Johan Smets co-founded Lynxeye consultants in 1999, after spending close to 7 years managing brands within Procter & Gamble Nordic and Europe.

Johan's experience spans across a wide spectrum of companies, industries and geographies. The majority of his work has been in tech, media, retail, food & beverages, consumer goods and financial services. Through the years, he's advised some of the world’s most iconic brands, including H&M, Volvo, Samsung, Absolut, Nokia, Sony and Telenor.