Job Description

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 an 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 an earned media engine that strengthens our brand presence, drives authority, and supports long-term organic growth.

In this role, you’ll own and execute Digital PR and outreach to improve SEO off-page authority KPIs for our sites in the US market, ensuring that all PR efforts contribute to measurable outcomes such as increased brand visibility, stronger domain authority, high-quality backlinks, and broader awareness within our target audiences.

You’ll work at the intersection of PR, SEO, and content to turn media coverage, thought leadership, and digital storytelling into assets that support organic growth.

This position is ideal for someone who combines strong storytelling skills with a data-informed mindset and enjoys working in a fast-paced, collaborative e-commerce environment. You’ll work closely with SEO, Content, CRM, and Legal to execute campaigns that are impactful, compliant, and aligned with our broader growth strategy.

This is a full-time role based in Arlington, Virginia.

WHAT YOU WILL DO

• Own and execute Digital PR and outreach to improve SEO off-page authority KPIs for our sites in the US market

• Drive brand visibility and strengthen authority through placements in top-tier, relevant publications

• Secure high-impact placements across commerce publishers, deal sites, and editorial platforms

• Drive SEO impact through high-quality backlinks and keyword-aligned campaigns

• Plan and execute a mix of data-driven campaigns, reactive PR, and evergreen assets to earn high-quality coverage and backlinks

• Develop press materials, campaigns, and data-driven content that earn coverage

• Track and optimize performance of digital PR campaigns through KPIs such as mentions, backlinks, authority and reach

• Establish structured collaboration with SEO, Content, CRM, and Legal to align campaigns, reuse assets, and keep messaging consistent

WHAT WE ARE LOOKING FOR

• 4–7+ years in SEO or Digital PR

• Proven ability to drive measurable impact through PR or earned media

• Experience with commerce publishers, link building networks & SEO off page and link-building

• Strong analytical mindset and experience with tools like Google Analytics

• Excellent communication and stakeholder management skills

A BONUS IF YOU ALSO BRING

• 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

YOU WILL PROBABLY THRIVE HERE IF YOU

• Enjoy working at the intersection of PR, SEO, and content

• Are motivated by driving organic visibility and authority rather than short-term performance metrics

• Thrive in a fast-paced, entrepreneurial e-commerce environment

• Like combining creativity with analytical thinking to optimize outcomes

WHAT WE OFFER

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 a 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!

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