Scientific brands
Global communication responsibility across QSense, Attension and KSV NIMA.
Jurate Selander
B2B Marketing & Digital Growth
Hello,
and welcome.
For almost a decade, I have connected B2B audiences, content and digital campaigns - working hands-on with HubSpot, inbound marketing, buyer personas and lead generation. I bring strategic understanding and the practical skills to build, publish and improve the journey.
HubSpot & workflowsDigital journeysDemand generationAI content optimisation
A little about me
I like understanding
the whole picture.
And making it happen.
My background is in international B2B marketing at Biolin Scientific. Complex products, knowledgeable buyers and considered purchasing decisions have taught me to connect audience understanding with clear communication and practical digital execution.
I work across the customer journey: understanding buyer personas, creating content, building pages, activating paid and organic campaigns, and connecting engagement with HubSpot workflows and nurturing. I write copy myself and stay close to the tools and the results.
I combine strategic thinking with hands-on delivery, bringing people’s strengths together to turn ideas into practical results. I enjoy the variety of moving between planning, writing, building and improving.
What I bring
Different challenges.
A connected skill set.
From demand generation to the web destination and the follow-up: practical digital experience, supported by a broad understanding of products, brands and sales.
01HubSpot & inbound operations
Workflows · Segmentation · Lead nurturing
HubSpot & inbound operations
Workflows · Segmentation · Lead nurturing
I work hands-on with HubSpot CRM and Marketing Hub, connecting campaigns, content and follow-up. My experience spans inbound marketing, buyer personas, segmentation and workflows that make communication more relevant.
In practice
Campaigns, email programmes, forms and landing pages, with nurturing that supports the journey from initial interest towards a sales conversation.
02Web pages & digital journeys
CMS publishing · Landing pages · Clear next steps
Web pages & digital journeys
CMS publishing · Landing pages · Clear next steps
I build and publish web content and landing pages myself. I combine product understanding, English copywriting and practical CMS work, considering how visitors arrive, what they need to understand and what they can do next.
In practice
Product pages, campaign destinations and educational content for complex scientific products. I connect search, content and calls to action, then use performance insight to guide improvements.
03Demand generation & discoverability
Paid social · Search · Email · AI content optimisation
Demand generation & discoverability
Paid social · Search · Email · AI content optimisation
I plan and deliver campaigns across paid and organic channels, connecting audience needs with relevant content and clear next steps. I also work with content optimisation for AI-assisted discovery.
In practice
Google Ads, LinkedIn campaigns, SEO, email, webinars and content. Campaign, content and conversion work contributed to 25%+ lead growth over a five-year period.
04Measurement & experimentation
Performance analysis · KPI reporting · Continuous improvement
Measurement & experimentation
Performance analysis · KPI reporting · Continuous improvement
I use campaign, website and CRM data to understand what is working and where the journey can improve. I enjoy testing new ideas, learning from the response and applying that learning to the next decision.
In practice
Hands-on analysis with GA4, Google Search Console and HubSpot, alongside KPI reporting, campaign review and marketing budget allocation. My focus is on turning observations into practical improvements.
05Sales collaboration & customer engagement
Sales support · Partner marketing · Customer education
Sales collaboration & customer engagement
Sales support · Partner marketing · Customer education
I work closely with sales colleagues, technical experts and international distributors to understand customer questions and communicate product value. I bring that insight into campaigns, practical sales materials and ongoing customer communication.
In practice
Distributor toolkits, coordinated campaigns, webinars, workshops and educational content. This experience supports both reaching new audiences and staying useful to existing customers.
06Product, brand & strategic delivery
The broader experience behind my digital work
Product, brand & strategic delivery
The broader experience behind my digital work
My digital work is grounded in wider marketing experience: product positioning, global launches, brand development and cross-functional planning. I can connect a campaign to the product story and commercial priorities behind it.
In practice
Communication across QSense, Attension and KSV NIMA, including customer and competitor insights, launch plans, annual marketing priorities, budgets and collaboration with product teams and scientific specialists.
Relevant experience
The experience
behind the match.
Almost a decade in an international, technical B2B environment, connecting digital execution with product expertise and commercial teams.
Years of experience
Progression from specialist delivery to broad strategic and operational ownership.
Lead growth contribution
Campaign, content and conversion work contributed to 25%+ lead growth over a five-year period.
Sep 2022 - Present
Communication and Inbound Marketing Manager
Biolin Scientific AB
Hands-on inbound marketing, HubSpot workflows, digital campaigns, website content and performance tracking across QSense, Attension and KSV NIMA. Wider responsibility includes marketing planning, budget allocation, product launches and brand communication, in close collaboration with sales, product teams, scientists and international distributors.
Apr 2017 - Aug 2022
Marketing Specialist
Biolin Scientific AB
Multi-channel campaigns, product communication, landing pages, email programmes and educational content. Built practical experience across paid and organic channels, lead generation and campaign improvement.
2015 - 2017
Earlier marketing experience
Freelance marketing, alongside PR and digital communication for Utrikespolitiska Föreningen Göteborg during 2015 - 2016. Experience adapting to different audiences, organisations and priorities.
Education
Aarhus University - International Communication and Multimedia, 2008 - 2011.
University of Gothenburg - International Communication, 2012 - 2013.
Languages & location
English, Swedish and Lithuanian.
Based in Gothenburg, with experience working across international markets.
How I work
Curiosity is where I start.
Ownership is how I follow through.
Ask. Listen. Connect.
I enjoy understanding a product and how different parts of a process fit together. Talking to technical experts, sales colleagues and customers helps me see what really matters.
Try ideas. Learn. Improve.
I look for better ways to do the work, including useful applications of AI. I like testing new approaches, reviewing what happens and bringing the learning into the next decision.
Make room for strengths.
I believe teamwork is at its best when people can contribute what they do best. I bring a calm, structured approach and like being directly involved in getting the work done.
What matters to me
“I want to feel proud of what my work contributes to.”
I’m drawn to products and ideas with real value for the people they serve. Believing in what a company does helps me ask better questions, communicate with care and stay invested in the work.
Let’s meet
A good conversation
can be a starting point.
I’m interested in B2B growth and revenue marketing opportunities where I can connect customer understanding, digital execution and commercial priorities. Based in Gothenburg, I bring international experience and a hands-on, collaborative approach.