Hi, I’m Isabelle.
I’m glad you made it here. Let’s get to know each other.
I help businesses grow by combining marketing, design and technology into solutions that are both creative and practical.
My career has taken me through marketing, e-commerce, design and software development, but the common thread has always been curiosity.
I love understanding how things work, finding better ways to solve problems and building things that genuinely make a difference.
But this page isn’t really about my CV.
There’s more to me than just dashboards and websites…
My story
My story didn’t begin in an office.
It began on a cattle farm in Sweden.
I was born in Belgium to Swedish parents before growing up surrounded by forests, animals and open fields.
There’s barely a childhood photo of me without an animal somewhere in the frame. Farm life taught me responsibility early. Animals don’t wait because you’re tired, and there was always another job to finish.
Curiosity came just as naturally.
From the age of seven, I travelled across Sweden on my own to horse-riding camps. Around the same time I was already knocking on doors selling Christmas catalogues, determined to earn the top sales prizes every year. Without realising it, I was already learning independence, persistence and how to connect with people.
At fifteen, I moved solo to Stockholm to study hairdressing. I graduated with the highest grades my programme had ever awarded, but finishing at the top also taught me something unexpected.
Sometimes success is recognising that you’re on the wrong path.
Hairdressing wasn’t for me.
So I changed direction.
The day after I got my driving license, I bought an old Volvo, packed my belongings and my two cats, and I set off across Europe without a clue where I was going and with the belief that I’d figure things out along the way.
That journey led me to Crete in Greece, where I worked as a horse riding guide, before travelling through several European countries working in bars and meeting people from all walks of life.
Those years taught me self-sufficiency, adaptability and confidence. I learned to grow, to connect with people from completely different backgrounds and to trust myself when there wasn’t a clear plan. I discovered that some of the best opportunities appear when you step outside your comfort zone, and that growth usually begins the moment you stop waiting for certainty.
Eventually, life brought me to Tenerife.
It was there that I changed direction once again.
After years of working in hospitality, I realised I wanted to build something that challenged me in a different way. I started working in administration and quickly became fascinated by the marketing and technology side of the business. The more I learned, the more I knew I’d found the direction I wanted to pursue.
After 2 years as a Administration Manager, I enrolled in Mid Sweden University and completed a Bachelor’s degree in Informatics, specialising in Systems Development, entirely through remote studies.
Looking back, that decision changed everything. It gave me the technical foundation that, combined with my creativity and natural problem-solving willingness, shaped the career I have today.
More than a decade later, Spain is still home and every unexpected turn led me exactly where I was meant to be.
How that shaped me
I don’t think who we become is defined by one big moment.
It’s built through thousands of small experiences, conversations, successes, mistakes and unexpected turns.
Every chapter has shaped how I think today, and I think that’s my biggest strength.
I wouldn’t change a thing.
When I’m not glued behind the computer…
Today I live in Cortegana, in the heart of Andalucía, with my partner and what most people would probably describe as a small zoo. We’re now building the next chapter of our lives, creating a traditional ecological dehesa farm where we’ll raise cattle, pigs and chickens while restoring the land around us.
When I’m not glued behind the computer, you’ll probably find me with my animals, reading a book in the aviary, walking through the pastures or out in the garden.
Spending time outdoors reminds me that the best ideas don’t always arrive at a desk. Some come while planting vegetables, fixing a fence or simply watching the world slow down for a while.
Animals have always been a huge part of my life, and living close to nature keeps me grounded, happy and constantly learning.
The principlesprinciples I live by
Honesty & Openness
I believe honesty is always the quickest path forward. Problems rarely improve by being avoided, and difficult conversations are easier than repairing broken trust. I’d rather tackle challenges head-on than pretend they don’t exist.
Love What You Do & Do what you love
Life is too short to spend it doing something that doesn’t excite you. I’ve learned that when you genuinely enjoy what you’re building, curiosity, creativity and commitment come naturally.
Never Stop Learning
I don’t believe anyone is ever finished learning. Every project, conversation and challenge is an opportunity to become a little better than yesterday.
Relationships First
The best work happens when people trust each other. I value honesty, respect and long-term relationships far more than quick wins or short-term success.
SHOW UP & TRY
I’d rather try something and learn from it than spend years wondering, “What if?”. Every mistake teaches something.
The only real failure is never taking the first step.
Always do Your Best
None of us starts with the same opportunities or circumstances. What matters is giving your best in every situation. If you’ve genuinely done that, you’ve already achieved everything that was possible for you in that moment.
Tomorrow you’ll be a little better because of it.
The way I work
Every project is different, but my approach rarely changes.
I start by understanding how things work before deciding how they should change. Whether it’s a website, an e-commerce business, a marketing strategy or a future dehesa farm, I naturally look for the bigger picture before focusing on the details.
I’m not interested in adding complexity for the sake of looking impressive.
The best solutions are usually the simplest ones, the ones that feel obvious once you’ve found them.
I naturally look for patterns, connections and opportunities that aren’t obvious at first. I enjoy understanding how everything fits together before trying to improve it. Asking questions, challenging assumptions and connecting ideas often leads to solutions that last, rather than quick fixes.
Above all, I believe good work comes from understanding people as much as understanding systems. Whether I’m working with clients, colleagues or customers, trust, clear communication and mutual respect are just as important as technical skills.
Want see what we can work on together?
Let’s do this!
Whether you’re looking for a long-term partner, a fresh perspective or just want to bounce around an idea, I’d love to hear what you’re working on.