Building an agency from scratch, guiding it through an integration, and still keeping the entrepreneurial mindset alive takes experience and intent. Meet Erik Östberg, Managing Director of s360 Sweden. He has spent more than a decade in digital marketing. He shares his thoughts on leadership approaches, the market ahead, and his aspirations for s360 Sweden.
Erik’s interest in marketing began before the industry became fully digital, but he was there for the shift that reshaped it:
“When I started, marketing was seen as more art than science. Digital changed that. I loved that you could actually see the connection between the work you put in and the business results that came out.”
After graduating from business school in 2010, he started his career at Google, a place he describes as “an incredible school in understanding the digital ecosystem.” Those years gave him a front-row seat to how technology was transforming the craft.
Nearly four years later, he felt the pull to build something of his own. Together with co-founders, he started Docklin, a performance marketing agency in Stockholm, Sweden:
“We grew that agency by a relentless focus on creating value for our clients through data, processes, and business understanding.”
Docklin expanded quickly, proving that quality and sharp execution could differentiate even in a competitive market. And from there, joining forces with s360 became a natural progression:
“Becoming part of s360 was the natural next step: it allowed us to keep our local, entrepreneurial spirit but adds the strength and capabilities of a major European player.”
Erik’s leadership style is built on responsibility and freedom. He introduces an internal principle that has been around for many years at the Swedish office: “Everyone is CEO.”
It’s a mindset that encourages people to take ownership, think holistically, and put in the effort every single day. Erik sets the direction, but he trusts his employees to drive the journey:
“I don’t want to be a bottleneck in decision-making. My job is to set the direction and then trust the smart people we’ve hired to figure out the best way to get there, and of course, support them when they need it. It creates a culture of responsibility.”
That trust and support are central to how the Swedish team operates. The philosophy has helped shape a culture where specialists grow into leaders, and where problem-solving sits at the heart of everyday work.
Many of the team’s traditions reflect that spirit: celebrating complex challenges cracked, new solutions developed, and milestones reached together.
“It’s a place for people who are genuinely passionate about digital marketing and striving to become the best they can be within the field.”
And of course, the summer and Christmas parties, after-work, and the annual Christmas quiz have become well-loved rituals in the Stockholm office.
Erik sees the current landscape for brands and retailers as more complex than ever. There are more channels, more data, AI is everywhere, and the marketing field is in constant evolution. But this also comes with a lot of potential:
“The opportunity is to simplify. The clients who win are the ones who stop chasing every new shiny tool and initiative and focus on the basics: great data, clear goals, and measuring what actually drives profit.”
He particularly highlights how technology and automation are reshaping the competitive dynamics in marketing:
“At the same time, technology has levelled the playing field. You don’t need the biggest budget to win – you just need to be smarter.”
For growth-focused brands, this shift opens the door to move faster, test more, and compete on quality and strategy rather than sheer spend.
Erik is excited for the next chapter at s360 Sweden. In his opinion, the combination of local experience and s360’s broader capabilities gives the team a unique value proposition in the Swedish market:
“We’re well on our way on a journey from being a performance marketing agency to becoming a partner that can solve most things digital for brands and retailers. By combining our local team with s360’s technology and specialists across Europe, we offer something different. We’re big enough to handle the largest and most complex clients, but small enough to care deeply about every single client and project.”
His ambition for the Swedish office is straightforward: quality above all.
“The key will be to maintain the quality and focus we’ve always had. We don’t need to be the biggest agency, but I want us to be the best. When a company has a difficult growth problem, I want their first thought to be: ‘Call s360.’ ”
When asked about the advice that has shaped his career, Erik points to a quote from Jeff Bezos: “Focus on what is not going to change.”
It’s a principle he returns to often. Trends shift, tools evolve, and AI reshapes workflows, but client expectations remain constant:
“Clients wanting proactivity, transparency, and improved results – never change. If you build your business around those constants, you will always be relevant.”
Interested in joining the team at s360? Explore our open positions.
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