As the Global Head of Acquisition & Retention Marketing, you will lead the marketing strategy and execution behind our global ecommerce growth, media strategy and consumer retention. Your mission? To build meaningful, data-driven relationships with our customers that drive both conversion and loyalty—while elevating Fjällräven’s premium brand experience.

At Fjällräven, you’ll be part of a brand with a deep commitment to sustainability, timeless design, and the outdoors. We’re a team of explorers, thinkers, and doers who believe in long-term value over short-term gains—and in building lasting connections with our consumers.

ABOUT THE ROLE 

This role combines full funnel media, lifecycle management, CRM strategy, and content planning—all while leading a high-performing team across multiple digital disciplines. You’ll play a pivotal role in shaping our global digital growth and how we engage our customers across all touchpoints.

WHAT YOU WILL DO 

Key Responsibilities: 

• Lead, coach, and inspire a multi-disciplinary digital marketing team (Paid Media, CRM, Email, Loyalty, Content).
• Lead the seasonal digital marketing plan for EMEA, aligned with global brand calendars.
• Partner with E-commerce teams to grow awareness, drive traffic, conversion, and commercial results.
• Own and execute the always-on and campaign-based digital marketing calendar.
• Drive full-funnel acquisition through paid search, social, VOD, DOOH, and display.
• Optimize media mix with agencies and internal experts to maximize growth and ROAS.
• Leverage data insights to uncover growth opportunities across regions and channels.
• Strengthen customer lifetime value and through lifecycle campaigns and loyalty engagement.
• Develop targeted email, CRM and win-back journeys based on customer behavior. 
• Oversee segmentation and personalization strategies across all channels.

Content & Brand Experience:

• Collaborate with Brand, Event and Creative teams to ensure content excellence across digital touchpoints.
• Drive premium storytelling across newsletters, ecommerce, and digital campaigns.
• Align brand narratives with commercial priorities for a cohesive customer journey.
• Serve as a connector between Brand, Creative, E-commerce, Events and Product teams.
• Foster a test-and-learn culture to continuously improve performance and customer experience.

WHAT YOU'LL DELIVER 

• Growth in ecommerce revenue, conversion rate, and new customer acquisition.
• Increase in repeat purchase rates and loyalty program engagement.
• Improved CRM and paid campaign performance (ROAS, CAC, CTR, etc.).
• Enhanced digital experience measured by NPS, satisfaction scores, and site behavior.

WHO YOU ARE 

Required Qualifications:  

• 8+ years in digital marketing, ecommerce, or Loyalty/CRM—ideally in fashion, outdoor, or lifestyle brands.
• Proven success in both acquisition and retention marketing.
• Strong leadership and experience managing teams across CRM, loyalty, and paid media.
• Hands-on experience with loyalty program strategy and lifecycle marketing.
• Familiarity with ecommerce platforms and digital performance analytics.
• Experience in large scale events activations

Furthermore, we believe you: 

• Are a strategic thinker with a strong commercial mindset and premium brand sensibility.
• Are proficient in CRM and email platforms (experience with Marigold is a plus), GA4, Google Ads, and Meta Ads.
• Possess excellent communication skills in English; Swedish or German is a plus.
• Work proactively, act on data, and thrive in agile, matrixed environments.

HOW TO APPLY 

If you’re ready to drive global digital growth and make a meaningful impact at an iconic brand, we’d love to hear from you. Apply now by submitting your resume via our application portal. Applications are reviewed on a rolling basis, and the position may be filled prior to closing. 

The role is located in Solna, Sweden.