Head of Marketing

LYKO; Helsingin seutukunta; Hybrid; EUR 70,000 - 110,000; Full time

Benefits offered by this job

Hybrid work

Parental leave cover

Job summary

Lyko Finland is seeking a Head of Marketing to own the marketing plan for Finland, set brand and sales targets, and manage the media budget across channels in line with global strategy, with room to localize.

This is a full-time parental leave cover starting January 2027, based near our Flagship Store at Kauppakeskus Forum. You’ll be on-site at least three days a week with flexibility for the remaining days.

Qualifications

• Experience owning a marketing plan and budget.
• Experience leading a team.
• Understanding of campaign mechanics and how to drive sales.
• Mindset to test, learn, and tweak to improve brand awareness and business results.
• Experience with global/HQ stakeholders, suppliers and agencies.

Responsibilities

• Own the annual Finnish marketing plan and budget.
• Lead and develop the marketing team.
• Plan, execute, and evaluate marketing activities aligned with global strategy.
• Adapt global campaigns to the Finnish market in collaboration with Purchasing and Agencies.
• Drive brand storytelling and channel mix to deliver sales targets.

Skills

Marketing plan

Budget management

Leadership

Team coaching

Campaign mechanics

Test and learn

Global stakeholders

Finnish language

English language

Job description

Ever wondered what makes Lyko, well… Lyko? Spoiler alert: it’s our people, especially our fabulous marketing dream team. It may be a fixed-term gig, but trust me, it’s one for the books! My year as Head of Marketing has been packed with twists, turns and a whole lot of beautyverse magic. I’ve grown creatively, as a leader and seen our bold vision come to life. Taking the leap? Easily one of my best decisions.

Love branding and pushing boundaries? You’ll fit right in. We dare to challenge norms, go slightly over the top and create activations that make people stop and ask, “WTF… why didn’t we think of that first?!” We’re looking for a marketer with a commercial mindset who can own the marketing agenda, turn big ideas into real results and lead with both heart and a sharp mind.

Our ambition in Finland? To make Lyko the most talked-about and loved beauty brand here, and I can’t wait to watch from the sidelines as our next marketing superstar helps lead the way. Ready to make some noise and leave your mark? Come join us and do what we do best: stand out, shake things up and have a lot of fun along the way! - Mette Martin

At Lyko, we believe beauty is for everyone:

We have something for everyone - and we want EVERYONE to know we exist. After a few years of high growth , our brand in Finland is more established than ever. Now it’s about building awareness and figuring out which mechanisms to double down on. That’s where you come in.

What you’ll focus on:

As Head of Marketing, you’ll own the marketing plan for Finland - from setting brand and sales targets to deciding how the media budget is spent across channels. You’ll plan, execute, and evaluate all marketing activities in line with global strategy, but with plenty of room to shape things locally. From campaign planning to brand storytelling, your voice will help define our next chapter.

You will work with:

• Advertising campaigns
• Media buying and channel mix
• Supplier activations and marketing packages
• Store events and activations
• Content and community growth
• Social media
• Influencer marketing
• ...and more!

You’ll also be the connector between departments, suppliers, and agencies. Your own team consists of a Communication Specialist and a Content Manager, and you’ll coach, support, and develop them in their roles. You’ll work hand in hand with our Supplier Activation Manager and coordinate shared Nordic resources such as our Event Manager. Together, you’ll set goals, track KPIs, and make smart budget decisions.

Specific tasks include:

• Owning the annual marketing plan for Finland, including brand and sales targets in line with Finance
• Allocating the media budget across channels for maximum effect
• Leading supplier partnerships and signing off on supplier activations
• Adapting global campaigns for the Finnish market together with Purchasing, Customer Strategy, Commercial/Online and our agencies
• Leading and developing your team

About the position

This is a full-time parental leave cover for at least one year, starting in January 2027 (1 February 2027 at the latest). You’ll be based right around the corner from our Flagship Store in Kauppakeskus Forum and report to our global CMO.

Wondering about hybrid work? At Lyko, we follow a “Business First” approach - which means you’re expected to be on-site at one of our offices at least three days a week. The remaining two days are flexible, as long as it works with your team and the needs of the business.

Who you are

You thrive in a fast-paced, energetic environment with big ambitions. Since things move quickly around here, communication, structure, and teamwork are essential. When it comes to leadership, we believe in trust, warmth, and a good dose of down-to-earth humor - which is really the vibe of our whole organization.

Background/skills you probably have:

• Experience owning a marketing plan and budget - as a marketing manager, brand manager, head of marketing or similar - where you’ve made the calls on channels and been accountable for the results
• Experience leading a team - coaching people, setting goals and helping them grow
• Understanding of campaign mechanics, follow-up, and what drives sales
• The ability and mindset to test, learn, and tweak to drive both brand awareness and business results
• Experience working with global or HQ stakeholders, suppliers and agencies - and knowing when to adapt and when to push back
• Fluent in Finnish and English. Swedish is considered a plus

Bonus if you also have:

• Experience from the beauty industry or e-commerce (both = gold )
• Experience with media buying
• Higher education in marketing or similar

At Lyko, we believe who you are and what you can do matters more than your past experience, so don’t hesitate to apply even if you don’t tick every box on our wish list! That’s why we’ve scrapped CVs and cover letters and use screening questions, tests, and competency-based interviews instead. We hope it gives you a better chance to show what you’ve got, and we know it makes for more objective and fairer recruitments!