Monil hires reMarkable's CMO to build a global grazing-tech brand
What's the deal? Norwegian agritech startup Monil has hired Magnus Heimsjø as chief marketing officer, tasking him with building its brand internationally and expanding the marketing team. Heimsjø joins from reMarkable, where he was the fourth employee and helped build the brand until the company was valued at over $1 billion in 2022.
What does Monil do? Founded in 2022 and based in Oslo, Monil makes collars that let farmers create, move, and remove grazing areas from their phones, without physical fences. It has sold more than 90,000 collars and delivers in Norway, Sweden, the UK, and the US.
Why now? The hire comes as Monil shifts from strong growth at home to international expansion. Reported 2025 sales rose more than fivefold to US$7.74M, and it raised close to US$11.8M, while still posting a US$5.56M loss.
What's the endgame? Co-founder and chief executive officer Torstein Nesse said the ambition is to become one of the world's largest players in virtual fencing and digital herding. "He knows what it takes to turn a Norwegian startup into a global technology company," Nesse said of Heimsjø (translated from Norwegian).
Heimsjø framed the move as a rare chance. "There aren't many opportunities in Norway to help build a global brand from such an early stage," he said (translated from Norwegian).
What could go wrong? Monil has set up a US subsidiary and is pushing into a market where rivals including Halter and Nofence are also expanding. The test is whether brand-building can win customers abroad without letting expansion costs outrun revenue.
The signal: Pulling an experienced consumer-brand marketer from a billion-dollar hardware success signals Monil's intent to compete globally, not just regionally — betting that storytelling, as much as technology, will decide the virtual-fencing race.
Read more: shifter.no
Image credit: Generated with Gemini
