Jord

Building Jord from zero.

When I joined Jord, I was employee #3 and the first dedicated marketer. There was no brand framework, no content strategy, no CRM, no pipeline — just a mission worth fighting for and a blank canvas. Everything you see here, I built from the ground up."

‍

Brand Strategy|Marketing Strategy|Digital Marketing|ABM|Content Strategy|AI-Powered Marketing|PR & Comms

‍

Company: Jord AB

Role: Marketing Manager

Markets: Europe · Africa · Caribbean

Period: 2022 — 2026

Company website: jord.one

‍

01 STARTING POINT‍

The challenge

Before building anything, I had to understand exactly what was missing — and why it mattered commercially.

‍

• ‍No brand identity: The company operated under the name "Skymining" — technically accurate but commercially limiting. It didn't reflect the mission or resonate with investors, partners, or buyers in the renewable energy space.
• ‍No market presence: Zero organic visibility. No content engine, no SEO foundation, no social media presence. In a market where buyers research deeply before engaging, Jord was essentially invisible.
• ‍No marketing infrastructure: No CRM, no email platform, no lead nurturing, no analytics. There was no system to capture, qualify, or convert interest — even when it came in organically.
• ‍Complex, niche B2B market: Jord operates across bioenergy, land restoration, and voluntary carbon markets — specialized verticals with long sales cycles, highly technical buyers, and limited brand awareness budgets.

02 THE APPROACH‍

Strategy before execution

1. ‍Brand & Positioning
2. ABM & Demand Gen
3. Marketing Intelligence AI-Powered
4. Channels & Execution
5. Inbound & Content Strategy
6. Communications
7. Events & Webinars

03 BRAND & POSITIONING‍

From Skymining to Jord

The first priority was a brand that could carry the company into investor conversations, conferences, and media — simultaneously.

‍

I led a five-month rebranding process that replaced a technical, product-focused identity with something purposeful and scalable — covering naming, visual identity, tone of voice, and full rollout across print and digital.

‍

The new name "Jord" — Swedish for "earth" — was chosen for its connection to land and soil, and its reflection of the company's Swedish heritage. In a single word, it encapsulated the three-pronged mission: rehabilitate degraded land, reduce fossil fuel dependency, lower atmospheric CO₂.

‍

The rebrand wasn't cosmetic. It was the strategic foundation every subsequent marketing effort was built on — giving us a voice that could speak credibly to scientists, investors, policymakers, and commercial buyers alike.

‍

• ‍Brand Personality: Trustworthy · Transparent · Innovative · Positive · Sustainable‍
• Tone of Voice: Knowledgeable yet accessible. Demystifying complexity without losing credibility.‍
• Visual Direction: Sky blues and earth greens. Nature-inspired. Clean, sophisticated, flexible across all touchpoints.‍
• Deliverables: Name · Logo · Color palette · Typography · Icons · Stationery · Print & digital applications

Brand Identity — Visual System

Brand video

‍Color Palette

Inspired by nature, the new color palette reflects the diverse and vibrant colors of the sky and soil. The primary hues are bright green and dark blue, complemented by secondary light blues and tertiary greens, and orange. This palette is designed to be both clean and sophisticated, offering flexibility and dynamism.‍

‍Logo Design

The new logo is a simple yet powerful representation of Jord's brand. It features an "O" symbolizing the sky with a blue arch and thriving nature with green leaves. This logo conveys confidence, strength, and a deep connection to nature, making it a recognizable brand asset.

‍Typography

The rebranding also included defining typography. The typography selected was Satoshi Sans Serif due to its contemporary look. The typography is versatile, and the family has five weights, ranging from Light to Black. This makes it a good choice for usage in different design applications.

‍Icons

‍The icons were designed in an isometric style, providing a modern and dynamic visual representation that aligns with Jord's innovative approach. This style adds depth and perspective, making the icons visually engaging and distinctive, further enhancing the overall brand identity.

Illustration - Jord Process

Stationery and Applications

To complete the rebranding, new stationery and applications for print and digital channels were developed. These materials reflect the new brand identity and ensure a cohesive and professional appearance across all touchpoints.

Prints

04 DEMAND GENERATION‍

Account-Based Marketing (ABM)

In a highly concentrated niche market, broad awareness tactics don't move the needle. I built a focused ABM program to reach the right accounts with precision.

‍

Jord's total addressable market is narrow but deep — energy producers, manufactures that use bioenergy, sustainability-driven corporates, and impact investors. I designed the ABM program around this reality: instead of scaling reach, I scaled relevance.

‍

I defined a tiered target account list based on sustainability mandates, bioenergy consumption signals, and EU climate policy alignment — then built the infrastructure and toolstack to activate it.

‍

ICP and Buyer personas were mapped across the full buying group: sustainability officers, procurement leads, operations managers, and C-suite — each with tailored content tracks, messaging, and collateral.

‍

Before committing to a stack, I ran a structured evaluation of three prospecting and enrichment tools — assessing each on data quality, workflow fit, and cost relative to a startup budget. The result was a deliberate, right-sized stack rather than an expensive one.

‍

• ‍HubSpot (Core Platform): Central CRM and marketing automation platform. Built lead scoring models, contact segmentation, lifecycle stage tracking, and automated nurture workflows — connecting every ABM touchpoint to pipeline progression and giving sales full account visibility.‍
• LinkedIn Sales Navigator (Core Platform): Identified and monitored key decision-makers within target accounts, tracked job changes and company growth signals, and aligned social selling activity with our organic content strategy to create consistent multi-touchpoint journeys.‍
• Clay: After evaluating multiple prospecting and enrichment platforms, I selected Clay as our primary lead intelligence tool. It offered the best balance of cost-effectiveness and capability for a startup budget — combining contact enrichment, account research, and automated data aggregation from multiple sources into one flexible workflow. Clay allowed us to build highly personalized outreach lists at scale without the enterprise price tag.‍
• ZoomInfo: Evaluated as a premium data intelligence platform — and it delivered. ZoomInfo stood out for the depth and accuracy of its company data, lead information, and intent signals, making it genuinely powerful for identifying in-market accounts in our niche verticals. Ultimately not selected due to cost constraints at our stage, but remains the benchmark for data quality in B2B prospecting.

05 MARKETING INTELLIGENCE

AI powered

Running solo across three markets, I needed to scale output without scaling headcount.

‍

I integrated Claude (Anthropic) into our core marketing workflows — turning a one-person team into a high-output operation. This wasn't about replacing strategic thinking. It was about removing the operational drag that slows every lean marketing team down, so I could spend more time on the work that actually required judgment.

‍

From content production to account research to campaign personalization — Claude became the force multiplier that made enterprise-level output possible at startup scale.

‍

The Principle

"AI handled the velocity. I handled the strategy. Together, we operated like a team of five."

‍

• ‍Content at Scale: Researched, drafted, and iterated long-form thought leadership — blog articles, white papers, SDG impact narratives — reducing production time while maintaining the technical accuracy our audience demands.‍
• Account Research: Synthesized publicly available data on target accounts — sustainability commitments, regulatory exposure, key decision-makers — feeding directly into ABM personalization and sales briefings.‍
• Campaign Copy: Generated and iterated messaging variations for email sequences, LinkedIn content, and lead magnets — tailored to different personas and funnel stages at a speed impossible to match manually.‍
• Editorial Workflow: Built a structured process to develop our community-sourced blog series — transforming real-world bioenergy stories into publication-ready content at speed and at scale.‍
• Internal Comms: Supported drafting of CEO shareholder letters, internal updates, and press releases — ensuring consistent strategic tone across all stakeholder touchpoints globally.‍
• Personalization at Scale: Enabled account-level message personalization that would have been impossible to produce manually — making a lean ABM program feel like it had enterprise-level resources behind it.

06 CHANNELS & EXECUTION‍

Building the content engine

Every channel was built from zero. Every result was earned — no paid media, no agency, no shortcuts.

‍

WEBSITE & SEO - From invisible to discoverable

As part of our collaboration with a digital agency, I led the content development for our website redesign project. My responsibilities included:

• Defining the website architecture and user journey together with Jord business developer and growth.
• Writing all website copy, preparing illustration and selecting visual content.
• Creating clear, engaging calls to action and internal links.
• Applying on-page SEO best practices to improve discoverability.

In addition, I developed a content strategy and wrote 18 blog articles covering topics such as bioenergy, biofuels, renewable energy, and the voluntary carbon market to position our brand as a thought leader in the industry. I also created a Newsroom section to keep our audience informed about the latest developments at Jord — including project milestones, partnerships, and media coverage.

‍‍

Key Results:

• Website sessions increased by 97.3% 2023 to 2024.
• Bounce rate reduced from 64.39% in 2023 to 35.70% in 2024, and further to under 5% in 2025.
• Organic traffic grew by 171.2% from 2023 to 2024.
• Organic keyword position improved from 22.5 (2023) to 15 (2025).‍
• Authority score increased by 4 points from 11 (2024) to 15 (2025), supported by a strengthened backlink strategy.

Linkedin - Owning the B2B conversation

I developed and executed Jord's full Linkedin strategy tailored to B2B audience in the renewable energy and carbon markets space. This included content calendar, multi-format production (videos, carousels, still images, and thought leadership content) aligned with the company’s brand and commercial goals.

‍

Key results:

• ‍50% year-over-year growth in LinkedIn followers.‍
• 15% average engagement rate.‍
• 10,5% average CTR.

Bioenergy Horizons

‍A collaboration with the World Bioenergy Association to produce a series of videos showcasing the role of bioenergy in the global energy transition. The series was launched at COP30.

‍

My role included acting as a bridge between the media agency and our local team in the Dominican Republic. I contributed to the creative direction, helping define the storyline, and key script elements. I also developed a preparation guide for our local team in the Dominican Republic to support them ahead of the filming. I was also involved in the review and approval process, providing feedback on drafts to continuously refine and improve the final outcome.

World Day to Combat Desertification and Drought

‍I developed this video to highlight Jord’s contribution to combating desertification and drought through our regenerative renewable energy projects. I was responsible for the scriptwriting and video editing, shaping the narrative to connect land restoration with clean bioenergy production. I also used this project as an opportunity to experiment with text-to-audio AI tools, exploring innovative ways to enhance storytelling and accessibility.

‍Jord visiting Energimässan in Stockholm

How Jord uses AI to track climate impact

I developed this video in-house using only basic equipment, an iPhone, tripod, and microphone, demonstrating that it is possible to produce a professional-quality video with simple tools. The video is the first in a series of interviews featuring our CFO and Head of ESG, covering topics related to Jord and impact. I was responsible for the scriptwriting, filming, and video editing.

Instagram

To further expand our brand reach and connect with a broader audience, I’m currently working on developing our Instagram strategy. This involves planning a complementary content calendar, producing visually engaging assets in various formats, and aligning messaging with our LinkedIn efforts to maintain brand consistency across platforms. The goal is to strengthen brand awareness, humanize our work in renewables, and create more opportunities for storytelling and engagement beyond the B2B audience.

Email Marketing, Newsletter and Automations

At Jord, I am responsible for curating and creating the company’s quarterly newsletter, which is distributed via Mailchimp to our segmented audience. The content is tailored to highlight key company updates, product news, industry insights, and thought leadership.

‍

To enhance engagement and communication loops, I’ve implemented multiple audience segments based on downloaded materials and user interactions. I’ve also set up automated workflows to ensure timely, relevant follow-ups, improving lead nurturing and overall campaign effectiveness.

‍

Each edition is also adapted into a LinkedIn version to maximize content reach and reinforce our brand presence across platforms.

‍

Key results:

• Achieved an open rate of 62%, significantly above industry average
• Delivered a click-through rate (CTR) of 10%, outperforming benchmarks
• Maintained a low bounce rate of 1,6%, indicating strong list quality

Tradeshow and Webinars

At Jord, I’ve been responsible for identifying and evaluating relevant trade shows, exhibitions, and webinar opportunities within the renewable energy and carbon markets space. My role includes end-to-end event planning, from spotting strategic industry events to managing logistics, booth design, and the development of tailored sales and marketing materials.

I coordinate the preparation of branded assets such as roll-ups, brochures, pitch decks, and product fact sheets to ensure a cohesive brand presence. I also support speaker opportunities by preparing presentations and talking points for our leadership team, ensuring alignment with our positioning and audience expectations.

‍

For webinars, I proactively scout opportunities for participation and collaboration, helping extend our reach, build credibility, and connect with key stakeholders.

‍

This work reflects my ability to combine strategic planning with hands-on execution, ensuring that each event—physical or digital—drives visibility, engagement, and commercial impact.

‍

Internal & External Communications

At Jord, I lead strategic internal and external communications to strengthen alignment, transparency, and brand visibility across our operations in Africa, Europe, and the Caribbean.

Internal Communications

I am responsible for planning and delivering internal communications that keep global teams informed and engaged. A key initiative I led was the development and rollout of a fully updated SharePoint communication hub, providing a centralized, real-time platform for all company news, resources, and updates.

• ‍100% team adoption of the SharePoint hub within 3 months
• Manage ongoing content flow, including internal newsletters, project updates, and company announcements
• I write and coordinate the CEO’s quarterly letter to shareholders, ensuring it reflects our strategic vision, progress, and key milestones with clarity and impact

External Communications

I manage all external communications and media outreach efforts in-house, without any PR tools, agencies, or dedicated budget. This includes developing and distributing press releases and managing journalist relationships across both local and international markets.

‍

• Wrote and distributed all press releases related to project milestones, partnerships, and expansion plans
• Secured 40+ pieces of earned media coverage in Sweden, the Dominican Republic, Senegal, and international sustainability and energy outlets
• Boosted Jord’s reputation as an innovative player in the renewable energy and carbon markets through consistent, strategic outreach

‍

By combining hands-on execution with strategic messaging, my work in internal and external communications contributes directly to investor confidence, employee engagement, and market credibility.

Ads and sponsor articles

Ads in Dagens Industri, SVD and Bioenergy International

‍

‍

‍

Inbound and Content strategy

At Jord, I lead the end-to-end creation and execution of content marketing and inbound strategies to support brand awareness, lead generation, and sales enablement. My work includes the development of a wide range of high-performing assets such as:

‍

• ‍Product brochures & sales decks
• Industry insights & white papers
• Thought leadership content
• More than 28 blog articles designed for SEO and audience engagement

I collaborate closely with technical experts to transform complex renewable energy and carbon market topics into clear, compelling narratives tailored to our B2B audience. I’m responsible for both copywriting and visual design, ensuring all materials are informative, engaging, and aligned with our brand identity.

‍

As part of our inbound marketing strategy, I developed and executed content funnels across digital channels, combining gated content, lead magnets, and blog-driven traffic to support CRM-based nurturing and sales conversion.

‍

Key Outcomes & KPIs:

‍

• ‍+40% increase in organic website traffic within 6 months‍
• Positioned Jord as a thought leader in the renewable fuels and voluntary carbon markets, contributing to improved brand credibility‍
• 300% increase in blog engagement (time on page) through SEO optimization and reader-centered content structure‍
• 20% growth in newsletter subscribers via gated content and content upgrades‍
• 25% MQL-to-SQL conversion rate through aligned content and sales collaboration‍
• Enabled strategic investor and client communications through high-quality decks and one-pagers used in key pitches

This content-driven approach plays a critical role in Jord’s marketing strategy, supporting both top-of-funnel awareness and bottom-of-funnel conversion, while building long-term credibility in the clean energy and carbon solutions space.

‍

Solid Biofuel Brochure

Jord Contract Brochure

Carbon Credits Brochure

Location Deck - Dominican Republic

White paper

Case Study

07 REFLEXION‍

What I'd do differently — and what I'd do again.

• I'd invest in CRM infrastructure earlier. Building HubSpot properly from day one would have accelerated our ability to track account engagement and prove marketing's contribution to pipeline. We built it well — but later than ideal.
• I'd formalize the ABM program sooner. We had the right instincts about our target accounts early on. Turning that instinct into a structured, tooled program earlier would have compressed the sales cycle on our most strategic opportunities.
• I'd do the AI integration again — from day one. Integrating Claude into workflows transformed what was possible as a solo marketer. It's not a shortcut — it's leverage. The quality of thinking still has to be yours.
• The brand-first sequencing was right. It was tempting to skip straight to demand generation — but without a solid brand foundation, every other effort would have been built on sand. Branding first was the correct call.

‍

If you're interested in seeing and read some of the content I've developed for Jord — including press releases, brochures, SoM posts, videos, and more, please check out the link below.

‍