About Jonathan
A strategist who likes getting things done.
I’m Jonathan Boutin. Canadian and Swedish, based in Stockholm. A marketing leader, operator and entrepreneur who likes clear thinking, good company and work that holds up in the real world.
The plan is only the beginning.
I have worked across the decisions that shape a company’s commercial direction: how it enters a market, explains its value, builds demand, equips sales, develops partners and creates the infrastructure to know what is working.
Marketing rarely stays in its lane. Your positioning shapes conversion. Your CRM shapes what you can measure. Your partners shape your reach. I join those dots so the team can move together.
“A useful strategy should survive Monday morning.”
Running businesses keeps you honest. Time and money run out, decisions have consequences and a beautiful presentation won’t do the work for you. That is the perspective I bring to your team.
I am based in Stockholm and work with B2B SaaS, technology, startup, scale-up and growth-stage leadership teams in Sweden and internationally.
How I operate
Commercial first
Marketing should make the business stronger, not just busier.
Straight talking
Clear thinking and honest decisions beat polished complexity.
Make good work repeatable
The goal is a function that performs repeatedly, not occasionally.
Close to the work
Leadership is better when it understands the practical reality.
Start with a conversation