Johan Liljelund’s path to tech leadership wasn’t linear. He left school early, lived off billiards in his late teens, and taught himself to code. Today, he’s CIO and Executive Vice President at DanAds, the Swedish adtech company quietly powering some of the world’s largest media brands.
“I’ve never hired based on resumes,” he says. “I look people in the eye. You can teach someone to code, but it’s harder to change who they are.” This people-first mindset runs deep through DanAds, shaping both how the company hires and how it operates.
With offices and teams in places like the U.S., UK, and EU, DanAds has deliberately built a truly international culture — while maintaining a clear Swedish core of openness, inclusion, and teamwork.
A culture that builds belonging
DanAds’ teams are intentionally cross-functional. Every project includes people from different departments and time zones. “No one should ever feel alone,” Johan says. “You should always know someone has your back.”
That applies not only to full-time employees, but also to long-time partners and consultants. Before the war in Ukraine where DanAds had a lot of resources, the leadership team frequently visited the Ukrainian development team, even though they worked as subcontractors. “We want them to feel like part of DanAds. And they do.”
The same thinking shaped DanAds’ decision to create DanAds Central Asia with their own development offices. With more than 50 employees there, this expansion gives young professionals an opportunity that’s rare in the region. “In many places, people must leave their hometowns or even their families just to find work. With us, they can stay — and still be part of something global. That’s incredibly rewarding.”
Down-to-earth, transparent and hands-on
The Stockholm office, recently renovated, reflects the company’s culture: open, social, and informal. The team is international, with colleagues from all over the world. Every Thursday, they share breakfast together — sometimes Swedish, sometimes French or Canadian, depending on who’s hosting. It’s a simple but meaningful way to bring people closer.
This unique workplace culture recently earned DanAds a Great Place to Work certification — a formal recognition of something the team already felt every day.
DanAds isn’t flashy — and doesn’t aim to be. “We’re not the ‘corporate suit’ type,” Johan says. “We can show up in hoodies, but we know our stuff.” That quiet confidence is part of the company’s DNA.
Transparency is another key principle. Each Wednesday, the whole company — more than 150 people, including consultants — joins a digital weekly gathering. Different departments present updates, and once a month there’s a CEO update that covers everything from business figures to new projects. Everything is recorded so no one misses out. “It’s about making sure everyone feels informed and involved,” Johan says.
Focused Growth, grounded leadership
DanAds has grown fast, especially after landing early partnerships in the U.S. with names like Bloomberg and Hearst. Today, the company works with global giants including Tripadvisor and Paramount and is now expanding into Europe with recent launches for companies like TV4 and RTL AdAlliance.
Still, Johan is clear that the next phase is about smart, sustainable growth. “We’re reaching a point where it's not just about expanding. We want to make sure what we already have works well. And we want everyone to understand why we do what we do — what the bigger picture is.”
Leadership at DanAds is hands-on. Johan often jumps into whiteboard sessions, encourages open discussion, and places high value on momentum. “I spend most of my time dealing with things that aren’t working. That’s how you move forward — by facing issues and making decisions, even if they’re not perfect.”
Empowering people, everywhere
DanAds has a clear in-office policy: five days a week. “Of course, if you have late meetings with clients in another time zone, you can work from home. But so much of what we do — the creativity, the problem-solving — happens when we’re together,” Johan explains.
Recruitment is a team effort. New candidates meet the whole team, and Johan personally checks for cultural fit. Once onboarded, employees are quickly entrusted with real responsibility. “Some of our newest project managers walk into meetings with the world’s biggest brands. That trust empowers them.”
It’s part of a larger philosophy: that everyone at DanAds should feel they’re part of something meaningful — no matter where in the world they are.
“At the end of the day, we’re building something bigger than a product. We’re building a company where people grow, and where they can be proud of what they’re part of.”