Director Online Platforms & Activation, Lund

Digital is where most of our customers meet Axis first. This role decides what they find, and what happens next. We are looking for a Director Online Platforms & Activation to lead a newly established function within Global Marketing — bringing together our digital channels, global campaign activation, marketing automation and nurturing, and performance analysis under one direction. You will drive our global digital marketing strategy further and build the capability that turns marketing investment into measurable demand. This is a permanent, full-time position based on site at our headquarters in Lund, Sweden. 

 
Who is your future team? 
You will lead a team of around ten people covering axis.com, our logged in partner experience, our global social media channels, digital growth and performance, marketing automation and digital communication, and global campaign activation. 
 

The function is newly formed as part of a broader effort to bring the marketing value chain closer together. Capabilities that previously sat across several teams are now gathered in one place — which means you will have genuine influence over how the team is structured, how it works, and where it invests. 

You will report to the Director, Global Marketing, and be part of the Global Marketing leadership team.
 

This is a build role as much as a run role. The foundation exists; the shape is still open. 

 
What you'll do here as Director Online Platforms & Activation 
Your job is to make our digital presence work harder — as a channel for demand, a platform for partners and customers, and a source of insight that improves everything else we do. 

• Drive our global digital marketing strategy further. Set the agenda for how Axis grows digitally — which channels, which capabilities, and which investments matter next — and take the wider organization with you. 

• Set the direction for our online platforms. Own the strategy and development of axis.com and My Axis — the logged-in portal where partners and end customers find product and support information, tools, training, and everyday self-service — ensuring they serve both commercial and self-service needs across a global partner and end-customer base. 

• Drive global campaign activation and performance. Lead how global campaigns reach the market digitally, advise other functions and markets on activation choices, and take responsibility for analyzing what worked and what didn't. 

• Shape how we communicate digitally with partners and customers. Digital marketing is more than campaign activation. You will shape our email and newsletter communication, our marketing automation and our nurturing flows — setting the standard for how Axis talks to partners and end customers digitally in the future. 

• Build a measurement and insight capability. Establish the analytics, dashboards, and feedback loops that let marketing make decisions based on evidence rather than assumption. 

• Lead our approach to generative engine optimization (GEO) and AI-driven discovery. As search and discovery shift, you will shape how Axis stays visible and relevant — and act as the business owner in complex, cross-functional change projects involving AI. 

• Set direction for the marketing technology stack in close partnership with our System Governance & IT organization, ensuring the tools support the way we want to work rather than the other way around. 

• Own our global social channels and how they contribute to awareness, engagement, and pipeline. 

• Work as one global digital team. Partner closely with the Demand Generation and Digital teams in our three head regions, so that global strategy and regional execution reinforce each other — aligning priorities, sharing what works, and building one common way of working across the globe. 

• Develop the team. Shape the structure, fill open roles, and build an environment where testing, learning, and adjusting is the normal way of working.
   

You will work closely with Solution & End Customer Marketing, Partner Marketing, Brand & Awareness, Marcom, and with the Demand Generation and Digital teams in our three head regions — as well as with IT, HR and Sales, where a close dialogue keeps you current on market dynamics and on what our partners and customers actually need. 

Who are we looking for? 
You are a digital leader who is comfortable at both ends: the creative ambition of a campaign and the discipline of the numbers behind it. You have led teams through change before, and you know that structure matters less than clarity and trust. 
 

You are curious about technology without needing to be the most technical person in the room. You form your own view but stay genuinely open to being wrong — and you would rather run a small test than win a long argument. 

You listen properly, you pay attention to how people are doing, and you build teams where people can disagree well. You are pragmatic, collaborative, and more interested in solving the problem than in owning it. 

 
We'd love to hear that you have/are: 

• 10+ years of experience in digital marketing — including campaign activation, marketing automation, lead nurturing and email/newsletter communication — with a documented track record of driving campaigns against commercial targets and analyzing their performance. 

• Several years of experience leading and developing teams, including through periods of change or organizational build-up. 

• Experience working in a complex B2B environment, with an understanding of indirect and multi-tier business models. 

• Fluent in English. 

Bonus points for: 

• Working knowledge of generative engine optimization (GEO), AI-driven search, or comparable emerging discovery models. 

• Experience acting as a business-side owner in technology or platform change projects. 

• Familiarity with global organizations where central functions and regional teams share responsibility. 

• Comfortable with marketing technology stacks and the trade-offs involved in choosing and integrating them. 
   

Physical demands and travel: This role is based at our Lund headquarters. Travel is limited, typically less than 10% of the time, primarily to meet colleagues in our head regions.