Global Head of Retention

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 Snusbolaget.se , Northerner.com , Nicokick.com 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 are looking for a Global Head of Retention to define the vision, strategy, and future direction of customer retention across Haypp Group's brands and markets. Customer retention and lifetime value are core drivers of Haypp Group's growth strategy, and this role will be responsible for defining how we create long-term customer value across markets. You will lead the evolution towards a more proactive, personalized, AI-enabled, and data-driven approach to retention, helping more customers make a second purchase, strengthen repeat purchasing behaviour, and reduce churn. This is a strategic leadership role with a clear mandate to develop Haypp Group’s retention capabilities and ways of working. You will initially lead a team of specialists, with plans to further strengthen and expand the team's capabilities as the organization grows. In addition, you will provide functional leadership across CRM and retention throughout the group, working closely with Commercial, Product, Analytics, Tech, Finance, Customer Experience, and local market teams to turn the global strategy into action AI will be a central part of the retention strategy, enabling predictive customer insights, personalization, automation, and more effective decision-making throughout the customer lifecycle. As a member of the Marketing Management Team, reporting directly to the CMO, you will play a key role in shaping and delivering Haypp Group’s retention and customer value agenda, helping drive sustainable growth across brands and markets. Hybrid work model with in-office collaboration Tuesday to Thursday at our Stockholm office on Södermalm, balancing flexibility with creativity, collaboration and connection. WHAT YOU WILL DO Define and execute Haypp Group’s global retention vision, strategy, and roadmap, driving sustainable growth across all brands and markets. Lead the transformation towards a more proactive, AI-enabled, personalized, and data-driven customer lifecycle approach. Lead the global retention performance agenda, defining shared goals, KPIs, and priorities with local markets. Monitor performance, identify opportunities, and drive improvements across the group, while local market teams remain accountable for execution and commercial outcomes. Develop strategies that increase first-to-second purchase conversion, strengthen repeat purchasing behaviour, and reduce customer attrition across markets. Set the global direction, priorities, and shared standards for retention, and build scalable capabilities and ways of working together with local market teams to support market plans and execution. Drive cross-functional initiatives together with Commercial, Product, Analytics, Tech, Customer Experience, and Finance to increase customer value and improve lifecycle performance. Identify, prioritize, and implement AI-powered opportunities within CRM and retention, including predictive analytics, personalization, segmentation, automation, and churn prevention. Build a measurement and experimentation framework that enables the business to understand the true incremental impact of retention initiatives. Lead, coach, and develop a high-performing team of CRM and retention specialists while providing functional leadership across the broader CRM and retention community within Haypp Group. WHAT WE ARE LOOKING FOR 8+ years of experience within retention, CRM, lifecycle marketing, customer engagement, or related growth functions. Proven experience leading retention or CRM transformation and successfully delivering measurable business impact. Demonstrated ability to define a long-term vision and translate it into a prioritized roadmap, organizational alignment, and successful execution. Strong track record of improving retention, reducing churn, increasing customer value, and driving profitable customer growth. Extensive experience working in data-driven B2C businesses, ideally within e-commerce, subscription services, marketplaces, or other high-growth consumer environments. Deep expertise in CRM, customer segmentation, personalization, lifecycle marketing, customer journeys, marketing automation, and the use of customer analytics to drive retention and customer value. Strong understanding of the customer data and MarTech capabilities required to deliver retention at scale, with experience translating business needs into priorities together with Analytics and Tech. Experience leveraging AI, predictive analytics, customer intelligence, and automation to create measurable commercial outcomes. Strong commercial acumen with the ability to connect customer strategy to revenue growth, profitability, and business performance. Exceptional stakeholder management and change leadership skills, with experience influencing senior leaders and driving alignment across multiple functions and markets. Experience building and developing high-performing teams