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Character sheet

No. 01

Filip Heinel

Self-taught. Kitchen, web shop, shop floor, regiment, dental software, a consultancy, then search. Every stop worked the same way: learn the job, then fix the part that is stuck.

Class
Full-stack developer (multiclass)
Calling
Problem solver, organiser and planner
Now
SEO Specialist / Developer, Emax Media
Base · Birthday
Stockholm · 27 February

Abilities

Self-assessed, from years of reps. Not a test score.

Build

The daily craft. TypeScript, React, Next.js, Node, PHP and WordPress, from the component to the server it runs on.

Search

Technical and on-page SEO and content, now client work every day.

Sell

One of the top sellers at Bright Swimwear, then trained the people who sold next. Negotiated influencer deals on commission.

Serve

First- to third-line support, a support team I helped build from nothing, users trained on site and remote.

Run

COO at Bright Swimwear, project management at Muntra and Suntarbetsliv, and Kumpan's company events, from monthly board-game nights to a conference for about 20 people.

Direct

Picks the right speed for the job: by hand, assisted, or an agentic workflow that runs inside set limits. Builds the agents, skills and checks behind it, too.

In training

Last updated 9 November 2026

Japanese

Over a year in, slowly: around JLPT N5, the first of five levels. Not a conversation yet.

Encryption and offline apps

WebCrypto, offline-first apps and Cloudflare Workers, learned by building my planning platform.

MCP servers

Three so far, built with the official TypeScript SDK: one for my CV, one for Stockholm's public transport and a read-only one for my trip planner.

Home Guard

Courses and exercises alongside the day job.

At the keys

  • TypeScript
  • JavaScript
  • React
  • Next.js
  • PHP
  • WordPress
  • Payload
  • Node.js
  • SQL
  • Terraform
  • SEO
  • Claude plugins
  • Agentic workflows
  • RAG

In the room

  • Customer service
  • Sales
  • Negotiation
  • Business development
  • Operations
  • Leadership
  • Instructing
  • Event management
  • Project management
  • Recruiting
  • Training
  • Onboarding

How the work gets done

Three speeds, chosen per task. Tools help. The judgment and the client stay with me.

Bare hands

The foundation everything else rests on. Writing React, PHP and SQL from a blank file, reading a codebase I didn't write, debugging in the browser and the terminal, setting up servers on Linux, and auditing a page for SEO by eye. If every tool went down tomorrow, the work would still get done.

Assisted

An assistant drafts, I decide what is correct and what ships, and I review its work the way I'd review a colleague's pull request.

Set to run

Some work can run on its own once the limits are clear: what the model may draft, what a person must approve, which numbers must trace to a source, and what may never move between client accounts. Built well, that is faster than doing it by hand. An open chat window is not that.

Moments

  • Thrown in at the deep end

    At Suntarbetsliv I took over a legacy WordPress build at short notice, with barely any handover and a tight deadline. I took the reins, worked in small, fast steps checked against the client and the users, and we met the deadline.

  • The users were a phone call away

    I moved into development at Muntra from customer success, so I knew the people using what I built. When something was unclear, I could just ask them.

  • Trusted with the company

    Four months into the job at Bright Swimwear, the founder went on holiday and left me running the company. I was acting CEO for a month.

  • From cadet to leader

    In the air-defence youth section I went from taking the leadership course to leading the other cadets, with some lighter instructing. That was worth a lot during conscription, and still is in the Home Guard.

  • Fixing stuff, literally

    “I develop & fix stuff” isn't only about code. Before software was my job, and for a while alongside it, I repaired phones at Teknikmagasinet.

Backstory

Teenage years in Young Pilots and the air-defence youth section. A first job in the kitchen at McDonald's, then a young swimwear brand where selling on social media turned into running the operations. After upper secondary school, eleven months as an army ranger in Karlsborg.

Back from the regiment in 2020, after a few months in retail, I got serious about teaching myself to code. Joined Muntra in customer success, picked up more and more development tasks, and studied React every evening as soon as I got home, to keep up with them. By the summer of 2021 I was a developer.

Then four years as a consultant at Kumpan, with an AI study tool I co-founded on the side, and now SEO and development at Emax Media. The studying never really stopped: right now it's Japanese, and evenings go to my own projects, a community app, a planning platform and a plugin of AI skills I use across them.

Side quests

Self-hosting

A Linux box at home running my own services. Mostly an excuse to break things and fix them.

Travel

I enjoy the planning as much as the trip: routes, dates and all the moving pieces.

Events

From a birthday party at home to a day or more with several activities. I do the research and the plan, coordinate the people and teams involved, and sort it out when something goes wrong.

Stat grinding

Gym and strength training, running, and a little bouldering. STR, DEX and CON don't level themselves.

Games, board games and TTRPGs

Player and game master. Running a session is a lot like running a meeting: prepare well, keep it moving, read the room.

Own projects

Nether, a community app built around local events, and a planning platform, starting with trips. Both mine, both in progress.

Tongues

  • SwedishNative
  • EnglishFluent
  • GermanBasic
  • PolishBasic
  • JapaneseBeginner (around N5)

Lore

  • 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

Reputation

Filip is committed, meticulous, and has a high motivation level and drive. He always strives to fulfill his tasks with the best possible results.
Pontus GreenCo-founder and CEO, MuntraLinkedIn recommendation, 2022 (opens in a new tab)
Heinel is creative and idea rich, he likes to look outside the box for solutions and has a need to find all the possible perspectives on a problem.
Daniel SjögrenFounder, Bright SwimwearLetter of recommendation
He handled what was an immense amount of work, stress and pressure better than most would have.
Daniel SjögrenFounder, Bright SwimwearLetter of recommendation