EXECUTIVE SUMMARY
Global Brand Strategist and Digital Marketing Specialist with more than 20 years experience. Have worked the gamut from large corporations like L’OREAL and SONY to start-up companies including being an entrepreneur. Been on both sides of the table (agency/consultant vs customer), which gives me a unique perspective and valuable insights. Strong expertise in Brand Building, Strategic Planning and Digital Marketing including e-com. Known for being highly efficient. Sees the big picture, then dives in and gets the job done. Team oriented leader who leads by example and drives results through loyalty, honesty and integrity.
Lived and worked 16 years in the US (from 2004-2020) - so many great experiences and thankful for the insight and learnings working in a different country and culture has given me. From a job perspective, one interesting difference between the US and Denmark is related to titles. Titles are not comparable 1:1. Often a Marketing Manager in Denmark would “translate” to a Marketing Director in the US. As you review my experience, please keep that in mind. For the same reason, titles are not important to me. Job content is.
“The only way to do great work, is to love what you do”
KEY ACHIEVEMENTS IN RECENT JOBS
Strong KPI numbers for the ECCO FEI World Championships in Herning. To name a few 120% to sales budget while spending only 75% of digital marketing budget. Paid social CPL of EUR 7.1 and paid search cost/conversion of EUR 35.9 relative to an AOV of EUR 349.
Recognition of branding efforts in Markedsføring - “Massiv marketing-indsats bag VM i ridesport”
Completed a full re-branding effort for FinTech start-up Hypur starting with revised brand positioning, defining the messaging architecture, revising look & feel and implementing cross all channels. After 3 months of strengthening messaging and aligning brand presence, Hypur saw a 47% increase in social following and SOV increase from 5% to 56%.
In 6 months planned, build and launched new e-com site for PCA SKIN that performed 33% above budget in year 1 and grew 300% in year 2
Won two silver awards for www.pcaskin.com for 'best website' in beauty category and 'best features and content'
CORE STRENGTHS
BRANDING - my absolute passion, have developed and executed brand and re-branding strategies for several brands
DIGITAL OPTIMIZATION - strong KPI performances within e-com, website performance and digital advertising - love diving in to data
MANAGEMENT - strong budget and time management skills with track record of staying within budget and meeting deadlines
LEADERSHIP - have build teams/departments from zero and good at leading smaller teams that allows me to be very present and supportive - strong believer that teamwork makes the dream work
EDUCATION
M. Sc., International Marketing & Economics (Cand. Negot) at University of Odense, Denmark
Institute of Business Administration. Special courses: International Culture and Negotiations
PROFESSIONAL EXPERIENCE
2023- Group Marketing Director for Oase Outdoors
Oase Outdoors ApS is a Danish Outdoor company partly owned by Private Equity that design and manufacture tents and camping equipment for three strong brands Easy Camp, Outwell and Robens. Selling to more than 45 markets with more than 50 years of heritage.
Heading up a team of 10 talented and engaged marketers and part of the leadership team.
2021 - 2022 Head of Marketing for VM Herning 2022
Denmark was hosting the Equestrian (FEI) World Championships in Herning 2022. It was one of the biggest sports event ever hosted in Denmark with more than 550 athletes from 50 nations and more than 153,000 spectators.
As part of the Organizing Committee and 25 other full-time colleagues, I was heading up the marketing team (we were a team of 5) and besides branding the entire event, we also helped ensure that we created excellent value for Denmark, Herning, sponsors and the equestrian world.
Summer of 2020 moved back to Denmark - continued as consultant for US client until late Summer of 2021 - working remote and adjusted hours to account for time difference.
2009 – 2021 Owner, Brand Emphasis LLC
Brand Emphasis offers brand strategic and marketing consultancy services for companies seeking to improve and leverage their brand asset, rooted in a belief that meaningful differentiation is the key to success.
Expanded US distribution and increased brand awareness for European confectionary company resulting within 4 months in contact from Trader Joe’s
Took e-commerce website from concept to launch in 5 months and delivered and managed on time and limited budget all Social Media, PR and SEO efforts meeting KPI objectives
Saved client 18% on cost of National Qualitative market research projects that has resulted in repeat business
Suggested business critical procedures that optimized performance (cutting costs and reduced time by 50%) and worked as Best Practice for the company – resulting in 2 week assignment growing into 2.5 years consultancy involvement
2018 - 2018 Director of Marketing & Communications for Hypur
Hypur is a FinTech/RegTech company providing banking and payment solutions for highly regulated industries. Being at the forefront of the digital compliance revolution, Hypur enables US banks and credit unions to safely and profitably service CIBs, like MRBs and MSBs.
Taking the brand through a complete re-branding effort from re-defining the brand positioning, developing the messaging architecture, crafting messages for all audiences and executing cross all platforms
Developing and implementing integrated marketing and communication strategies for new and existing products
Leading the marketing team to providing effective omni-channel campaigns to all audiences
2016 - 2017 Director of E-Commerce for PCA SKIN
PCA SKIN partners with a select few e-tailers like Dermstore and Skinstore to sell the daily care line of products.
Turned YOY decline into 30% growth with key e-tailers
Increased brand exposure and content inclusion 150% to support business growth
Re-build PCA's professional website adding new features to assist customer service and improving navigation for better UX and 2 x higher conversion
2014 - 2016 Director of Consumer Marketing for PCA SKIN
PCA SKIN is a global skin care company offering a full line of daily care and professional treatment products. For 25 years company had been solely sold through professionals but decided to expand the distribution to include DTC.
Planned and started consumer division to help increase brand awareness and build equity with consumers, while driving demand to professionals for treatments
Planned and implemented first consumer facing website including e-commerce from concept to launch in 6 months and achieved +33% to budget in first year with AOV 28% higher than industry benchmark
Website winning two awards for best new skincare website and content
Increased PR mentions 800% including winning two high profile awards (for New Beauty and Oprah Magazine)
2008 – 2009 Director, Research & Strategy for Six Degrees
Branding agency offering research, strategy and creative services.
Led all brand strategy projects for new clients encompassing detailed market assessments, positioning, messaging architecture, naming, sonic branding and more
Designed and conducted Brand Workshops and provided strategic recommendations for new clients resulting in long-term client relationships
Responded to RFQs for Qualitative Market Research projects and acted as Strategic Advisor for 25-30 annual projects
2004 – 2008 CW Consulting
Assisted various clients in the US with branding and communication tasks.
Developed and executed B2B and B2C concepts and events
Designed and developed marketing collaterals including Brand Identity work
Designed and managed Direct Marketing efforts
Summer of 2004 moved to the US - Arizona
2000 - 2004 Nordic Market Communication Manager for SONY Nordic
Managed all MarCom activities for 7 product categories and 8 markets.
Managed a group of 3 Nordic coordinators, in addition to in-direct reporting line for 8 local market coordinators and successfully worked with 35 local Product Managers
Elected as country representative among 24 countries for Sony’s European Advertising Board
Managed budgets of $20 million and each year secured additional funding from central Europe given to Outstanding high-profile branding events
Took over Annual Sales Meeting presentation towards 300 people with only 2 days notice due to unexpected need of absence for the Marketing Director and covered his duties for 2 months – received special bonus after that
Earned a “Media Lion” Award at the International Advertising Festival in Cannes 2001. First award in history to be won by Danish agency/company
1998 - 2000 International Brand Manager for Carli Gry International
Managed branding at HQ level for clothing product line selling to 17 markets in Europe, US and Canada.
Planned and implemented international campaigns supporting more than 1200 retail stores
Managed all Direct Marketing activities for database of 350K+ people, including production and distribution of bi-annual catalogues in 25 different language versions
1997 - 1998 Scandinavian Product Manager for L’OREAL
Managed all marketing efforts for the high-end hair care brand Kerastase.
Within 9 months got promoted to Scandinavian Product Manager
Went from managing a budget of $500K to $2 million
Earned bonus for launch of new product performing 80% above targeted sales
1994 - 1997 Marketing Consultant, Pro-Sport Management
Australian based Sports Management Company managing professional golfers and organizing first ladies European Tour tournament in Denmark.
Opened and managed a Danish office with special focus on the European Tour tournament and hospitality events for the two naming sponsors