Paul Tanswell
@paultanswell
E-commerce and AI automation consultant at Hikki, building approval-controlled agent workflows and running ads with ROAS above 5.
SwedenWhat I'm looking for
At Hikki, I look after paid advertising and the Shopify platform, and I’ve built most of the company’s AI and automation systems. One example is a customs invoice app that processes Shopify orders for Norway and the UK, with an audited agent API and hard sending limits to keep approval rules in place.
At Hikki, I also built Python MCP servers that give Claude structured access to Shopify, Meta Ads and Google Ads data without allowing it to execute changes on its own. I’ve worked on an AI-scored lead pipeline across 11 European countries and a Shopify data layer designed to improve visibility in AI search.
Before consulting, I co-founded and ran Sigr, a Swedish direct-to-consumer cycling apparel brand on Shopify. I owned its paid advertising, tracking, store and creative; underneath that e-commerce work, I draw on my systems development experience with C#, .NET and SQL, as well as newer work in TypeScript and Python. I’m looking for a full-time role in e-commerce, performance marketing or AI automation, on site in Umeå or remote.
Experience
Work history, roles, and key accomplishments
Hikki makes wood-fired outdoor bathtubs and sells them across the Nordics and Europe through hikkisweden.com. I look after paid advertising and the Shopify platform, and I have built most of the company's AI and automation systems.
Paid media and tracking: Meta Ads and Google Ads at a monthly budget above 30 000 SEK, ROAS consistently above 5 on a high order value product with a long purchase jou
Co-founder, international logistics and operations, paid ads, e-commerce and con
Jan 2018 - Jan 2026 (8 years)
- Co-Founded and grew Sigr into a globally recognised premium cycling brand inspired by Scandinavian nature and values.
- Managed all aspects of the business, including marketing, sales, design, production, logistics, and customer service.
- Built and managed Sigr’s Shopify-based webshop, becoming a Shopify expert through hands-on experience.
- Created and maintained web content, ensuring the site
Global brand within the rapidly expanding cycling clothing niche.
Taking care of all technical aspects of Norrmejerier's web presence from database and server administration to the building and maintenance of corporate and brand websites using various CMS tools. Custom application building using C#, ASP.NET, SASS/CSS, JavaScript, jQuery, Classic ASP, SQL server, Mongo and many other technologies/frameworks. Instructing co-workers in the use of various CMS tools
Developer of windows and web applications for the aerospace and defense sectors of GKN.
Developed business-critical systems for logistics, training and operational support, including custom web and content-management solutions.
Photography and photoshop operator with a bit of Macintosh administration thrown in for good measure.
Photography, digital image processing, Photoshop retouching and publishing workflows in a commercial publishing environment.
Handled all aspects of the minilab, from ordering and machine maintenance/operation to customer contact, co-worker education and provision.
Education
Degrees, certifications, and relevant coursework
University of Kent, United Kingdom
Bachelor of Science, Physics
including one year of physics studies in Paris taught in French.
University of Kent
BSc Hons, Physics + French
1988 - 1992
Yeovil College
A-levels, Maths, Physics, French & Art
1986 - 1988
Tech stack
Software and tools used professionally
Availability
Location
SwedenAuthorized to work in
Salary expectations
Social media
Job categories
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