Leads the Nordic Customer Lifecycle Management capability across acquisition, onboarding, engagement, retention, and win-back. Owns lifecycle strategy, customer engagement models, omnichannel experience principles, and cross-market alignment. Manages three chapter leaders and approximately 20 specialists while partnering with Sales, Product, Partnerships, CRM, Analytics, Tribes, and business stakeholders. Translates business ambitions into scalable frameworks, drives measurable customer and business outcomes, and coaches leaders within a matrix organization.

Leads the Nordic CRM capability area across strategy, people, processes, data, platforms, segmentation, campaign management, and marketing automation. Oversees four Chapter Leads and approximately 30 specialists, drives alignment across markets and functions, coaches leaders, and partners with IT, analytics, lifecycle management, marketing, sales, and service teams to deliver scalable, personalized customer engagement and business growth.