Johan A Larsson

Founder-led consultancy focused on Authority Graph Management — aligning how brands and leaders are represented across Wikipedia, web, social platforms, and knowledge graphs. As founder and principal consultant, I advise clients directly on strategic visibility across the nodes that shape how they appear in search engines, AI assistants, and LLMs — bringing together experience from 25+ years in digital growth, performance marketing, and content strategy. Glimz Advisory has evolved from early social and ecommerce growth work into a specialist practice with a focus on Wikipedia presence strategy and cross-channel narrative alignment. Engagements have ranged from early-stage startups to national organisations and multinationals, always with an emphasis on authenticity, consistency, and long-term growth.

Supporting the CEO and team with senior marketing experience, contributing across marketing strategy, organisation development & recruiting, conversion optimisation, and AI implementation in marketing workflows. Refreshing my German skills as a bonus.

Engaged to elevate and scale our performance marketing operations — managing a €300k+ paid media budget across key digital channels and leading a specialised remote team. Commitments include developing new strategies to maximise global reach, brand engagement and return on ad spend, with a focus on organic & paid social, SEM, campaign architecture and AI support. Also overseeing maintenance, enforcement and development of our IP portfolio.

Developed strategy, team and processes for conception, production and global distribution of content for marketing through all social and digital channels, including a global influencer marketing strategy. Continued growing the follower base to 150k and signing 100+ ambassadors and affiliates, scaling revenues to €5m+ across 70+ countries, navigating both a pandemic surge and the global downturn. Built a hybrid local/offshore team developing a multi-currency, multi-language global web and ecommerce platform engaging and converting customers with an average order value of 1,500€+. Expanded to 12 direct reports, including 5 remote. Part of management team and board, reported to the CEO.

Developed a global demand generation and in-house sales strategy and team, which secured strong continuous organic growth without external funding. Acquired customers in elite sports, physiotherapy and fitness from 60+ countries on 6 continents, directing prospecting and inhouse sales as well as developing a structure of local sales partners in 20+ countries. Developed and implemented a social media focused marketing strategy, based on user generated content, highly targeted sponsoring and an impactful inflencer strategy, growing the relevant social media follower base above 75,000 globally across the key social media platforms. Part of management team, reporting to the CEO.

Engaged to build an international social media based marketing program. Worked closely with the management team to create content optimized for several leading social platforms, and implemented limited investments in sponsored posts to select niche target groups. This was complemented with developing search marketing programs and overseeing web site development. The joint effort resulted in strong sales increase on both existing and new markets, as well as the strengthening of the firm and the founding team as internationally acclaimed authorities in their field. Key social metrics include increased relevant Twitter followers by 500%, decreased Facebook fan acquisition cost by 67% and increased daily reach and engagement levels by 150-200%, all leading to web site traffic increasing by 250%.

Hired to set strategy and organisation for social media marketing and digital sales during the start-up phase of HBO Nordic. ● Social Marketing: Defined and implemented Nordic social media strategy. Set up Nordic presence on Facebook and Twitter. Recruited a Nordic team of Community Coordinators. Organised social post schedule, EdgeRank optimisation, analytics, social customer service and crisis management, executing company communication policy. Coordinated social cross-promotion with HBO Inc and partners. Implemented continuous targeted Facebook ads and sponsored stories. The effort achieved 10k fans in the first 24 hours, 25k in the first week and 100k relevant fans in the first two months, outperforming all Nordic competitors by >100%. Virality rates of Facebook posts up to 5-10%. Total reach >25m. All KPI:s above MediaCom benchmarks. ● Digital Sales: Procured and managed the outsourced digital sales or performance marketing function, for search engine marketing (SEM), search engine optimisation (SEO) and conversion rate optimisation (CRO). The effort achieved six-figure web site sign-ups before launch. HBO Nordic is the Internet TV-service provider (VoD and linear OTT) founded in July 2012 as a joint venture between HBO Inc and Parsifal International / Peter Ekelund. The company offers a subscription video-on-demand (SVOD) service direct to consumer, with new high quality programming from HBO, Starz, Fremantle and other studios, based upon a technical platform provided by Urho Digital Services (UDS).

(Part-time.) Majority owner and Managing Director. Managed project from first idea conception to commercial launch and growth with minimal equity investment. Achievements include: defining strategy, negotiating film rights, staging a successful viral marketing campaign (resulting in several awards such as InternetWorld Entertainment Site of the Year, and international brand recognition), designing and coding digital film acquisition platform (resulting in tenfold increase of rights portfolio with zero variable cost; php/mysql), sales of large film portfolios to major European TV and Video-on-Demand providers, acquiring funding from Swedish foundation Framtidens kultur (including recruiting a 10-person team of film specialists and directing implementation project). Glimz.net, an early Scandinavian video-on-demand provider, is an awarded leading european whole-sale distributor of digitally available independent short quality film, with above 450 quality content providers from 60 countries signed.

Directed and developed Labs2's video-on-demand platform business, including large client relationships and a team of software engineers. Entered a turbulent situation of failed commitments, cancelled agreements and departing managers, and secured key accounts, increased revenues and profitability. Achievements include: re-established trust with key clients, re-negotiated consulting and product agreements, implemented structured ordering processes, added a video hosting business area, defined business model and requirements for ~10k hours agile offshore development project and negotiated divestment of the consulting business. Labs² Media was the leading provider of digital distribution platforms for Scandinavian media houses. Key clients included Bonnier (SF-Anytime), MTG (CDON) and Egmont (Nordisk Film). Owner Labs² listed on the Stockholm stock exchange since 2002.

Organised a seven months' project for specification, procurement and implementation planning of a complex and scalable 2+ MSEK software platform, including new development and integration of third-party vendors' systems. Procured and managed a project team and technical team leader as sub-contractors. ABBA the Museum was premiered by Touring Exhibitions as Abbaworld in London 2010 and opened in Stockholm in May 2013. The museum is the only large-scale exhibition endorsed by ABBA, displaying exclusive music, footage, images and memorabilia.

(Periodic.) Negotiated, managed and took part in delivery of a number of consulting projects for the management of several large organisations with ambitions in the telecom industry, advising on business strategy and broadband technology. Notable clients included Wien Energie, IBM Austria, the Swedish Ministry of Industry and ABBA the Museum (see above). Magasin1 is a partnership of independent consultants and entrepreneurs specialising in business development and several fields of research and technology.

Co-founded the company and participated in securing external private funding of EUR 1.2m. Identified and closed deals for profitable projects of up to EUR 500k. Led client relationships through delivery and sales of follow-up services. Negotiated a portfolio of strategic partnership deals. 34 Networks was a consultancy on business and technology strategy for fiber-based broadband networks, leading clients through business planning and financing of new operator ventures, including Viennese broadband operator Blizznet. Based in Stockholm and operational in Austria, Italy, Spain and France. Dissolved (liquidated) in 2003.

Co-wrote the first corporate business plans, leading to the largest residential fiber network investments in Europe. Identified and negotiatiated with partners for e.g. possible investments in several continental European and Asian markets. Managed a successful complaint to the European Commission against key incumbent competitor Telia AB. Closed first Akamai deal. Joined the venture as #5; left when staff exceeded 500. B2 Bredband became one of the leading broadband operators in Scandinavia, with the world’s largest Ethernet-to-the-home network installed to ~300,000 households. Sold to Telenor for 6bn SEK in 2005, and the brand was discontinued in 2018 after 20 years in operation..

Master's thesis: "Intermediation on the World Wide Web - A study of intermediary websites from a traditional marketing channel perspective". Results published in industry press.

Erasmus scholarship