Mips - Global Brand Lead
Infinity Human Resources Sweden AB · Stockholm · Tills vidare · Deadline 2026-12-07
Infinity Human Resources Sweden AB is recruiting a **Global Brand Lead** on behalf of Mips, based at their headquarters in Stockholm/Solna. Reporting to the Head of Marketing, the role sets the strategic direction for the brand globally and serves on the marketing leadership team. Core responsibilities include defining the global brand platform, visual identity, and positioning, as well as driving brand awareness and preference across both **B2B and B2C audiences**. The position leads and coaches an in-house team consisting of an Art Director, a graphic designer, a content creator, and a product marketer. Key duties also involve steering the global creative and content strategy, aligning product launch narratives, tracking brand KPIs, managing the brand budget, and overseeing external agency partnerships. Candidates must have at least **7+ years of experience** in international brand management, or as a head of brand or head of marketing with a brand lead focus, ideally within a passion-driven context. Documented experience in people leadership—specifically managing specialist creative, content, and product marketing roles—is required, alongside a proven track record of building and measuring brand awareness. Fluency in both written and spoken English is mandatory, while proficiency in Swedish is a strong advantage.
. Mips gives you the confidence to follow your passion. Whether you are training for fitness, riding to work, heading out on the mountain or playing team sports, our mission is leading the world to safer helmets. Mips specializes in helmet-based safety and is a world-leader in this area. Based on an ingredient brand business-model, Mips’ safety system is sold to the global helmet industry. The technology is based on over 25 years of research and development together with the Royal Institute of Technology and the Karolinska Institute, both located in Stockholm, Sweden. Mips’ headquarter with 84 employees engaged in research and development, sales, marketing and administration is in Stockholm, where its product and technology test facility also is located. The Mips share is listed on Nasdaq Stockholm, Large Cap. For more information: www.mipscorp.com 2025, Mips announced its acquisition of KOROYD, strengthening the company’s world-leading helmet safety technology portfolio with complementary technology. Recognizing the potential synergies between the two brands and their respective technologies, Mips and KOROYD will continue to operate separately under their respective leadership teams. www.koroyd.com
As Mips grows across markets, channels and audiences, the brand is becoming a central driver of commercial value. We are now looking for a Global Brand Lead to take ownership of the brand on a global level and turn it into one clear strategy, one strong brand team and one consistent expression in every market and every channel.
The roleYou set the strategic direction for the Mips brand, you lead the global brand team that delivers it, and you drive brand awareness across both B2B and B2C audiences. You are part of the marketing leadership team and the connecting point between brand strategy and commercial execution. This is a highly cross-functional role: you work with the rest of Marketing, Product and Sales so the brand is expressed consistently and effectively. Your mission is to build a brand that is trusted by the manufacturers who put Mips in their helmets and preferred by the people who wear them.
What you will do
- Own the global brand strategy. Develop and own positioning, brand platform, narrative and visual identity, and translate them into clear priorities and targets for the brand team.
- Lead and develop the global brand team. Lead, coach and develop a team of an Art director, a graphic designer, a content creator and a product marketer, and set clear priorities.
- Lead the creative and content function. Own the brand and creative platform, brief and empower the Art director to drive the creative expression, and make sure design, content and campaign production deliver against the brand strategy. Own the global content strategy and plan across channels, and prioritize production capacity against business needs.
- Build awareness and preference. Grow brand awareness and preference among B2B customers and B2C end consumers, adapting the message to each audience without diluting the brand, and turn strategy into campaigns, activations and go-to-market plans together with the team.
- Connect brand and product marketing. Make sure product positioning, messaging and launch narratives are aligned with the brand across B2B and B2C, and partner with Trade marketing, PR and Digital to deliver a consistent brand experience across all touchpoints.
- Measure and sharpen. Define and follow up on brand KPIs: awareness, consideration, preference and brand equity. Use the insights to sharpen the strategy and present results to senior leadership.
- Be the guardian of the brand. Govern the brand guidelines, approve key assets and support partners and customers in using the brand correctly.
- Manage budget and partners. Own the global brand budget and the relationships with external agency partners.
Who you are
- You have at least 7+ years of experience in international brand management, head of brand or head of marketing with brand lead, ideally from a similar type of passion driven context.
- You have experience of leading a brand team of specialists, including creative and content roles such as designers, content creators and product marketers, with strong people leadership and coaching skills.
- You write sharp briefs and know how to work with senior creatives.
- You have worked in both B2B and B2C environments and understand how brand building differs between them.
- You are strategic: you move from insight and analysis to a clear brand strategy, and then make it actionable.
- You have documented experience of building brand awareness and measuring its effect.
- You are a strong collaborator who thrives in a cross-functional, matrixed and international organization, with excellent stakeholder management skills and comfort presenting to senior leadership.
- You are fluent in English, both written and spoken. Swedish is a strong advantage.
Why Mips? Mips has built a strong position in safety, with a technology trusted by leading brands around the world. Cycling represents around 70% of our sales, while sport, motorcycle and new categories offer exciting opportunities for growth. Europe is a key focus, with Germany as a priority market. Now is the time to build the next chapter of MIPS. If you want a role where you can shape a global brand, build a team and see your ideas come to life across markets, this could be your next challenge.
Location: Stockholm/SolnaReporting to: Head of MarketingScope: Global
Contact and ApplicationThe Infinity Company is successful in recruiting top-quality talent for culture-strong companies and is our trusted partner in this recruitment. For more information about the position or the selection process, please contact:
Emil Nilsson, Infinity, at phone, +46 705591192Fredrik Ekström, Infinity, at phone +46 727294632Mårten Näsvall, Infinity, via e-mail; marten.nasvall@infinityhr.se