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What does it take to lead a growing team in a competitive market while staying focused on people, culture, and commercial impact? Learn from Jacob Johansen’s experience as Managing Director of s360 Norway: his approach to leadership, lessons from the frontlines, and his best advice for navigating a rapidly changing industry.
Jacob began his career on the client side after studying International Business, where his interest in how marketing can drive business performance took root. That interest eventually led him into the agency world.
“The agency world is a perfect blend of two things I'm passionate about: business growth and people. While our expertise is essential, the impact of building strong, trusting client relationships is often underestimated. Ultimately, this is a people business.”
Jacob joined s360 during a period of growth, and in 2021, s360 acquired the Norwegian agency, Sempro. As Jacob is half-Danish and half-Norwegian and grew up in Norway, this was the perfect opportunity for him to combine his passion for people and business growth. So, he took the leap from Aarhus in Denmark to Oslo in Norway to contribute to the integration process.
He instantly got to experience the Norwegian work culture:
“A clear memory for me is the warm and welcoming attitude from my new colleagues in Norway after my relocation. Everyone here are very ambitious, but the work environment is rooted in an informal and friendly culture where everyone wants the best for each other.”
Today, Jacob leads the Norwegian organisation with 35 employees across two offices. Spending the past decade in the marketing industry has shaped his perspective on leadership:
“I’ve always been inspired by leaders who get their hands dirty and lead by example, demonstrating passion for their work. I also believe in the strength of leaders who dare to be vulnerable enough to admit they don't have all the answers. Listening intently to those around you who possess valuable experience is crucial.”
The philosophy of leading by example and the importance of listening leadership was something Jacob got to apply at a young age. He went from being a consultant to Managing Director in just 4 years at s360, and the team surrounding him has always played a big role in this journey.
He stresses how important the people are to the culture, and the results:
“Our core strength lies in our people. When our team feels good about coming to work, we’re best equipped to deliver an outstanding client experience. Everyone is deeply committed to helping our clients grow their business.”
In Jacob’s view, digital marketing has to serve a bigger purpose than technical execution or chasing the latest tools. It should be closely connected to the company’s commercial strategy. Without that link, even the most well-run campaigns will eventually hit their limit:
“Perfect technical execution can only drive you so far - the deeper strategic work combined with a best-in-class marketing setup is what really enables growth in the end.”
He points to four key areas that marketers should focus on:
Jacob sees this often when working with brands and retailers, especially now, as AI changes how customers search, compare, and decide:
“Structuring first-party data, especially around aspects like product assortment and pricing, is crucial for adapting to AI-powered searches driven by commercial intent.”
While most current AI searches are focused on information gathering, Jacob expects that commercial intent will become a more dominant use case in the near future. Retailers that align their data with product and pricing strategies will be better positioned for what’s next.
He also points to how search habits are moving beyond traditional engines. Many younger consumers are now discovering and researching products on platforms like TikTok and Instagram:
“Younger audiences are increasingly using social platforms for both searches and shopping. Brands will need to prioritise visual storytelling to sustain growth.”
This shift makes creative content a key part of performance, not just brand awareness. To stay relevant, brands must be present in the right channels, in the right format, with relevant and engaging visuals.
Measurement is another area where Jacob sees untapped potential. As the lines between brand and performance continue to blur, many marketing teams still struggle to connect their efforts to tangible business results:
“Many CMOs still struggle to demonstrate to their CFOs what precisely drives growth. We aim to bridge this gap through a unified marketing measurement containing a mix of incrementality testing, MMM, and multi-touch attribution.”
As automation and AI take over more executive tasks, what clients need most is a partner who truly understands their business. Jacob emphasises that the agency’s role is increasingly about providing strategic direction and taking real ownership:
“Our clients want a partner that acts as an extension of their business. It’s more important than ever that we understand their business, market, goals and challenges to create real value.”
The ambition for s360 is clear: to become the world’s best agency for brands and retailers. That includes Norway, where s360 continues to build from a challenger position. It’s an ambitious goal that must be reflected in not only the leadership but also the entire culture. Jacob puts some words on it:
“We recognise our position as a challenger in the Norwegian market, and we want to continue to challenge the status quo. We do this by being deeply committed to delivering industry-leading solutions, but we also always try to remain curious about how we can improve, recognising that there’s always room to be better. If we can be 1% better every day, it will add up in the end.”
Being a marketer these days also means being part of a complex and rapidly developing digital landscape. So, how do you navigate this landscape as a leader? Jacob gives his best advice:
“I think it's about embracing changes with curiosity and courage. In a successful organisation, there's a risk of becoming complacent. However, with our industry evolving so rapidly and competition intensifying, it’s extremely important to stay hungry for knowledge and remain open to new ideas.”
He adds a final note for people who dream of making a career in marketing:
“There are so many paths to becoming a marketer. Many people believe that you have to take the conventional path with the right education. In my experience, interest, passion, networking, and hard work are the drivers that will get you your dream job.”
Want to accelerate your marketing career at s360? Explore our open positions.
Mette Marie Mose Sørensen
[email protected]
Content & Communication Specialist, Group Marketing
