Copenhagen Metropolitan Area
Transitioned into BAT’s Modern Oral category, leading brand strategy and innovation deployment across Denmark, Norway and the North Atlantic markets (Greenland, Faroe Islands and Iceland). Within Modern Oral, responsible for the regional management of Velo, Lyft and EPOK — key growth brands in one of the industry’s most strategically important and fastest-evolving categories, positioning the Nordics as a lead cluster in reduced-risk product development and commercialization. Scope & Responsibilities • Lead regional brand and portfolio strategy across priority Nordic markets, driving growth in a highly competitive and rapidly evolving category • Own the regional innovation pipeline, managing launch sequencing, commercialization strategy and post-launch performance optimization • Direct creative campaign development and asset production in collaboration with external agencies, ensuring brand consistency, regulatory compliance and strong in-market execution • Partner closely with Key Account teams and Supply Chain to ensure aligned launch readiness, distribution strategy and execution excellence across markets • Shape pricing and portfolio architecture strategies aligned with consumer trends, competitive dynamics and margin objectives • Drive cross-functional alignment across Marketing, Commercial, RGM and Operations to enable scalable and compliant growth • Contribute to globally significant strategic initiatives under NDA, supporting long-term category evolution and global innovation priorities • Monitor market performance, competitive activity and consumer behavior to inform strategic decision-making • Lead and develop a regional team comprising two Executives, one Global Graduate, one Junior Executive and one Intern, ensuring capability build and performance delivery
Following the transition of the Senior Brand Manager into a new role, stepped back into interim portfolio leadership for Nordics (FMC & HP), working in close partnership with the Head of FMC (Combustible Products) & HP (Heated Products) , Western Europe. Assumed full strategic and performance accountability during a high-demand period, ensuring uninterrupted brand direction, commercial delivery and innovation rollout across markets.
Upon the return (from Parental leave) of the incumbent role holder to the position, transitioned back into the Regional Brand Manager role while continuing to operate at senior stakeholder level and leading core strategic and innovation workstreams. During this period, scope expanded to include FMC strategic oversight across additional Western Europe markets (UK & Ireland, Benelux and France), alongside ownership of the Heated Products category (glo) within the Nordic region. Due to a restructure, subsequently transitioned back to a Nordic-focused mandate with continued end-to-end responsibility for innovation (NPI) leadership in addition to the Strategic side. Selected Achievements • Led the launch of Lucky Strike in the UK, delivering one of the strongest FMC launches in recent years • Delivered the Royals launch in the FC segment, strengthening portfolio competitiveness • Directed the launch of Rothmans in Belgium, establishing the brand within a highly competitive and regulated market • Recommended and secured leadership alignment to strategically exit the Heated Products category in Denmark, reallocating focus and investment to higher-return growth opportunities
Founded and led an independent creative media company specialising in concept development, film and television production, and branded content creation. Held end-to-end responsibility from idea generation and business case development through production, commercialisation and distribution. Produced feature films, television formats and branded content while also working as an on-camera sports journalist and presenter, hosting broadcasts and representing projects before national and international audiences. Regularly led VIP hosting and high-level stakeholder engagement at major events and productions, interacting with internationally recognised actors, athletes, business leaders and political figures. Operated in high-visibility environments requiring executive presence, discretion and strong relationship management skills. Collaborated with leading global organisations and media platforms including FIFA, Mercedes-Benz, Commerzbank, ESPN, Fox News, Constantin Film, RTL, Netflix, Borussia Dortmund, FC Schalke 04, Bayer 04 Leverkusen, UEFA, ZDF and Adobe. Built and managed multidisciplinary teams across creative, production and commercial disciplines, negotiating contracts, managing budgets and delivering projects under tight timelines. Entrepreneurial leadership spanning business development, client acquisition, financial oversight and strategic partnerships.
Oversaw projects within the energy, hospitality, and finance industry, besides external-affairs management for the region of former Yugoslavia. Main projects: - "AAT Geothermae" (Green Energy Plant) https://aatg.energy/ - "Honco" (Steel Buildings) - Swiss Museum of Transport (Hotel)