Experience

Luxplus

• Denmark
• Personal Care Product Manufacturing
• 1 - 100 Employee

• Head of Sales & Marketing

  • Jan 2023 - Present



Quooker Skandinavien A/S

• Denmark
• Manufacturing
• 1 - 100 Employee

• Nordic Head of Marketing & E-Commerce

  • Sep 2019 - Oct 2022

  Responsible for: - Developing all ATL + BTL marketing strategies and execution online and offline channels on the Danish and Norwegian market - B2C and B2B approach. - Drove a media agency pitch and introduced a digital dashboard. - Implemented influencer strategy. - Project lead for new E-Commerce platform implementation - launching webshop for end consumers. - Developing coop strategies with key retailer chains in DK + NO. - Coaching and motivating marketing team covering communication, branding, trade marketing, SoMe, PR, and digital) - Direct report to General Manager Results: - Successfully introduced a data-driven digital always-on strategy which led to positive sales results (+25% sales increase in Norway). increase in Norway). - Successfully increased spontaneous brand awareness in DK by 44% in two years and in Norway category awareness by 38%, continuously increasing traffic to the site with a 30% conversion rate in DK + NO. Show less



TOP-TOY A/S

• Retail
• 100 - 200 Employee

• Senior Marketing Manager

  • Jul 2016 - Jul 2018

  Responsible for: - Development, planning, execution, and evaluation of omnichannel marketing strategies, campaigns, and catalogs at conceptual and tactical levels with a focus on ROI and KPIs. - Implementation of the BR brand, CVI, and communication across channels incl. e-commerce. - Definition and implementation of the digital strategy for BR - SoMe, CRM, Club BR. - Driving and managing media agency, creative agency, SoMe agency, and TVC producers. - Optimizing and initiating marketing processes to ensure efficiency and agility. - Three-digit DKK million marketing budget allocation ATL and BTL incl. optimization and reporting. - Leadership of 11 direct reports (Campaign Manager, Campaign Coordinators, Space Planner, Graph Designers, SoMe Editor, CRM specialist, and In-store planner). - Member of the Top Management Team with referral to the COO. Results: - Created several 360-degree omnichannel campaigns with the redemption of essential KPIs. Eg. the BR Christmas campaign 2017 incl. a TVC. YouTube: ”BR Legetøj – julen 2017 – Her går ønsker i opfyldelse”. - Big 100 pages catalog - Nordic distribution - in cooperation with known author and illustrator. - Established a digital strategy incl. and intensified BR's digital presence. - Initiated a new CRM strategy to revitalize the Club BR loyalty club. - Made a turnaround of the store branding concept into an adaptive consumer environment. - Streamlined marketing communications to all platforms and ensured a coherent visual universe. - Developed several tools for optimizing processes to ensure agility, efficiency, and transparency. - Changed and streamlined processes and leadership of challenged team (due to restructuring) and created a motivated and strong team. Show less



Henkel

• Germany
• Manufacturing
• 700 & Above Employee

• Trade Brand Marketing & PR Manager Denmark, Consumer Goods FMCG

  • Jan 2011 - Jun 2016

  Responsible for: - Marketing, PR, and communication in Denmark in a competitive market to B2B and B2C. - Development and implementation of brand strategies and campaigns ATL and BTL. - Responsible for the development of campaigns (ATL and BTL) in Denmark with KPIs as such as traffic, awareness, and revenue. - Creative and PR agency pitch. - Identification of new business areas, product groups, and product development based on shopper analysis, category management strategy, and road mapping of consumer needs. - Development and implementation of Nordic E-learning portal – Schwarzkopf Academy. - Leadership of 2 direct reports (Trade Marketing Coordinator and SoMe specialist) Results: - Achieved great success with major consumer-targeted campaigns (both with TV and SoMe) which significantly increased awareness, sales index, and market share. E.g. cooperation with Paradise Hotel, TopModel, and Trinny&Susannah. - Strengthened digital awareness in the young target group with the brand got2b. - Took the initiative to ensure a Nordic branding approach in communications and trade marketing materials. - Drove a new marketing agency pitch. - Was an active contributor to the Trade organization DLFs (now MLDK) Branding Committee. - Initiator and successful implementation of Nordic E-learning program for all Nordic countries. - Appointed to the employee of the year in 2014. Show less



Elizabeth Arden

• United States
• Personal Care Product Manufacturing
• 700 & Above Employee

• Education & In Store Manager, Nordic

  • Apr 2009 - Dec 2010

  Responsible for:- A consistent branding and communication strategy in all department stores and at Matas.- Sales performance and turnover for all department stores and 15 VIP Matas stores + P&L.- Leadership of 8 direct reports (Training Managers, Sales rep) +15 indirect reports (Counter Staff).- Responsible for ensuring quality and compliance with brand values and marketing CVI standards.- Development of the Matas VIP store concept, staffing, processes, and evaluation.- Referred to Nordic Marketing Director.Results:- Leadership and reconstruction of the department after 2 years without a Manager.- Leadership and establishment of an entirely new In-Store department with strategy, processes and KPI setting.- Kickstarted the VIP store concept successfully – 15-20% sales increase at stores first half year.- Established ArdenAcademy web product training targeted the shop staff.- Developed a new training concept – Targeted module courses for training in-store with a focus on the growth of the Ceramide brand – increased brand sales by 34%.- Created VIP NEWS – a communication and PR tool oriented towards Matas Store managers.- Developed and launched customer loyalty programs for department stores and VIP stores. Show less

• Senior Trade Marketing Manager

  • Oct 2006 - Mar 2009

  Responsible for:- Temporarily appointed Manager (for 8 months from 1 May 2008 to 1 Jan. 2009) of the Nordic Trade Marketing-, branding- and PR department in the absence of Nordic Marketing Director (maternity leave), Brand Manager (maternity leave), and General Manager.- Senior team leader of the 3 marketing country teams.- Responsible for planning and execution of total marketing plan incl. budgeting in Norway. - Team responsible with sales manager for sales budget on app. 20 mill. GSV and BTL results.- Strategic negotiations with Key accounts (Purchasing Managers/Chain Managers) in Norway.- 1 direct report (Marketing Assistant).Results:- Established new business processes, methods, and reports and coached staff after completely restructuring the Marketing organization from a Category Management structure to a Country Trade Marketing structure – got the unique "Above and Beyond Award" in 2007 for my efforts.- Conducted Nordic launch of GANT Silver in 2008 throughout the Nordic region – which was shown as the best example of a successful GANT fragrance launch worldwide. Sales index at 156. International cooperation with head office, media agency, and advertising agency.- Managed to maintain and lead marketing teams in a period without top management. Show less

• Category Manager Fragrances Nordic

  • Sep 2003 - Sep 2006

  Responsible for:- Marketing and PR Manager with ref. to Nordic Marketing Director for the company's fragrance business (70% of total business) in Denmark, Norway, and Sweden both Elizabeth Arden fragrances as well as international fragrances in a market with strong competition.- The composition of a competitive brand portfolio, brand plans, merchandising plans, and marketing and promotion budgets.- Adaptation of the global brand positioning and implementation in the Nordics.- The launch campaigns of several major fragrance brands (Britney Spears, Juicy Couture, Cerruti, Chloé) ensuring successful market penetration.- Generating sales volume and secure distribution.- Development of sales- and consumer campaigns incl. P&L- Price-setting analyses based on competition insights and consumer demands.- 1 direct report (Marketing Assistant).Results:- Great successful launch with the fragrance Provocative Woman with big billboards in the metro and creative PR arrangement for the press with sensory package and boat tour.- Creative successful campaign launch of Britney Spears's first fragrance in the Nordic region with a new young audience with amazing sales performance.- The most successful campaign with the Britney Spears fragrance Fantasy with innovative and unique media initiatives. A tour bus with sponsored events targeted young girls went around DK, NO, and SE. Own WEB-site. Collaboration with other WEB sites, youth magazines, MSN, Voice TV, radio channels, and department stores with sampling, contests, magic cards, and activities. Everything is accomplished in the Fantasy fragrance universe. The launch secured a 60% increase in sales compared to the first Britney Spears fragrance launch. Show less

• Key Account Manager, Norway

  • Sep 1997 - Aug 2003

  Responsible for:- Key Accounts in Denmark (Magasin, Illum, Salling) and Norway (Parfymelle, Cubus, Estehtique) sales and marketing campaigns incl. KPI setting, strategies, and turnover. - Presentation of half-yearly plans and negotiation of Annual Agreements with the chains.- Project responsible for 2 sales exhibitions (fairs) in Norway (Parfymelle) per year.- The design, construction, and build-up of new department store counters and cooperation with subcontractors. Results:- Conducted several major successful campaigns with Key Accounts with positive sales results.- Established in the period 4 major counters (shop in shop) in department stores in Scandinavia.- Established a News Letter for all Nordic department stores.- Won the prize for best-looking fair stand in Norway. Show less



Miele

• Germany
• Manufacturing
• 700 & Above Employee

• Marketing Coordinator (Maternity Cover)

  • 1993 - 1994

  Responsible for: - Generation of ideas, planning, and coordination of marketing activities, brochures, advertising and sales campaigns, and presentation to the sales team. - Participated in marketing planning, budgets, and strategies. - Collaboration with the sales force, the parent company in Germany, and other divisions. - Market- and competitive analysis and supervision and specification of market analysis. - Collaboration with advertising agencies, market analysis bureaus, PR companies, etc. Show less