1.1
Where
Emax Media, a performance-marketing agency in Stockholm, since August 2026.
File HD-01Subject: Heinel, F.Class: Full-stack developerSections 01–07
I develop & fix stuffStockholm
FilipHeinel
Full-stack developer, problem solver, organiser and planner, and a bridge between tech, business and, most importantly, users. Five years of TypeScript, React, Next.js and Node, most recently as a consultant for Affärsvärlden and Suntarbetsliv. Now SEO and development at Emax Media.
Now
Right now
Last updated 9 November 2026
1.2
What
I own the client relationship on my accounts, from e-commerce and B2B companies to local service businesses: the meetings, the SEO strategy and the delivery. I also build tools for my own work, some of them AI-assisted.
1.3
Speaks
Swedish native, English fluent. German and Polish at a basic level. Japanese at beginner level, around JLPT N5.
1.4
Off the clock
I'm in the Home Guard, keep breaking and fixing a Linux box at home, do strength training and running, and play board games and tabletop RPGs. I also plan trips and events for friends, which is where my planning platform started.
Selected
Work
What I've built for clients and employers, newest first, then methods and my own projects.
Affärsvärlden
Nov 2025 — Jun 2026
I owned the infrastructure and deploys for Affärsvärlden and Placera: Terraform on UpCloud, with GitHub Actions. I also worked full-stack in Next.js and Payload, in a tech team of five where four of us worked on the same parts. The two sites publish Swedish business news and investor information from one shared codebase. I worked mainly on Affärsvärlden, on a remote contract through Kumpan, and helped add OpenSearch to the infrastructure and the app.
ResultRESULT //Every environment is defined in Terraform, so a new one comes from code, not a checklist.
Next.jsPayloadTerraform
Suntarbetsliv
Oct 2023 — Oct 2025
I built Friskfaktorlabbet full-stack, a reusable form tool that helps workplaces assess their health factors, in PHP, MySQL and WordPress, and shaped its architecture. Suntarbetsliv makes its tools for the more than a million people who work in Sweden's municipalities and regions. Over two years through Kumpan, in a core team of four, I also took on nearly all the project management on the assignment and brought Lean into the team's process. Later I also worked in Next.js, Payload and Supabase, and built the AI chatbot on suntarbetsliv.se, using RAG and vector search.
ResultRESULT //Met a tight deadline on a legacy build, and the tool is live today.
Project managementWordPressNext.jsRAG
Evoli
Aug 2022 — May 2023
I built the frontend for Evoli's new back office for claims handlers and owned its UX/UI design, design decisions included. Evoli is a digital insurance company. On a contract through Kumpan, I had a say in the system architecture and worked closely with the dev team, the product owner and management. I also helped structure the project, its tickets and the routines around them.
ResultRESULT //A new back office for claims handlers, and guidelines for how the team structures the work and writes its tickets.
ReactUX/UITanStack
Muntra
Jun 2021 — May 2022
I was solely responsible for the frontend of nine codebases at Muntra, which makes software for dental clinics, and saw that work through: QA, support and the integrations. That was in a small tech team: the CTO, me and one to three backend developers. Several were built from scratch:
- A booking site and an embeddable booking widget
- A referral widget
- Our own tracking pixel, think Meta Pixel or Google tag
- A lab-order site
- Internal and external docs sites
- A React Native check-in app
- A WebSocket event handler in Node.js for chat rooms
ResultRESULT //All of it shipped and worked as one system, and by the time I left, the booking site was the default for almost all of Muntra's clinics.
Project managementNext.jsReactReact NativeNode.js
Method
Delivery system for AI-assisted client work
The controls around an AI-assisted workflow for client documents: every figure traceable to a source, a person approving anything a client sees, and a written way to do the work without the tool.
Human reviewTraceable figuresWritten fallback
Personal project
AI skills, maintained like software
A personal Claude plugin of 14 researched skills, tested and maintained by subagents and a scheduled agent run, and built like software: CI on every push, a cost budget and versioned releases.
Agentic workflowsSubagentsClaude pluginsGitHub ActionsPython
Personal project
Nether
A community app built around local events in the cities you choose. Members decide how visible they are and what kinds of contact they accept, and trust is built through vouches from people they've met.
Next.jsPostgreSQLTypeScript
Personal project
A planning platform
A planning platform for anyone, from one person to a larger organisation, starting with trips; an event planner comes later. It installs on your phone, works offline and encrypts every trip end to end. The aim is better tools and information for everyone who plans: a shared, source-checked database of places, self-hostable or ready to use. I'm also exploring a link to Nether, so hosts can plan an event's logistics here. Early proof of concept: a prototype gets tested on a real trip while the first version is built.
TypeScriptPWAWebCryptoCloudflare Workers
Said about the work
One of Filip's best qualities is his willingness to evolve and constantly learn new skills. With customers, Filip has proven several times that he is passionate about providing a high level of customer service through excellent interpersonal skills and a humble personality.
I'd gladly recommend Filip Heinel as a colleague, subordinate and manager.
Experience
Where I have been
Newest first.
- PeriodPost
Aug 2026 — present
SEO Specialist / Developer
Emax Media
Aug 2026 — presentSEO strategy and delivery for clients from e-commerce and B2B to local service companies. I run the client meetings and own the long-term relationship on my accounts. Between clients I build tools for my own work, some of them AI-assisted.
SEOClient relationshipsInternal toolsMay 2022 — Jun 2026
Developer / Consultant
Kumpan
May 2022 — Jun 2026A Stockholm digital agency, where I spent four years as a consultant.
ConsultingEvent managementReactNext.jsPHPConsultant
Client contracts for Affärsvärlden, Suntarbetsliv and Evoli, listed under Work. In-house, I was the frontend developer in a team of four on Stylee, a new product with ML and AI integration, and worked briefly on Radeito, an app for booking car workshops. The in-house stack: React, Next.js, Remix, React Native, Laravel and Supabase.
Company events
In a volunteer team of three or four, and sometimes on my own, I planned and ran Kumpan's events for colleagues, clients and possible recruits: monthly board-game nights with seasonal themes, adapted when clients or a possible recruit were coming, after-works, and a conference for about 20 people. They built the workplace community and client relationships, and were part of how Kumpan recruited.
Dec 2022 — Apr 2024
Co-Founder / Full-stack Developer
Study Club AI
Dec 2022 — Apr 2024I co-founded this AI study tool and built it full-stack, on the side of Kumpan. It used RAG to answer from course material and documents users uploaded. We tested it with a handful of teachers, students and people who work with teachers, then closed it. Selling to schools meant public procurement, which made the business case hard, and as an AI wrapper we were racing the AI giants. Without an in with a school or real procurement know-how, it wasn't worth going on. What I took from it: an AI product needs an edge of its own, not just a model behind it.
Next.jsTypeScriptSupabaseOpenAI APIRAGStripeJun 2021 — May 2022
Developer
Muntra
Jun 2021 — May 2022Dental software. I moved from customer success into development and became solely responsible for the frontend of nine codebases, listed under Work. I ran those projects independently, in close cooperation with the CTO, in short Lean startup iterations. I also owned QA, second- and third-line support, and the integrations with X-ray systems and payment terminals. That meant working with customer success, the clinics' own IT and marketing people, and our in-house X-ray integration expert.
Project managementNext.jsReactReact NativeNode.jsJan 2021 — Jun 2021
Customer Success Manager
Muntra
Jan 2021 — Jun 2021Dental software for clinics. I learned the product from the clinics' side, which shaped what I built once I moved into development. Along the way I picked up more and more frontend tasks and studied React every evening after work, until the developer role opened up six months in.
Customer successZendeskOnboardingUpsellingIntegrationsDocumentationSupport and customer care
The clinics' first point of contact: first- and second-line support by chat, Zendesk and phone, and the long-term relationship after that.
Onboarding, sales and integrations
I trained new users on site and remotely, did upselling and cross-selling, set up the integrations with X-ray sensors and payment terminals, and wrote the guides for our internal routines.
Feb 2018 — May 2020
COO
Bright Swimwear
Feb 2018 — May 2020An early-stage swimwear brand selling through social media. I started in sales, became one of the top sellers, and worked through every part of the company on the way to COO: recruiting and training staff, helping build the support team, and running the company for a month as acting CEO. We were about 20 people, and I helped train at least half of them. The plan was to return after conscription, but the role was cut when the pandemic hit.
OperationsLeadershipProject managementEvent managementSalesRecruitingShow the 4 rolesHide the roles
COO
Feb 2018 — May 2020Feb 2018 — May 2020
Reported directly to the founder and was the right hand for everything involving the Swedish staff. When the sales records kept coming, took over order management so every order on the site was handled daily, sometimes from morning to night. Kept recruiting and training alongside it, and planned and ran events for colleagues and guests. On military leave from Aug 2019.
Acting CEO
Jun 2018 — Jul 2018Jun 2018 — Jul 2018
A month in charge of all operations.
Customer support
May 2018 — Dec 2018May 2018 — Dec 2018
Helped build the support desk when the company needed one. Support in Zendesk in Swedish, English and German, and recruited and trained the new support staff.
Influencer marketing team leader
Feb 2018 — Aug 2018Feb 2018 — Aug 2018
Recruited influencers for collaborations, negotiated the deals and sold on commission. Promoted to team leader on KPIs, then recruited and trained new influencer marketers.
Since 2014
Swedish defence
Försvarsmakten and the voluntary defence organisations
A thread since my early teens: Young Pilots and the air-defence youth section, conscription as an army ranger straight after upper secondary school, and the Home Guard today.
LeadershipInstructingRadio communicationsShow the 4 rolesHide the roles
Hemvärnet
Jun 2025 — presentJun 2025 — present
Home Guard, alongside regular work, where I also lead.
Army Ranger (Radio Operator)
Aug 2019 — Jun 2020Aug 2019 — Jun 2020
Eleven months of conscription (värnplikt) as a ranger (jägarsoldat) and radio operator in the 31st Ranger Battalion, Livregementets husarer (K3), Karlsborg, including a couple of intense weeks on royal guard duty (Högvakten), where I did a little leadership.
ULv, Luftvärnsförbundets ungdomsavdelning
Aug 2015 — Aug 2019Aug 2015 — Aug 2019
The youth section of the air-defence association in Roslagen, part of Sweden's voluntary defence organisations and run largely on assignment from Försvarsmakten. Took the leadership course, then led the other cadets and did some lighter instructing.
Young Pilots
Oct 2014 — Jan 2019Oct 2014 — Jan 2019
The youth programme of Frivilliga Flygkåren, the voluntary flying corps. Camps and courses.
Earlier
Before development
Shop floor, repair bench and a kitchen. Where the customer-facing half came from.
- PeriodPost
Oct 2018 — Nov 2021
Sales Associate / Phone Repair
Teknikmagasinet
Oct 2018 — Nov 2021Sales, campaigns, store displays and phone repairs, mostly in Åkersberga. I was in the store's staff pool the whole time, and for a while part-time with set hours, fitted around military service and Muntra. From the store manager's work certificate (2019, translated): “Filip is incredibly service-minded, willing to learn, and constantly does his best.”
SalesCustomer servicePhone repairVisual merchandisingMay 2017 — Jun 2018
Restaurant Crew Member
McDonald's Åkersberga
May 2017 — Jun 2018Register, kitchen and drive-through. First job.
Customer serviceCash handling
Stack
What I use
6.1 Frontend
TypeScriptJavaScriptReactNext.jsRemixReact NativeExpoReduxTanStackTailwindStyled Components
6.2 Backend and data
Node.jsPHPLaravelWordPressPayloadREST APIsGraphQLMySQLPostgreSQLSupabasepgvectorOpenSearch
6.3 Infrastructure and tools
GitGitHub ActionsCI/CDDockerTerraformVercelDigitalOceanUpCloudAWSLinuxPythonFigmaJestQA and testing
6.4 Search
Technical SEOOn-page SEOContent optimisationAhrefsGoogle Search ConsoleGA4Screaming FrogDiginiusHeddySelf-built tools
6.5 AI
RAGVector databasesAgentic workflowsEvalsMCPCursorClaude CodeClaude plugins and skillsOpenAI API
Courses and education
- Become a WordPress Developer (Udemy, 2024)
- CS50 (Harvard, 2022)
- Modern React with Redux (Udemy, 2021)
- SEO Toolkit (Semrush, 2021)
- SEO for Beginners (Udemy, 2021)
- Responsive Web Design (freeCodeCamp, 2021)
- Decision and Risk Analysis (University of Gävle, 2020)
- Technology programme, Österåkers Gymnasium (2016–2019)
> Open channel
Contact
Say hello
Hiring, or have something that needs building or fixing? Email me at filip@heinel.dev.
Use an AI assistant? Connect it to https://heinel.dev/mcp and ask it about my work.