Vitamin Well Group develops premium functional drinks, snacks and protein products designed for modern, everyday life and on-the-go consumption. Our portfolio includes Barebells, NOCCO and Vitamin Well. With over 750 employees and revenue of more than SEK 10 billion, we are present in over 50 markets, with our headquarters in Stockholm and local teams and partners around the world. Our growth is driven by a focus on building strong brands, creating products with uncompromising taste and clear functionality, and consistently raising the bar across our categories.

We are building a team to lead the next phase of Vitamin Well Group’s digital business. We work across e-commerce, internal tools and data, with AI integrated into how we build products, improve workflows and create better user experiences.

Whether it is making the shopping experience on our sites genuinely personal, building agentic analytics that make data more accessible and actionable across the business, or replacing manual internal workflows with agents that just get the job done, our focus is on building solutions that solve real problems and create long-term value.

We combine product and engineering capabilities with a pragmatic, ship-focused approach, and we set the direction for how the digital business operates going forward.

About the role

We are looking for a Product Owner to take end-to-end ownership of the digital experience across our direct-to-consumer (DTC) sites. Working alongside another Product Owner in the team, you will collaborate closely on priorities and direction while taking clear ownership of the DTC experience.

You set the direction for what we build, why it matters, and in what order, and turn that direction into products and experiences that create measurable customer and business value.

You lead product development hand in hand with engineering and design, moving from discovery to delivery in tight loops rather than big-bang releases. You work across both our in-house team and our external agency, keeping everyone aligned on outcomes and driving progress without compromising on quality.

Because both the team and the platform are new, you will have real influence over what we build, how we build it and what the DTC experience looks like for years ahead.

Key responsibilities

• Own the digital experience and product roadmap across our DTC e-commerce sites, end to end

• Run iterative, outcome-driven product development together with engineering and design

• Translate business goals and customer insights into a clear, prioritized backlog that guides delivery

• Coordinate delivery across both the in-house team and our external agency, keeping quality high and momentum steady

• Define success metrics and use data and experimentation to guide priorities and product decisions

• Use AI to improve discovery, personalization and customer experiences, identifying where it can create meaningful value across the DTC journey

Who are you

You are a pragmatic problem solver who enjoys building and shipping products that make an impact. You have worked in scale-ups or smaller companies where the platform was new, the team was small, and you had to figure things out as you went.

You understand where AI creates real value and how to apply it in practical ways across products, workflows and user experiences. You are comfortable using AI tools as a natural part of how you work, think and move quickly.

You combine strong product judgment with a strong sense of ownership. You take initiative, move things forward independently, and you are just as comfortable in a backlog refinement with engineers as you are steering an agency or aligning stakeholders across the business.

What you will bring

• 5+ years of experience in product ownership or product management, ideally for DTC e-commerce or digital consumer products

• A track record of leading iterative product development together with engineering and design, from discovery through to launch

• Hands-on experience working with both in-house teams and external agencies, and getting the best out of each

• Strong understanding of e-commerce and the modern web, with hands-on Shopify experience and a solid understanding of how technical and design choices shape the customer experience

• A data-informed approach, comfortable with metrics, KPIs, web analytics and experimentation (A/B testing) to drive decisions

• Excellent communication and stakeholder management, with the ability to turn ambiguity into a clear plan

How to apply

Application deadline: 16th October 2026

We review applications on an ongoing basis and may fill the position before the application deadline. We appreciate LinkedIn, but to get a full picture of your experience, we ask you to also include a CV. 

Life at Vitamin Well Group 

At Vitamin Well Group, we believe that a great workplace fuels great products. With over 750 employees worldwide, our people play an important role in how we build brands, develop products and grow the business. Our values – innovation, courage, drive and responsibility – shape how we work together and how we do business.

Across functions and markets, our teams are hands-on in building our brands, developing our products and making them available to consumers around the world. We embrace an office-first principle because we believe our best ideas emerge when people come together, share ideas, build relationships and take ownership.

Promoting active lifestyles is part of our culture. Employees can take part in run clubs, group workouts, races and sporting events that suit different interests and fitness levels. As we continue to grow, we aim to make a positive impact by reducing our environmental footprint, promoting active and healthy lifestyles, and acting responsibly across our value chain.

As part of the recruitment process, we may ask you to conduct a personality test as well as a test that measures logical ability. The purpose of the tests is to evaluate candidates as objective as possible and identify the best possible match for the role. The tests are based on solid research and are taken through our partner Alva Labs.