Consumer Experience Marketing Manager Nordics, Twinings
Consumer Experience Marketing Manager Nordics, Twinings
Stockholm, Sweden
Twinings has been at the forefront of progress in the world of tea for more than 300 years. With a presence in over 100 countries, our heritage is built on curiosity, quality and a relentless desire to keep learning, innovating and providing our consumers with a superior experience.
Building on our strong brand presence and marketing foundations, the Consumer Experience Marketing Manager Nordics will lead the work of developing and perfectionating the Nordic execution strategy with the aim of creating meaningful touchpoints with our consumers in their everyday life.
Please email us your application and attach your CV by clicking the Apply button below.
Twinings has been active in the Nordics for over 40 years, working through trusted distributor partnerships to build our strong brand across retail and food service channels. The region is recognised as a priority growth market within our International Markets business unit, underpinned by our increasing commercial maturity, strong partnerships and a clear strategic ambition for the future.
As part of Associated British Foods (ABF), we combine the scale and stability of a global organisation with entrepreneurial thinking.
As part of this journey, Twinings has established a presence across the Nordics, and since 2022 an office in central Stockholm that strengthens our connection to our consumers. We have a dedicated local team of 6 people working closely with our International Market colleagues around the world and the head office in UK, as well our distributor partners, which enables us to move quickly from strategy to execution. This enables us to respond to our consumer needs, shape our commercial decisions so we can deliver meaningful impact across our markets.
About the role
Building on our strong brand presence and marketing foundations, this role will lead the work of developing and perfectionating the Nordic execution strategy with the aim of creating meaningful touchpoints with our consumers in their everyday life.
As the Consumer Experience Lead, you will define and lead our consumer experience strategy, designing and actively driving their execution across our Nordics markets. You will also lead and develop our marketing capability within the team, ensuring strong delivery, capability growth and day‑to‑day executional excellence across priority experiences.
We’re a high achieving team, and if you enjoy blending the strategic conceptualisation with the satisfaction of making things happen, this is an exciting opportunity.
As our business continues to grow, the scope and impact of this role will continue to evolve. What will remain constant is the need for collaboration across our team, so we can fully integrate our consumer insight and our commercial focus into our thinking. The key achievement of this role will be to ensure that our carefully designed experiences emotionally connect with our consumers.
This role will report to our Regional General Manager Nordics, based in central Stockholm. The successful candidate will work collaboratively with our local team, the central Marketing team for International Markets and the Centre of Excellence in our Head Office in the UK. This role will also be a part of the International Markets Marketing Leadership Team.
Key responsibilities
The Consumer Experience Marketing Manager will lead the vision for CX in the Nordics, shaping the strategy & activation of the consumer’s experience across the end-to-end journey, to drive brand and commercial value and the competitive advantage that the CX excellence enables.
Consumer Experience Strategy & Design
Build consumer-first experience strategies across audience, moments, channels, content and personalisation
Bring innovative thinking and best practices to develop impactful ideas across the consumer journey
Ensure all plans are insight-led, commercially focused and aligned with brand and channel strategy
Experience Design & Execution
Lead end-to-end design and activation of consumer experiences, with a test-and-learn approach
Own and support execution across channels, removing blockers and ensuring quality and pace
Translate audience insights, personas and needs into effective experience design
Collaborate cross-functionally to deliver consistent experiences across all touchpoints
Consumer Impact & Insight
Ensure brand plans are insight-led and aligned with commercial priorities
Define KPIs, track performance and optimise experiences based on data and learnings
Capability & Partnership Development
Act as the CX expert, inspiring and guiding the team and partners
Build and manage the right agency set-up across content, creative and media
Manage partners to ensure high-quality delivery at pace and clear accountability
Team Development
Develop team capability, providing direction, clarity and growth opportunities
Build strong relationships and contribute to a collaborative, high-performing team
Promote an entrepreneurial, creative and consumer-first mindset
Engage with the wider marketing organisation to build networks and capability
Operate as a player-coach, balancing hands-on work with team development
Be comfortable working both strategically and in the detail
Balance consumer focus with strong commercial thinking
Contribute to a diverse, creative and performance-driven culture
Desired Qualifications
Bachelor's degree, MBA or relevant professional certification
10+ years of experience in marketing and communications across digital marketing, channel strategy and building and communicating consumer experiences
A track record of turning insight into action and strategy into execution, focusing effort where it matters most
Excellent communication and interpersonal abilities, with the capability to influence and collaborate across departments and levels
An entrepreneurial and creative mindset with a positive, solution-focused attitude and collaborative working style.
Fluency in English and Swedish, spoken and written
Key Skills & Experience
Understanding and experience of working with CPG and eCommerce brands
Deep Understanding of CX, digital marketing and Martech.
Excellent understanding of the marketing consumer journey
Excellent communication, presentation and stakeholder management skills.
Highly motivated, adaptable leader with the ability to deliver in a timely and professional manner
Motivated by a consumer focus and committed to delivering innovative, data-driven, personalised consumer experiences
Building effective relationships with internal and external stakeholders at multiple levels in a global, regional and local team
Advanced knowledge and experience of multi-channel distribution
Knowledge of digital and offline experience, and experience of delivering omni-channel journey plans
About Twinings
Twinings has become one of the world’s most loved tea companies over its 300-year history because we never stop learning, never stop experimenting and never stop inventing. We are passionate about tea from bud to cup and have been working with some of our tea estates around the world since the early 18th Century.
Twinings is part of Associated British Foods, a global and diversified international food, ingredients and retail group with sales of £15.6bn, approximately 137,000 employees and operations in around 50 countries across Europe, Africa, the Americas, Asia and Australia.
Please email us your application and attach your CV by clicking on the apply button below.
Location:
Stockholm, Sweden
Ref. nr:
A041877
Application deadline:
Send us your application as soon as possible as we are continuously interviewing candidates in this assignment.
