CRM and Loyalty Specialist

Join us on an exciting growth journey!

Haglöfs is in the midst of an exciting expansion where we aim to significantly grow our Direct-to-Consumer (DTC) sales and establish ourselves as a progressive outdoor brand from Sweden. We want to build stronger customer relationships, grow our loyalty club, and create a digital experience that engages and converts - every day, all year round.

We're now looking for a CRM and Loyalty Specialist to play a key role in this journey. You will be responsible for developing our digital ecosystem and driving customer loyalty. Using Voyado as the primary tool and customer data as your compass, you'll create relevant, personalized experiences that strengthen both customer value and brand equity.

You'll also carry a clear growth mandate: to scale our loyalty program from a few thousand to tens of thousands of active members, and build a community that loves and returns to our brand. The focus is on increasing engagement, loyalty, and Customer Lifetime Value (CLV).

This istemporary position where you will be covering for one of our colleagues during her parental leave, between August 2025 and January 2027.

Your responsibilities:

• Set the strategy for and execute all CRM initiatives in our DTC channels to drive both new customers and increase retention of existing.

• Manage the CRM commercial calender, plan and source content and send our commercial newsletters with a focus on driving immediate sales and building long-term CLV and brand loyalty - including segmentation, A/B testing, and optimization.

• Develop and improve automated flows such as onboarding, second purchase, and win-back journeys

• Continue to develop and make our membership programme the best loyalty programme in the outdoor space

• Create engaging content tailored to different customer segments and journeys and ensure all CRM communication is relevant, personalized, and aligned with our brand identity.

• Collaborate with internal teams, such as E-com, retail, marketing, Product etc, to plan content and activations aligned with campaigns and assortment

• Manage collaboration with translation agencies and CRM-related partners such as Voyado

• Define and execute our annual CRM plan with a focus on business impact, automation, and brand objectives

• Turn customer data into insights and actionable steps and infuse the rest of the organisation with end consumer insights

You are a results-oriented CRM professional with a strong background in loyalty marketing and marketing automation. With a sharp commercial mindset and a passion for data-driven, personalized communication, you thrive in a fast-paced environment where customer experience and business goals go hand in hand. You are as comfortable crafting strategy as you are executing it, and you're motivated by measurable impact.

Beyond your strategic and executional capabilities, you share our passion for the outdoors and nature. Whether you're an active outdoor enthusiast or simply inspired by outdoor lifestyles, you understand the mindset of our customers and are excited to help build a community around our brand values.

Knowledge and Experience:

• 3-5 years of experience in a similar role, including managing loyalty programs and marketing automation-ideally within a DTC, retail, or omnichannel environment

• Proven experience creating and optimizing automated workflows (e.g., onboarding, win-back, second purchase journeys)

• Strong knowledge of segmentation, customer data analysis, and personalization strategies

• Experience working in a data-driven, KPI-focused environment with clear commercial objectives

• Proficiency in CRM platforms-preferably Voyado-as well as email marketing and campaign planning tools

• Solid understanding of e-commerce, including conversion rate optimization and digital customer journeys

• Excellent written and verbal communication skills in English

• Bachelor's degree in marketing, communication, journalism, business, or a related field

• Experience working towards goals such as member growth, engagement, and increased CLV

Personal Skills:

• Results-oriented, with strong business acumen and a clear focus on commercial outcomes

• Creative and innovative, with a mindset for continuous improvement and testing new ideas

• Excellent at collaborating across functions and levels within the organization

• Structured and self-driven, with a high level of independence and ownership in your work

• Energetic and positive, bringing enthusiasm to both projects and teamwork

• Able to manage tight deadlines and stay calm under pressure

• Strong attention to detail, ensuring high quality and precision in execution

• A genuine passion for the outdoors and nature, and an understanding of outdoor culture and lifestyle

You don't need to include a cover letter - we'll be making our selection based on your CV and your answers to a few screening questions. We review applications continuously, so feel free to send yours in as soon as you can!