Klarna's Longtime CMO David Sandström Steps Down After Nearly a Decade

David Sandström, the longtime chief marketing officer (CMO) of Swedish fintech company Klarna, will step down in early 2027 after nearly a decade in the role. The company described the move in a press release as a "planned transition process." At the same time, it was announced that chief financial officer (CFO) Niklas Neglen, who has held the role for six years, will also step down early next year.

According to Klarna, Sandström will continue to lead marketing until the transition is complete, which is needed to "prepare the brand and the team for Klarna's next phase of growth." Responding to an Adweek inquiry, the company declined to comment on who would replace Sandström or when a successor would be announced.

Under Sandström, Klarna's brand evolved from a plain, functional financial platform into a consumer-facing lifestyle brand known for its pink branding and playful marketing style. Over the past nine years, the company ran campaigns featuring stars like A$AP Rocky, Snoop Dogg, Lady Gaga and Paris Hilton, along with major moments such as its 2021 Super Bowl debut featuring Maya Rudolph. More recently, Sandström has been at the forefront of Klarna's AI-driven marketing transformation — telling Adweek in September that the technology is now woven into every workflow and is helping each employee generate $1 million in revenue.

The leadership change coincided with Klarna's second-quarter earnings — the company grew revenue 27% year over year to $1.04 billion in the three months from April through June, following its $19 billion New York Stock Exchange debut in September 2025. Klarna co-founder and CEO Sebastian Siemiatkowski wrote of Sandström: "David gave Klarna a voice; he took an ordinary Nordic payments company and turned it into one of the most recognized brands in global finance." Sandström himself called his time at Klarna "a defining chapter" of his career.