Copenhagen, Capital Region of Denmark, Denmark
A creative, innovative, resilient and result-driven brand marketing leader with 20+ years experience reinvigorating iconic brands and retail businesses to drive cultural relevance and growth. Proven ability leading organizational transformation balancing short-term commercial impact and long-term brand value through visionary strategy, creative excellence, and operational leadership.
Led LEGO’s organizational brand transformation, evolving 'Global Brand Development' from a legal compliance function to a strategic growth driver of short and long-term value creation. Architected the shift from a 'house of brands' to a unified 'branded house,' increasing brand-driven sales contribution from 19% to 24% (FY21–FY24). Reimagined LEGO’s voice for a new era, by leading and delivering seasonal Rebuild The World global campaigns and new initiatives repositioning the brand from toy company to cultural force.
Held a brand-defining leadership role at Nike, driving three strategic pillars: Purpose, Athlete, and Olympics marketing. Built Nike’s global Purpose Marketing strategy, leading activations across Sustainability, Access to Play, and Equality. Developed the global athlete marketing framework, crafting 360° plans encompassing brand positioning, storytelling, product creation, go-to-market strategy, and relationship management for Nike’s most iconic athletes. Orchestrated Nike North America’s Olympic strategy, aligning brand, marketplace, and product to launch pinnacle innovations. Led Nike’s agile COVID-19 response, introducing the 'You Can’t Stop Us' digital movement—igniting global engagement through movement and motivation, tripling traffic to nike.com
Drove the transformation of Nike’s NYC business, creating the blueprint for the brand’s global 'key city offense.' Designed a city-first operating model and psychographic strategy that fueled NYC’s growth to $2B. Launched flagship retail concepts—Nike Soho, House of Innovation and expanded strategic wholesale. Engineered the 'City Attack' playbook, turning cultural moments like the US Open and NYFW into brand platforms, culminating in the groundbreaking 'Off Campus' and "The Ten" collaboration with Virgil Abloh
Defined marketing for Nike Women, Men’s Training, and the Nike Training Club App across New York and the East Territory, driving category growth through psychographic segmentation and cultural insight. Reimagined the women’s business by modernizing the bra-fitting experience and expanding distribution through partnerships with NYC’s health and wellness communities. Identified, cast and managed the next generation of Nike Training talent, developed programming and member acquisition strategies. Broke barriers by introducing Nike’s first plus-size model—sparking the launch of extended sizing, now a $400M+ business