30+ markets
Global responsibility for digital development, channels and change across more than 30 markets and 300 dealer websites.
About me
I combine strategic perspective with the ability to make things work in practice.
My name is Martina Steen and I am the founder of Alleira.
I have more than 25 years of experience in digital business development, customer experience, digital channels, strategy, leadership and organizational change in international organizations.
My strength is making complex questions understandable and turning them into a direction, a structure and a plan that people can act on.
My perspective
I have always worked where the customer, the business, the organization and technology meet.
For most of my career, I have worked at the intersection of marketing, sales and IT — but always starting from the customer.
That perspective has stayed with me since long before customer experience became an established concept. To me, digital development has never been only about channels, platforms or technology. It is about how the organization needs to work together to create relevant customer value and sustainable business results.
As a leader, I have at the same time gained an ever deeper understanding of how team maturity, mindset and ways of working affect customer relationships, change capability and profitability.
A strong strategy has limited effect if people lack mandate, trust or a shared direction.
It is in these connections that I am most useful: between the customer's needs, the goals of the business, the conditions of the organization and practical execution.
Teams & capabilities
Building what does not yet exist.
A recurring part of my career has been to shape and build new digital teams, ways of working and capabilities from the ground up.
At Mölnlycke Health Care, I built and led the company's first global digital marketing team. The work covered digital channels, customer insight, governance and a new operating model for marketing in an international medical technology business.
At Volvo Trucks, I continued to develop global digital teams, channels, ways of working and capabilities across more than 30 markets.
In my most recent role, I developed the company's first overarching Digital Experience Strategy 2030. The work was based on around 40 interviews with leaders and specialists from different functions, organizational levels and parts of the customer journey.
I have learned that real change requires both a clear target picture and a way of working that enables people to take responsibility, collaborate and make better decisions.
Selected experience
Experience of change in complex global organizations.
Digital Experience Strategy 2030
Developed Volvo Trucks' first overarching strategy for digital customer experience through broad cross-functional work with around 40 interviews across the organization and the customer journey.
AI with measurable efficiency gains
Led an AI pilot within lead handling that reduced manual work by two to three hours per day and created a basis for further scaling.
Career
Roles where strategy, the customer and execution have needed to hold together.
Alleira AB
Strategic Advisor and Interim Leader
2026–
Strategic advisory and interim leadership in digital customer experience, customer-centered operating models, transformation and AI-related business development.
Volvo Trucks
Digital Business Development Manager
2024–2026
- Developed Volvo Trucks Digital Experience Strategy 2030.
- Conducted approximately 40 interviews across functions and organizational levels.
- Developed a framework for measuring customer experience.
- Led an AI pilot within lead handling.
- Developed a practical change handbook and workshop format.
- Contributed to Commercial Strategy 2030.
Director Digital Marketing Strategy & Development / Director Channel Management
2019–2024
- Built and led a global digital team.
- Was responsible for digital transformation across more than 30 markets.
- Developed digital channels, performance marketing, automation, analytics and digital asset management.
- Established customer-centered goals and ways of working.
- Led investments, procurements and global collaborations.
Getinge
Global Director Marketing Communications Tools & Platforms
2017–2019
- Was responsible for digital platforms, MarTech and global web governance.
- Led a global team.
- Developed sales support integrated with Salesforce.
- Established shared governance for web, quality and searchability.
Mölnlycke Health Care
Global Digital Manager / Global eMarketing Manager
2011–2016
- Built and led the company's first global digital marketing team.
- Established digital governance.
- Conducted customer research across several markets.
- Developed a new operating model for marketing.
- Shifted communication from a product focus toward customer centricity and thought leadership.
International perspective
Global experience with an understanding of local realities.
I grew up bilingual in Czech and Swedish and have since lived and worked in the United States, Mexico and Sweden. This has given me a natural understanding of how language, culture, ways of working and different perspectives influence collaboration and change in international organizations.
I am based in Gothenburg and am flexible regarding travel and international assignments.
Excerpts from recommendations on LinkedIn
Perspectives from people I have worked with.
”Her vision was clear from the start, and she meticulously laid down a strong foundation.”
”She not only brought structure and order to the team but also a strategic approach to digital channel management.”
”She will help her teams reach professional growth with a balanced combination of support, individual focus and high expectations.”
Contact
Which change do you need to make work?
Briefly describe the situation and we can assess whether an advisory or interim engagement is the right way forward.