate beneficial owner, and enhanced customer knowledge/KYC.
- I drove the agile methodology within my teams, including agile coaching, and took the leadership role (first team in the bank) in the switch from a self-built "issue tracker" to Jira.
Product Management Consultant, Creuna

Creuna was a leading digital agency in northen Europe, ranked top 5 in Europe by Forrester Research.
- Led Arla's digital transformation for 2 years. Our flagship was Arla.se, which my team and I took from being a recipe-oriented content site to a conversion-focused meal planning service that guided visitors through a funnel to a personalized weekly menu and had the ingredients delivered to their door.
- Led the team that built Electrolux's global platform, active in 150 markets. The project helped Electrolux become the leading digital brand in household appliances and included project and product management, strategy, concept, user experience, design, interface development, and quality assurance.
- Was an active part of Assa Abloy's multisite platform One Web - about 280 sites in 70 countries.
- Drove the agile methodology across the agency to increase predictability and efficiency. My internal method mission included presentations and workshops, and establishing the agency-specific agile role of Proxy Product Owner.
Clients: Alecta, Arla Foods, Assa Abloy, Electrolux, Fastighetsbyrån, Huddinge Municipality, Karolinska University Hospital, L'Oréal Paris, Point Verifone, Stockholm Business Region, Stockholm City, Swedish Parliament, Sweco Group, SCA.
Content Marketing Strategist, Google

Worked on Google Sweden's mega initiative "Your Business Online," the Swedish version of "Google for Small Business".
- Developed a content marketing strategy years before content marketing was a concept.
- Led execution during the initiative's first year: content planning, production, and digital PR.
- Applied agile methodology and processes in content marketing and publishing.
Digital Strategist & Project Manager, Uppdragsmedia

Started the content marketing agency Uppdragsmedia together with two others. During my time, we went from zero revenue to becoming an award-winning media production agency with 15 employees and an annual turnover of 10+ million SEK.
- Project manager and product owner for all digital projects, from pitch and planning to design, development, and launch.
- Managed our business area of creative content production; long-read articles, photo sessions, video production, graphics, and social media content.
- Created a multi-channel design and user experience for TT Group, which won an award at the Swedish Content Awards and was nominated for the Swedish Design Award.
Clients: Carlsberg, TopGear, Unibet, Metro, Fastighetsnytt, TMF, Stena Match Cup Sweden, Dagens Samhälle, TT Group (News Agency TT, TT Spektra, Swedish Graphics Agency, among others).
Editor Media Products, Media Industry

Worked a total of 5 years for Aftonbladet, Expressen, and Gefle Dagblad with their media products; evening newspapers, daily newspapers, free newspapers ("Punkt SE"), news sites, supplements, and headlines. My main responsibility typically lay in designing news and feature pages.

Product Management Model

The Product Management model that we at Rocket Toolkit advocate for and use ourselves for digital product development is based on processes from Silicon Valley's Big Tech industry. The model clearly defines the different phases and activities that the product or service goes through, as well as the milestones that need to be checked off to move forward.

PRODUCT STRATEGY			PRODUCT EXECUTION
Product Management	Business Case The business case captures the reasoning for initiating a project and determines whether the effort should continue based on profitability and strategic fit
	Needs Analysis The market needs analysis describes the business or consumer challenges to be solved through an analysis of market needs, user personas, and usage scenarios. The needs analysis corresponds to a market requirements document (MRD)
	Product Description & Scope The product description and scope encompass the entire solution's features, expected usage, technology and delivery requirements, and the initial scope of development costs. The product description and scope correspond to a product requirements document (PRD)
	Product Vision & Roadmap The product vision and roadmap documents show the long-term product strategy and contain a set of launches based on scope, features, and business goals		Test Plan The test plan describes a program of real testing to get early feedback from customers, collect recommendations/reviews, and ensure the product is ready for launch
Product Marketing	Marketing Strategy The marketing strategy includes long-term goals in the market, product positioning, and messages to be conveyed to target audiences					Launch Plan The launch plan specifies programs and tactics to achieve agreed-upon goals when the product is launched in the market	Marketing Plan The marketing plan contains follow-up marketing programs, budgets, timelines, and activities that will support sales, lead generation, and reaching new customers in the market
Milestones	Approval to finance business planning The client agrees to provide financing and resources to move forward to the planning phase and gain a deeper understanding of the key parameters to continue with the project	Approval to finance development The client agrees that the opportunity is feasible, profitable, and sufficiently strategic to enter and develop the MVP phase and fully finance product development	Product ready for field testing Key stakeholders and development team agree that the product is ready to move forward to the product development phase	Product and organization ready Key stakeholders and product team review the product and agree that it meets the overall quality levels required to release the product to the market	Ongoing marketing ready The client reviews the product launch and agrees to enter the maximization phase and invest additional resources if necessary to achieve long-term revenue, profit, and strategic goals	Ongoing improvements The client reviews the product's strategic significance and performance in the market to determine how it should be kept up-to-date and improved
Phases and activities	Explore Discover opportunities Validate product-market fit Develop preliminary documents In the exploration phase, a client generates new ideas to evaluate and prioritize them to determine if they should move forward and invest time/resources	Plan Create roadmap and strategy Finalize business plans Deliver final documents In the planning phase, all critical questions about strategy and business are addressed before receiving full financing and moving on to development	MVP develop Strengthen development plans Run beta/pilot programs Finalize feature list In the MVP development phase, the product team creates a product that will be “above the bar” in terms of what must be delivered to customers in order to achieve the company’s profitability/strategic goals	Scale Build full scope Finish launch plan Test messaging and positioning In the product development phase, the product team investigates the results of beta testing and builds the next version of the product to meet the quality level required to achieve the overall product goals in the eyes of the customer	Launch Release product, gather feedback Finalize launch plan Course correct In the launch phase, the client officially releases their product to the market and implements launch and marketing programs to create initial awareness of the new product	Maximize Run/monitor marketing Support sales Plan next release In the maximization phase, the Product Marketing team implements new marketing measures to create more interest, supports sales, and ensures that the product is as successful as possible
	PM + engineers (agile development) Product management and development teams work together in the planning and development phases. In agile development, the team moves much faster with planning and development phases, with a smaller set of features for each sprint, compared to a classic waterfall project

This framework is fully modular and adaptable, making it easy to use for any company regardless of size, organizational structure, or legal requirements.

Development: Scrum, Kanban, "Scrumban," or XP. This product model enables companies to do business and strategy work regardless of which agile development method is used.
Documentation: None, Lightweight, or Formal. This product model allows documentation to be very formal under circumstances where a corporate culture or team requires extensive written documentation for each phase.
Company Size: Startup, Small/Medium, Large. Regardless of the company's size and complexity, the same questions in each phase and core documents must be addressed.