About & CV
Johan Uhrbom
Media, Performance & Growth, Gothenburg. I build media work steered by the business, not by the channel.
Professional summary
Media and performance specialist responsible for the full media mix at Intersport: paid social in-house, SEM through an agency, plus influencer, OOH/DOOH, OLV, TV, display and print. I move continuously between hands-on platform work and the bigger questions of budget, channel choice and media mix.
A large part of the job is understanding how the marketing is actually received, not only what it delivers in hard KPIs. That is why I work continuously with brand tracking and campaign measurement through Nepa and Kantar, in parallel with business-led optimisation. When we rebuilt the SEM setup so that margin and demand drove prioritisation (instead of ROAS) sales grew by more than 30 % with improved profitability.
My background is broad: from customer support and product ownership in travel tech, through building Camping.se into a national booking platform, to today's media work in retail and omni. It gives me a full view of product, technology and business.
Experience
Media Operations Manager
2021–presentIntersport AB
- Own 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
- Run 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
Media & CRM Specialist
2020–2021Intersport 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
Digital Specialist (Digital Traffic Optimizer)
2018–2020Intersport 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
Head of Digital Business
2015–2018SCR 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
Project Manager, digital booking platform
2008–2014SCR 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
Product Owner
2007–2008Hotelzon 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
Customer Support & Training
2001–2007Hotelzon 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
Team Leader, hotel department
1999–2001HRG 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
Tour Leader, Venezuela
1998–1999Framtidsresor
- Tour leader on Isla de Margarita. Learned to take initiative and work solution-oriented with limited support from home
- This is where my curiosity about people and other cultures really took off
Skills
Media & channels
Performance & measurement
Strategy & business
Broader background
Languages
Swedish
Native
English
Advanced
German
Basic
Spanish
Basic
Education & certifications
Goals & Analytics
IHM Business School
A continuation of Digital Marketing focused on setting digital goals from business objectives, plus measurement and analysis as a basis for strategic decisions.
SEO strategy fundamentals
Webbdagarna Academy
Search engine optimisation from the ground up: content, technical challenges and how analytics drives continuous improvement.
IHM Digital Marketing, Professional Diploma in Digital Marketing
IHM Business School / Digital Marketing Institute
International programme focused on strategy and optimisation of digital marketing, concluded with certification from the Digital Marketing Institute.
Incoming Tourism
Burgårdens KY
Tourism programme focused on domestic tourism and guiding, including a three-month internship.
A little about me
San Sebastián, Basque Country, September 2008. I am on my honeymoon and have convinced my wife that we came here to experience a gem on the Atlantic coast. The real reason? The Vuelta a España passes through town exactly these days.
My cycling interest had been sparked a year earlier, and I have not looked back since. Today, seventeen years later, I am still married to the same woman who came along on that trip. I am the father of two daughters, Linn and Ebba, and we live in a white house with a blue door in Torslanda.
As a person I am curious and like to look for the extra detail. It does not have to be spectacular, but I rarely take the well-trodden path. Humour and good spirits matter to me, both to appreciate and to contribute.
References
Linda Delersjö
Marketing Operations Manager — Intersport
Leads our in-house team. We have worked closely on marketing strategy and campaign planning.
Johan Lidenmark
Digital Leader — Dstny
Chief Digital Officer at Intersport when I was hired, and my manager. We worked closely on digitalising the business.
Martin Juhos
CEO — SCR Svensk Camping
Broad experience in marketing and business development with a focus on digital business.
Niklas Masuch
Digital Business Developer — Majblomman
Colleague for several years, first at Netbook and then at SCR Svensk Camping, with close collaboration on new products and features.
More references are gladly provided on request.
Let's talk about your next growth challenge
I am open to roles in media, performance marketing, digital marketing and growth.
Get in touch