Team

SZN is built by four founding operators, but it is executed by a synthetic workforce.

By leveraging a proprietary stack of AI agents, we maintain the output of a 50-person global CPG firm with a core team of only four founders.

We have deployed autonomous agents to handle the high-friction, repetitive tasks that typically bloat a company's operating expenses. Our "founders + agents" model allows for:

• Creative & Media: AI-driven content engines for high-velocity ad creative and SEO-optimized brand storytelling.
• Creator outreach: AI-driven outreach to thousands of creators offering product + CPM in return for content & reach.
• Performance Marketing: Autonomous bidding and audience optimization across Meta, Google and TikTok, operating 24/7 with more precision than a traditional agency.
• Raiding: Scraping X, Reddit & TikTok for threads/posts related to pouches, caffeine or focus/performance to raid or "Ryanair".
• Customer Experience: Support agents handling 95% of inquiries instantly, ensuring world-class service without a call center.
• Intelligence & Compliance: Continuous "competitor watchlists" and real-time monitoring of regulatory/policy changes across all 8 priority markets.
• Trend Harvesting: Bot armies identifying emerging subcultures and "lock-in" trends before they go mainstream.

Hiring for Physical Impact Only

Human hiring is strictly reserved for physical presence: events, pop-up stores, and ambassador activations where the "Lock-in" ethos requires a face-to-face human connection. Everything else is automated.

Isak von Peltzer — CEO

Isak serves as the CEO of the company, bringing over a decade of entrepreneurial and leadership experience. He is the founder of the ad-tech company Collabs (acquired in 2021) and co-founder of LEWA of Sweden, a leading innovator in the pouch industry known for its modern approach to traditional products. With a background as a licensed personal trainer and nutritionist, Isak applies a holistic, performance-driven mindset to business and leadership - guided by a strong interest in functional medicine.

Joey Massa — Creative Director

Joey serves as Creative Director, bringing a uniquely multidisciplinary background that bridges technology, design, and brand strategy. His experience spans from Engineering at Sony Mobile, to Art Direction across the Nordics for global brands such as Under Armour and New Era, and Creative Direction for a H&M–owned fashion label. Most recently, Joey served as COO at Collabs, leading creative and operational growth initiatives.

Givar Shabani — COO

Givar serves as COO, bringing over 15 years of entrepreneurial experience across technology, product, and go-to-market strategy. A Forbes 30 Under 30 honoree, he is the founder of the live music marketplace Gigital and has led multiple initiatives within the Web3 and creator economy space. With a background as a former professional esports competitor and streaming personality, Givar combines operational rigor with a deep understanding of digital communities. His expertise spans business development, product strategy, GTM execution, and scaling tech-driven platforms.

Jonathan Olsen — CTO & Chief Designer

Jonathan serves as CTO & Chief Designer. His work experience spans from design agencies serving clients such as H&M, Coca-Cola, and HP, to co-founding Oneflow (public company) and Collabs. Jonathan built SZN's entire digital stack from scratch, including the company's D2C website, internal ops dashboard, and all consumer-facing digital assets.