Digital PR Manager
Lead Digital PR with a strong revenue and performance mindset, turning earned media into measurable traffic, conversions and business growth.
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 an earned media engine that strengthens our brand presence, drives authority, and supports long-term commercial growth. In this role, you’ll own the digital PR strategy for Nicokick, ensuring that all PR efforts contribute to measurable outcomes such as increased brand visibility, improved search authority, high‑quality backlinks, and broader awareness within our target audiences.
You’ll work at the intersection of PR, SEO, affiliate marketing, and content to turn media coverage, thought leadership, and digital storytelling into assets that support organic growth and complement our performance marketing activities.
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 Performance Marketing, SEO, 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 a revenue-driven digital PR strategy tied to KPIs (traffic, CVR, AOV, CAC)
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
Integrate PR with affiliate marketing (trackable links, commissions, partner optimization)
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 across revenue, traffic, conversions, and media impact
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 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
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, 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
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 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!
- Department
- Acquisition
- Locations
- Washington DC, Arlington
- Remote status
- Hybrid
About Haypp Group US
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.