Johan Dorfh

I am a senior commercial and operations leader with a track record of driving growth, leading transformation, and improving customer experience in geographically dispersed organizations. I have led organizations of up to 1,200 employees, overseen sales of approximately SEK 6 billion, and managed budgets of approximately SEK 600 million. Across my leadership roles, our teams have increased sales and profitability, improved customer satisfaction, reduced costs, and strengthened employee engagement.

We have combined clear goals and commercial drive with leadership and culture development. I create shared direction and develop leaders who build high-performing organizations together. I combine ambitious goals and clear expectations with trust and curiosity, creating an environment where people enjoy their work, challenge ideas, grow, and take ownership of shared results.

• HEAD OF OPERATIONS & SERVICE at SJ | 2025-10 - Present | Stockholm, Sweden: Led customer-facing, safety-critical 24/7 operations through managers, with approximately 600 employees, primarily train drivers and onboard staff. Teams across six locations in central and northern Sweden staffed train services between Malmö and Narvik. Accountable for commercial and publicly contracted service delivery, workplace health and safety, and a budget of approximately SEK 400 million. Drove improvements in customer experience, safety, and security with managers and relevant support functions. Served on the Traffic & Service Division leadership team, with shared responsibility for strategic priorities and operational development.: Improved NMI (employee satisfaction) from 50 to 60, eNPS from −40 to 0, and service index from 82 to 85. Reduced the cost base by approximately SEK 40 million, or 10%, through restructuring, more effective workforce planning, and better resource utilization. Contributed to SJ winning two Swedish Transport Administration tenders for overnight train services to and from northern Sweden.
• HEAD OF SERVICE at SJ | 2022-10 - 2025-10 | Stockholm, Sweden: Led SJ's onboard, station, and lounge services nationwide through managers, with approximately 1,200 employees across 14 locations. Accountable for service, safety, security, staffing, workplace health and safety, and a budget of approximately SEK 600 million, including forecasting and financial performance reviews. Member of the Traffic & Service Division leadership team.: Improved NMI from 50 to 67, eNPS from −50 to +15, and service index from 78 to 82 by developing leadership and service culture. Halved employee turnover from approximately 20% to below 10%, reduced sickness absence, threats, and violence, and improved employees' sense of safety through systematic workplace health and safety measures in partnership with unions. Built capacity to recruit and train 100–150 new service staff annually. Led the launch and wind-down of publicly contracted SJ services and developed shared service processes through cross-functional collaboration focused on the customer experience.
• DIRECTOR OF MARKETING & SERVICE at SJ | 2022-03 - 2022-10 | Trondheim, Norway: Led workforce planning, train driver and onboard service operations, and commercial teams as a member of SJ Norway's executive team amid uncertainty following market deregulation.: Led organizational changes, including the development and closure of business activities, in close collaboration with HR and union representatives. Established the new Marketing & Service unit with the CEO, creating a clear customer and market focus, defined responsibilities, and stronger collaboration ahead of a structured handover.
• HEAD OF CUSTOMER SERVICE & TRAFFIC COMMUNICATION at SJ | 2022-01 - 2022-10 | Stockholm, Sweden: Led SJ's customer service and passenger information functions in collaboration with an outsourced customer service partner, concurrently with the Norway assignment. Member of the leadership team for SJ's commercial train services.: Developed customer service and improved the timeliness of passenger information during service disruptions through organizational change and digitalization. Stabilized a team under significant pressure through clear direction and more effective ways of working, improved morale, and prepared my successor to take on the leadership role.
• HEAD OF SALES & CUSTOMER SERVICE at SJ | 2017-02 - 2021-04 | Stockholm, Sweden: Led approximately 150 employees across B2C, B2B, digital sales, and customer service, with responsibility for SJ's total sales revenue of approximately SEK 6 billion, departmental budgets and costs, and consumer and corporate loyalty programs. Served on the leadership team for SJ's commercial train services, regularly presented strategic matters to group executive management, and prepared decision papers for the board.: Increased sales by hundreds of millions of Swedish kronor through digital sales channel development, sales partnerships, ticket products, and dynamic pricing. Transformed customer service through digitalization, automation, closure of SJ's remaining ticket offices, and outsourcing, establishing a delivery model with approximately 50 in-house employees and 100 partner employees. Improved passenger information, station environments, and ways of working with Jernhusen, aligning commercial and operational priorities across the customer journey.
• SALES DIRECTOR at SJ | 2013-09 - 2017-02 | Stockholm, Sweden: Led approximately 500 employees across B2C, B2B, digital sales, and customer service, with responsibility for SJ's sales of SEK 5–6 billion and departmental budgets and costs. Tasked with strengthening competitiveness and accelerating sales following deregulation of the Swedish rail market. Member of the Marketing & Sales divisional leadership team.: Increased passenger volumes and achieved annual revenue growth of up to 10% through a stronger customer focus and target-driven sales management. Led the shift from manual to digital sales channels through new channel strategies, improved payment solutions, and the launch of the SJ app. Reduced sales costs by restructuring the organization from approximately 500 to 150 employees, closing ticket offices, and discontinuing telephone sales and ticket machines.
• COMMERCIAL DIRECTOR SWEDEN at Rynkeby Foods | 2012-01 - 2013-09 | Stockholm, Sweden: Led Rynkeby Foods' Swedish marketing and sales operations in a matrix organization, with annual sales of approximately SEK 600 million and P&L responsibility for the Swedish business. Member of Rynkeby's executive team in Denmark and Arla's divisional leadership team in Sweden.: Increased margins and profitability by streamlining the product portfolio. Led the integration of an acquired competitor and established a shared commercial direction.

  Established Team

  Rynkeby in Sweden in support of the Swedish Childhood Cancer Fund, bringing people and partners together around a shared purpose.

• COMMERCIAL MANAGER NORWAY at Rynkeby Foods | 2010-12 - 2012-01 | Stockholm, Sweden: Led the commercial launch of God Morgon Juice in Norwegian grocery retail in close collaboration with Arla's sales organization.

• Executive Certificate in Global Management - Leadership, Strategy, Finance, and Marketing | INSEAD | 2016-09 - 2017-05
• Master of Business Administration (MBA) - Business Administration & Management | East Tennessee State University | 2006-01 - 2008-05
• Bachelor of Arts (BA) - Philosophy & Business | High Point University | 2000-08 - 2004-05