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Martin Celund

Head of Sales Excellence & Quality Assurance

About me

I always strive after being the best, both individually and with my team. I have an enormous  drive and a huge passion for what I am representing. Honesty, loyalty and a huge amount of motivation, is all things  I value and represent to the fullest. 

When I am not working, I go home to Malue and our 3 year old son and 1 year old daughter in Skanderborg, south of Aarhus. 

Spare time is used with family and friends and my great passion is racer biking. I bike all larger races in Denmark and this year I'm going to bike La Marmotte in France for the second time. 



I lead through the philosophy “goals determine behavior, consequence maintains”(X). Through 9,5 years as a leader I've learned to be in control and maintain the overview. Juggling multiple tasks while keeping my focus on the outcome is natural to me. Through an infectiously motivation and coaching I manage to form high performance teams, that causes divisions to grow beyond expectations. I have a unique capability to communicate with others and get the best possible outcome. 

Sales Management

Through my career of 8,5 years in Falck, I have established a complete sales organization, created an entire new booking department , managed and negotiated contracts with three external telemarketing agencies and changed the entire outbound telephone system. All this has resulted in a sextuple of the annual sales revenue.

Work experience

May 2016Present

Head of Sales Excellence and Quality Assurance

Falck Assistance 
  • Business Strategy BtC
  • Implement and present different initiatives  
  • HR Management
  • BtC Budget / Forecasting
  • Systems and process
  • Project Management
  • Application Management
  • External partners  

Jan 2012May 2016

Head of Internal and Partner Sales

Falck A/S

Secure that growth continued both internally and externally. 

Focus areas:

  • Analysis of Danish and foreign telemarketing agencies
  • Create partnership contracts and provision models 
  • Creating test environments for telephone systems 
  • segment canvas campaigns according to the strategy
  • Control and create KPIs 
  • Innovate sales concepts internally as well as externally 
  • Optimization of call flow 
  • Forecasting and budgetting 
  • Project Managment

Feb 2011Jan 2012

Head of Sales 

Falck A/S

Ensure the growth of the sales division in Copenhagen and Aarhus.

  • Strategic planning and implementation
  • Budgetting and forecasting
  • Sales meetings,
  • KPIs
  • Project Management
  • Customer segmentation
  • Coaching managers
Jan 2010Jan 2011

Operations Manager

Falck A/S

Secure continuous growth of the Outbound division and establish a sales division in our Copenhagen Headoffice with primarily focus on the B2C market. 

Focus areas: 

  • Establishing the new sales division and develop the winning sales culture I created 
  • Increase the overall business acumen amongst employees and thus secure full implementation of the sales strategies
  • Project Management
  • Segment analysis and improvement 
  • Streamlining IT-systems
  • Develop sales strategies and KPIs
  • Develop TM campaigns
Apr 2008Sep 2009

Sales Manager 

Falck A/S

Build and organize the Outbound sales division from scratch according to the overall strategy for the B2C market including the existing client portfolio and canvas market. 

Focus areas:

  • Analysis of systems
  • Analysis of sales systems
  • Creating sales strategies
  • Employee coaching
  • Budget and analysis responsibility
  • "rapporterings monduler"
  • Customer Relationship Management
  • Campaign control

Sep 2007Apr 2008

Sales Insurance Agent

Codan Insurance RSA
  • B2C Sales of insurances
  • Booking meetings with clients 
Aug 2006Aug 2007

Sales Agent

Walpak A/S

B2B Sales



HD, Part 1 and 2

Aarhus University - School of Business and Social Sciences  

Strategy and Leadership

Thesis about operation strategy


Marketing & Management

Business Academy

Internship at Thorfisk/Aker Seafood in Seattle 


Royal Danish Army 

Sergent at JDR in Holstebro


  • Danish  - Native 
  • English - Fluent oral and written