Experience

Mynthuset Sverige

• Sweden
• Manufacturing
• 1 - 100 Employee

• Country Manager

  • Oct 2019 - Present

  Full P&L for Sweden, direct to consumer, strategy, business development, innovation, product development, marketing, sales. Its amazing..., creating these small beautiful pieces of art, as well as getting into our interesting history through them. Gold and silver are truly fabulous metals, assets, investments. Hidden in the ground for thousands of years, still putting the history in your hands when found. Or just innovated in partnerships, with Moomin, Astrid Lindgren company or Swedish Olympic Committé. Strategy, innovation, sales, business development, product development and marketing was key areas in this exciting role in this turn around mission. In a global context. Show less



Fyrklövern Group

• Business advisor

  • Mar 2019 - Oct 2019

• CEO

  • Jul 2012 - Feb 2019

  Fyrklövern Group operates in six markets: Se, No, Dk, Fi, Po, Hu.Fyrklövern is since 1974 a company with headoffice in Malmö. Appr. 170 employees and a turn over of +30 M Euro 2018. Selling niche fine dining tableware with +25 own series, exclusive homedecoration and jewellry direct to end consumer through internet and direct marketing channels and via phone. Lately also retail. All products are designed/innovated inhouse. They cooperate with celebrities brands and designers. Subscription, TM and consumer credits is an important part of the business model. My mission was: - Reach targets towards strategic plan and yearly budget / full p&l - Create a decentralized Country Manager organisation- Grow existing B2C channels, new digital channels and new markets- Optimise sales per customer- Drive innovation in product and marketingAchievements:When I entered in 2003 turnover was declining and ~20 M Euro. We turned it around heavily. Pretax profit has increased significantly exceeding the boards requested profit margins, 2003-2018.- Successful opening of new markets; Hungary and Poland- New management organisation - Breakthrough in Finland by local product development- Innovative development and launch of new products, cross countries. Co-labs with designers, brands and celebrities- Optimising direct marketing through continous innovation and A/B testing- Optimising B2C subscription models and telemarketing CRM models- Opening new marketing channels to find new customer volumes- Creating own digital campaigns in ie Facebook- Setting up PR and influencer marketing as a digital channel- Enhancing CRM, and maximising revenue from each customer through the sales funnel, also digitally - Implementation of new homepages 2012 and 2018, incl platform change- Continued focus on own payment solutions and credit offers B2C Show less



Fyrklövern AB

• Sweden
• Design Services
• 1 - 100 Employee

• Sales & marketing director

  • Jul 2003 - Jun 2012

  When I joined the company in 2003 it was a sleeping beauty. Always blaming the tough market, dinnerware sales was said not being attractive to consumers any more. A beautiful brand, with own products, unique sales model and a big customer base, collected in some cases since 1974. And customers were eager to buy more products. The company had a unique inhouse sales force specialized in selling tableware on the phone. My mission: - Turn the trend and expand business in existing markets; Se, No, Fi , Dk - Analyze status in the company, set up actionplans - Optimise the business concept with new strategy; new products and channels, plus strong marketing - Speed up and optimise the organisation - Increase inhouse sales agents, volume and quality - Increase consumer credits, enhancing sales Quite soon I understood that focused product development, efficiency in marketing, optimised old and new digital channels and sales efficiency should do dramatic changes to the p&l. Achievements: - Launching new christmas tablewares, since christmas was an interesting segment - Launching a more modern tableware segment, associated with strong product concepts - Increase research to strengthen success rate in marketing and products - Developing deeper CRM, unique assortments in existing lines enabling current customers to buy more - Increase homedecoration assortment, with high affinity to target group, empowering CRM - Increase jewellry assortment, creating unique series for repeat purchasing - Insert one paper management on critical KPIs - Innovate direct marketing campaigns & concepts and optimised media, DM TM and digital, analysing results. Finetuning subscription models. - Consumer credit continued focus - Renegotiating all main cost agreements, to increase margins - Sourcing from Europe, Asia and India, increasing margins - Implementation of business system Microsoft Dynamics AX - Increasing inhouse sales agents and their quality in sales Show less



Bra Böcker AB

• Sweden
• Book and Periodical Publishing
• 1 - 100 Employee

• CEO

  • Sep 2000 - Jun 2003

  Bra Böcker was in trouble making losses during the 1990s. Encyklopedias were outdated with the digital revolution. Bookclubs as well. When I joined again 2000 it was a quite big loss in pretax profit. Both bookclubs and retail sales were suffering, tough competition from Bonniers, the market leader.My Mission- The company was split in NE and bookclubs/retail, I was dedicated to take over bookclubs and retail.- Cut fixed, development and marketing costs to get hold of the losses- Focus on products and segments giving ok contribution- Analyze products, marketing, sales, calculations and set up future focus areas and USPs Achievements:- After one year we were close to zero result, cutting costs and focusing on efficiency- Changing concepts in the bookclubs to find better USPs- Changing marketing concepts triggering the target group- Increase business orientation and decrease editorial orientation- Inserting TM as a channel for recruitment in addition to DM- Developing the first digital bookclubs - Finding new authors to the target group ie managing Jean M Auels first launch in ten years- Increase business orientation in retail, selling more and with better margins to the book retailchains- Year 3 we made quite a good profit Show less

• Business Area Director

  • Jan 2000 - Aug 2000

  Assortment and p&l responsibility for bookclubs.



Resurs Holding AB (Resurs bank)

• Marketing Responsible

  • Jan 1999 - Dec 1999

  Employed by and working with Thomas Paulson (founder and CEO of the Resurs Group) in a new position. Mission: - Take Resurs Finans and Solid Försäkringar into the Direct Marketing channels. - Increase sales and revenue per customer through additional sales and concept optimisation - Use the big customer databases for CRM and new business and get more from each customer - Introduce DM campaigns in the private loan sector Achievements - Monthly installments were optimised, to get more credit customers and prolong credits - Private loans campaigns were set up in a pilot test - Loyalty bonus cards were increasing and I helped in new projects Show less

• Product Manager, Marketing Manager

  • Aug 1995 - Dec 1998


International Masters Publishers, IMP

• Management Trainee

  • Aug 1994 - Jul 1995

  I was employed by the owner of the global IMP Group, Alf Tönnesson, in his very first trainee programme with nine fresh students from Lund. This programme then developed to a global programme for years. His entrepreneurial energy, focus on customer satisfaction and positiveness made our relation truly long term, ending up reporting direct to him for the last 15 years in the Fyrklövern Group, one of his companies within IMP. I was employed by the owner of the global IMP Group, Alf Tönnesson, in his very first trainee programme with nine fresh students from Lund. This programme then developed to a global programme for years. His entrepreneurial energy, focus on customer satisfaction and positiveness made our relation truly long term, ending up reporting direct to him for the last 15 years in the Fyrklövern Group, one of his companies within IMP.