What are the responsibilities and job description for the Digital PR Manager position at Haypp Group?
HAYPP GROUP
At Haypp Group, we’re driven by a higher purpose to address one of the world’s biggest public health crises: How to put an end to smoking. Globally, there are still more than 1 billion active smokers, and every year around 8 million people die from largely preventable, smoking-related diseases. Our goal is to empower adult nicotine users to make less harmful choices and, in doing so, save lives. We do this by being the go-to online retailer for safer nicotine alternatives.
Haypp Group is one of the Nordic region’s leading e-commerce retailers when it comes to safer nicotine alternatives with 17 digital storefronts and an established presence now in 7 countries. Nicotine pouches (snus) were invented in Sweden, so it makes sense that this is where our head office is based, but the US is by far our fastest growing market. Over the years, we’ve served millions of customers through our 2 dedicated US sites - Nicokick and Northerner - with that number steadily increasing.
With around 280 team members spread between Europe and the US, we’re now in the process of scaling our local operations in Arlington, Virginia. There’s no doubt that we are an innovative, fast-moving company that’s on a strong growth trajectory. And at Haypp Group, you’ll get to experience the perks of a Scandinavian-American mixed workplace without having to move overseas! Ours is a open-minded organization with energy and drive that welcomes ideas from all levels of seniority and values you for being you.
THE ROLE
As we continue expanding in the U.S. market, we’re looking for a Digital PR Manager who’s ready to build and scale a performance-driven earned media engine that directly contributes to revenue growth. In this role, you’ll take ownership of our digital PR strategy for Nicokick, ensuring that all PR efforts are tied to measurable commercial outcomes such as traffic, conversions, and customer acquisition efficiency. You’ll work at the intersection of PR, affiliate marketing, SEO, and content to turn media placements into a scalable acquisition channel. Rather than focusing on awareness alone, you’ll ensure every campaign, partnership, and placement drives tangible business impact.
This position is ideal for someone who combines strong storytelling skills with a performance mindset and enjoys working in a fast-paced, data-driven e-commerce environment. You’ll collaborate closely with cross-functional teams including Performance Marketing, SEO, CRM, and Legal to execute campaigns that are both effective and compliant within a regulated category.
This is a full-time role based in Arlington, Virginia.
What You Will Do
We are a value-driven company with our values We team up, Innovation Drives Us, Inclusion and Non-Hierarchy and Going the Extra Mile at the heartbeat of everything that we do. With us you can always expect to get help from people who want to achieve things together and to be able to speak your mind in every social constellation you are part of. We highly value all ideas no matter where they come from, and we are not afraid to try new things out. We are also welcoming, inclusive and everyone at Haypp Group has a voice. In addition, we seize opportunities by putting in hands-on, hard work and celebrating when we reach our goals. With us, you should always feel safe, appreciated and valued but at the same time challenged and excited.
At Haypp Group, you’ll experience the best of both worlds - a Scandinavian-style workplace culture blended with the energy and drive of an American one, all without having to move overseas. We foster an open and inclusive culture where ideas are welcomed from all levels and you're valued for being exactly who you are. On top of that, we offer generous vacation allowance, comprehensive health benefits, and a culture that encourages both balance and ambition.
SEND US YOUR APPLICATION TODAY!
If this sounds like a place where you would want to contribute and grow, let us know you’re interested by submitting your application!
Haypp Group is committed to equality and diversity, and we welcome applications from all qualified individuals regardless of ethnicity, religion, age, gender, sexual orientation, disability, and marital status. We want to offer you great recruitment experience, and if there is anything we can do to make you more comfortable in the process with us, please let us know.
If you have any questions about the role or what it’s like to work at Haypp Group in general, feel free to reach out to our responsible recruiter Anna Persson at anna.persson@hayppgroup.com. We look forward to hearing from you!
At Haypp Group, we’re driven by a higher purpose to address one of the world’s biggest public health crises: How to put an end to smoking. Globally, there are still more than 1 billion active smokers, and every year around 8 million people die from largely preventable, smoking-related diseases. Our goal is to empower adult nicotine users to make less harmful choices and, in doing so, save lives. We do this by being the go-to online retailer for safer nicotine alternatives.
Haypp Group is one of the Nordic region’s leading e-commerce retailers when it comes to safer nicotine alternatives with 17 digital storefronts and an established presence now in 7 countries. Nicotine pouches (snus) were invented in Sweden, so it makes sense that this is where our head office is based, but the US is by far our fastest growing market. Over the years, we’ve served millions of customers through our 2 dedicated US sites - Nicokick and Northerner - with that number steadily increasing.
With around 280 team members spread between Europe and the US, we’re now in the process of scaling our local operations in Arlington, Virginia. There’s no doubt that we are an innovative, fast-moving company that’s on a strong growth trajectory. And at Haypp Group, you’ll get to experience the perks of a Scandinavian-American mixed workplace without having to move overseas! Ours is a open-minded organization with energy and drive that welcomes ideas from all levels of seniority and values you for being you.
THE ROLE
As we continue expanding in the U.S. market, we’re looking for a Digital PR Manager who’s ready to build and scale a performance-driven earned media engine that directly contributes to revenue growth. In this role, you’ll take ownership of our digital PR strategy for Nicokick, ensuring that all PR efforts are tied to measurable commercial outcomes such as traffic, conversions, and customer acquisition efficiency. You’ll work at the intersection of PR, affiliate marketing, SEO, and content to turn media placements into a scalable acquisition channel. Rather than focusing on awareness alone, you’ll ensure every campaign, partnership, and placement drives tangible business impact.
This position is ideal for someone who combines strong storytelling skills with a performance mindset and enjoys working in a fast-paced, data-driven e-commerce environment. You’ll collaborate closely with cross-functional teams including Performance Marketing, SEO, CRM, and Legal to execute campaigns that are both effective and compliant within a regulated category.
This is a full-time role based in Arlington, Virginia.
What You Will Do
- Own and execute a revenue-driven digital PR strategy tied to KPIs (traffic, CVR, AOV, CAC)
- Secure high-impact placements across commerce publishers, deal sites, and editorial platforms
- Integrate PR with affiliate marketing (trackable links, commissions, partner optimization)
- Drive SEO impact through high-quality backlinks and keyword-aligned campaigns
- Create compelling, compliant stories in a regulated category
- Develop press materials, campaigns, and data-driven content that earn coverage
- Track and optimize performance across revenue, traffic, conversions, and media impact
- Collaborate cross-functionally with Performance Marketing, SEO, CRM, Content, and Legal
- 4–7 years in Digital PR, Affiliate, or Performance Marketing
- Proven ability to drive measurable revenue through PR or earned media
- Experience with commerce publishers, affiliate networks, and SEO/link-building
- Strong analytical mindset and experience with tools like Google Analytics
- Excellent communication and stakeholder management skills
- Experience in regulated industries (nicotine, alcohol, pharma, etc.)
- Background in e-commerce or DTC brands
- Existing media relationships
- Familiarity with tools like Muck Rack or Cision
- Enjoy working at the intersection of PR, performance marketing, and data
- Are motivated by driving measurable business results, not just awareness
- Thrive in a fast-paced, entrepreneurial e-commerce environment
- Like combining creativity with analytical thinking to optimize outcomes
We are a value-driven company with our values We team up, Innovation Drives Us, Inclusion and Non-Hierarchy and Going the Extra Mile at the heartbeat of everything that we do. With us you can always expect to get help from people who want to achieve things together and to be able to speak your mind in every social constellation you are part of. We highly value all ideas no matter where they come from, and we are not afraid to try new things out. We are also welcoming, inclusive and everyone at Haypp Group has a voice. In addition, we seize opportunities by putting in hands-on, hard work and celebrating when we reach our goals. With us, you should always feel safe, appreciated and valued but at the same time challenged and excited.
At Haypp Group, you’ll experience the best of both worlds - a Scandinavian-style workplace culture blended with the energy and drive of an American one, all without having to move overseas. We foster an open and inclusive culture where ideas are welcomed from all levels and you're valued for being exactly who you are. On top of that, we offer generous vacation allowance, comprehensive health benefits, and a culture that encourages both balance and ambition.
SEND US YOUR APPLICATION TODAY!
If this sounds like a place where you would want to contribute and grow, let us know you’re interested by submitting your application!
Haypp Group is committed to equality and diversity, and we welcome applications from all qualified individuals regardless of ethnicity, religion, age, gender, sexual orientation, disability, and marital status. We want to offer you great recruitment experience, and if there is anything we can do to make you more comfortable in the process with us, please let us know.
If you have any questions about the role or what it’s like to work at Haypp Group in general, feel free to reach out to our responsible recruiter Anna Persson at anna.persson@hayppgroup.com. We look forward to hearing from you!