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Closing the Gap

Aligning Level, Impact & Compensation

November 2025

Purpose & Overview

A data-driven approach to compensation alignment

📊

Market Benchmarks

Industry salary data from Glassdoor, PayScale, and ERI SalaryExpert

🏢

Internal Job Leveling

Schibsted's framework for role complexity, scope, and seniority

⚖️

Internal Comparisons

Ensures fairness and prevents level-salary mismatches

🌍

Geographic Alignment

SE-NO compensation structure comparison with adjustments

Role Overview

CXM & AI Tech Lead — Schibsted

Location
Stockholm
Level
Level 12
Experience
6+ Years
Scope
Multi-brand
Complexity
HIGH

Key Responsibilities

1
Cross-brand customer journey operationalization
2
AI personalization implementation with Data Scientists
3
KPI ownership and performance optimization
4
MarTech stack management (Braze, APIs, integrations)
5
CX ambassador role across organization
6
Scalability and standardization initiatives

Career Evolution

4 years of expanding scope, responsibility, and impact

Brand scope increased 7x. Technical complexity increased. AI leadership added. Salary? Unchanged.
Sep 2021 – Sep 2022

CX Specialist — Aftonbladet

Day-to-day customer communication, A/B testing, campaign execution. Single brand focus.

1 brand Operational specialist
Sep 2022 – Jun 2023

CX Tech Lead — Aftonbladet

Shifted to technical ownership. Braze feature adoption, SDK implementation. From "using tools" to "shaping tools."

1 brand Technical lead, single brand
↑ SCOPE EXPANSION BEGINS
Jun 2023 – Jan 2025 3 Brands 🧠 AI Pioneer

Senior CXM Tech Manager — Schibsted CXM Sweden

Scope expanded to multiple Swedish brands. Became central tech lead for CXM team: architecture, integrations, standards for journeys and segmentation. Led cross-brand standardization initiatives.

Aftonbladet Svenska Dagbladet Wellobe + Omni collab
🚀 AI Leadership Begins
  • • First in org to actively explore and champion AI for CX
  • • Introduced AI-generated images in campaigns & newsletters
  • • Built AI copywriting workflows for faster production
  • • Member of internal AI project group
  • • Led Wellobe AI recipe image project, presented to steering group
Level: Senior technical & AI leader, multi-brand Sweden
Current
Jan 2025 – Present 7 Brands 🧠 AI Guru 🌍 Nordic

Senior Customer Lifecycle Specialist — Schibsted News Media

Design and operationalize complex, multistep journeys across countries and brands. Work with Data Scientists on AI-driven personalization. Own quality assurance and build scalable frameworks for cross-brand adoption.

Aftonbladet SvD VG Aftenposten BT Stavanger Aftenblad E24
🎯 Current Impact
  • • Recognised as the AI "go-to person" in lifecycle
  • • Implement AI-driven personalization with Data Scientists
  • • Cross-brand advisor on AI adoption
  • • Building reusable frameworks across 7 brands & 2 countries
Level: Nordic-scope senior lifecycle & AI specialist
1 → 7
Brands
SE → Nordic
Geographic Scope
Ops → Strategy
Role Level
0%
Salary Adjustment

Demonstrated Impact

Key achievements and value delivery

VG Workspace Migration

Led complex Braze workspace consolidation with zero downtime

AI Recommendations

Implemented AI Item Recommendations and article prediction systems

Journey Standardisation

Created scalable templates across Aftonbladet, SvD, VG

MarTech Stack Mastery

Advanced Braze Canvas, Connected Content, Liquid, APIs

Monitoring Systems

Built proactive campaign monitoring and anomaly detection

Team Enablement

Documentation, best practices, cross-team enablement

Market Benchmark — Sweden

Stockholm CRM/Marketing Automation salaries (November 2025)

The Gap
50,000 → 61-68K
Current Salary 0 SEK
CRM Manager 75th %ile 0 SEK
Sr CRM Manager avg 0 SEK
CRM Specialist 90th %ile 0 SEK
Market alignment suggests
61,000-63,000 SEK/month
Salary Distribution Visual
Current
50,000
Sr MA Spec 8+yrs
53,200
Sr CRM Mgr avg
55,800
CRM Mgr 75th
61,000
CRM Spec 90th
68,000

Sources: Glassdoor, PayScale, ERI SalaryExpert (Nov 2025)

Geographic Alignment

Sweden-Norway compensation equivalence

Sweden Current
50K SEK
→
+20% uplift
→
Norway Baseline
~60K NOK
Level 12 Premium
+10-15%
AI/Cross-brand Scope
Complexity factor
Technical Depth
MarTech expertise
Norway Fair Rate
72-74K NOK
=
Sweden Equivalent
61-63K SEK

Internal Alignment Opportunity

Level-compensation consistency

Level 11
Norway
65,000
NOK/month
Lower level, less scope
VS
Level 12
Sweden
~60,000
NOK equivalent (from 50K SEK)
Higher level, greater scope, AI expertise
⚠️ MISALIGNED

Schibsted's framework states compensation should reflect scope, seniority, responsibility and expected impact. Currently, a Level 12 role earns less than Level 11 — an opportunity to restore alignment.

The AI/MarTech Premium

Market data on AI skills compensation

0%
AI skills salary premium
Lightcast analysis of 1.3B job postings
0%
Salary increase for Marketing + AI roles
Indeed/Coursera Career Skills Report 2025
Marketing & PR ranks 2nd
Highest AI skill demand after IT sector

🧠 Why This Matters

1
AI personalization implementation — rare hybrid skill combining CX strategy with ML systems
2
MarTech stack expertise — deep technical depth in Braze, APIs, data pipelines
3
Scarce combination — CX strategy + technical execution + AI literacy

"Marketing professionals who understand customer psychology and AI-powered personalization become exceptionally valuable."

— McKinsey AI Workforce Analysis, 2025

Recommendation

Proposed compensation alignment

Target
61-63K
SEK/month
✓ Aligns with market 75th-90th percentile for role complexity
✓ Restores internal equity (Level 12 ≥ Level 11)
✓ Reflects AI/MarTech expertise premium (28-47%)
✓ Matches Norway-equivalent for comparable roles
Alternative
Phased Approach
If immediate full alignment is not feasible, a structured path with clear milestones
55K → 61K
over 6-12 months

Summary

The case for compensation alignment

1
Below Market
Current 50K vs market 61-68K SEK for comparable roles in Stockholm
2
Internal Equity
Level 12 currently compensated below Level 11 — opportunity to restore alignment
3
AI Premium
AI/MarTech skills command 28-47% premium in current market
4
Demonstrated Value
Track record of impact: migrations, AI systems, cross-brand standardization

Adjusting to 61-63K SEK restores external competitiveness and internal fairness

Built with technical expertise • November 2025