Marketing & Digital Director Scandinavia

Marketing & Digital Director Scandinavia | Synoptik, Smarteyes, Brilleland & Interoptik

Synoptik Scandinavia is entering a new chapter. Through four leading optical retail brands – Synoptik and Smarteyes in Sweden and Denmark, and Brilleland and Interoptik in Norway – we are accelerating our transformation and strengthening our position across the Scandinavian region.
With ambitious growth plans, a rapidly evolving customer landscape and a business transformation spanning multiple brands, countries and customer propositions, we are looking for a Marketing & Digital Director who can help shape the future of optical retail across Scandinavia.
This role will be based in Stockholm. 

The Opportunity

As Marketing & Digital Director Scandinavia, you will shape and execute the marketing agenda across Synoptik, Smarteyes, Brilleland and Interoptik. Responsible for shaping Customer- and Store Experience across six retail banners, spanning marketing, digital, CRM, loyalty and visual merchandising, you'll play a key role in strengthening market positions, accelerating growth and delivering consistent, engaging brand experiences across the Scandinavian region.

Leading a highly skilled team of specialists and generalists, you'll set direction, build alignment and ensure strong commercial execution across markets. Success requires the ability to maintain a clear helicopter perspective, navigate complexity and balance long-term strategic priorities with day-to-day business needs.
As part of the Scandinavian Leadership Team, you'll work closely with market leaders, external agency partners and international stakeholders within EssilorLuxottica, influencing decisions and driving collaboration across a complex matrix organisation.



Key Responsibilities

• Lead customer experience initiatives across stores, including Visual Merchandising strategy and execution
• Define and drive the Scandinavian marketing and digital strategy across multiple brands and markets
• Lead marketing, digital, CRM, loyalty, e-commerce and visual merchandising teams across Scandinavia
• Own media and promotional planning to drive profitable growth and commercial performance
• Strengthen customer acquisition, retention and loyalty through customer insight-led initiatives
• Drive Digital Influenced Store Sales (DISS), increasing online bookings and converting digital traffic into store visits
• Ensure strong performance across key digital drivers, including customer reviews, SEO, CRM and customer engagement
• Partner effectively with local agencies across Scandinavia as well as EssilorLuxottica's central international teams, driving alignment, influencing key decisions and ensuring Scandinavian perspectives are represented in regional and global initiatives
• Lead brand development while balancing the commercial demands of a fast-moving retail environment
• Act as a key transformation leader, continuously improving ways of working, coach and develop the team and its capabilities 
• Build strong relationships across a complex matrix organisation and influence senior stakeholders across Scandinavia and EMEA

What We're Looking For

You are an experienced marketing leader who combines strategic thinking with commercial pragmatism.
You understand that successful marketing today is about far more than brand awareness. You know how customer insight, digital performance, loyalty programmes, media investment and customer experience work together to deliver business results.
You are comfortable navigating complexity, making decisions with incomplete information and adapting quickly when priorities shift.

Background and Experience

• Significant leadership experience within a large, complex and matrixed organisation
• Strong background in B2C environments with multiple customer touchpoints and locations
• Experience from retail or similar consumer-facing sectors such as hospitality, health, fitness or other multi-site businesses
• Proven success leading broad marketing organisations rather than a specialist discipline
• Strong understanding of digital marketing, CRM, loyalty, customer journeys and performance marketing
• Track record of leading teams through transformation and organisational change
• Experience working successfully within a matrix organisation, collaborating with external agencies and central corporate functions while influencing stakeholders without direct authority.
• Ability to lead distributed teams across multiple markets

• Strategic yet highly pragmatic
• Commercially minded and results-oriented
• Collaborative and influential
• Naturally curious and insight-driven
• Agile and adaptable in changing environments
• Comfortable challenging and being challenged
• Skilled at connecting the bigger picture with day-to-day execution

Why Join Synoptik?

Synoptik Scandinavia, owned by EssilorLuxottica and Synoptikfonden, operates four of the strongest optical retail brands in the Nordic market: Synoptik, Smarteyes, Brilleland and Interoptik. Together, these brands serve customers across Sweden, Denmark and Norway through six retail banners and a strong omnichannel presence.

As part of EssilorLuxottica, the global leader in eyewear and vision care with more than 180,000 employees worldwide, you'll have the opportunity to shape the future of four well-established consumer brands while benefiting from the resources, expertise and scale of a global organisation.
You'll join an organisation with strong market positions, ambitious growth plans, substantial marketing investments and the backing of a global industry leader, while retaining significant influence on the Scandinavian agenda.

For the right person, this role offers the rare combination of strategic responsibility, organisational transformation, commercial impact and international exposure.

For this recruitment, Synoptik is collaborating with Nigel Wright. Any questions may be directed to Jonas Röhne.