Head of CRM

HAYPP GROUP
We address one of the world's biggest problems – how to end smoking. There are 1,1 billion smokers in the world. Around 8 million people die every year from smoking-related diseases. Our goal is to significantly reduce death rates, save lives and inspire people to choose smoke-free enjoyment. How? By offering people other nicotine products online.

Haypp Group is one of the Nordics' leading e-commerce groups with eleven store brands, present in seven countries where we serve more than 1 million active consumers. Through brands such as , , etc., we sell nicotine pouches, Swedish style snus online as well as disposable vapes. With our headquarters located on Östgötagatan in Stockholm we are 300 team members mainly but not exclusively based in Sweden. Also, we are an innovative and fast-moving company that is growing rapidly, driving sustainable business and are changing the world in the process. We are currently on an exciting expansion journey, converting more and more smokers to smoke-free alternatives across all our markets globally.

THE ROLE
We're now looking for a Head of CRM to own and evolve our group-wide CRM strategy, with a clear focus on retention, customer lifetime value, and sustainable growth across brands and markets.

In this role, you will lead the development of CRM best practices, customer segmentation, and marketing technology across the group. You will build and lead a high-performing CRM team and act as a strategic partner to commercial and cross-functional stakeholders, ensuring that customer insights are translated into impactful engagement throughout the customer lifecycle.

As a member of the Marketing Management Team, you will contribute to broader marketing and business strategy and report directly to the CMO.

What You Will Do

• Own and continuously evolve the group-wide CRM strategy, including best practices, MarTech architecture, customer insights, and segmentation
• Build, lead, and develop a high-performing CRM team, including marketing automation specialists, an analyst, and a MarTech lead
• Take end-to-end ownership of customer segmentation, assessing current approaches and identifying opportunities to improve commercial impact and customer engagement across process, data, and technical implementation
• Drive innovation within CRM, identifying new ways to improve customer relevance, engagement, and operational efficiency across brands and markets
• Act as a key cross-functional leader, ensuring strong alignment between customer needs and business objectives in close collaboration with analytics, commercial, tech, product, acquisition, finance, partnerships, and other key teams
• Stay ahead of trends within CRM, marketing automation, and customer engagement, actively exploring how emerging technologies and AI can be applied to drive scale and efficiency

What We Are Looking For

• 8+ years of experience within CRM, marketing automation, or customer engagement, including 3+ years in a managerial or senior leadership role
• Strong B2C experience, preferably from e-commerce or other high-volume, data-driven environments
• A highly data-driven mindset, using customer insights to identify improvement opportunities across markets, segments, and lifecycle actions
• Solid experience owning and navigating complex MarTech ecosystems, including customer engagement platforms (e.g. Klaviyo, Braze, Iterable, Bloomreach), loyalty platforms (e.g. Talon.One, Antavo, Yotpo), CDPs, and modern data warehouses
• Strong interest in agentic AI and how AI can be applied to increase scale, efficiency, and decision quality within CRM
• A strategic yet pragmatic leader who can balance long-term vision with execution

YOU WILL PROBABLY THRIVE HERE IF YOU

• Enjoy building scalable CRM capabilities across brands and markets
• Like leading experienced specialists through clarity, structure, and collaboration
• Are curious about technology, data, and emerging trends in customer engagement
• Thrive in a fast-paced, growth-oriented, and purpose-driven environment

What We Offer
We are a value driven company with our values
We team up
,
Innovation Drives Us
,
Inclusion and Non-Hierarchy
and
Going the Extra Mile
at the heartbeat of everything that we do. With us you can always expect to get help from people who want to achieve things together and to be able to speak your mind in every social constellation you are part of. We highly value all ideas no matter where they come from, and we are not afraid to try new things out. We are also welcoming, inclusive and everyone at Haypp Group has a voice. In addition, we seize opportunities by putting in hands-on, hard work and celebrating when we reach our goals. With us, you should always feel safe, appreciated and valued but at the same time challenged and excited.

Benefits
Because we recognize that our team members are our most important differentiator, we offer our team members generous benefits. We offer the following perks to everyone at Haypp Group:

• Premium ITP1 occupational pension savings plan
• Insurance plan, including private healthcare
• 30 days of paid vacation
• Parental pay lift
• Wellness allowance of 5,000 SEK per year
• Lots of social happenings

SEND US YOUR APPLICATION TODAY
If this sounds like a place where you would want to contribute and grow, let us know you're interested by submitting your application

Haypp Group is committed to equality and diversity, and we welcome applications from all qualified individuals regardless of ethnicity, religion, age, gender, sexual orientation, disability, and marital status. We want to offer you great recruitment experience, and if there is anything we can do to make you more comfortable in the process with us, please let us know.

If you have any questions about the role or what it's like to work at Haypp Group in general, feel free to reach out to our responsible recruiter Anna Persson at We look forward to hearing from you

The Haypp Group is spearheading the global transformation from smoking to healthier product alternatives. With origins in Scandinavia our extensive experience from pioneering markets in smoke free alternatives, as well as being a leader in the e-commerce sector, we now fully bring our vision to a global scale.

With 11 e-commerce brands, the Haypp Group is present in seven countries where we serve more than consumers.