CFO – Once Upon

Once Upon is a fast-growing company headquartered in Skellefteå, Sweden. The company creates beautifully designed and well crafted photo books for customers across the globe. With a revenue increase from SEK 36 million to nearly SEK 300 million in just five years, the ambition is to keep growing quickly and sustainably, while taking great care of both people and the planet. Once Upon aims to be an organization where trust, authenticity and meaningful development is the foundation for the growth of both individuals and the organization.

The CFO at Once Upon is responsible for aligning financial management with the company’s long-term strategy, leading budgeting, reporting, and performance tracking processes. This role involves close collaboration with the CEO and executive team to drive sustainable growth, evolve the business model, and ensure strategic financial planning. The CFO should have strong international B2C experience, business acumen, and leadership capabilities, especially in data-driven and performance marketing environments. Key responsibilities include preparing the company for ownership transitions, overseeing the Finance & Data department, and ensuring transparent financial reporting. Success is measured by the CFO’s ability to link finance to strategy, drive business development, support a high-performing team, and promote long-term value creation.

Experience & competence

• Theoretical and practical experience in financial management, analysis, and business development aligned with a vision
• Experience in leading a finance function, including budgeting, financial reporting, and forecasting
• Experience of B2C in global markets – international experience preferably from one of Once Upon’s focus markets
• Strong business acumen and ability to connect financial decisions with business strategy
• Experience in preparing companies for ownership transitions, investor relations, and due diligence processes
• Solid leadership experience with line management responsibilities. Has played a key role in driving at least one, preferably several, successful businesses
• Experience from larger companies than Once Upon, ideally high-growth businesses
• Experience in negotiations
• Experience working in executive leadership teams
• Experience working in data-driven organizations
• Experience from companies with sales driven by performance marketing
• Interest in and/or mindset focused on sustainability and/or branding
• Experience from companies with centralized product development
• Responsible for data/insights functions, with experience in developing data capabilities
• Ideally fluent in both English and Swedish (conversational Swedish may be acceptable)

Personality & leadership

• A leadership style driven by a desire to grow the business, with strong strategic thinking
• Leadership traits aligned with Once Upon’s leadership manifesto: Lead Authentically, Lead with Trust, Pursue Value, Identify Connections
• Collaborative, humble, and with the ability to listen across the organization
• Capable of making decisions and setting priorities
• Strong inner drive and self-going
• Positive, curious, and confident
• Strong understanding of organizational strengths and weaknesses, and where development is needed
• Courageous and willing to challenge the status quo
• Inspires trust and calm – solid, reliable and well grounded
• Highly analytical with a strategic mindset
• Strong communication skills
• Leadership traits that foster trust and a genuine drive to support others – a confident and secure leader

Responsibilities & tasks

• Budget and Financial Planning: Responsible for leading and developing the company’s budgeting process.
• Personnel Responsibility: Operational lead for the Finance & Data department. Direct personnel responsibility for the Head of Data and Head of Finance.
• Strategic and Operational Financial Management: Responsible for driving and developing the company’s financial management and financial follow-up.
• Strategic Financial Management: Ensure that financial management is clearly linked to the company’s long-term strategy and vision. Develop and implement financial goals that are both realistic and ambitious, creating a strong connection between operational decisions and financial follow-up. Lead the budgeting process and foster understanding among managers and employees.
• Business-Oriented Role: Take an active role in the executive team and contribute to the development of business strategy and the overall company. Understand and evolve the company’s business model. Identify financial drivers and opportunities for continued sustainable growth.
• Lead Overall Business, Market, and External Analysis: Identify risks and opportunities that could impact Once Upon’s long-term strategy and financial performance. The CFO will work closely with the executive team and the finance and data & insights teams to perform qualified analyses that support decision-making and business development.
• Preparation for Exit and Ownership Changes: Financially and strategically package the company to attract the right buyers and ensure a smooth transition during ownership changes (e.g., through a Value Creation Plan). Lead transparent and strategic dialogue with the board, investors, and external stakeholders to strengthen the company’s value and position.
• Communication: Clearly and inspiringly communicate the company’s financial goals and progress, both internally and externally, to build understanding and engagement.
• Active Role in Executive Leadership Team: Be a central figure in shaping the leadership team’s strategic decisions, especially during times of change and growth. Ensure that leadership has access to reliable and relevant financial data to make informed decisions.
• Leadership: Support and develop the finance and data teams to ensure strong collaboration and quality deliverables. Encourage close cooperation between these teams and operational units. Lead the strategic direction of the department.
• Close Collaboration with the CEO: The CFO will be a key partner to the CEO in formulating and implementing strategic initiatives, ensuring the vision is translated into concrete action plans and financial objectives, and ensuring the right priorities are set to drive both growth and long-term sustainability.
• Financial and Operational Follow-up: Together with the finance team, ensure financial monitoring and reporting not only tracks current performance but also provides insights for future strategic decisions. Drive and develop long-term financial planning and structure.
• Responsibility for Accurate and Transparent Financial Reporting: Together with the finance team, ensure that annual reports, year-end closings, and regulatory reporting are completed on time and are accurate, in accordance with Swedish and international accounting principles and regulations. The CFO is responsible for ensuring that all financial transactions and reports are fair, accurate, and compliant with applicable laws and regulations, and that the company meets all relevant tax and reporting requirements.

Goals of the role

• Establish and demonstrate a clear link between strategy and financial management: Ensure that financial management and goals are clearly aligned with the company’s long-term strategy and vision. Create a strong connection between operational decisions and financial follow-up. Budgeting plays a central role here, as does fostering engagement and understanding of financial matters across the entire organization.
• Promote sustainable growth and business development: The CFO should be an active member of the executive leadership team and contribute to the development of the business strategy, with a particular focus on understanding and evolving the company’s business model. This includes identifying financial drivers and business opportunities for continued sustainable growth, while also integrating the business model with the company’s sustainability strategy and brand.
• Preparation for ownership changes and financial transparency: The CFO will play a key role in financially and strategically preparing the company for a transition during changes in ownership. This involves optimizing the company’s value and position by leading a transparent and strategic dialogue with the board, shareholders/potential investors, and external stakeholders. The CFO must also ensure accurate and transparent financial reporting and follow-up that supports long-term sustainability and business development.

KPIs & measurements

• Create a clear and measurable link between finance and strategy.
  Key indicators may include goal achievement in terms of financial and operational results, as well as how well the organization understands and engages with the goals.
• Drive sustainable growth.
  Important key indicators include growth rate (revenue, profit, margins, new customer growth, etc.) and the company’s continued integration and development of sustainability goals.
• Contribute to effective business development.
  A growing and sustainable business model that generates increased revenue and creates long-term value.
• Lead an engaged and effective Finance & Data area.
  The CFO’s performance is assessed based on Once Upon’s leadership manifesto, through both goal and development reviews and employee surveys.

Start: Q3 2025
Placement: Stockholm or Skellefteå
Office Policy: Hybrid, but clearly present/visible at the local offices
Resor: A couple of days per month, additional days if placed in Stockholm to be able to spend time in the Skellefteå office
Reporting to: CEO Linda Andersson