About Rapunzel of Sweden

Rapunzel of Sweden is Scandinavia’s leading brand within do-it-yourself hair extensions, serving more than 200,000 customers globally. Founded in 2007, the company has evolved into an international, e-commerce–driven D2C business, where approximately 85% of revenue is generated through direct-to-consumer online channels, supported by a strong digital foundation and a clear ambition for continued global expansion.

The company operates primarily through its own e-commerce platform, complemented by physical salons in Sweden and Finland. With a strong focus on quality, innovation and customer experience, Rapunzel of Sweden combines creativity, data and technology to build long-term customer relationships and sustainable growth.

About the Role

The CRM Developing Manager is responsible for defining and executing Rapunzel’s overall CRM strategy across all D2C markets. The role combines strategic ownership with hands-on execution and technical development of CRM systems, data models and automation frameworks.

The position plays a critical role in strengthening Rapunzel’s customer-centric, data-driven capabilities, with a strong focus on retention, lifecycle management and Customer Lifetime Value (CLV). The CRM Developing Manager is part of the Sales & Marketing organisation and works cross-functionally with Performance Marketing, BI, Tech, E-commerce and Customer Service.

Key Responsibilities

• Define and execute the overall CRM strategy with focus on retention, lifecycle management and CLV

• Own and develop CRM architecture, including data structures, segmentation logic and behavioural triggers

• Drive the CRM development roadmap and translate strategic initiatives into technical and functional execution

• Design, implement and optimise advanced marketing automation journeys

• Analyse CRM performance through lifecycle, cohort and churn analysis

• Translate data insights into actionable recommendations with measurable business impact

• Ensure data quality, system stability and GDPR-compliant CRM operations

• Collaborate cross-functionally to ensure integrated execution across customer touchpoints

Education

Academic degree in Economics or Marketing.

Experience

• Minimum 5 years of experience in a senior or leading role driving and strategically developing the CRM channel within a D2C e-commerce business

• Proven expertise in CRM architecture, retention strategy and data modelling

• Experience owning budgets and CRM development initiatives

• Strong experience working with CRM systems, marketing automation platforms and customer data

Knowledge & Skills

• Deep understanding of CRM systems and marketing automation

• Strong knowledge of customer lifecycle management and retention strategies

• Advanced analytical skills and experience working with data-driven insights

• Solid understanding of e-commerce and D2C business models

• Experience collaborating with technical teams and external partners

• Fluent in English and Swedish

Personal Attributes

• Strategic and analytical mindset

• High technical aptitude and system understanding

• Strong problem-solving ability

• Clear and effective communicator

• Structured, proactive and execution-focused

• Comfortable working cross-functionally in a fast-paced environment

Working at Rapunzel of Sweden

Rapunzel of Sweden is a value-driven organisation where ambition is balanced with care. The company promotes a collaborative, cross-functional working environment characterised by short decision paths and a strong emphasis on ownership and accountability.

The company’s headquarters are located in modern offices in Stockholm, operating under a hybrid work model that supports both flexibility and close collaboration.

Recruitment is ongoing so if you are interested in the role we urge you to send in your application as soon as possible