Jonathan Kullman is the founder and strategic force behind NBH. As CEO, he leads the agency’s vision, growth, and client success—ensuring Nordic brands have a trusted partner in one of the world’s most complex markets. With a background in international marketing and a sharp commercial mindset, Jonathan helps brands turn China from a challenge into a real growth opportunity.
As CEO, Jonathan oversees NBH’s strategic direction, service development, and key client relationships. He’s directly involved in positioning global brands for success in China—often supporting executive teams with market strategies, positioning, and growth plans. Jonathan also leads the Stockholm office and drives collaboration between the European and Shanghai teams.
Jonathan is passionate about strategy that actually leads somewhere. He believes European companies have a unique opportunity in China—but only if they dare to lead with clarity, long-term thinking, and local insight. Helping brands unlock that potential is what drives him, every day.
“Jonathan is not just a CEO—he’s a strategic partner. His understanding of both our brand and the Chinese market is invaluable.”
— CEO, Leading Nordic Industrial Group