# Alexander Högman

> Alexander Högman is the CEO and co-founder of Camphouse, the media-operations software company formerly known as Mediatool. Drawing on marketing, sales, consulting and business-development work at organizations including PostNord, Renault, Deloitte and Volvo, he co-founded the business in 2012 to replace fragmented media plans, spreadsheets and reporting workflows with a shared system of record. After bootstrapping, rebuilding the original product and expanding internationally, he moved with his family from Sweden to New York to lead the company’s next global chapter. Camphouse rebranded in 2025, and in 2026 announced a Series A milestone alongside its selection by L’Oréal Groupe as a worldwide media-planning system of record.

- **Role:** CEO and Co-founder at Camphouse
- **Organizations:** Camphouse, Mediatool, PostNord, Posten AB, Renault, Deloitte, Volvo Car Corporation, FENA, BSP Marketing, If P&C Insurance, Kinnmark Direct Marketing, Forbes Technology Council
- **Education:** Master's degree in Business Administration and Management, with a marketing focus, Lund University
- **Known for:** Co-founded and led the media-operations software business that evolved from Mediatool into Camphouse., Bootstrapped the company through its first year and reached profitability before its first announced external funding round in 2020., Expanded the company beyond Sweden into a multi-office operation with locations listed in New York, Stockholm, Malmö, London and Montpellier.

## Career timeline

- **Before 2012** — Built experience across marketing, sales, consulting and business development, including roles connected to Volvo, Deloitte, Renault, Posten/PostNord and other organizations.
- **2012** — Co-founded Mediatool with Magnus Ohlin, Ludwig Magnusson and Joakim Landberg after identifying persistent fragmentation in media planning and campaign data.
- **2012-2013** — Bootstrapped the company’s first year; the founders later discarded the original platform and rebuilt a more dynamic product.
- **2020** — Announced a €2.5 million first funding round led by Newion with J12 Ventures, Almi Invest and existing investor Twig.
- **2023** — Published Forbes Technology Council articles on media-planning platforms and building global marketing-technology stacks.
- **2024** — Moved with his family from Sweden to New York to support the company’s global and U.S. expansion.
- **2025** — Renamed Mediatool as Camphouse, positioning the platform as a shared home for campaign workflows and media data.
- **2026** — Camphouse announced completion of a Series A milestone and said L’Oréal Groupe selected it as a worldwide media-planning system of record.

## Achievements

- Co-founded and led the media-operations software business that evolved from Mediatool into Camphouse.
- Bootstrapped the company through its first year and reached profitability before its first announced external funding round in 2020.
- Expanded the company beyond Sweden into a multi-office operation with locations listed in New York, Stockholm, Malmö, London and Montpellier.
- Led the 2025 rebrand from Mediatool to Camphouse.
- Built a user community that Högman said numbered about 50,000 subscribers in a 2024 interview.
- Reported more than 150 brands using Camphouse worldwide in 2025.
- Published thought-leadership articles through Forbes Technology Council.
- Spoke at the ANA Media Conference in Nashville in 2026 on complexity and AI-native media operations.

## Latest updates

- **2026-06** — Camphouse announced a Series A milestone, with public reporting saying total capital raised had reached $17 million, and said L’Oréal Groupe selected the platform as its worldwide media-planning system of record.
- **2026-03** — Högman spoke at the ANA Media Conference in Nashville about embracing modern media complexity through code and AI-enabled operations.
- **2025-11** — Camphouse announced a partnership with Grasp to connect media planning, trading and reporting workflows through stronger data governance.
- **2025-05** — Högman marked one year since moving with his family from Sweden to New York and said more than 150 brands worldwide were using Camphouse.
- **2025-02** — Mediatool rebranded as Camphouse, with Högman positioning the change around marketing-data ownership, secure AI workflows and global collaboration.

## Links

- Website: https://camphouse.io
- LinkedIn: https://www.linkedin.com/in/alexander-h%C3%B6gman
- Twitter/X: https://twitter.com/mediatool
- Instagram: https://www.instagram.com/camphouseio/
- Facebook: https://facebook.com/mediatoolcom

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Profile page: https://yespress.io/alexander-hogman
Published by YesPress — https://yespress.io
Last updated: 2026-08-10