About
AI engineer turned automation consultant — based in Gothenburg
I'm Max Västhav. I help small and mid-sized businesses replace manual handoffs, brittle spreadsheets, and disconnected tools with AI and automation that actually runs in production. Six-plus years in data engineering and BI consulting; now focused on shipping practical AI agents and workflows that deliver measurable ROI.
Who am I?
Background, how I work, and what I can do for you. Services and real-world solutions follow in the next sections.
In short
I'm Max — I help businesses stuck between manual spreadsheets, email handoffs, and tools that don't talk to each other. I replace that with automation and AI that actually runs in production, not slide-deck fiction.
My foundation is six-plus years in data engineering and orchestration — pipelines, integrations, and systems that hold up when it matters.
Beyond dedicated work with growing businesses, I've delivered in large, regulated environments — retail, banking, life science, and consumer platforms — with the same focus: measurable outcomes, clear ownership, and production-grade handover.
Brands & teams I've worked with
What I focus on for you
Clarity before tools — mapping how work really flows and automating what makes an impact.
Outcomes you can measure — fewer hours on routine, fewer errors, traceable runs and set KPIs based on your business.
Ownership — documentation and handover so you're never locked to one vendor or one person.
Operating principles
How I work
- Work first
Start with the work, not the tools
Before any AI is mentioned, we map how a process actually flows — where the handoffs happen, what data is touched, who's accountable. That map decides what gets automated and what doesn't.
- Production
Ship code, not slide decks
The output isn't a Notion doc and a vendor demo — it's running pipelines, monitored agents, documented runbooks, and a handover that lets your team operate the system without me.
- Depth
Fewer, deeper engagements
One critical workflow done well beats five tooling experiments that nobody trusts. The goal is something your team can rely on for years — not a list of pilots that quietly stalled.
Where I've delivered
Six-plus years of data engineering and BI consulting across regulated environments — banking, life science, retail, and consumer platforms. Prior employers include Outfox Intelligence (Dentsu Aegis), Conversionista (Arc / Eidra), and Twoday — with delivery work for IKEA, Spotify, Husqvarna, Resurs Bank, and Stena Line.
- 2019Previous role
Data Manager
Outfox Intelligence (Dentsu Aegis)
Built data pipelines, reporting layers, and campaign analytics for global media brands.
- 2021Previous role
Analytics Specialist Consultant
Conversionista (Arc)
Insights, experimentation, and data strategy for retail, banking, and SaaS clients.
- 2022Active
Founder
VasthavM
Founded VasthavM to help small and mid-sized businesses understand, utilize, and leverage AI and automation — practical workflows, not slide decks.
- 2023Previous role
Sr. Analytics Specialist Consultant
Conversionista (Arc / Eidra)
Led complex analytics engagements and mentored junior consultants across cross-industry teams.
- 2024Previous role
Sr. Business Intelligence Consultant
Twoday
Data modelling, BI strategy, and cross-functional project delivery in regulated, enterprise environments.
- 2026Incoming
Sr. Data Engineer
Natlink
Joining as Senior Data Engineer in June 2026 — building data and AI infrastructure alongside the VasthavM practice.
About · 2026 →
VasthavM is not the whole story. From June 2026 I take on a parallel role as Senior Data Engineer at Natlink. VasthavM continues in parallel as a small-batch, high-trust practice — fewer engagements, deeper work, real outcomes.
Ready to see what fits your business?
An AI readiness conversation takes 30 minutes and ends with a clear, prioritized view of where automation pays back fastest in your operation.