Johan Peter Sundberg
Verified Expert in Marketing
Marketing Expert
Chiang Mai, Thailand
Toptal member since October 23, 2024
Johan started his content career at 15, writing a fanzine, and soon moved into journalism and videography. With a master's degree in film, he has gained experience as a linguistic QA tester, transcreator, and copywriter. In 2013, Johan took the first content strategy course offered online and has since led teams in senior roles across government agencies, NGOs, startups, and enterprises, achieving award-winning results.
Project Highlights
Expertise
- Content Marketing
- Content Strategy
- Editorial Direction
- SEO Content
- Social Media Strategy
- Storytelling
- Video Production
- Writing & Editing
Work Experience
Senior Content Strategist | Head of Content | Editor-in-chief
Self-employed
- Created content for Blocket, increasing positive sentiment by 40% and winning multiple awards, including Sustainability Communication of the Year, Silver Lovie, Content of the Year, Innovation Gold, and European Excellence in Storytelling.
- Provided consultancy on video production for The Barista League, transforming its in-person event into a web series that survived and thrived during the pandemic, eventually becoming the second-largest global coffee event after COVID-19.
- Developed cross-channel, data-driven strategies for CEVA and Beyond Carnism, enhancing brand alignment, ensuring consistent social media execution, and increasing impressions and shares.
- Crafted and executed SEO, social media, and content strategies for B2B and B2C clients across various industries, ensuring brand consistency and optimizing engagement.
- Acted as editor-in-chief for Blocket, leading a strategic content overhaul and the technical development of new CMS modules, resulting in an improved bounce rate, time on page, pages per session, session duration, and conversion rates.
Communication Strategy Marketing Expert
Lighthouse Environment Partners, Inc
- Analyzed organizational needs and developed a tailored content and communications strategy to strengthen outreach and engagement.
- Shaped Lighthouse’s brand voice and tone, ensuring messaging aligned with community-rooted values while maintaining clarity, warmth, and trust.
- Mentored a junior team member on film production techniques, improving narrative structure, storytelling flow, and technical quality of video outputs.
Senior Editor
The Swedish Institute
- Produced a documentary that resulted in a 100x ROI. It got featured in major international media, including The New York Times, The Guardian, The Atlantic, HuffPost, and Gizmodo. It was also featured in global museums, festivals, and classrooms.
- Developed and implemented social media strategies that led to 215% growth on Facebook, 180% on YouTube, and 178% on Twitter.
- Revitalized Sweden's YouTube channel, establishing a functioning relationship with an important partner, which resulted in a 180% increase in subscribers, achieving more watch time in nine months than in the previous 11 years.
- Enhanced visibility and positive perception of Sweden's brand, ranking first in the national brands index. I also acted as a public speaking representative for Sweden's brand at conferences.
- Acted as an editor-in-chief and led the content team, improving quality and consistency across platforms and supervising English content.
- Coordinated stakeholders, vendors, and partners and managed public procurements and budgets, delivering projects under budget and ahead of schedule while improving content processes and reducing turnaround times by 20%.
- Received award nominations, including Place Brand of the Year, Placebrander of the Year, and Best Inspirational Film for outstanding communication strategies and content production.
Global Digital Content Manager
Betsson Group
- Acted as an editor-in-chief, managing a diverse team of multilingual copywriters, translators, coordinators, and designers.
- Developed a content strategy that increased user engagement by 35%.
- Led a 100x ROI campaign during the infamous Luis Suarez 2014 World Cup event, creating engaging, high-visibility content within 24 hours.
- Managed vendors and streamlined production processes, improving project efficiency by 25% and reducing costs by 20%.
- Directed VIP customer campaigns, producing films and digital content that activated key segments and enhanced brand loyalty.
Content Producer
Self-employed
- Produced in-depth reports on climate change and environmental taxes in Europe for the Japanese government, influencing new policies and legislation.
- Provided copywriting, SEO, and content services for global clients, increasing their online visibility and traffic by up to 40%.
- Handled translation and transcreation for global brands like Microsoft, Sony, and Nintendo, ensuring culturally relevant and high-quality deliverables.
- Secured EU grants through effective grant writing, obtaining funding for multiple innovation projects.
- Worked for clients as diverse as Ticketmaster, Sony, Nintendo, thebigword, Samsung, TranslateMedia, Specsavers, Regi, DigitasLBI, GAEU, Gillette, World Writers, Keywords, Microsoft, Konami, Swedish Stockings, Crosby, and the Japanese government.
Linguistic Quality Assurance Test Lead
Electronic Arts
- Advanced from junior to senior tester and test lead, acquiring extensive expertise in game localization, leadership, and team management.
- Ensured the successful delivery of high-quality language versions consistently for all games, including high-profile triple-A titles such as FIFA, James Bond: From Russia with Love, The Godfather, and Harry Potter.
- Maintained a flawless quality track record in quality assurance, surpassing localization standards while ensuring all versions met or exceeded company and stakeholder requirements through meticulous attention to detail.
- Managed complex testing schedules across multiple countries while mentoring junior team members, ensuring timely delivery of localized products for global launch.
Videographer and Editor
Lund University
- Produced high-quality promotional videos for universities, managing full project lifecycles from scripting and filming to post-production and editing.
- Enhanced visibility for educational programs through creative video content that effectively captured activities and highlights.
- Delivered projects on time and within budget, streamlining production processes and improving client satisfaction.
Journalist
Ditt Media
- Covered local news stories, gathered information, and conducted interviews to produce accurate, timely, and engaging articles.
- Freelanced as an arts and culture writer, producing well-researched pieces while managing university studies.
- Produced articles and reviews within the realm of arts and culture. This required research, interviews with artists and cultural figures, attending events, and writing engaging pieces.
Project History
Sustainability Campaign for Blocket
Created content for a sustainability campaign that increased positive sentiment towards Blocket by 40% and won multiple awards across Europe.
This project involved developing content and leading the “Domestic Science for Millennials” campaign for Blocket, Scandinavia’s largest marketplace for pre-owned goods. The campaign, through which we sent out literal trash to influencers, promoted sustainable practices and included a national PR outreach, online courses, and influencer collaborations.
The campaign resulted in a 40% increase in positive sentiment towards Blocket and a 13% increase in web traffic. It was recognized with several significant awards, including Sustainability Communication of the Year, European Excellence in Storytelling, and the European Lovie Award.
Documentary Film: How to Move a City
https://youtu.be/WKvqJ05AsPY?feature=sharedProduced a documentary that surpassed the production cost by 100 in PR value within a week of its release. It was featured in international media, including The New York Times and The Guardian.
I led the concept, production, and co-direction of the documentary “How to Move a City,” which covered the unique project of relocating the entire city of Kiruna to prevent it from sinking due to nearby mining activity. The film focused on the local community’s experience, mixing entertainment, education, and engagement.
The documentary was featured in over 80 international media outlets, including The New York Times and The Guardian. It is still being shown at film festivals, museums, and classrooms worldwide. With over 400,000 views, the documentary created significant global awareness of Sweden’s innovative and sustainable approaches.
National Brand Film: This is Sweden
https://youtu.be/vfQU6pI51ww?feature=sharedCreated and promoted a national brand film for Sweden, shown in Times Square and featured in global media, reaching over 10 million viewers.
I produced and co-conceptualized “This is Sweden,” an official national brand film used by Swedish embassies and government agencies worldwide. The film highlighted Sweden’s values of innovation, sustainability, and creativity. Shown on major platforms like Times Square, Istanbul Metro, and EU ceremonies, it obtained millions of views and received multiple award nominations, including Best Expression of Place Brand Identity, Place Brand of the Year, and Placebrander of the Year.
The film continues to be a key communication tool for Sweden’s government and business representatives. It also contributed to Sweden reaching the number one spot in the national brands index.
Education
Master's Degree in Cinematography and Film
Lund University - Lund, Sweden
Bachelor's Degree in Psychology and Philosophy
Lund University - Lund, Sweden
Certifications
Content Strategy for Professionals 2: Expanding Your Content’s Impact and Reach
Northwestern University
Content Marketing Certification
Northwestern University
Certification in Creative Writing
Umeå University
Skills
Core
Content Strategy, Content Marketing Strategy, Social Media, SEO Content, Copywriting, Social Media Strategy, Content Marketing, Digital Campaigns, Branding, Social Media Content, Writing & Editing, Campaign Strategy, Content Creation, Social Media Management, Digital Marketing, Marketing, SEO Marketing, Social Media Marketing (SMM), Blogging, Digital Marketing Strategy, Scriptwriting, Content, On-page SEO, SEO Keyword Research, Search Engine Optimization (SEO), Marketing Strategy, Brand Strategy, Email Marketing, Facebook Ads, Google SEO, Community Management, Organic Social Media, Social Media Posting, Lead Generation, Omnichannel Marketing, Marketing Research & Analysis, Keyword Research, Brand Marketing, Narrative Writing, Generative Artificial Intelligence (GenAI), Marketing Communications (MarCom), Marketing Leadership, Social Media Platforms, SEO Tools, Public Relations (PR), PR Campaigns, Influencer Marketing, WordPress SEO, Google Ads, LinkedIn Marketing, Audience Targeting, Paid Advertising, Landing Pages, Affiliate Marketing, Growth Hacking, Conversion Rate Optimization (CRO), Marketing Analytics, Pinterest, Instagram Marketing, Funnel Marketing, Performance Marketing, AI Marketing, Go-to-market (GTM) Strategy, Link Building, Off-page SEO, A/B Testing, Ad Campaigns, Instagram Growth, Google Paid Ads, Search Engine Marketing (SEM), Product Marketing, Account-based Marketing (ABM)
Platforms & Tools
Content Management Systems (CMS), Instagram Ads, Contentful, Canva, Adobe Premiere, Yoast SEO, Google Analytics, Facebook for Business, Linkedln, Asana, Monday.com, Ahrefs, Screaming Frog, HubSpot, YouTube Shorts
Business Models
B2C, B2B, Business to Business (B2B), SaaS Product Marketing, SaaS
Technical
Google Search Console
Other
Storytelling, Content Distribution Strategy, Content Writing, Web Content, Filmmaking, Project Management, Content Management, Campaigns, Team Management, Editorial Direction, Videos, Video Scripts, Video Production, Videography, SEO Writing, SEO Copywriting, Translation, Article Writing, Localization, Content Localization, YouTube Marketing, YouTube, Promotional Videos, Brand Building, Facebook, Instagram, Communication, Blog Posting, Blogs, Tourism, Copy Editing, YouTube Growth Manager, Growth Strategy, Filming, Technical SEO, Brand Management, Hospitality, X (formerly Twitter), Global SEO, SEO with AI, Communication Strategy, Artificial Intelligence (AI), Video Production, Technical Writing, YouTube Channel Management, YouTube SEO, Customer Research, Content Design, Tone of Voice, Content Research, Creative Operations & Leadership, Global Digital Marketing Strategy, Multichannel Content Strategy, Partnerships, Brand Voice, Growth Marketing, Film & Television, Critical Thinking, Screenwriting, Creative Thinking, Social Listening, Team Leadership, Vendor Management, Research, Sustainability, Environmental, Social, and Governance (ESG), Climate Change, Team Building, Video Editing, Journalism, Influencers, Events, WordPress, ChatGPT, Google Keyword Planner, Hootsuite, Sprout Social, Customer Journey, Event Management, Surveys, Audience Segmentation, Brand Development, Buyer Personas, Business Modeling, Programmatic SEO, Nonprofits, Offline Marketing, Education, Newsletters, UX Writing, Mobile Apps, Videography, Promotional Videos, Social Media Video Marketing, Media Production, Consumer Behavior, Viral Marketing, YouTube Thumbnails, Gambling, User-generated Content (UGC), Landing Page Optimization, Generative Engine Optimization (GEO), User Experience (UX), AI Social Media Content Creation, LinkedIn, Partnership Marketing, Competitive Analysis, Rebranding, Data Analytics (Marketing), iOS, Psychology, Philosophy, Game Development, Slogan Writing, Policy Writing, Environment, Localization Strategy, Hotjar, Trello, Buffer, later, Semrush, Figma, Paid Search, Travel, Customer Acquisition, Video Editing, Video Animation, Graphic Design, Investor Relations, Visual Design
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