Johan Philip Nilsson
Bangkok
Summary
Digital marketing leader. Proven track record with both global brands and local businesses. I make advertising useful, not annoying, and I take pride in helping companies generate revenue online. An advertising start-up founder looking to add an extra remote role to my repertoire.
Overview
15
15
years of professional experience
Work History
Founder & CEO
True North Media Consulting
12.2022 - Current
- I established True North Media due to an increasing amount of connections reaching out to me, looking for help with online marketing for their business
- True North Media manages paid media campaigns on Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads
- We are experts in both eCommerce (Travel, Retail) and B2B
- The company employs two specialists and has an annual revenue of approximately USD $87,000
Sr Media Director / Executive Director (promotion)
Mindshare (WPP)
Shanghai
06.2018 - 03.2025
- Client Portfolio: Ford, HBO
- Ford: APAC lead for a global initiative called Digital Fitness - an efficiency program to improve media buying in local markets
- The program follows a specific process: a) audit of current paid media performance b) formulation of hypotheses to improve performance c) launch pilots (a/b tests) to prove out the hypothesis, and finally d) capture dollar value savings
- Since its inception in 2019, Digital Fitness produced over $10M in savings to Ford APAC
- I led the media side of Ford's Shopper program, which involves specific tactics to capture lower funnel auto intenders
- Serving as the media subject matter expert in the region: Playbooks, Best Practice Documents, COVID-19 guides
- HBO: Thailand media lead for HBO
- In charge of all media proposals for newly released HBOGO shows/movies
Performance Strategy Director
PHD (Omnicom)
Shanghai
05.2016 - 06.2018
- Client Portfolio: Unilever, VW, HP
- Unilever: led the Paid Search and eCommerce Search business for Unilever on Baidu, Alibaba and JD platforms
- VW: In charge of the paid search transition of VW Imports (VGIC) from incumbent agency to PHD
- Post-transition I managed a team of four executing paid search campaigns with an annual budget of above CNY 35 million
- In only 2 quarters the team improved cost per lead by 108%
- HP: In charge of the search transition from incumbent agency; including hiring, forecasting, strategy & campaign audit
- Post transition I ran a team of 8 executives and managers working across HP (computers & printers) Search and eCommerce Search
- General subject matter expert on paid search for Omnicom China
- New business pitches including: Volkswagen, Friesland Campina, Pandora, Bayer, HP, Porsche, AB InBev, and HSBC
Senior Performance Manager
Resolution Media (Omnicom)
Singapore
09.2014 - 05.2016
Media Manager
Mindshare (WPP)
Melbourne
08.2013 - 09.2014
Digital Performance Executive
iProspect (Dentsu)
Melbourne
04.2012 - 08.2013
SEM Campaign Manager
Telstra
Melbourne
10.2011 - 04.2012
Online Marketing Specialist
EB Global Holding
Shanghai
09.2010 - 08.2011
Education
Bachelor of Science - International Business & Chinese Language
Copenhagen Business School
Copenhagen, Denmark08.2010
International Exchange Program -
Royal Melbourne Institute of Technology (RMIT)
Melbourne, Australia11.2009
Chinese Language Studies -
Shanghai Jiao Tong University
Shanghai, China07.2007
Skills
- Digital marketing strategy
- Search & social media advertising
- Revenue generation
- A/B testing
- Talent acquisition
- Company foundation
- Start-ups
Languages
- Swedish, First Language
- English, Fluent
- Chinese (Mandarin), Intermediate
- German, Intermediate
Timeline
Founder & CEO
True North Media Consulting
12.2022 - Current
Sr Media Director / Executive Director (promotion)
Mindshare (WPP)
06.2018 - 03.2025
Performance Strategy Director
PHD (Omnicom)
05.2016 - 06.2018
Senior Performance Manager
Resolution Media (Omnicom)
09.2014 - 05.2016
Media Manager
Mindshare (WPP)
08.2013 - 09.2014
Digital Performance Executive
iProspect (Dentsu)
04.2012 - 08.2013
SEM Campaign Manager
Telstra
10.2011 - 04.2012
Online Marketing Specialist
EB Global Holding
09.2010 - 08.2011
Bachelor of Science - International Business & Chinese Language
Copenhagen Business School
International Exchange Program -
Royal Melbourne Institute of Technology (RMIT)
Chinese Language Studies -
Shanghai Jiao Tong University
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