Copenhagen, Capital Region of Denmark, Denmark
I've spent twenty years at the intersection of technology and people, helping organisations make sense of complex systems, connect them to real business needs, and actually get them used. My background spans e-commerce, CRM, PIM, marketing automation, and digital transformation across some of Europe's most recognisable brands: L'Oréal, LEGO, Bestseller, Salesforce. I've led implementations, built enablement programmes, presented on international conference stages, and worked across markets from the Nordics to Benelux and beyond. I have deep specialism in Product Information Management, having delivered some of the first successful PIM implementations in Europe using inRiver, and in e-commerce, right back to when we were coding in Dreamweaver. The through line has always been the same: take something complicated and make it clear, useful, and human. I've learned that the hardest part of any transformation is rarely the technology, it's the people. Getting them ready, bringing them along, meeting them where they are rather than where the project plan says they should be. I'm at my best when the work has texture. Products worth caring about, problems worth solving, people worth building something with. I've managed teams, driven revenue, built things from scratch, and even delivered a PhD's worth of research on the French Revolution, which turns out to be surprisingly useful training for navigating ambiguity and organisational resistance. What I bring that's harder to find on a CV: I can walk into a room of technical architects and a room of commercial directors on the same day and be credible in both. I can present on a conference stage, run a discovery workshop, write a content strategy, or onboard two hundred users, and I've done all of those things, more than once. I tell the truth, even when the room would prefer otherwise. Outside of work I'm building something of my own. A bookshop, on an island, because some ideas are too good not to try, and because I'm a compulsive reader who has never quite believed that work and meaning should be kept in separate rooms. I'm always interested in conversations about e-commerce, enablement, digital transformation, and the future of commerce technology, whether that's at a conference, over coffee, or somewhere in between.
Collaborated with Account Teams and Solution Implementation partners across EMEA North to guide customers toward optimal solutions across B2C and B2B e-commerce, Order Management, and Point of Sale. Brought complex technical and commercial concepts to life for diverse audiences, and known for a presenting style that balances substance with warmth, and an instinctive ability to read what a room needs and respond to it. Represented Salesforce Commerce Cloud on stage at World Tour events and delivered roadmap webinars, and customer and partner sessions, translating product direction into clear, relevant narratives for a range of audiences across the region. Operated across a broad geographic and cultural landscape, building trusted relationships with enterprise customers navigating significant digital transformation in their commerce operations. As Citizen Philanthropy Lead for Salesforce Denmark, maintained and developed relationships with the charitable organisations and causes supported by the Danish office, onboarded new partners, and organised volunteer programmes that connected colleagues with meaningful community impact.
Partnered with large national and multinational organisations to analyse, design and implement business and technology strategies, with deep specialism in Product Information Management using inRiver. Guided companies through complex digital transformation programmes with a strong focus on change management and human adoption, ensuring that technology rollouts translated into real behavioural change on the ground. Designed and delivered tailored enablement and training programmes that met users where they were, building confidence and capability across all levels of the organisation. Built trusted relationships with client stakeholders that extended well beyond project delivery, working with a diverse portfolio of clients including Alfa Laval, a global industrial manufacturer, and organisations across the energy and consumer goods sectors. Recognised by clients for a consultative approach that made complex transitions feel manageable and supported, with client retention driven by relationship quality as much as technical delivery.
Led the CRM function with responsibility for developing a new CRM and social media strategy, including end-to-end vendor evaluation and selection. Oversaw a structured assessment process that resulted in the selection of Salesforce as the organisation's CRM platform of choice.
Led the end-to-end development, implementation and rollout of a PIM and DAM solution (inRiver) across 4 divisions, 20+ brands and 4 Nordic markets: one of the most complex change management challenges in a large matrix organisation where four distinct company cultures operated under one roof. The Nordic region became the first L'Oréal markets globally to successfully implement a PIM solution, following an unsuccessful attempt to build a proprietary system at group level in Paris. Navigated significant organisational resistance with a hands-on, human-first approach, bringing stakeholders along through persistent engagement, creative problem-solving, and an instinct for what different teams needed to move forward. Delivered lasting adoption across a highly fragmented landscape by meeting people where they were rather than where the project plan said they should be. Served as Project Manager for ecommerce and CRM integrations and website localisations across the Nordic region, and played a joint lead role in the GDPR compliance rollout across regional web properties.
Joined as an early hire when the company's founder launched his own venture, brought on to help build and develop the client base. Responsible for the full client journey from winning new business through to onboarding, training and the ongoing development of each client's ecommerce and CRM strategy. Worked primarily with small and medium-sized businesses and national retailers, taking a hands-on consultative approach that went beyond system training to help clients find the narrative and strategy that would make their digital presence genuinely work for them. Served as Project Manager on system developments and integrations, acting as the bridge between client needs and technical delivery.