Acquisition / SEO Lead

HAYPP GROUP

We address one of the world’s biggest problems – how to end smoking. There are 1.1 billion smokers globally and around 8 million deaths annually linked to smoking-related diseases. Our mission is to reduce this dramatically by accelerating the shift to smoke-free alternatives.

Haypp Group is one of the Nordics’ leading e-commerce groups, operating eleven store brands across seven countries, serving more than 1 million active consumers. Through brands such as Snusbolaget.se, Northerner.com, and Nicokick.com, we sell nicotine pouches, Swedish-style snus, and disposable vapes online. With headquarters in Stockholm and around 300 employees, we are a fast-growing, innovative company on a global expansion journey, driving both commercial growth and societal impact.

THE ROLE

As Acquisition / SEO Lead for the DACH market, you will play a key role in defining and driving the full customer acquisition strategy for one of Haypp Group’s most strategically important regions. You will lead and develop a team of four specialists — two SEO specialists and two content specialists based in Stockholm — while initially working remotely as part of our growing DACH commercial and marketing team.

SEO is our core strategic growth lever, but this role takes a holistic view on acquisition—combining organic search with paid media, content, digital PR, affiliates, social, and emerging discovery channels. You will also help navigate the evolving search landscape and ensure continued visibility and growth across key digital touchpoints.

You will work cross-functionally with product, tech, CRM, content, PR, paid marketing, and commercial teams, acting as the primary acquisition and SEO stakeholder for the DACH markets. While paid marketing execution is managed by the global paid marketing team, you will define local priorities, campaign direction, budget allocation, and performance goals for the market.

This is a hands-on and commercially driven leadership role where you balance strategic ownership with operational depth, while managing and developing the SEO and content team. You will be responsible for ensuring a relevant commercial and campaign calendar for the DACH market, collaborating closely with the paid marketing team to align campaigns, priorities, and seasonal initiatives.

You will be part of the DACH business unit, operating in a fast-paced and entrepreneurial environment where adaptability, collaboration, and innovation are key.

KEY RESPONSIBILITIES

• Own and drive the end-to-end customer acquisition strategy for the DACH markets

• Lead, manage, and develop a team of two SEO specialists and two content specialists

• Define the holistic acquisition mix across SEO, PPC, content, affiliates, PR, social, and emerging channels

• Translate business goals into clear acquisition plans, priorities, campaign calendars, and budget allocations

• Own and evolve the DACH SEO strategy (technical SEO, content, and off-page)

• Conduct SEO analysis, audits, and performance tracking to identify growth opportunities

• Act as the key SEO and acquisition stakeholder across product, tech, and commercial teams

• Collaborate with the global marketing team to implement best practices while adapting execution to DACH market needs

• Define acquisition budgets and ensure efficient investment across channels in collaboration with the Paid Marketing team

• Own the DACH campaign and commercial calendar, ensuring alignment with the Paid Marketing team on campaign priorities and market initiatives

• Monitor, analyse, and report on acquisition performance, translating insights into actionable growth strategies

• Stay ahead of search evolution, algorithm changes, and shifting user behaviour

• Support prioritisation, development, and operational excellence across the SEO and content functions

WHAT WE WANT FROM YOU

You are a commercially driven acquisition leader with strong SEO expertise and the ability to operate both strategically and hands-on in a competitive digital landscape. You understand that search is evolving rapidly and proactively adapt strategies to maintain and grow visibility across digital ecosystems. You are also a confident stakeholder manager who thrives in cross-functional environments and enjoys combining strategic thinking with operational execution.

To succeed in this role, we believe you have:

• Bachelor’s degree in Business, Marketing, or a related field

• 6+ years of experience in SEO and/or digital acquisition roles, preferably within e-commerce and/or regulated industries

• Previous experience managing and developing teams

• Strong SEO expertise and experience driving integrated acquisition across paid, content and social

• Strong commercial mindset with the ability to connect traffic, conversion, and revenue

• Experience in budget planning, forecasting, and performance analysis

• Strong analytical skills (Google Analytics, Search Console, and SEO tools such as Ahrefs, SEMrush, and Screaming Frog)

• Understanding of how search behaviour is evolving and the ability to translate this into actionable acquisition strategies

• Experience working in matrix organisations and collaborating with centralised teams

• Ability to operate in ambiguity and evolve from channel specialist to market owner

• Strong prioritisation skills and the ability to manage multiple initiatives simultaneously

• Solid understanding of the DACH market and consumer behaviour

• Fluency in German and English

BONUS QUALIFICATIONS

• Experience in international or multi-market SEO

• Experience working within regulated or restricted product categories

• Experience driving cross-functional growth initiatives impacting multiple acquisition channels

WHAT WE OFFER

We are a value driven company with our values We team up, Innovation Drives Us, Inclusion and Non-Hierarchy and Going the Extra Mile at the heartbeat of everything that we do. With us you can always expect to get help from people who want to achieve things together and to be able to speak your mind in every social constellation you are part of. We highly value all ideas no matter where they come from, and we are not afraid to try new things out. We are also welcoming, inclusive and everyone at Haypp Group has a voice.

In addition, we seize opportunities by putting in hands-on, hard work and celebrating when we reach our goals. With us, you should always feel safe, appreciated and valued but at the same time challenged and excited.

SEND US YOUR APPLICATION TODAY!

If this sounds like a place where you would like to contribute and grow, we would love to hear from you. Haypp Group is committed to equality and diversity. We welcome applications from all qualified individuals regardless of background.

If you have any questions about the role, feel free to reach out to our recruiter Anna Persson at anna.persson@hayppgroup.com.