Robotics wasn’t supposed to be my world. I grew up moving between countries, built a career in marketing and events, and came to the industry in 2018 as an outsider with more curiosity than expertise. What I found at Universal Robots' headquarter Odense surprised me: not the cold, technical future I’d imagined, but a community of people genuinely trying to make work better for other people.

Universal Robots already had a remarkable reputation, and the growing robotics hub in my hometown felt like a unique opportunity and a place where innovation, global ambitions, and local pride intersected. I joined not as an expert, but as someone eager to learn something entirely new and contribute to a movement that was reshaping the future of work.

What surprised me early on was how different real-world robotics was from what films and media had prepared me for. Robots were not science-fiction characters or threats in any way, they were practical tools with the power to transform everyday tasks across nearly every industry. I was fascinated by how collaborative robots could slot into metal workshops, food production lines, educational institutions, pharma facilities, and healthcare environments. The constant evolution of technology meant I was always learning, and that continuous discovery still inspires me today.

What motivates me most now is accessibility and storytelling. I believe robotics should not be an exclusive domain reserved for specialists. It should be approachable, and accessible — something that empowers people rather than intimidates them. I’m inspired by real stories of robots helping individuals: easing physical strain, enabling career transitions into higher-skilled roles, and supporting workplaces in ways that truly matter. I particularly enjoy seeing how automation is becoming a natural part of healthcare environments, where it can support staff, improve precision, and ultimately help patients receive better care.

My foundations were shaped by a childhood spent moving between countries, which gave me a deep appreciation for diverse cultures and ways of thinking. That global outlook drew me naturally to marketing. It is a field built on understanding people and the stories that move them. I began my career in events and speaker management, learning how to create moments of connection for audiences. Moving into robotics from there felt like an unexpected but logical step: it let me combine storytelling, technology, and global collaboration in ways I hadn’t imagined possible.

At Universal Robots, I grew faster than I ever had before. I took on regional marketing strategies across the Nordics, built partner networks, and eventually stepped into my current role as Marketing Manager for both UR and MiR across the Nordics, UK and Central Eastern Europe. The work is about bringing complex technology to market in a way that feels human and that challenge never gets old.

One of the biggest challenges I’ve faced along the way has been imposter syndrome. Being entrusted with large events, campaigns, or cross-regional initiatives sometimes felt daunting - especially when I was still finding my footing in a technical industry. But I’ve come to see that a bit of humility, care, and healthy nerves can be a strength. They push me to prepare more thoroughly, think more creatively, and rise to challenges with determination. This was especially clear when we executed our large-scale Events across my region, such as Collaborate. We worked to bring together partner networks, keynote speakers, industry influencers, and hundreds of attendees to explore the current and future state of robotics. Seeing everything come together: the ideas, the people, the energy, was a moment of pride and proof of what determination and teamwork can achieve.

I deeply believe in the power of kindness, curiosity, and leading by example. I try to create space for others to be heard, to grow, and to feel valued, whether they are colleagues, students, or partners. Representation matters, and every voice contributes to shaping a more inclusive future for robotics. If sharing my own experiences and challenges can help someone else navigate their path more confidently, then I consider that an important part of my role in this industry.

What keeps me going is simple: the human story behind the machine. Robots have the power to transform industries, but more importantly, they transform people’s working lives - reducing strain, increasing safety, enabling creativity, and opening opportunities that didn’t exist before. I came into this world as an outsider who didn’t expect to stay. Now I can’t imagine being anywhere else.