Extended Brain

Digital Products, Strategy & IT-Leadership

Johanna Saidi

About

Help organisations clarify, stabilise, and develop their digital products, platforms, and ways of working — bridging strategy and execution with senior expertise.

Senior product and technology leader with 15+ years of experience across large-scale organizations and smaller businesses. A pragmatic problem solver comfortable taking responsibility in complex environments — clarifying, stabilising, and developing products, platforms, and ways of working.

Core Expertise

Agile Leadership
Executive Stakeholder Management
Digital Transformation
Omnichannel Strategy
E-commerce Platforms
ERP/CRM/POS Systems
IT Roadmapping
Change Management
PIM/DAM
Vendor Management
UX & Customer Experience
AI Enablement

Selected Assignments

New E-com Platform & E2E Order Integrations

Product Manager – Rapunzel of Sweden AB (2025–2026)

End-to-end ownership of order domain during e-commerce platform change
Integrations with ERP, WMS, and return management systems
Cross-team coordination across D2C and wholesale flows

Modernize the System Landscape

Head of IT and Development – CPO/CTO – Rapunzel of Sweden AB (2020–2026)

Led modernization of the entire system landscape for scalability and growth
Phased, risk-aware roadmap balancing speed, stability, and investment
Company achieved ~25% profitable growth during this period

New CRM Solution (Voyado Engage)

Product & Project Manager – Rapunzel of Sweden AB (2023–2024)

Evaluated and selected new CRM platform
Led implementation coordinating internal teams, vendor, and external developers
Rollout planning and quality assurance for smooth transition

E-commerce & Omnichannel Platform

Senior Product Owner & Agile Delivery Lead – H&M New Business (2017–2019)

Global product management for shared platform across 5 H&M Group brands
Enabled new market launches and large-scale rollouts
Managed team of product owners and delivery leads

New Checkout & Campaign Management

Product Manager – Rapunzel of Sweden AB (2021–2022)

Led analysis to identify root causes of technical and business challenges
Delivered new checkout, flexible campaign management, and stable architecture
Reduced technical issues and increased conversion

Employment History

Head of Development & IT – CPO/CTO

Rapunzel of Sweden AB (2020–2026)

Overall responsibility for IT and technology development across e-commerce, ERP, POS, infrastructure, and the digital workplace. Member of the management team. Led digital product development, IT stability & security, and AI enablement.

Head of Product Management & Agile Business Solution

H&M AB (2019–2020)

Led a team of 12 product owners and delivery leads, driving platform stability, customer experience, and digital expansion for H&M Group brands.

Senior Product Owner & Agile Delivery Lead

H&M AB (2018–2019)

Product Owner and Business Solution Lead for shared e-commerce/omnichannel platform for H&M Group brands. Transition from project to stable maintenance organisation.

Project Business Solution Lead – New E-commerce

H&M AB (2016–2018)

Overall responsible for the business solution and member of program management for building a new shared e-commerce solution for H&M Group brands.

Program Manager – Marketing IT & Business Development

H&M AB (2014–2016)

Managed development portfolio and led a team of project managers. Key projects implementing PIM and DAM systems.

IT Delivery Manager – Marketing Solutions

H&M AB (2012–2014)

Led several teams delivering IT solutions to Marketing including CRM, Digital Campaigns, PIM/DAM and Digital Signs.

IT Delivery Manager / Agile Team Lead

H&M AB (2011–2012)

Managed three development teams focused on marketing platforms including CRM, Digital Campaigns, Microsites and Price signs.

Team Lead / Product Owner

H&M AB (2008–2011)

Team leader and Product Owner of developers and testers working with H&M's digital campaigns and microsites.

Business Analyst

H&M AB (2006–2008)

Analysis and documentation of requirements for hm.com including a custom-built CMS.

IT & Management Consultant

Generic Systems AB (2004–2006)

Projects for the Swedish Defense including business analysis, modeling, UX-Design and programming.

Board Positions

Board Member – Kankoda AB (2020–Ongoing)

Focus on product and sales strategy for KeyboardKit – custom iOS keyboard SDK.

Co-producer – Appamini (2013–2016)

Idea development and production of two iOS apps for kids.

Education

Master of Science in Media Technology, Management Control, IT, Communication and Organizational Design – Linköping University (1997–2004)

Courses & Certifications

AI

Design av AI agenter – Abundly

Product Management

Effective User Stories for Agile Requirements
Management 3.0 – Citerus
Modellering och modelleringsledning – Astrakan
Praktisk kravhantering – Astrakan

IT Management

Personal data protection – H&M
Buying Services – H&M
Avtal & Förhandling – H&M
PPS for steering groups – Tieto Enator
IT-leadership program – H&M

Project Management

PPS for steering groups – Tieto Enator
PPS portfolio management – Tieto Enator
PPS – Praktisk projektstyrning – Tieto Enator

Leadership

Feedback for leaders – H&M
Management 3.0 – Citerus
IT-leadership program – H&M
Ditt ledarskap – H&M
Symboliskt ledarskap – H&M

Contact

Email: johanna.saidi@gmail.com

Phone: +46 73 078 70 38

LinkedIn: linkedin.com/in/johannasaidi

Languages: Swedish (native), English (fluent), German (basic)