Scandic Hotels

Head of Performance Marketing

Scandic is the largest Nordic hotel operator with a network of about 280 hotels, at 130 destinations with 57,000 rooms in six countries, where over 30 000 people get a new experience every day. Scandic was founded in 1963 and since then we have been a pioneer, driving development within the hotel industry. We operate in the mid-market segment under our industry-leading brand, Scandic. Approximately 70 percent of our revenue comes from business travel and conferences, and the remaining 30 percent from leisure travel. We have a high rate of returning guests and Scandic Friends is the largest loyalty program in the Nordic hotel sector. Scandic has 18,000 dedicated team members. Scandic is a pioneer within CSR, and among other initiatives introduced the innovative idea “Hang up your towel”, and the majority of our hotels are certified according to the Nordic Ecolabel’s new requirements.

In the role as Head of Performance Marketing you will build our current Performance Marketing Strategy (SEM and SEO) to underpin the achievement of Scandic’s revenue targets. You will oversee a small team of performance marketing specialists as well as own our agency relationships. Your responsibility will be to drive results and identify opportunities through all relevant channels in line with the agreed strategy.

The role is based in our Group Head Office and will ensure that day-to-day digital optimisation activity is transparent and that the needs of our Country organisations are being met. The role reports to our Head of Distribution, Max Runfeldt.

Areas of responsibility

  • Manage and own performance agency relationships
  • Manage and own partner relationships – i.e. Google, Trivago etc.
  • Provide direction, vision and support to the Performance Marketing team
  • Monitor and analyze performance overall against traffic, CPA and ROI goals and continually make and implement recommendations for optimization and ongoing growth
  • Work closely with internal teams to help bring our strategies to life. This will include Ecommerce and Innovation, Marketing, IT and many more
  • Own, manage and report back to internal stakeholders on performance marketing budget and KPIs
  • Stay on top of industry trends, both in hospitality and the digital marketing landscape, to help inform our strategies

Competence & requirements

You are an experienced Digital Marketeer with at least 5 years of experience from a similar function. You have experience in driving through strategies and projects in large-scale businesses. Further, you are comfortable in managing budgets, have an interest in people management and a strong commercial acumen in your overall approach. You are:

  • Able to understand and interpret trends in a broader commercial context
  • Comfortable in successfully driving change in a matrix organisation, based on maturity, competence and strong influencing skills
  • Motivated by data being at the core of your decisions
  • Driven by reaching KPIs, but moreso the bigger commercial picture and how your own responsibilities underpin of the overall business success
  • An effective and actively networking communicator with an interest in helping local offices implement local initiatives
  • A team player who enjoys being part of a dynamic team, always with the end results in mind
  • Understanding of the hospitality industry and it’s commercial functions are also a plus.


Vid ytterligare frågor, kontakta oss:

Jenny Wallén
Search Associate
+46 76 010 13 52
Jonas Heilborn
Search Consultant
+46 735 29 06 78