Head of CRM

Do you want to lead how we orchestrate scalable, personalized, and data-driven customer interactions across channels in the Nordics?

We are now establishing a new strategic capability area within Digital Sales & Customer Experience (DS&CX) - Customer Relationship Management (CRM). With this new role we aim to create clearer accountability, stronger Nordic alignment, and continued development of a key strategic capability area which supports how we enable personalized customer engagement, sales, retention, and service interactions across channels and markets.

As Head of CRM at If, you will lead the development of the CRM capability area and ensure that we have the people, processes, data, tooling, and automation needed to execute on customer relationship activities fueling long-term business growth.

About the role

This is a senior leadership role with a broad strategic mandate. You will lead and evolve the CRM capability area, ensuring a clear direction for the customer relationship management across the Nordics. You will own key CRM related concepts and solutions while operating at the intersection of customer engagement, campaign and communication execution, data-driven segmentation, and CRM & Marketing automation solutions. You will lead a team of 4 Chapter Leads in the areas of Customer Segmentation and Communication & Marketing Solutions, consisting of approximately 30 specialists.

In addition, you will play a central role in shaping the new Capability Area setup in Customer Engagement & Analytics. The role combines people leadership and capability development with strategic coordination across related chapters and markets. In this role you will report to the Head of Customer Engagement & Analytics.

In this role you will

• Lead, develop, and evolve the Customer Relationship Management (CRM) capability area across the Nordics for Business Area Private.

• Own the strategic direction for the operational CRM processes and solutions, ways of working, and the overall capability development.

• Drive alignment across markets and related chapters on customer communication orchestration, data requirements, segmentation execution, and campaign management.

• Ensure effective use of CRM platforms, marketing automation, data, tooling, and automation to support customer engagement activities.

• Provide close leadership support and coaching for Chapter Leads within the capability area.

• Partner with IT, Performance Marketing, Customer Lifecycle Management, Analytics, and other key business stakeholders to support overall business objectives.

• Contribute to the establishment and continued development of the Capability Area model in Customer Engagement & Analytics.

We offer

In the same way that we place high demands on you as an employee, we also expect you to place high demands on us as an employer. Here are some of the benefits of working at If:

• An inclusive work environment where everyone is welcome

• Career and development opportunities in the biggest insurance company in the Nordics

• A highly skilled and collaborative professional environment

• Possibility of hybrid workplace

• Health promoting workplace with wellness allowance and sports activities

• Great insurance benefits, lunch benefit and high pension savings

Who are you?

You are an experienced and engaging leader with a strong understanding of operational CRM and development of CRM & Marketing automation technologies that enable modern data-driven marketing, personalization and customer engagement activities. You combine strategic thinking with practical execution capability, and you know how CRM processes, data, platforms, segmentation, and automation can enable better customer interactions and stronger business outcomes.

You are comfortable leading in a matrix environment and building alignment across markets, chapters, squads, and business stakeholders. With your coaching mindset and strong stakeholder management skills, you help people and teams grow while creating clarity on direction, priorities, and ways of working.

We expect you to have

• Strong experience working with CRM, customer engagement, campaign management, and marketing automation in a complex organization

• Solid understanding of operational CRM processes, CRM & Marketing automation platforms, customer communication orchestration, and segmentation execution.

• Experience leading people, competence development, or capability development in a Nordic, multi-market, or matrix environment.

• Proven ability to drive alignment and decision-making across markets, business units, and enabling functions.

• Strong understanding of how data, tooling, automation, and processes enable scalable and personalized customer interactions.

• Analytical mindset and ability to connect CRM activities to business objectives, customer outcomes, and performance measurement.

• Excellent communication, facilitation, and coaching skills in both strategic and operational contexts.

• Ability to take ownership of a broad capability area and drive it from direction-setting to practical implementation.

• Experience working closely with customer lifecycle, analytics, segmentation, marketing, digital sales, or service-related functions is highly valued

• Fluency in English; local language skills are considered a plus.

About the team
The Nordic unit Digital Sales & Customer Experience is dedicated to creating outstanding customer journeys and experiences, driven by data, customer insights, and the opportunities brought by digitalization.

You will be part of Customer Engagement & Analytics, where we are strengthening our capabilities within analytics, customer engagement, lifecycle management, and CRM. This role represents a new Capability Area and will play a key part in shaping how we execute and scale customer relationship activities across markets going forward.

Additional facts and the recruitment process

Application deadline: Screening and interviewing will start immediately;

Application deadline is Sunday 30th of August.

To apply for the position: Please attach your CV and answer a few recruitment questions in the application process.

Work location: Any main If location in the Nordics.

Travelling: Travel to other offices is expected.

Start: By agreement

For more information, please contact Toni Svärd, Head of Customer Engagement & Analytics, at [email protected].

We look forward to your application!