• Works as Global Offline Director
• Likes golfing and spending money on trying out new food
• Born and raised in Knivsta (north of Stockholm, south of Uppsala)
• Started at DW back in 2014

The reason was partially a coincidence. One of my best friends began working at DW since he knew the current marketing manager. I was planning to study but wanted extra work during that time, and DW's warehouse in Uppsala seemed like the perfect fit.

I started by packing orders in the warehouse for a few months. When we began collaborating with Amazon I worked with starting up the collaboration and at the same time packing their orders for about a year. After that, I transitioned to more of a logistics coordinator role - registering orders, working with my own computer, and working less with packing.

An opportunity appeared when the sales team expanded, so I applied for a Key Account Manager position. I was trained and worked in sales for another year with another Joakim who is also still in the company. After a while I got promoted to area manager for Europe as the team grew, holding that position for another two years. Later, I seized the chance to move to London as the General Manager for the British DW Company, spending three years there working with the English and Irish markets.

In 2020, I returned to Sweden as the head of the Offline business. Initially, we were two people leading Offline, but when my colleague left, I took over Offline and joined DWx (our management team) in 2022.

I'm currently leading the Offline team as Offline Director. I'm responsible for all sales that are not on our own website or marketplaces, including retail, wholesale, and distribution. Essentially, all offline sales, regardless of the channel. I'm based in Stockholm, overseeing a global team.

My first standout memory was undoubtedly the 5-year celebration in Tele2 Arena when the entire China team visited. The feeling of that small cellar-based company suddenly expanding significantly was just crazy. The time in London was also amazing. Running the London office gave me so much personal and professional growth, from packing watches in Uppsala to moving to Stockholm and then over to London to run a company.

Without a doubt, Covid. It was really tough, especially at a time when we had opened up many stores and then had to close them down. The years 2019-2021 were the toughest for me.

 It looks bright! Despite a tough period, we have a strong team in Stockholm and globally. There's also a more sustainable cost base. I'm looking forward to the future and I see immense potential in our sales, products, and people.

I came along on the trip when we were meeting with Amazon for the first time, which was quite memorable. Filip (our founder) and Anders (a former employee who turned into CMO later) were also going there and I had the impression it would be a very serious business meeting trip, but I hadn't met Filip much before that. I dressed up in a suit - borrowed a tie from my dad and found a pair and manchettes. When I came to the airport, Filip and Anders wore T-shirts, laughing at me the whole journey.

We went to Amazon, they had the most serious presentation, I was nervous. When they were done they asked if we had something to share and Filip turned to me and asked, "Joakim, didn't you have any slides you wanted to show?" 

I sure did not and we laughed, it's a fun moment I remember for many reasons.