Meet Pontus, our Head of Performance Marketing

What does your role at Fairlo involve?
I’m responsible for driving growth while keeping our cost per customer as low as possible. That means staying close to the numbers - tracking performance across channels, partners, and campaigns, and constantly looking for ways to improve. A big part of the role is negotiating and optimizing partnerships. Our results are closely tied to what we pay for traffic, so it’s about balancing strong relationships with continuously pushing for better outcomes. It also goes beyond marketing channels. Anything that impacts conversion is in scope - from onboarding and product changes to how we assess risk.

What does a typical day look like for you?
It’s very dynamic. A lot of time goes into analyzing data - spotting trends, understanding deviations, and identifying what’s driving performance. From there, it’s about action: adjusting campaigns, testing new ideas, or working with different teams to improve specific parts of the funnel. Since everything is connected, I work closely with partners, our agency, and internally with product, tech, data, and risk to move things forward.

What are the biggest challenges right now?
It’s becoming more expensive and more competitive. Traffic is harder to acquire, conversion is more volatile, and the landscape is changing quickly. So we can’t rely on what used to work. We need to be sharper - more precise, more creative, and more proactive. It’s about continuously testing, rethinking how we work, and finding smarter ways to improve both growth and efficiency.

What mindset is important to succeed in your role?
You need to be hands-on, data-driven, and comfortable with constant change. Things move fast, so you have to be ready to act on new insights all the time. At the same time, curiosity is key. The value often comes from challenging how things are done - both internally and with partners - and always looking for ways to improve. That’s also what makes the role fun and motivating. You see the impact quickly, and even small improvements can make a big difference.