Chief Marketing Officer

KHOY company; Stockholms län; On-site; SEK 2,006,000 - 3,120,000; Full time

Benefits offered by this job

Equity or stock options

Job summary

KHOY seeks a Chief Marketing Officer to lead brand and performance initiatives across Europe, the UK and the US. You will shape the marketing strategy, manage a scalable commercial engine, and drive international growth while maintaining a strong consumer brand focus.

You will collaborate with the CEO and leadership team, translate business goals into marketing priorities, and bring structure and commercial insight to develop customer acquisition, conversion and e‑commerce economics.

Qualifications

• Track record of scaling a consumer brand internationally
• Strong commercial ownership with measurable results across markets
• Experience connecting brand strategy with performance marketing and e‑commerce

Responsibilities

• Define international marketing strategy and positioning for KHOY
• Align brand and performance across content, PR, partnerships and e‑commerce
• Lead budgets and external partners to drive sustainable growth

Skills

Brand strategy

Growth marketing

P&L ownership

Team leadership

DTC / e-commerce

Strategic thinking

Education

Bachelor’s or Master’s in Marketing/Business

Tools

Google Analytics

Google Ads

Facebook Ads

CRM systems

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 KHOY’s 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 KHOY’s CEO and alongside the founders and leadership team, you will play a key role in shaping the company’s 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 KHOY’s 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, you’ll have the opportunity to:

• Step into a central leadership role and genuinely shape KHOY’s brand, international growth and commercial direction
• Build a global consumer brand on the foundation of a proven product and growing international business.
• Shape KHOY’s 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 KHOY’s 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 KHOY’s 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.

Interested in joining KHOY’s next chapter?

Concrete examples matter more than polished presentations. We are interested in what you have built, the decisions you have made and what you have learned along the way. We encourage you to apply even if your background does not match every point perfectly – what matters most is evidence that you can build brands, drive international growth and thrive in an entrepreneurial environment.

Company description

KHOY is a fast-growing Finnish furniture brand reinventing seating furniture through smart design, premium comfort and vacuum-packable construction. In 2026, KHOY’s 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.