The industry magazine Resumé has once again announced the winners of the Sweden's Best Marketing Manager competition. Among this year's prize winners in retail and e-commerce, one profile stands out in particular. This is Eddie Hernandez, Head of Marketing & eCommerce at the electronics retail chain Power Sweden, who has now been crowned the industry's best marketing manager in the Electronics category for the seventh time.
This is incredibly fun! I am proud of my fantastic team and all of Power. There is great strength in this organization, and this year we have continued to push boundaries and made significant efforts to counteract advertising fatigue," says Eddie Hernandez.
Over the past year, he and his team have received considerable attention for creative initiatives that stand out from the noise, including a staged funeral procession through Stockholm in protest against high prices and the launch of the dog hair collection Fur Ever Collection. As recently as Wednesday, Eddie Hernandez also attended Stora Ehandelsdagen and the panel debate The Big Bang Launch, where he shared his insights on how to build massive hype and the importance of daring to make mistakes.
Strong e-commerce names in fashion, pharmacy and beauty
In addition to the electronics industry, a number of other prominent names with strong roots in digital commerce were also awarded prizes. In the Clothing and fashion category, the victory goes to Sara Spännar, Global Marketing Manager at Zalando. She is rewarded for her work with a more curated range, collaborations with global ambassadors such as Lily Collins and Sarah Jessica Parker, and the platform's strategic focus on secondhand in partnership with Vestiaire Collective.
In the pharmacy industry, Apotea defends its first place through Johan Carrick, who took on the role of Marketing Manager in October 2025. Under the new marketing leadership, the online pharmacy has continued to strengthen its position, which has resulted in a new record of 27,000 packages handled on a single day and noteworthy price adjustments in connection with reduced VAT.
In the Beauty and health category, Lyko's Marketing Manager Louise Nobel takes home the victory. She is praised for her focus on community building and creator-driven content that builds long-term relationships and loyalty rather than just driving temporary price hunting. The new flagship store in Stockholm is also highlighted as a successful example of how the chain combines the physical and digital customer experience.
Seasoned winners in physical and digital retail
Among the more traditional retail giants with a strong digital presence, Marijke de Laat at Ikea is crowned best in Home furnishings and furniture. The victory is based, among other things, on the successful communication concept "When life happens", developed together with the agency Åkestam Holst, as well as the campaigns surrounding the celebration of founder Ingvar Kamprad's 100th birthday.
In the Sports retail category, it is once again Stadium's Marketing Manager Pino Roscigno who climbs to the top of the podium. He has been nominated nine times and now takes home the victory for the fifth time, partly thanks to his work with innovative store concepts and major sponsorships such as the Gothenburg Half Marathon. Finally, Helen Mellde-Helmfridsson at Specsavers is awarded in the optician category for the further development of the classic concept "Should have gone to Specsavers" in combination with the Blind Spot campaign, which focuses on eye health.