Award-winning, digital marketer, and creative with proven experience in leading and developing global brands

I set up and lead digital marketing, creative and content teams.

Experience

  • Head of Marketing / Partner

    at DataClassroom - Spare Time Project

    June 2019 - at Present

    Virginia

    DataClassroom is a tool that builds foundational skills for data science and statistics while preparing today’s students to solve tomorrow’s problems. I lead the marketing effort being responsible for attracting new customers through SoMe, Email and content marketing. We now have school customers in Virginia, Illinois, New Jersey, North Carolina, and Georgia. Selected Contributions • Designing and building the website • Overall responsible for marketing and PR • Creating content for blogs, SoMe and Email

  • Head of Brand and Content

    at Georg Jensen

    May 2016 - at Present

    Region Hovedstaden

    Heading up the brand and content team I’m responsible for the creative development, branding and the storytelling across the various touchpoints throughout the customer journey for the Georg Jensen brand Selected Contributions • In-sourcing creative production and design • Recruitment and training of the creative team – Responsible for the Brand and Content-team. Incl. hiring Graphic Designers, and a Brand Manager • Creating an award-winning ring-sizing app • Led the design and UX of the new website Increased traffic to georgjensen.com by 43% in 2018 and 34% by August 2019 Set up collaborations with Philips on new product development Got Georg Jensen featured in HBO series such as Big Little Lies and Billions. Creating award-winning Christmas campaigns

  • Head of Creative and Design

    at Saxo Bank

    May 2016 - May 2018

    Region Hovedstaden

    As Head of Creative and Design, I led the development of creative concepts and campaigns. I manage production – partly created in-house and partly with the help of freelancers or handled by production companies. I was responsible for the development of ad hoc marketing activities, campaigns and material for social media. Selected Contributions • In-sourcing creative production and design – During my first month at Saxo, we discontinued the collaboration with the creative agency and the web agency and started doing things ourselves resulting in savings around 22 million DKK • Recruitment and training of the creative team – Responsible for hiring three Graphic Designers, one Copywriter and two Social Media managers • New website UX design – co-designing new website • New visual identity - creating and implementing new visual identity • Marketing- and Brand Portal – Developing A platform for overview and collaboration across teams and offices

  • Global Head of Creative, Brand and Customer Insights

    at A.P. Moeller - Maersk

    May 2014 - April 2016

    Region Hovedstaden

    I was responsible for the creation of strong executions across channels – from collaterals to films, animation, and content for social media and websites. For leading the in-house creative team of 17 and the web team of six based in Manila, Mumbai, and Copenhagen. And for driving organizational engagement through impactful creative work and marketing as well as for inspiring and educating local teams. Selected Contributions • Setting up an internal agency. Recruiting and training talents and developing a collaboration tool • 96% employee satisfaction score from my offshore team in Manila and Mumbai. And 84% in Copenhagen • 6,4 on customer satisfaction score (1-7 scale) • Delivering an average of 62 campaigns a week • Developing campaigns for 112 markets in 26 languages across channels from TV to SoMe and email • Winning awards for Social Media, Campaigns and Design. •Creating an online on-boarding tool reducing customer interactions by some 40%

  • Co-Founder

    at WhereWeWork

    February 2013 - April 2014

    Region Hovedstaden

    Start-up: Our employee onboarding app helped companies easily build an inspiring onboarding journey for their employees. Our software blends HR best practices together with the company’s culture to deliver a great onboarding experience that will positively impact the business by getting new hires up and running and integrated faster. Developed onboarding app for Mars Nordics, Bladkompaniet, The Danish Environmental Protection Agency (EPA) and more

  • Creative Partner

    at HansenSierslev

    May 2012 - April 2014

    Region Hovedstaden

    Helped clients attracting talent through effective Employer Value Proposition (EVP) programs and employer brand consulting. Designing and building career sites for better candidate experience. Helped organisations engage with their employees and communicate with their stakeholders. • Co-founded small creative agency with 5 employees • Created award-winning learning game for The Danish Heart Foundation • Created animations and online games for websites

  • Creative Director

    at core:workers

    November 2009 - March 2013

    Region Hovedstaden

    Led the creative department including hiring, training and coaching of talent. • Co-founder and content provider of employerbranding.dk – an online community for business professionals involved in employer branding • Helped Maersk Oil HR convince 3,000 employees to switch to a new compensation model • Developed EVP’s for BR, Toys’R’Us, Lego, Netto and Arla • Helped DuPont with the employee storyline in the Danisco acquisition • Helped companies like Nykredit, Velux and Danfoss develop and communicate their graduate programs • Helped McDonald’s become the Best Place To Work® in 2013 • Won 82% of all the pitches we participated in

  • Creative Director

    at Bergsøe 4

    January 2006 - May 2009

    Region Hovedstaden

    • Member of the management team • Led the creative department incl. hiring, training and coaching of talent • Helped Post Danmark turn their recruitment objective into reality by developing the employee value proposition and communication matrix • Won KommunikationsPrisen 2008 for Post Danmark • Turned the Baltic region into the fifths biggest cruise destination in the world in just 12 months • Helped Mars Scandinavia (now Nordics) defining their mission and vision statements

  • Senior Art Director

    at BOCCA

    December 2003 - January 2006

    Region Hovedstaden

    • Won the Aurora-award 2007 for best recruitment ad • Nominated at Børsen Big Bull 2005 for best BtC print ad • Nominated at Guldkorn 2004 for best BtC print ad

  • Art Director

    at Euro RSCG

    July 2003 - December 2003

    Region Hovedstaden

    • Creative management of the Citroën Denmark account

  • Art Director

    at Egeberg / La Familia

    April 1998 - July 2003

    Region Hovedstaden

    • Won the BG Bank client. Creative lead on the account (annual budget: 8.000.000 DKK) • Developed the concept and strategy behind “Små forskelle tæller” for BG Bank • Awarded Silver at Guldkorn 2003 for best BtB print ad • Led the creative work on the Toyota account (annual budget: 12.000.000 DKK) • Aligning the communication matrix and key messages for manufacturers, producers and consumers when introducing the EU Ecolabel • Won the tender for the Danish Health and Medicines Authority alcohol-campaigns three years in a row • Responsible for coordinating ads and communication for 250 Toyota dealers in Denmark

Education

  • Digital Marketing: Customer Engagement, Social Media, Planning & Analytics 2019 -

    at Columbia Business School - Emeritus

    2019 - at Present (1 year)

  • Google Mobile Masterclass

    at Google InHouse

    2016 - 2016 (1 year) Île-de-France

  • Leading Leaders

    at Maersk Leadership Programe

    2015 - 2016 (1 year) Region Hovedstaden

  • Courses Crucial Conversations

    at Maersk Leadership Programe

    2014 - 2016 (2 years) New York

  • Visual Communication

    at Danish School of Media and Journalism

    1998 - 2003 (5 years) Region Hovedstaden

  • Advertising

    at Danish School of Advertising

    1996 - 1997 (1 year) Region Hovedstaden

  • Math. Student

    at Herlev Gymnasium

    1991 - 1995 (4 years) Region Hovedstaden

Services offered

  • Honors & Awards

    Danish Digital Award 2019 Canopus (1st place) - Vega Digital Award - Best Online Video Campaign Gold - Muse Creative Awards – TV Ad Campaign Platinum - Muse Creative Awards – Banking Platinum – Muse Creative Awards – Financial Services Vega Digital Award - 2nd in Financial Advertising Vega Digital Award - 3rd in Digital Advertising Winner - Campaign of the Year Honorable Mention - Best Cause Advocacy Nominated - Best Marketing Campaign Nominated - Grand Prize Best Social Media Campaign Winner - Social Media Presence Winner – European Business Award, Denmark Winner – KomPrisen 2008 Winner - Best Recruitment Advertising Nominated for best Print BtC Winner best employer branding campaign Winner - best BtB print Shortlisted - Cannes Lions International Festival of Creativity Centauri – (2nd place) - Vega Digital Award - Advertising Craft category for Writing/Story

  • Consumer insights-driven campaigns

    I have a proven track record of success in delivering global, consumer insights-driven campaigns. My ideas for new programmes have enhanced efficiency, analysed results and produced business growth.

  • Multi-channel marketing strategies

    ... Lead brand management projects, such as campaign development and competitor response strategies. Spearhead the multi-channel marketing strategy and tactics for strategic product portfolios.
    ... Manage market research, such as social listening and ATUs (awareness, trial, usage) to track customers' attitudes and behaviours and apply learnings appropriately for relevant tactics.
    ... Ensure alignment across headquarters and affiliates, including sales organisation, for all new multi-channel marketing tactics (and support local implementation)

  • Brand management and corporate branding

    • I have a strong history of working with brand management and corporate branding. Ensured alignment across the organisations I have worked in and with.
    • I am a storyteller by heart and knows how to build a compelling narrative that supports a business
    • I have positioned brands and products in series like Billions and Big Little Lies – and stories in magazines like Wallpaper* and Harvard Business Review
    • I have a structured work approach, enjoy interacting with multiple stakeholders
    • I identify and act on digital trends in the marketing, communication and branding realm

Languages

  • Danish Native

  • English Negotiation

  • French Conversation

  • German Conversation

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