Ludvig Berling

Leading product strategy and execution for Volvo Cars's global lead capture products across 90+ markets, managing 1M+ leads annually and driving measurable improvements in customer acquisition.

• Built and scaled embeddable forms from 0→1, achieving 7,000+ monthly leads (140% of goal) across 33 markets and 120 use cases—deployed across 3 platforms enabling 70+ markets to self-serve without central team dependency
• Grew US lead capture by 186% in 12 months through strategic pivot—enabled market team with direct codebase access, fostering collaborative contribution model vs. centralized control
• Developed Digital Lead Journey Improvements strategy extending lead definition beyond forms, now influencing cross-organizational product roadmap and driving strategic initiatives across multiple teams
• Led A/B testing and experimentation resulting in +30% lead capture increase and 48% improvement in form pre-fill conversion
• Improved team eNPS from -30 to +70 through transparent communication and process improvements during organizational restructuring—team feedback: "best team they've worked in"
• Built Lead Capture Volume Dashboard tracking primary KPIs across 90+ markets, now used by multiple product teams for data-driven decision making
• Reduced operational costs by 3MSEK/year while maintaining service quality through strategic resource transitions
• Led technical integrations requiring alignment of Product, Engineering, Commercial, and Market stakeholders across organizational boundaries

Co-founded Karma, a mission-driven marketplace tackling global food waste, and scaled it from an early-stage concept to an internationally recognized platform operating in Sweden, the UK, and France.

• Scaled from idea to multi-market presence — launched in Stockholm (2016), expanded to the UK (2017) and France (2018), growing users to +2M and onboarding over 10,000 food businesses including major chains like Scandic, ICA, among others
• Led product vision and execution as CPO — defined MVPs, ran rapid experimentation, and shipped features to our +1.5M users rescuing millions of meals
• Built and managed cross-functional teams of +20 product managers, designers, engineers, and data analysts — growing the company to +90 employees across offices in Stockholm, London, and Paris
• As CMO — Transitioned the team from B2C to B2B marketing, introducing in- and outbound marketing focusing on generating Marketing Qualified Leads
• Overlooked and worked hands on with CRM work for Karma Surplus to deliver on consumer retention and unchurn to reach budget MAU goals
• As COO for Karma Surplus — set up and executed on a Key Account retention strategy to secure high usage and retention among the accounts
• Secured high-profile recognition — featured in BBC, The Guardian, Forbes; praised by President Barack Obama for innovation in sustainability
• Raised significant venture funding (over €16M) from investors including Headline, Kinnevik and Norrsken Foundation, enabling rapid product and market expansion
• Data Processing Officer - defined our Privacy Policy, Terms of Service, Data Protection Policy and internal processes for working with data privacy
• Intellectual Property manager - established our Intellectual Property Policy and secured the Karma brand across the EU and US