Emelie Svartling Stjärnborg
Head of Area Core Experience & Personalization @Avanza Bank
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WORK HISTORY
Head of Area Core Experience & Personalization @Avanza Bank
As Head of Area at Avanza, I’m accountable for the strategy, prioritization and outcomes within our Core Experience & Personalization area – with a mission to help customers make smarter financial decisions through more relevant, insight-driven and lovable experiences.I lead a cross-functional area leadership team including Product, Tech, Analytics and Design, and hold overall responsibility for UX & Design within the area. My role combines strategic business ownership with hands-on leadership in digital product development and experience design.Key responsibilities- Set and drive the strategic direction of the area in alignment with Avanza’s overarching goals- Prioritize at the problem level and define outcome-oriented goals- Make strategic investment decisions across budget, hiring, partnerships and vendor selection- Align stakeholders and communicate progress, challenges and opportunities at a senior level- Ensure proactive risk management and compliance integration- Establish KPIs and follow-up frameworks to track and steer progress- Build a sustainable and high-performing leadership cultureSelected achievements- Founded the Core Experience & Personalization area – including scope definition, vision, team structure and missions – to align with long-term company strategy- Designed and implemented a personalization strategy that empowers customers to invest more confidently and experience journeys tailored to their needs- Built a scalable product setup to serve both first-time savers and active investors- Lead and coach five agile teams via a team of Product Managers and Tech Leads- Increased customer activation and investment engagement through a more personalized and relevant logged-in experience- Improved usability and relevance across touchpoints by aligning personalization strategy with long-term customer needs
EDUCATION
KTH Royal Institute of Technology
Master of Engineering (M.Eng.)
Deb.
Styrelseprogram
Stockholm School of Economics
Executive program
SKILLS
ABOUT EMELIE SVARTLING STJÄRNBORG
I’m a senior product and design leader with a passion for people, technology and customer-centric growth. With a background that bridges product strategy, UX leadership and business ownership, I bring a holistic perspective to building digital services that solve real customer problems and drive measurable business results.I currently lead both a product area with full strategic and budget ownership, and our UX & Design organisation – enabling scalable, insight-driven development in cross-functional teams.My strengths lie in defining product vision, leading discovery, building high-performing teams, and shaping design culture that aligns user needs with business goals. I thrive at the intersection of strategy, execution and experience.Core areas of expertise: Product strategy | UX leadership | Team development | Customer experience | Business development | Agile product development | Design culture | Service design | Personalization | Product Discovery
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