CEO Sweden – Freska

Freska is a venture-funded technology start-up, founded in 2015. The mission is to help service professionals and customers realizing a better and easier life. They do this by being the best home-services company in the world. Freska operates in Northern Europe, in 10 cities and bring in thousands of new customers monthly. Voted one of the hottest tech start-ups in Finland, Freska is an online home services company currently disrupting the traditional home cleaning industry in the Nordics. The market for home cleaning services is large and growing, although fragmented. With a focus on service quality and process optimization, technology, together with strong values forming a coherent company culture, Freska has rapidly taken a lead in the Finnish, Norwegian and Swedish market. The current revenue rate for the Freska Group is approximately 60 MEUR.

Experience & Competence

  • Broad leadership experience including a business responsibility (P/L, KPIs), with experience of having led leaders/managers
  • Experience from high growth and dynamic environments
  • Experience from services / people/operational business
  • Minimum 10 years of relevant experience
  • Competence in creating structure, accountability and stability as well as developing organizations and teams
  • Experience from data-driven environments
  • Experience from value driven companies/environments
  • Excellent communication and presentation skills
  • Merit of Nordic experience primarily with focus on central vs local dynamics
  • Fluency in English and Swedish

Personality & Leadership

  • People-oriented leader: team builder with a focus on accountability and empowerment
  • Leadership traits: calm, stable especially in driving change and executing strategy and decisions
  • Accountable and hold others accountable
  • Down to earth and pragmatic
  • Highly structured, systematic, and methodological
  • Data-driven mindset with integrity
  • Curios and act without prestige
  • Open and solution-oriented personality and hardworking/result-oriented attitude
  • Excited to work in a fast-paced and challenging environment

Areas of Responsibility

  • Develop and grow the Freska business in Sweden
  • Develop a strong and sustainable leadership team for Freska Sweden
  • Foster a culture of respect, progressive personal development and mentoring of Freska’s leaders
  • Break down vision and group targets to country specific targets and goals
  • Lead and manage the daily operations
  • Take full responsibility for the P&L in the Swedish business, drive improvements and contribute to the Freska Group P&L
  • Cooperation with central functions
  • The CEO role may include effective integration of acquired business operations


Placement: Stockholm

Start: Q4 2022

Reporting to: Group CEO



We’re looking forward to answer your questions and supply you with more information. Please contact:

Felix Sjöborg                                      Sanna Fredholm       
+46 73 158 36 67                             +46 72 189 34 51


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