Banking Business Unit Lead, Denmark

About Shine

Shine is the financial copilot for entrepreneurs and small business owners.

Founded by serial entrepreneurs Rico Andersen and Martin Hegelund, Shine is a leading European fintech unicorn on a mission to restore the joy of running a business, by ending wasted time on financial admin. Shine offers a connected solution for invoicing, accounting, payroll, business accounts, payments, and financing, meaning business owners can focus their energy on growing a healthy business, not held back by manual admin.

Part of something bigger
Today we're part of Cegid, a European leader in cloud software for finance and accounting. Together we're building Europe's leading financial copilot for small businesses and their accountants.
Shine already supports more than 400,000 small businesses. As part of Cegid, we now reach over one million small businesses and 15,000 accountants across Europe.
We're a multicultural team working from France, Germany, Denmark and the Netherlands, contributing to a wider European network that spans Spain, Portugal.

Your hiring experience matters
Just as we respect our customers' time, we respect yours. Your experience with Shine and Cegid should feel simple, transparent and genuinely supportive.
If this sounds like somewhere you want to grow, we'd love to hear from you.

Banking Business Unit Lead, Denmark at Shine

Shine is building an increasingly complete financial operating platform for Danish entrepreneurs, bringing together accounting, invoicing, payroll, commerce, payments and now also banking.

We are looking for a Banking Business Unit Lead, Denmark to take full commercial ownership of bringing our first banking proposition to the Danish market and establishing Banking as a fundamental part of Shine's Danish product ecosystem.

This is a entrepreneurial, strategic and commercial role, sitting at the intersection of product, technology, marketing, sales and commercial strategy. You will work closely with the Banking product and tech teams to shape the proposition for Denmark, while partnering particularly closely with the rest of the Business units ion the Danish market to create a seamless customer journey.

Your responsibility goes well beyond launching a product. You will define how Banking is positioned, how we communicate its value, how we take it to market and ultimately how we build it into a meaningful and sustainable business.

You will own the commercial performance of Banking Denmark end-to-end, including its revenue, costs, acquisition, KYC, activation and growth.

Job located in Denmark, Copenhagen. Office policy: 5 days in office. Possibility to work 2 days remote.

Your Role as a Banking Business Unit Lead

Build and launch Banking in Denmark

• Work closely with Product and Tech to prepare the Banking proposition for the Danish market.

• Represent the Danish customer and commercial perspective throughout product development.

• Identify the critical capabilities, customer journeys and market requirements required for a successful launch.

• Drive the commercial ramp-up from pre-launch through launch and subsequent scaling.

Define positioning and go-to-market

• Establish the Danish positioning, messaging and value proposition for Shine Banking.

• Develop the complete go-to-market strategy and translate it into concrete launch tactics.

• Define target audiences, use cases and acquisition opportunities.

• Ensure Banking becomes naturally connected to the broader Shine proposition and products selection rather than operating as a standalone product.

• Stay on top of al industry relevant changes and tendencies

Drive adoption across the Shine ecosystem

• Work particularly closely with the Accounting team to embed Banking into existing customer journeys.

• Identify opportunities to convert and cross-sell Banking to Shine's existing Danish customer base.

• Build effective activation and onboarding journeys that move customers from awareness to active Banking users.

• Continuously improve conversion, engagement and product adoption.

Own commercial growth

• Take full ownership of Banking's commercial activity in Denmark.

• Define and execute the channels and initiatives required to build awareness, acquisition and revenue.

• Coordinate marketing, CRM, partnerships and other commercial activities supporting Banking.

• Experiment rapidly with new propositions, campaigns and distribution opportunities and scale what works.

Own the business performance

• Own Banking Denmark's revenue, costs and overall commercial performance .

• Own KPIs and reporting to understand acquisition, activation, engagement and profitability.

• Build forecasts, commercial plans and business cases for continued investment.

• Identify gaps or opportunities early and drive the actions needed to improve performance.

Cross-functional leadership

• Act as the commercial link between Product, Tech, Onboarding, Marketing, CRM, Partnerships, Operations and the rets of team Denmark.

• Create clarity around priorities and ensure teams are aligned behind the Banking launch and growth plan.

• Bring market and customer feedback directly into product prioritization.

• Take accountability for getting things moving rather than waiting for perfect organisational structures or processes.

• Setup relevant rutines to build an efficient operating model and quick decision-making.

What You Bring

• 7-10 years of strong commercial experience within banking, fintech, SaaS or another digital financial product environment.

• Experience launching or scaling a new product, proposition or business line in Denmark

• Strong understanding of go-to-market strategy, positioning, customer journeys and commercial growth.

• Ability to work effectively with Product and Tech teams and translate customer and commercial needs into product priorities.

• Strong analytical and financial understanding, including ownership of revenue, costs and business performance.

• A highly hands-on and entrepreneurial mindset: comfortable moving between strategy and execution.

• Strong communication and stakeholder-management skills.

• Experience in the Danish market and a strong understanding of Danish SMEs and entrepreneurs is highly valuable.

• Fluent in Danish and English.

After 6 months, you have:

Within your first months, you will have established a clear Danish Banking proposition, positioning and go-to-market plan, aligned Product, Tech and commercial teams around the launch, and built Banking into the Accounting and Onboarding customer journeys.

From there, success means creating a growing base of active Banking customers, building repeatable acquisition and activation engines, and developing Banking into a core commercial pillar of Shine Denmark with clear ownership of its revenue, costs and growth trajectory.

In short, you are the mini-CEO of Banking Denmark: responsible for taking the product from launch to a scalable and successful business.

Equal Opportunity Employer

We follow the principle of equal treatment to consider all job applicants and do not discriminate based on their gender, sexual orientation, color, racial or ethnic origin, religion, disability, etc. as per applicable law.

Our recruitment process

1️⃣ A 30' first call with Recruiting Partner to get to know you better and share more about Shine.

2️⃣ A 45' interview with Hiring Manager to discuss your past experiences and the role we are offering.

3️⃣ A 45' business case presentation to highlight your skills and give you a hands-on feel for the role.

4️⃣ A 30' team introduction, followed by a soft skills interview to see how we can best support your growth at Shine.