Built by people who
have led people.
Our team combines hands-on leadership, commercial understanding and people expertise to help companies grow with more clarity and stronger performance.
"Tim Jonasson is our senior HR expert and the driving force behind our people and business approach. With experience across global industries such as digital marketing, finance, and real estate, he brings a commercial perspective to HR, ensuring that people strategies are practical, scalable, and directly aligned with business outcomes."
He specializes in recruitment, organisational development, leadership, and M&A, with a clear focus on removing unnecessary complexity from traditional HR. Tim challenges established ways of working by asking the same question in every engagement: Does this create real value for the business? If not, the approach is rethought. Beyond his professional expertise, Tim is a globally minded leader, an engaged parent, and a strong communicator who connects easily with both executives and teams. His ability to combine strategic insight with a people-first mindset makes him a trusted partner to leaders looking to build high-performing, sustainable organisations.
"Jay Pettersson brings 20+ years of hands-on leadership experience, built not in lecture halls, but in real organizations, with real teams, making things happen."
His expertise is not academic; it comes from motivating, enforcing, and driving people, companies, and complex projects across industries and cultures worldwide. Jay’s strength lies in practical leadership and execution. He understands what it takes to motivate teams, manage performance, and navigate change, because he has done it himself, often in high-pressure and fast-moving settings. His approach to HR and leadership is grounded in reality: clear expectations, accountability, trust, and momentum. He challenges theory-driven models that look good on paper but fail in practice, focusing instead on what truly works for leaders and employees alike. Jay is a strong believer in learning by doing and in building cultures where people take ownership and move together toward shared goals. Known for his energy, positivity, and ability to connect with people at all levels of an organisation, Jay is a trusted partner to leaders who want less bureaucracy and more impact, where leadership is felt, not just defined.
"Anja Al-Akabi is a leader shaped by real business growth and hands-on experience. A salesperson at heart, she began her career in door-to-door sales and went on to build and lead her own company to more than 500 employees, giving her a deep, practical understanding of leadership at scale."
Her strength lies in developing leaders and organisations that grow sustainably. Anja works closely with management teams to strengthen leadership capability, align structures, and create momentum across the organisation. She understands the challenges of rapid growth, cultural change, and performance pressure, not from theory, but from lived experience. Anja believes that strong leadership is built through clarity, accountability, and trust. Her approach is pragmatic, people-focused, and firmly connected to business outcomes, helping organisations turn ambition into execution and teams into high-performing units.
"Brian brings a calm, structured, and people-focused approach to the People by People team. With a strong ability to understand both business needs and human dynamics, he helps organisations create clarity, improve collaboration, and build healthier ways of working."
His strength lies in connecting strategy with everyday execution. Brian understands that successful organisations are not built through theory alone, but through consistent communication, trust, and practical systems that help people perform at their best. He works closely with leaders and teams to identify what is holding them back, simplify unnecessary complexity, and create more effective structures for growth. His approach is thoughtful, grounded, and focused on creating real value rather than adding more process for the sake of process. Brian is known for his steady presence, strong listening skills, and ability to bring people together around shared goals. He supports leaders who want to build organisations where people feel clear, capable, and motivated to move forward.