With experience in brand development, strategic partnering and international projects, Johan Karlsson joins as a new employee - with the task of both coaching the incubator's companies and leading the EU project Creative Networks.
Johan Karlsson, formerly at Holmen Skog, joins eXpression in Umeå as a new employee. He will have a dual role: to coach and support the companies in the incubator and to lead the international EU project Creative Networks - for growth and digital transformation.
För mig personligen känns det som att komma hem igen. eXpression har samlat ett fantastiskt team och i rollen får jag använda hela min verktygslåda. Att få utveckla och bygga ett robust samarbete över nationsgränserna och samtidigt få bidra lokalt och få människor och idéer växa gör rollen dynamisk och utvecklande. - Johan Karlsson, eXpression Umeå
Broad experience in business and branding
Johan comes most recently from Holmen Skog where he was responsible for their strategic meeting platforms and customer journey. Prior to that, he spent over twelve years at Heja! Brand Experience Agency, specialising in brand development, strategic sponsorship and complex communication projects. His client portfolio has included Polarbröd, Norrmejerier, Coop, Västerbottensost, Umeå Energi and Länsförsäkringar Västerbotten.
Umeå takes the lead in Nordic co-operation
As project manager for Creative Networks, Johan coordinates a three-year collaboration where eXpression Umeå is the lead partner, with funding from Interreg Aurora. The project runs from 2026-2028 and is implemented together with partners in Finland and Norway. The aim is to strengthen business support for cultural and creative enterprises across the Aurora region - through joint skills development, a formal cross-border incubator network and a digital collaboration platform.
Johan has a background that combines brand building, strategic partnering and high-level leadership. It is a profile that is well suited to an assignment where he both meets companies closely and builds structures across national borders. - Emil Hägglund, Executive Director, eXpression Umeå
Johan took office on 1 May 2026.
Photo: John Sandin.
