Community Spotlight: Daniella Arvidsson
Daniella Arvidsson
After starting her career in fashion marketing, Daniella Arvidsson was drawn to tech and its transformational powers during the digital shift of the early 2010s. Today, she leads digital expansion at Swedish retailer Jula, where she ensures strategic alignment across e-commerce, CRM and digital marketing.
As part of the organisation’s Digital Commerce leadership team, she bridges the gap between business strategy, technology, and customer experience. In this interview, she reflects on her path from generalist to digital leader, the value of incremental progress and the excitement of navigating a constantly evolving digital environment.
Tell us about yourself and your current role.
I started my career in fashion marketing and studied in Barcelona before working in Munich for some time. Early on, I became fascinated by how brands could use digital experiences to strengthen their brands and to create real value for their customers.
Since then, my career has revolved around digital experiences within e-commerce and marketing, focusing on growth and transformation journeys. Today, I’ve stepped beyond fashion to challenge myself in a new environment, gaining a broader omnichannel perspective.
What I love most about my current role within Digital Expansion is the ability to move between business, technology and customer experience. I am leading projects related to market expansion, new digital products and digital transformation initiatives, while continuously focusing on improving customer journeys, data-driven decision-making and our digital capabilities.
What excites me the most is being part of growth journeys and creating meaningful value for both customers and the business.
What first sparked your interest in tech?
My career didn’t start in tech, it started in marketing. But around the 2010s, a major shift began happening in the digital space. Smartphones changed consumer behaviour, the app economy emerged, social media exploded, and brands rapidly moved from traditional advertising into digital, and e-commerce became a necessity for brands.
What intrigued me the most was the endless possibilities technology created for brands and people. There were new ways to build communities, shape customer experiences and create value. It felt like the beginning of an entirely new era, and I was excited to be part of navigating that transformation.
That was the beginning of my career in tech and the enthusiasm is still here today. We’re once again navigating a major technological shift, where the possibilities feel endless and the pace of change is faster than ever. It’s so exciting being part of an environment that is constantly evolving and challenging the way we work.
What challenges have you faced in your journey so far, and how have you navigated them?
One challenge has been learning to fully trust my own perspective, especially coming from a non-technical background. Early in my career, I sometimes experienced self-doubt around being more of a generalist rather than a specialist.
Over time, I’ve come to see that as one of my key strengths. I naturally focus on the bigger picture, leading teams, bridging business, technology and customer needs, and driving initiatives forward.
I’ve also learnt that you don’t need to have all the answers yourself. For me, it’s about surrounding myself with great people, staying curious, continuously learning, and confidently leaning into where I create the most value.
Looking back at your career so far, what is the one thing you are most unapologetically proud of?
One thing I’m truly proud of is having been part of building and scaling a brand’s digital presence from an early stage into a high-performing digital business.
When I first joined, the digital business was still in its early phases, and I had the opportunity to help grow everything from digital platforms and e-commerce to marketing channels and across multiple markets — scaling the business from one to twenty markets. It was a small team, which meant we had to be hands-on, move fast, test new ideas, and continuously learn and adapt. There is no better way of learning!
What I’m most proud of is not just the growth itself but the journey, being able to turn a vision into execution, structuring ways of working, aligning teams around a common direction, and translating strategy into results. We built something that was not only successful in the moment, but also scalable over time.
How would you describe your approach to tech or work in general?
“1% better every day — small actions consistently create a big transformation over time.”
I strongly believe that small, consistent habits can completely change the direction of your life, personally and professionally. Success rarely comes from one big moment, but rather from the small actions we repeat daily. This mindset is also true in tech, where innovation and development happen incrementally. The products, systems and experiences that shape our future are often built through continuous iteration and small improvements over time.
How do you strive to lift others up as you progress in your career?
This is something I care deeply about. I encourage people to go after their ambitions and challenge themselves, because I believe growth often starts just outside your comfort zone. Sometimes, all it takes is having someone who believes in you before you fully believe in yourself.
I also focus on creating positive, supportive environments where people feel safe to share ideas, ask questions and grow. For me, being a good listener is a key part of that, understanding different perspectives and making sure people feel heard and valued.
What change(s) would you like to see in the tech industry?
I would love to see more women taking space in tech, especially in leadership, entrepreneurship and decision-making roles. We need more diverse perspectives shaping the future, and more women building companies, accessing funding, leading innovation and making their voices heard.
What advice would you give to others building a long-term career in tech?
Technology evolves constantly, so the ability to stay curious, adapt, and continuously build new skills is essential. Never stop learning!
Something that has served me well is always trying to understand the bigger picture. The more you understand the business and the customer, the easier it becomes to create real value with technology as a powerful enabler.
And finally, don’t wait until you feel completely “ready” to take space, share your ideas, or pursue bigger opportunities. Growth often comes from stepping into things before you feel fully prepared. This is something I think many women, in particular, can benefit from embracing even more.