Owned Media Lead

Landfolk; Aarhus kommune; On-site; DKK 900,000 - 1,250,000; Full time

Job summary

Landfolk is hiring an Owned Media Lead, based in Aarhus, Denmark. This full-time role starts in December and centers on creating high-value content concepts, directing editorial across landfolk.com, and tying owned content to paid campaigns for organic growth across seven European markets.

You will brief and lead productions, shoot/edit lo-fi content, and build AI-enabled workflows to increase output while maintaining quality. Fluency in English and Danish is expected.

Qualifications

• Experience building owned-media, social or content strategies for a consumer brand
• Track record of creating content concepts that earn attention and deliver measurable value
• Ability to brief and lead productions - comfortable shooting and editing lo-fi content yourself
• Data-literate and comfortable using metrics to make decisions

Responsibilities

• Set the direction for Landfolk's owned-media strategy across social and editorial content.
• Turn concepts into briefs, production plans and published content.
• Connect owned content with paid performance and ensure learnings inform future campaigns.
• Measure reach, engagement, traffic, sign-ups and conversions and communicate insights.

Job description

Full-time · Based in Aarhus · Starting December

We’re looking for an Owned Media Lead to lead one of our core brand efforts: how Landfolk creates, distributes and learns from content across our own channels. This is a brand-new role with a clear must-win: develop high-value content concepts that resonate with our target audience and grow our business organically.

You’ll set the strategic direction across social and editorial content on landfolk.com, while staying close enough to the work to turn ideas into briefs, basic productions and published content. You’ll also connect our owned efforts seamlessly with paid performance, so strong ideas can travel across channels and every campaign makes the next one better.

What you’ll do

Set the direction

• Define Landfolk’s owned-media strategy, priorities and success metrics
• Build a clear editorial direction across channels, markets and audience needs
• Create new recurring concepts with genuine value for our audience
• Decide what to scale, improve or stop based on performance and strategic fit
• Guide our Social Media Student Assistant in daily operations

Turn ideas into content

• Take concepts from first thought to brief, production and publication
• Write strong briefs for photographers, videographers, designers and other collaborators
• Execute basic productions yourself when speed or simplicity calls for it
• Build formats, templates and AI-enabled workflows that increase output without lowering quality
• Lead and scale our Creator Programme while integrating creator content seamlessly on our platforms

Connect owned and paid

• Work closely with the paid performance team from planning through evaluation
• Make sure owned insights inform paid creative and paid learnings strengthen owned content
• Plan content with channel roles, audience, distribution and commercial goals in mind

Measure what matters

• Track reach, engagement, traffic, sign-ups and conversion according to each concept’s purpose
• Turn data into clear creative and strategic decisions
• Communicate what is working, why it matters and what the team should do next

We think you might be a great fit if you

• Have strong experience building owned-media, social or content strategies for a consumer brand
• Combine strategic thinking with the drive to execute
• Have a track record of creating content concepts that earn attention and deliver measurable value
• Can brief and lead productions - and are comfortable shooting and editing lo‑fi content yourself
• Are data‑literate and confident using metrics to make decisions
• Understand how owned content and paid channels strengthen each other
• Have strong editorial and visual judgment
• Are AI‑ and automation‑savvy and already use them to improve creative workflows
• Enjoy creating structure where there is no established playbook
• Are fluent in English and Danish. Another Landfolk market language is a plus

What excites us about this role

You won’t inherit a finished setup. You’ll help define the model, pioneer new formats and build the operating rhythm behind Landfolk’s next chapter of owned media.

The opportunity is to turn our homes, hosts, destinations and data into content people actively choose to spend time with and create an owned‑media engine that compounds across seven European markets.

What we offer

• A trailblazing role with real influence on Landfolk’s brand and growth
• A warm, ambitious team that values quality, creativity and community
• Room to experiment with new concepts, technologies and ways of working
• A flexible, family‑friendly workplace in central Aarhus, with excellent lunch, beautiful interiors and great coffee
• Trips to actual Landfolk homes when relevant - yes, it’s as good as it sounds

Why Landfolk?

Landfolk is a curated marketplace for holiday homes that feel personal, inspiring and full of character. We connect travellers with hosts who care deeply about their homes and the experiences they create.

Our mission is simple: Help people reconnect with the people and places that matter most.

Founded in 2021 by seven co‑founders, Landfolk now has around 100 team members and operates in Denmark, Norway, Sweden, Germany, Italy, France and Spain.

The practical details

This is a full‑time position based in Aarhus, ideally starting December 1st.

We review applications and conduct interviews on a rolling basis.

If you have questions about the role, please contact Sidsel Hilding‑Hamann, Head of Marketing Operations & In‑house Agency, at [e-mail].