Job Description

Fjällräven has always grown through stories, shared by people who use our products and believe in what we stand for. In this role, you will shape how those stories are told, strengthening our global presence through thoughtful, disruptive and consistent PR.

ABOUT THE ROLE

As Global PR Manager, you will guide how Fjällräven shows up in earned media around the world. You will shape the stories we tell, when we tell them, and how they connect to our broader brand direction- across channels and platforms, in close collaboration with Influencer Marketing and Partnerships. From seasonal launches to long-term narratives, your work ensures that our voice remains clear, consistent, and rooted in who we are.

You will be part of the Brand Communications team, reporting to the Head of Brand Communications. Working closely with colleagues across Social Media, Influencer Marketing, Ambassadors & Partnerships, Events, and regional teams, you will connect global direction with local relevance. The role balances strategic thinking with hands-on execution- from planning and storytelling to relationship building, media outreach and performance follow-up.

This is a full-time position based at our office in Solna, Stockholm

WHAT YOU WILL DO

In more detail you will focus on the following: 

• Develop and drive the global PR strategy, aligned with brand and seasonal priorities, translating direction into clear stories, narratives, and media angles

• Ensure PR is fully integrated into campaigns and key business moments across channels (earned, owned, influencer, partnerships), owning and managing the global PR calendar

• Act as the key contact for the global PR agency, while building and maintaining strong relationships with media and opinion leaders across priority markets

• Create and oversee PR materials (press releases, pitches, messaging frameworks, press kits) and plan and execute PR activations, including events, showroom activities, interviews, and innovative storytelling formats

• Coordinate press loans and drive proactive product placements to support coverage

• Guide regional teams and agencies, maintaining close contact with local markets to ensure consistent, high-quality execution and strong local relevance

• Monitor and analyse earned media performance, turning insights into action, and support proactive and reactive communication, including crisis preparedness and response

WHAT YOU’LL DELIVER

• Deliver global PR objectives, strengthening brand visibility, campaign impact, and positive media sentiment in line with Fjällräven’s values

• Generate high-quality, relevant earned media coverage while integrating PR across campaigns and channels (earned, owned, influencer, partnerships) to maximise reach

• Ensure consistent execution across markets and agencies, while planning and managing PR budgets efficiently

WHO YOU ARE

• 6+ years of experience in PR, communications, or earned media preferably from the retail industry (outdoor or lifestyle),

• University degree in Marketing, Communications, Journalism, or a related field, or equivalent professional experience

• Strong storytelling and writing skills, with the ability to translate brand and campaign goals into compelling PR plans

• Solid understanding of the global media landscape, with experience working across markets and with agencies, and a natural interest in disruptive PR

• Strong relationship-building skills, with a genuine interest in community building and collaboration across teams and stakeholders

• Experience managing PR budgets and prioritising resources across multiple projects and markets, with a structured and organised approach

• Calm and confident under pressure, with experience handling sensitive or high-stakes situations

• Analytical mindset, using data and insights to optimise PR impact over time

• Genuine interest in outdoor life and sustainability, with a strong connection to Fjällräven’s values

• Fluent in English; additional languages such as Swedish or German are a plus

HOW TO APPLY

Submit your application in English via our application portal. Applications are processed on an ongoing basis, and the position may be filled before the closing date.

This position is based in our office in Solna. Our office policy allows for one work-from-home day per week; on the remaining days we work from the office.

We look forward to reading your application!