KHOY Company: Chief Marketing Officer

Friends and Furniture Oy; Helsinki; On-site; EUR 180,000 - 240,000; Full time

Job summary

The Chief Marketing Officer role at Friends and Furniture Oy offers a pivotal leadership position to shape KHOY into a stronger global consumer brand while developing the marketing strategy and commercial engine to support international growth. You will work closely with the CEO and leadership team to drive brand and performance together across markets.

The role emphasizes strategic thinking balanced with hands-on execution, with opportunities to set direction, budgets, and collaborate with

Qualifications

• Demonstrated track record of scaling a consumer brand internationally
• Senior-level experience in marketing or growth with clear commercial responsibility
• Strong understanding of direct-to-consumer business and digital commerce
• Experience building both brand and demand with a link to commercial performance
• Ability to lead internal teams and external partners while staying close to execution
• Good professional English and strong communication skills

Responsibilities

• Define KHOY's international marketing strategy and positioning across channels
• Build stronger emotional connection between consumers and the brand
• Translate brand direction into concrete content, performance marketing, PR, partnerships and e‑commerce actions
• Set priorities and budgets, decide where to invest, experiment or change direction
• Collaborate with CEO, founders, and external partners to align brand and commercial goals

Skills

Brand strategy

Marketing leadership

Direct-to-consumer

Growth metrics

Stakeholder management

English communication

Job description

KHOY has proven that its product can travel. Now the ambition is bigger: to build a rapidly growing DTC success into a globally recognized consumer brand.

The opportunity

In just a few years, KHOY has grown from a new Finnish furniture company into an international DTC business with customers across Europe and a growing presence in the United States. Finland now represents only a small share of the business, and KHOY is entering a new stage where international growth – particularly in Central Europe, UK and the US – will define the years ahead.

The foundations are there: a distinctive product, proven demand, international traction and a team that knows how to move fast. KHOY has grown with an entrepreneurial mindset, learning through action and staying close to its customers and commercial performance. Now the company wants to complement that strength with a more strategic approach to brand and marketing.

As Chief Marketing Officer, you will have the opportunity to shape what that next chapter looks like. Your mandate is broad: build KHOY into a stronger global consumer brand while developing the marketing strategy and commercial engine needed to support significant international growth.

What will you be doing?

Your core challenge is to bring brand and performance together. You will define KHOYs international marketing strategy and positioning, build a stronger emotional connection between consumers and the brand, and turn that direction into concrete choices across content, performance marketing, PR, partnerships and e-commerce.

Working closely with KHOYs CEO and alongside the founders and leadership team, you will play a key role in shaping the companys growth agenda and translating business ambitions into marketing priorities. You will bring greater structure and commercial insight to marketing through systematic creative testing, customer and performance data, and continuous development of customer acquisition, conversion and e-commerce economics.

You will set priorities and budgets and decide where KHOY should invest, experiment or change direction. Together with KHOYs marketing and creative colleagues and external performance marketing and PR partners, you will bring different areas of expertise together around shared brand and commercial goals.

What makes you a great fit?

You have built something, not only inherited it. You have personally helped grow a consumer brand internationally and understand what it takes to move from entrepreneurial growth toward meaningful scale. Experience in DTC or a digitally native consumer business is highly relevant, but what matters most is evidence of building brands and businesses across markets.

You combine brand thinking with commercial depth. You can define positioning and creative direction while also challenging assumptions around digital marketing, customer acquisition and e-commerce performance. You understand the numbers well enough to make informed decisions rather than simply outsourcing that responsibility to partners.

You are strategic, but equally comfortable getting hands-on when needed. You enjoy setting direction and enabling others to succeed, while staying close enough to the work to dig into performance and solve practical problems together with the team. You thrive in a fast-moving environment where priorities can evolve quickly, and know how to bring clarity and structure without slowing down the pace.

What we expect from you:

• A demonstrated track record of scaling a consumer brand internationally, ideally from an entrepreneurial growth stage toward meaningful scale
• Senior-level experience in marketing or growth, with clear commercial responsibility and measurable results across multiple international markets
• Strong understanding of direct-to-consumer business and digital commerce, including performance marketing, customer acquisition, creative testing and e-commerce economics.
• Experience building both brand and demand, with the ability to connect long-term brand development with commercial performance.
• The ability to lead internal colleagues and external partners while staying close enough to the work to make informed decisions.
• Good professional English and strong communication and stakeholder management skills.

What we consider an advantage:

• Experience entering or growing a consumer brand in the US market, with an understanding of what it takes to succeed there
• Experience from furniture, interiors, home, lifestyle, fashion, mattresses or another design-led consumer category
• Experience developing an omnichannel business while keeping DTC at its commercial core
• First-hand experience building marketing structures and ways of working in a fast-growing scale-up environment

At KHOY, youll have the opportunity to:

• Step into a central leadership role and genuinely shape KHOYs brand, international growth and commercial direction
• Build a global consumer brand on the foundation of a proven product and growing international business.
• Shape KHOYs marketing strategy, ways of working and how the function develops as the company grows
• Work closely with the founder and leadership team and have a direct voice in the decisions shaping KHOYs next chapter
• Share in the long-term value you help create, with an equity or option component open for discussion

Practicalities:

This is a full-time and permanent position, and you will be employed directly by KHOY Company (Friends and Furniture Oy). You will report to founder and CEO Visa Friström and be part of KHOYs leadership team. The preferred location for the role is Helsinki, but KHOY is also open to candidates based elsewhere e.g. in the Nordics. If you are based outside Helsinki, the role requires flexibility to travel to Helsinki when needed and spend time working closely with the team.

The starting date will be agreed based on your availability. Compensation will also be negotiated individually based on your experience and overall profile, and an equity or option component can also be discussed.

You can familiarize yourself with KHOY Company here: https://www.khoycompany.com. For more information about the recruitment process contact aTalents Recruitment Consultant Roosa Lönnqvist ([phone], roosa.lonnqvist[at]atalent.fi). Best times to contact are: Tue 13.10. between 9:00-10:00, Thu 15.10. between 11:00-11:30 or Mon 19.10. between 11:00-12:00. If Im unable to answer your call right away, please leave a text message and Ill get back to you as soon as possible.

KHOY is a fast-growing Finnish furniture brand reinventing seating furniture through smart design, premium comfort and vacuum-packable construction. In 2026, KHOYs Sofa Bed – King received the internationally recognized Red Dot Design Award for Product Design.

Our signature sofa bed combines the comfort of a premium mattress with the versatility of a modern sofa. It can be delivered efficiently in compact boxes, assembled in minutes and adapted over time with washable and replaceable covers.

Having established strong product-market fit and built a rapidly growing international business in Europe, KHOY is now entering its next phase: scaling into a globally recognized consumer brand, with Europe and the United States as key growth markets.

Lisätietoja Compensation will be negotiated individually based on your experience and overall profile.

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Yrityksen nimi Friends and Furniture Oy

Toimipaikka Friends and Furniture Oy, Helsinki

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