Media, Performance & Growth, Gothenburg
Media that shows up in sales.
I have more than 15 years of experience in marketing and media planning, paid social, SEM, influencer, OOH/DOOH, OLV, TV and display. I steer media by the business, not by the channel.
What I do
Media strategy
Planning, activation and optimisation of campaigns across digital and traditional channels, from brief to follow-up.
Measurement that leads
From attribution and campaign measurement to incrementality tests that show what actually sells.
Business impact
Focused on what counts: CPL, CAC, ROAS, LTV and profitable long-term growth.
Selected work
Cases
SUV launch
A SEK 10 million media strategy and channel plan driving consideration, test drives and digital leads for a premium SUV launch in Sweden.
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Attribution & incrementality
Analytics plan for a hotel group: validate data against the PMS, test attribution windows and measure true incrementality with a geo lift test.
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Traffic that turns into sales
Optimisation plan for an established outdoor brand with a declining conversion rate, from audit and Performance 5 to a creator programme.
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Retailer Large, Meta dashboard
From Excel report to living dashboard: year-over-year comparison, marginal ROAS and an AI chat that calculates on the same raw data as the numbers show.
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UTM Builder, your own taxonomy
Fixed menus and automatic normalisation produce clean links from the start. The taxonomy is open, exported as a file and shared with agencies, consultants and colleagues.
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AI-assisted product enrichment
Products in stock were missing images in the web shop. With AI support I matched the right image to the right item, so the range could be sold.
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I work where media, data and business meet. I help brands plan, buy and optimise media in a way that connects to real business results.
Read the full CVIn brief
- Over 15 years in media and media planning, most recently as Media Operations Manager at Intersport
- 30 %+ sales growth with improved profitability through business-led SEM
- Brought Meta in-house: CAPI, Advantage+ and Meta's OMNI beta
- Scaled Camping.se from zero to 250 sites and SEK 50 million