Fractional Head of CRM for teams in Sweden, Denmark and Norway

What a fractional Head of CRM does

A fractional Head of CRM owns your CRM and lifecycle program, part-time. I sit in your team, decide what ships next and build it in your tools.

Owning the program covers the parts that decide whether CRM pays its way:

• which journeys run, and the triggers and segments behind them
• send times, frequency caps and suppression
• consent, and what it allows in each market
• holdouts, so a Canvas has to show what it adds
• the data underneath, from attributes in Braze to a propensity score in Databricks when one is worth building

Some teams call this a fractional CRM manager, others fractional lifecycle marketing. Same seat.

Fractional, interim or a full-time hire

• A full-time Head of CRM is permanent. Worth it when the program needs one person’s whole week and you can find that person.
• An interim CRM manager works full-time for a set period, then leaves.
• A fractional Head of CRM works part-time and stays. The program gets a senior owner inside the team.

Mine is the fractional kind. It fits when:

• you have a CRM platform and customer data, and nobody senior deciding what runs on them
• CRM belongs to someone whose real job is something else
• your CRM lead has left, and you want the program run properly while you work out what the next hire should be

It suits brands and scale-ups where repeat customers carry the business: subscriptions, apps, energy, media, retail, marketplaces.

Where I’ve done the job

I’ve run CRM from the inside for fifteen-plus years, as the person the numbers land on.

At IKEA Ingka Group I was Head of CRM across 30+ markets, and moved the member proposition from discounts to engagement, joining store data with digital. At Bauer Media Group I was Head of CRM for publishing, 20+ brands in six European markets, and built CRM into a revenue line across the portfolio. At Tibber, energy-tech in four markets, I built the referral program. The receipts below have the detail, and the number where one exists. Also on the record: Vivino, Schibsted, Compricer, CDON, Adobe and HP.

Those roles taught me what to leave out when there are more journeys to build than people to build them. And I build. A part-time lead who only writes briefs leaves your team a queue.

I work hands on keyboard in Braze, Klaviyo and Salesforce Marketing Cloud Next, with Databricks, XGBoost, MLflow, Python and Cloudflare underneath, and when AI helps, I build the tool myself. At Tibber that was Spark, an AI email and content tool built on Braze.

Built to run without me

Part-time means the program has to run when I’m not there. So I build it into your stack and leave it running.

Based in Malmö, a short train ride from Copenhagen. I take two clients at a time, never three, and work in English or Swedish.

If you have one program to build and don’t need a lead in the team, a lifecycle marketing program fits better. If the open question is where AI is worth building in your CRM, start with the AI marketing audit.