Johan Uhrbom, media and growth specialist

Intersport AB

• Owned the full media strategy: planning, budgeting, execution and follow-up across paid social, SEM, influencer, OOH/DOOH, OLV, TV, display and print
• Built Meta in-house from the ground up: CAPI with online and offline signals, Advantage+ Shopping, a 50/50 brand/performance split and participation in Meta's OMNI Campaign beta measuring incremental in-store sales
• Restructured Google Shopping with SFBO and moved from ROAS optimisation to margin and demand signals. This contributed to 30 %+ sales growth with improved profitability
• Initiated Intersport's move into TikTok, which required rethinking both channel setup and the whole content approach
• Built the influencer programme from scratch and integrated it into the media mix: strategy, partner selection, briefing and effect measurement. Invited to discuss the setup on a podcast about influencer marketing
• Ran continuous brand tracking and campaign measurement through Nepa and Kantar to follow observation rate, brand attribution and preference over time
• Ongoing dialogue with Google and Meta on platform support, betas and new opportunities

Intersport AB

• Lead responsibility for analytics, paid media and marketing effectiveness across both stores and e-commerce
• Owned strategy, buying and evaluation of paid media in Google and Meta
• Coordinated CRM activity with the CRM lead (email and loyalty) so that paid and CRM pulled in the same direction
• Responsible for SEO, improving organic visibility through technical fixes and content optimisation
• Shared insights from data and brand tracking cross-functionally as a basis for short- and long-term decisions

Intersport AB

• Conversion and campaign analyst in the digital team, focused on Intersport e-commerce and supporting Löplabbet
• Built the analytics foundation for e-commerce: technical setup in Google Analytics, campaign tracking and behavioural analysis
• Analysed campaigns and media buys in Google and Meta and drove continuous conversion optimisation

SCR Svensk Camping

• Owned the digital marketing plan and coordinated marketing across web, SEM, social and email
• Used web analytics as the basis for continuous campaign optimisation and improved channel efficiency

SCR Svensk Camping

• Built and launched Camping.se as the national booking channel for Swedish campsites: technical implementation, onboarding of sites and commercial rollout
• Grew the platform from zero to 250 connected campsites and SEK 50 million in revenue in five years
• Established Camping.se as the industry's default booking channel with more than 2 million annual visitors

Hotelzon Sweden (Netbook AB)

• Developed and launched new products in close collaboration with the development team
• The bridge between customer needs and technology, with clients such as Volvo, ABB and Ericsson

Hotelzon Sweden (Netbook AB)

• Support and training across the full product portfolio, both remotely and on site with hotels and corporate clients
• Netbook was the first company in Sweden to enable online hotel booking. Clients were both corporates and hotel owners
• Daily contact with development, finance, sales and marketing gave a complete understanding of product and business

HRG Nordic Business Travel

• Operationally led a team of three in a specialised hotel department for business travel
• Built deep expertise in booking systems such as Amadeus, reflected in delivery and advisory quality

Framtidsresor

• Tour leader on Isla de Margarita. Learned to take initiative and solve things on my own with limited support from home
• This is where my curiosity about people and other cultures really took off