About
About tända
tända is Swedish for “to light” or “to ignite”, and that’s exactly the mission: to provide the spark that helps you get the most out of your resources. Founded in 2022, tända is a boutique marketing consultancy that offers not only strategic guidance but also hands-on execution across a broad range of marketing and leadership topics.
About the founder
Over the past 20 years, I have worked in various regional and global marketing management positions for some of the world’s largest corporations, such as Vestas, Shell and General Motors. I have built and led marketing teams of more than 50 full-time professionals and managed 8-figure budgets. My career has taken me to 4 different countries, most recently to Germany. I’m a frequent speaker at major sales and marketing events, a guest lecturer at Germany’s top business university and a regular contributor to the trade press. In 2022, I founded tända to help companies benefit from the experience I’ve gained over the years.
During my career, I’ve gone from planning and executing marketing programs for a single city or building simple websites, to launching products across multiple continents and restructuring global marketing teams. Hands-on work in both start-ups and large enterprises, including plenty of trial and error, taught me what actually works. These best practices can be tailored to meet the unique needs of your business. And that’s exactly what I do: I take the time to understand your challenges and work with you to solve them.
Barnabas Szantho
About Consulting
You know how it often goes: a big-name consultancy sends its senior partners to win the project. But once the contract is signed, a team of juniors arrives, equipped with a playbook and a checklist. It’s interchangeable talent following a template. And unsurprisingly, that approach sometimes falls flat. As someone once said, without real experience, you never get three-dimensional.
Boutique consulting works differently. First, you need actual experience, the brand doesn’t win the work. Second, I do the work myself. I start by speaking with people across your organization to truly understand what’s happening. Often, the knowledge and solutions are already there, they just need to be surfaced and connected. If that’s the case, I’ll tell you, and the effort (and cost) reflect that.
More often, though, the issue on the surface isn’t the real problem. That’s when the real consulting starts.
Industry know-how
More than a decade experience in the energy, manufacturing & automotive industries
Acknowledged speaker
Speaking at major sales and marketing events
Multicultural skillset
Worked and lived in 4 different countries
academic experience
Guest lecturing at Germany’s No. 1 business school
International expertise
I was fortunate to gain my professional experience in a variety of marketing management roles at some of the largest corporations.
