Marcus Åström

I lead the global digital strategy, branding, design and UX department at Scania Group. An area and a department that I defined and established, as well as got integrated into Scania’s corporate strategy. We are responsible for setting, developing, implementing and governing Scania’s digital strategy, design and brand identity on a group-wide scale, covering thousands of internal and external applications, for millions of users in 100+ countries across the globe. We are 50 experts, working with brand strategy, digital strategy, UX strategy and technical front end strategy. We also build and provide our design system Tegel, as well as other platforms within customer and user experience. On top of that, we also provide the organization with expertise in all fields necessary to create digital experiences - from business design and service design to UX design, UI design and front end development. We have established the Digital Quality Standards for the entire group, ensuring high quality and performance in all of our digital products and services. We run the design community, the front-end community and arrange regular meetups on the topic of brand, design, strategy and experience building.

Digital Design & UX was a group that grew from four people in the beginning, to about 50 people in three sub-teams. We were responsible for setting, developing, implementing and governing Scania’s digital design and brand identity on a group-wide scale, covering thousands of internal and external applications, in 100+ countries across the globe, for millions of users. We covered everything from the foundations; brand strategy, digital strategy, UX strategy and technical front end strategy - to building and providing platforms like our design system Tegel and other platforms within customer and user experience. We also provided the organization with expertise in all fields of design - from business design and service design to UX and UI design, as well as front end developers. Due to the rapid growth of the area's importance (and our increase in numbers), an entirely new section was created in 2023 - Digital Experience. It kept all the old responsibilities, but also expanded into new ones.

As a team, we were driving the shift towards a design driven Scania by enabling delivery teams across the group to build high quality digital products in a quick and cost efficient way. Some of the things we provided were - Design leadership - Scania Digital Design System - Digital design concepts - Expertise in UX, UI and user research. On a holistic level, me and my colleagues in Brand Management and Industrial Design were responsible for setting the design architecture and design strategy for all of Scania, ensuring a consistent and high quality brand experience across all touchpoints. From the start, I knew what I wanted to accomplish for Scania with the area of digital experience. I set very ambitious goals and through that - and a lot of hard work and great colleagues - I have managed to lead the are to where it is today.

As a board member of Barn i hjärtat, I contribute to the strategic governance and development of a non-profit organisation committed to supporting children’s education, health, and well-being globally. My role includes reviewing and selecting projects, ensuring compliance with our bylaws, and contributing to long-term impact through structured portfolio management. I focus especially on initiatives in Africa and Asia, aiming to ensure transparency, effectiveness, and alignment with our mission of making a real difference in children’s lives.

I was responsible to ensure growth and profitable customer acquisition on one of the most competitive digital market segments. The mission was to continuously improve the digital customer acquisition and conversion with my team of experts, colleagues, external partners and suppliers. This included websites, our call centers, SEO, SEM/PPC, affiliate marketing, social media acquisition, display acquisition and other channels and activities aimed at customer acquisition and conversion. My area was the absolute main driver for customer acquisition and the group's profit, with a budget of XXX MSEK.

It was my task to accelerate the digital business development and marketing for the seven countries in the Northern Europe region with a focus on the consumer and corporate digital channels. Some of the deliveries I took part in were: - Setting up the performance marketing team - Creating and implementing an agile way of working with marketing - Setting the digital strategy - Creating the new digital organization for BMW Northern Europe

I worked as the manager of the group Digital production, consisting of Content managers, CRM specialists and Conversion optimization specialists. The groups responsibility was to create, maintain and optimize all content in Skandias digital channels, such as web sites, internet bank, mobile apps, e-mails, sms, etc. The goal being to sell products and service customers and other users. The group was also responsible for all marketing automation and created various customer communication campaigns based on customer lifecycles, interactions and makro events. The team was also responsible for all SEM and SEO marketing.

I was responsible for SBAB’s digital presence in all channels. This included our digital profile, user experience, digital marketing, SEO, SEM, conversion optimization, technical platforms, personalization, analysis and of course digital sales. Selection of deliveries: - Värdeguiden 2.0, a unique service in Sweden for finding out the value of your home. - Bytabostadsguiden, a digital guide for everything about buying and selling a house or an apartment. - A digitalized mortgage loan. - An updated digital brand and design profile. - An energy monitoring app in cooperation with Greenely. - A truly mobile first sbab.se with new design and UX. Selection of results: - 38 % increase in organic traffic. - 48 % increase in conversions through SEM (without increased costs). - More than 100 000 unique users for the app Värdeguiden. - More than 16 billion SEK in savings sales.

I was responsible for the sales and customer experience in our digital channels, for which I was also channel owner. The channels include sbab.se, the internet bank, Värdeguiden, Storstadsguiden, the mobile apps and also the very popular mortgage calculators at Hemnet and Blocket. Through these channels, it was my job to deliver both a unique customer experience as well as sell our range of products and services, including mortgages, fund savings, savings accounts, and loans. I represented Household and set the digital KPI’s in the business planning, which I was thereafter responsible to monitor and deliver on. I achieved this by optimizing and developing our digital channels as well as through extensive cooperation with our marketing department. This for example involved setting the desired results for our SEO, SEM, RTB, affiliate and strategic partnerships and also planning the short- and longterm activities for the web editors. It was also my responsibility to deliver the highest possible quality leads to our sales force in our customer center, when our customers needed to, or wanted to, complete their business offline.

In my role as Business Developer within Channels & Offerings, I was chairman of SBAB's Web council. The Web council was responsible for online sales, digital KPI's, web analysis and user experience in all of SBAB's digital channels. I was also responsible for driving the technical web development, including planning and prioritization of digital activities and leading the web development team. I took part in the business planning for SBAB where I was responsible for the digital activities, sales and KPI's.

As Business developer for Digital channels, I was responsible for innovation and development of sales processes, customer offerings and communication in SBAB's various digital channels; open web, netbank and mobile.  Fund savings offering In the development and successful launch of SBAB’s fund savings offering, I was responsible for, and lead the development of, sales processes, user interfaces and customer communication on both open and secure web. Among other things, it included marketing, how to open a fund savings account, how to start a monthly savings, account overview and the buying/selling of fund shares. It included and effected technical development of SBAB’s core systems, SBAB’s front end, development of our partners platforms, cooperation with Legal and Compliance and with our partners in Öhman Fonder AB. Household savings - A unique concept I innovated, lead the development of and successfully launched SBAB’s savings concept, which uses personas to help customers easily choose how to save in a way that suits their needs. New graphical profile - The new web I participated in the New graphical profile-project where my focus was the digital customer experience. I worked with the creation of SBAB’s responsive website and lead external consultants and art directors in creating the different pages for savings in perticular. Savings account - The savings account duel To promote sales of SBAB’s savings account, I created an innovative concept to compare SBAB’s offering with the so called ”big banks”, emphasising the positive everyday effects for the customer by choosing SBAB. Mortgages - Communication platform For loans and mortgages, I lead the combined efforts of Marketing, Digital channels, Household and external consultants in the creation of a communication platform, based on a solid knowledge of customer needs and expectations.

Responsible for online business and business development for pensions, endowment insurance (kapitalförsäkring) and risk insurance in Nordea's digital channels, for example the net bank, mobile net bank, mobile apps, social media and open web sites. I played an integral part in the large (+2 700 %) online sales increase that was achieved during 2011-2012 as a result of the development and launch of Nordea Life & Pension Netbank, for which I also was Product owner. Planned and led Project Digital Channels, establishing a platform for Online business for Nordea Life & Pensions. I innovated and developed new customer offerings for pensions, insurance and savings and also developed a new operation methodology and communication for financial advisors, which increased sales through Nordea's branch network

Strategic development of intranet. Usability and information architecture. New pictorial profile for Nordea. Communication planning. Website development.

Website development. Project management. New graphical profile. Customer events. Copywriting. Graphic design. Customer loyalty programme.

Project. Security evaluation. Security certification. Processes. IT- and security development. Aquiring.

Financial advisor, private customers.

Specialist och systemansvarig för uttagsautomater och kortspärrsystem. Projektledning. Utveckling för att upptäcka och begränsa kortbedrägerier. Analyser. Systemutveckling

Systemövervakning av uttagsautomater. Projektarbete. Systemutveckling. Rutinutveckling. Etablering av ny verksamhet.

Inköp av elektroniska komponenter från Östra Asien och Nordamerika. Kontakter med fackpress.

B2B, försäljning av elektroniska komponenter.

B2B, försäljning av utbildningar inom IT.