Skip links

I’m Auður, a multi-talented girlboss who’s decided to take a U-turn in life.

I spent ten years of my life building up and running a company that taught me endless lessons about business, life, and what it means to be successful.

When outside forces derailed my plans (global pandemics will do that to you), I decided to look at it as an opportunity to change course and embark on a new adventure.

I’m ready – let’s do this!

A bit more about me

Where I’m coming from

I built I Heart Reykjavík the travel business using stolen bandwidth from my dad, SEO, social media and time. I never spent any money on traditional advertising although there did come a time where my dad’s bandwidth wasn’t enough and I needed to invest in the foundations of the business.

I never had to borrow money or rely on investors. I bootstrapped and gradually grew. I’ve never been particularly outspoken about the financial side of my business but in my first year, I had a million-dollar turnover. The year after that, it was two million. It doesn’t seem like a lot maybe, in the grand scheme of things, but it’s a feat for someone with little formal education and no previous experience in running a business.

The key to my success was my knowledge and familiarity with search engine optimization, my understanding of all sides of marketing and virtually non-existent overhead. I’m smart and resourceful but I was also lucky to get featured in some very important traditional media (such as the New York Times Sunday travel section) at a pivotal time.

I made some bad decisions along the way, mainly due to my lack of experience. It never derailed the company but if I had known then what I know now, I would have done things differently. What was my saving grace is that I have good instincts and I never wavered when it came to my vision.

In the end, the mistakes I made turned out to be a blessing in disguise as they gave me a chance to walk away from the business when I did without devastating my personal finances and without screwing anyone over. Not our customers nor our business partners. That’s incredibly important to me and something I’m very proud of.

Where I’m heading

I’m currently doing distance learning at Bifröst University and I plan to graduate in February 2022 with BSc in Business with an emphasis on marketing and service.

I would like to continue on and do a Master’s degree soon after graduation. At the moment what interests me most is service and/or marketing but I want to be open and go where the wind takes me. Because of my age and where I am in my professional career, I would prefer to work while I finish my Master’s degree even though it means it will take me a bit longer.

On the job front, I would like to work somewhere where I can be a part of a team. I’ve spent most of my career as a lone wolf and as gratifying it is to be able to do everything exactly as you dream it, I think the best ideas come from collaboration. Maintaining a balance between my work life and my personal life is also important to me.

Although I’ve spent most of my career working in tourism, I have skills and qualifications that are transferable to other sectors. I enjoyed working in tourism but I’m open to anything where I get to use my talents and skills.

I’m eager and quick to learn and I haven’t encountered a problem yet that I haven’t been able to find a solution to. I’m excited about this next chapter of my life and can’t wait to get my hands dirty.

My skills include but are not limited to

Feel free to contact me for my full CV

Content creation

I’ve got 15+ years of experience writing blog posts in Icelandic and English. My strength is writing in a clear voice that is both personable and relatable.

WordPress management

I’ve built, managed and maintained WordPress websites since 2004.
I’ve also worked with numerous other CMS systems on personal and professional projects.

Business knowledge

As a solopreneur turned employer, I have experience with everything that it takes to keep a business running. Whether it’s sales, marketing, IT, HR, finances, you name it – I’ve probably done it.

Service Excellence

I have a natural nack and instincts for providing excellent service. I’m currently furthering my education on the service side of business.

Social Media

I’m well versed in using social media as a part of the marketing mix. I’m comfortable using social media management tools such as Later, Hootsuite, Buffer, etc.


Although I’m not professionally trained, I have a good eye for design and am comfortable with using Photoshop, Lightroom and other programs from the Adobe family.

Entrepreneurial spirit

Whether it’s coming up with new business ideas or improving on already established ones, I’m always looking for new ways to improve the customer experience.

Strong organizational skills

I’ve got a good eye for details and have a lot of experience with managing projects of various sizes.