About the role
As CRM Manager, you’ll own and evolve Kappahl Group’s CRM strategy with focus on loyalty, repurchase, and lifetime value. You’ll lead a team of eight specialists across CRM strategy, analytics, marketing automation, and loyalty program development. Together, you’ll create personalized communication across email, SMS, app, and loyalty platforms, making Kappahl and Newbie feel relevant and inspiring for millions of customers every day. This is a strategic leadership role where you’ll be part of the Commercial Management Team, reporting to the Commercial Manager and collaborating closely with marketing, e-commerce, country teams, and IT. You’ll balance short-term commercial impact with long-term strategic growth. Always with the customer at the center.
Key responsibilities
- Lead and develop the CRM strategy with focus on loyalty, repurchase, and lifetime value
- Own and optimize communication in owned channels to drive engagement, traffic, and conversion
- Coach and develop a team of eight CRM specialists
- Evolve the loyalty program based on insights and business value
- Create segmented, personalized campaigns that build relationships and drive sales
- Promote a data-driven culture with testing, analysis, and continuous improvement
- Collaborate cross-functionally to align CRM with brand and business goals
- Monitor, analyze, and report on CRM performance
About you
We believe you are a strategic and hands-on leader with a strong commercial mindset and a genuine passion for customer experience. You bring several years of proven leadership experience, including personnel responsibility, and you’re confident in motivating, coaching, and developing individuals and teams to deliver on ambitious goals. You thrive in dynamic, international settings and combine creativity with a data-driven approach.
You also bring:
- A commercial mindset with deep understanding of how CRM drives business growth
- Proven experience in managing and developing teams
- Several years of experience in CRM, loyalty programs, or customer lifecycle marketing
- Analytical strength and data-driven decision-making skills
- Understanding of marketing automation and customer data tools
- Knowledge of GDPR and customer data management
- Fluency in English and Swedish, spoken and written
About Kappahl Group
Founded in 1953 in Gothenburg, Kappahl Group is one of the leading fashion chains in the Nordics, with around 360 Kappahl and Newbie stores across Sweden, Norway, Finland, Poland, and the UK, and online in more than 20 markets. With a strong sustainability focus, Kappahl has already reached over 85% certified and/or preferred materials in its collections, aiming for 100% by 2025. The company’s climate goal is to halve emissions across the value chain by 2030. At Kappahl, inclusivity and responsibility are key. Their employee promise is simple yet powerful: the right to always be yourself – a place to belong. With 4,000 colleagues across eight countries, Kappahl is united by the motivation to create a responsible fashion world that feels right for both the wearer and the planet.
The Role is located in Mölndal
