Mips - Digital Lead

. Mips gives you the confidence to follow your passion. Whether you are training for fitness, riding to work, heading out on the mountain or playing team sports, our mission is leading the world to safer helmets. Mips specializes in helmet-based safety and is a world-leader in this area. Based on an ingredient brand business-model, Mips’ safety system is sold to the global helmet industry. The technology is based on over 25 years of research and development together with the Royal Institute of Technology and the Karolinska Institute, both located in Stockholm, Sweden. Mips’ headquarter with 84 employees engaged in research and development, sales, marketing and administration is in Stockholm, where its product and technology test facility also is located. The Mips share is listed on Nasdaq Stockholm, Large Cap.  For more information: www.mipscorp.com 2025, Mips announced its acquisition of KOROYD, strengthening the company’s world-leading helmet safety technology portfolio with complementary technology. Recognizing the potential synergies between the two brands and their respective technologies, Mips and KOROYD will continue to operate separately under their respective leadership teams.  www.koroyd.com

As Mips grows across brands, markets and channels, digital is becoming a central driver of commercial value. We are now looking for a Digital Lead to own our digital agenda and turn it into one clear strategy, one operating model and a well-directed investment portfolio.

The roleYou set the direction for how digital creates commercial value across brands, markets and channels, you decide where the digital investment goes, and you lead the team and partners who deliver it. You are part of the marketing leadership team, with a group-level mandate across both Mips and Koroyd. Your mission is to build a unified digital strategy that bridges the gap between B2B ingredient branding and B2C consumer pull.

What you will do

• Set the digital strategy and roadmap. Define the multi-year strategy, anchored in company strategy and the commercial plan, and translate business objectives into priorities, targets and a prioritized portfolio of initiatives.
• Own the digital ecosystem for Mips and Koroyd. Paid media, website, social media, SEO, ambassador and influencer marketing, and e-commerce campaigns. Set targets and KPIs per channel and decide on reallocation across the mix, while each brand keeps its own distinct presence and tone of voice.
• Own the digital investment. Be responsible for the total digital investment across media, platforms, technology, agencies and resources. Set business cases and return requirements, propose the annual budget and own in-year reallocation, with a clear cost-efficiency and ROI focus.
• Lead data, marketing technology and AI. Own the marketing technology stack and the data, measurement and attribution model behind all reporting and optimization. Set the AI agenda across search and generative engine optimization, AI-assisted shopping and product discovery across our digital ecosystem, and AI-driven content and campaign production.
• Set governance and manage risk. Establish decision rights, standards and quality gates, and own digital risk and compliance together with Legal, including privacy, consent, accessibility and platform policy.
• Build the team and the operating model. Lead a team of three digital specialists (analytics and performance, website and social media), design one digital operating model for the group, secure the right competence in the digital team and build digital capability across the wider business.
• Represent digital at the top. Present performance, risks and investment cases to the executive team and the Board together with the Head of Marketing, and own senior relationships with agencies, platform partners and technology vendors, including negotiating master agreements. 

01What success looks like in your first 12 to 18 months

• One digital strategy and roadmap for Mips and Koroyd, agreed with leadership.
• A common operating model with shared platforms, standards, agencies and ways of working, and a distinct digital presence for each brand.
• A highly functional digital team with the right competence for the opreating model.
• A measurement and attribution model and a clear plan for the marketing technology stack.
• An AI roadmap with concrete use cases, guardrails and productivity targets across search, commercial and production.
• A digital investment portfolio with business cases and return requirements, built into the next annual planning cycle.

02Who you are

• You have led digital at scale in a multi-brand or international environment, with a track record of results and of delivering digital transformation.
• You have line management experience and have developed specialist teams.
• You have owned digital investment decisions: business cases, return requirements and trade-offs across channels, markets and technology.
• You understand the full digital ecosystem, marketing technology and data, and have a practical view of how AI is changing search, e-commerce and content production.
• You are commercially minded and credible with executives, agencies and vendors, and comfortable negotiating.
• You set direction and prioritize, and you build trust across brands and teams.
• You are fluent in English. Swedish is a strong advantage.

Location: Stockholm/SolnaReporting to: Head of MarketingScope: Global

Contact and ApplicationThe Infinity Company is successful in recruiting top-quality talent for culture-strong companies and is our trusted partner in this recruitment. For more information about the position or the selection process, please contact:

Emil Nilsson, Infinity, at phone, Fredrik Ekström, Infinity, at phone Mårten Näsvall, Infinity, via e-mail;