Work History

Work History
Mar 2008 - Present

Marketing Manager

Carlsberg

Member of the management team with responsibility for marketing budgets and P&L's for Carlsberg and Tuborg (premium and upper-mainstream brands), RTD and female portfolio, including development and execution of marketing strategies (ATL & BTL) and sales strategies incl. new product development. This also includes the newly integrated House of Beer A/S import portfolio and responsibilities for the brand principals. In addition management/coachingresponsibility for a team of 10 people including management through middle managers.

Brands: Somersby, Tuborg Classic, Guld Tuborg, Tuborg Christmas Beer, Carlsberg Elephant, Jacobsen portfolio, Carl's portfolio, Semper Ardens portfolio, Wiibroe, Kronenburg 1664, EVE (NPD), Diageo brands (Smirnoff ICE, Kilkenny, Guinness), AB Inbev brands (Budweiser, Hoegaarden, Leffe, Stella Artois, Franziskaner, Staropramen, Sparten), Sol, Magners etc.

Net sales: approx. 200 million (Euro)

Marketing budget: approx. 10 million (Euro)

Results & Achievements:

·2009: Successful launch of Somersby Cider, second flavour (Pear)

Integration of House of Beer into Carlsberg Danmark

·2008: Beer: +3%, in a 4,6% declining market .

Index 600% on Somersby budget

Successful execution of Somersby Cider launch plan

Marketing Awards:

·"The most popular Marketing Manager in Denmark" in the executive business paper "Børsen"(Survey done by MyResearchs) shortcut: http://borsen.dk/medier/nyhed/151720/

·4 times nominated for Creative Circle 2009: Radio and Copywriting Carlsberg Pilsner, won with Commercial Carlsberg Sport and Integrated Advertising Carlsberg Pilsner

·AFA JCDecaux outdoor award, "Stenen prisen" Silver 2009, Tuborg Classic

Aug 2005 - Feb 2008

Marketing Manager

Carlsberg

Member of the management team with responsibility for marketing budgets for the whole Carlsberg portfolio, including development and execution of marketing (ATL & BTL) and sales strategies incl. new product development. In addition to this, management/coaching responsibility for the marketing and sponsorship section, a total of 7 people including management through middle managers.

Brands: Carlsberg Pilsner, Carlsberg Sport, Carl’s portfolie, Jacobsen portfolio, and Semper Ardens portfolio etc.

Football sponsorships: Nationalteam, FCK, OB, Esbjerg, Vejle, Viborg etc.

Net sales: approx. 200 million (Euro)

Marketing budget: 12 million (Euro)

Results & Achievements:

Average turnover growth in all areas:

·2008: Successful launch of Carlsberg Sport in January

2007: +4,5%, in a 1% declining market. Big success with the campaign “Vores Øl”/ "Our beer"

·2006: +6,4%, in a 4% declining market.

Relaunch/Rebranding and new positioning for Carlsberg Pilsner

·2005: +6%, in a 3% declining market.

Getting Carlsberg Pilsner back on track after the catastrophic launch of a new bottle in 2004. During the worst period sales were down with 30%

Marketing Awards:

·3 time winner of True Award 2008: Advertiser: Carlsberg, Instruction: Somersby, Visual-effect: Carlsberg Sport

·2 times winner of silver Epica Award: Carlsberg Pilsner and Carlsberg Sport

·Effectiveness Award2008, Carlsberg Pilsner

·1 nomination for Cannes 2008, "Carlsberg Part of the game, Denmark"

·3 times nominated for Rambuk 2008, Winner of "best innovation"

·3 times nominated for Superbrands 2008, Carlsberg Pilsner, Carl's, Budweiser. Won with Carlsberg Pilsner

·"Den glade seer", TV2 januar 2008. Carlsberg Sport

·6 times nominated for Rambuk 2007, won the award "best use of media"

·Nominated to AFA JCDecaux outdoor award Feb. 2007, Carlsberg Pilsner

·Advertising Effectiveness Award 2006 Jacobsen

·"Den glade Seer", TV2 2005, Carlsberg Pilsner

·1 nomination for Metro Xpress Global Print Award 2005, Carlsberg Pilsner

Mar 1999 - Jul 2005

Marketing Manager

Valora Trade Denmark, food division

Member of the management board with overall responsibility for marketing including budgets for sales and P&L. Main contact for brand principals, and responsible for both national and international brand management, development and execution of sales- and marketing strategies. In addition the responsibility for the marketing department and logistic division.

Brands: Heinz Ketchup, Nicorette, HP, Tabasco, Hermesetas, L&P, Amoy, Betty Crocker, Oscar, Bahlsen, Weight Watchers, Häagen-Dazs

Sales budget: Three digits million budget (Euro)

Marketing budget: Two digits million budget (Euro)

Results & Achievements:

Average turnover growth:

·2004: 19%. “Heinz ketchup market leader”

·2003: 23%. ”Heinz distributor of the year”

·2002: 21%

·2001: 25%. Fastest growing Heinz market in Europe

·2000: 17%

·1999: 21%

Marketing Awards:

·"Guldkorn Awards" 2005, Gold in the radio category, Heinz ketchup

·"Guldkorn Awards" 2004, Bronze in the radio category, Heinz ketchup

·Trendsetter prize 2004, Heinz ketchup

·Personal award: ”Heinz marketeer of the year 2003”

·Cool Brand in Denmark year 2003, Heinz ketchup

·Nominated for the marketing award of the year 2002, Heinz ketchup

Advertising Effectiveness Award 2002, Heinz ketchup

Jan 2001 - Jul 2001

Business Manager

Valora Trade Denmark, Food division

For the food and non-food division with overall responsibility for marketing strategies, brand management and P&L for the division. In addition responsible for a key account manager and two assistants.

Oct 1999 - Dec 2000

Category Manager

Valora Trade Denmark, Food division

For the food category with responsibility for marketing strategies, brand management and P&L responsible for the category. Also responsible for one key account manager and ass. category manager.

Mar 1999 - Sep 1999

Brand Manager

Valora Trade Denmark

For the following product portfolio: Heinz ketchup, Tabasco, Isostar, Hermesetas, Options, Burton’s and Granini. Full responsibility for developing the portfolio including marketing launches, brand management, sales strategies.

Oct 1998 - Feb 1999

Space planner

Coop

In the Kvickly division with responsibility of category and marketing analysis, concept development together with six direct reports.

Sep 1997 - Sep 1998

Management trainee

Coop

Responsible for area within strategic category planning. Project leader for category management projects, ECR in the SuperBrugsen division.

Education

Education
Sep 1995 - Sep 1997

Master of Science (MSc)

Sep 1992 - Jul 1995

Bachelor (BSc)

Copenhagen Business School