Copenhagen, Capital Region of Denmark, Denmark
I work at the intersection of Commercial Strategy, AI, and MarTech - making sure commercial initiatives not only drive revenue but also empower organizations with actionable customer insights. For more than 10 years, I’ve led diverse teams and rolled out complex marketing technology stacks for global enterprises, always turning strategy into measurable business impact. Here’s how I create value: ■ Bridging Strategy and Operations I translate high-level strategy into operational reality. That means building and refining the marketing ecosystem - covering everything from brand building to pipeline impact. I design B2B reporting frameworks that enable data-driven decisions and keep cross-functional teams aligned. - How do we turn our commercial strategy into measurable results to make sure we're on track? ■ MarTech Leadership I’ve led major MarTech initiatives, ensuring platforms like CDPs and Marketing Automation systems are not just implemented, but actively driving marketing and company goals. - Which tools should we invest in, and how do we get them to work seamlessly together? ■ Data & AI Integration I integrate AI solutions (e.g., Clay, Vertex AI/BigQuery, LLMs) into marketing and sales workflows. This includes using AI agents to scale efficiency across commercial functions. - How can AI make our marketing more efficient? How can we help sales have more relevant conversations towards the right customers with the right set of insights? In short: I help define and bridge the gap between commercial strategy and adoption - by designing and managing the right technology stack and ensuring it delivers measurable business results.
Leading our Customer Intelligence department and how we use AI to strengthen our commercial operations. Customer Intelligence is a cross-functional unit that leads our commercial transformation. Moving from intuition-driven commercial decisions to data-driven ones. This is crucial to support our journey from being a transactional driven company to a value and outcome based company. The program sits across marketing, sales, and operations, and is designed around a single premise: every customer interaction should generate insight, and every insight should feed back into how we sell, operate and market. ■ Board member of our AI executive steering group building our AI Strategy: "Engineers lead the system - AI scales the execution". ■ Defining our key customer segments and analyzing how we add value across their value chains. ■ Building a data platform that contain all historical customer projects. Using AI to derive insights and learnings in order to improve our scoping, advisory and execution of future projects. ■ Defining and responsible for our commercial tech stack across Marketing, Operations and Sales. ■ Defining a composable data infrastructure including a decisioning layer that supports our commercial functions with next best actions and insights. ■ Deploying multi-agent systems to strengthen our execution and insights across Marketing and Sales. +30 agents in production building out content assets, monthly reporting, customer segmentation and copywriting.
At DIS/CREADIS, I hold the global responsibility for Marketing Science and our Marketing Technology (MarTech) Stack. Main focus: ■ Responsible for all our customer-focused/commercial AI initiatives. Using AI to enhance customer references/case management, segmentation and customer insights in Hubspot and Power BI. ■ Build a digital strategy that aligns with our go-to-market strategy covering paid, earned and owned media. ■ Establish a B2B framework that enable us to optimize our activites from brand to pipeline impact. ■ Design and refine the marketing/sales ecosystem - streamlining data flows, integrations, and cross-channel touchpoints across analytics, CRM and our data warehouse. ■ Implement Dreamdata and Google BigQuery, to build up advanced customer analytics and dynamic segmentation Key Impact: Elevated marketing’s strategic role across the organization by integrating advanced AI solutions, a strong MarTech backbone and a clear B2B reporting framework—enabling leadership to make informed decisions on campaign investments and pipeline health.
Led the planning and acquisition of the entire MarTech ecosystem, including a Digital Asset Management (DAM) system and a personalization platform - forming the foundation for a unified customer decision hub across online and offline channels. ■ Guided the CDP acquisition, defining use cases that elevated data quality, personalization, and segmentation. ■ Advanced Marketing Cloud capabilities, creating sophisticated customer journeys, profiling mechanisms, and enhanced campaign workflows. ■ Developed a Next Best Action framework, enabling timely, customized engagement that drove measurable increases in conversion and retention. ■ Led advanced analytical modeling of the customer base to identify key clusters and track their movement over time, enabling more targeted, data-driven marketing and sales strategies.
Leading a team of specialists across the Nordics and UKI to further strengthen our Marketing Automation programmes, analytical models (e.g. customer propensity models & lead scoring), reporting and Data Management disciplines.
Defining the Marketing Automation strategy and priorities across EMEA, AP and Americas. My main objective is to define the strategy and objectives for our Marketing Automation Teams, to transition us towards an analytical driven and integrated marketing automation platform. Tasks: ■ Develop a global Next Best Offer model that utilize SAS own analytics capabilities ■ Develop and define Global MA campaigns in collaboration with our go-to-market functions ■ Leverage data analysis and machine learning in our campaign models ■ Ensure we keep a commercial mindset and align to business KPIs ■ Define business-driven use cases to drive digital/omnichannel transformation ■ Change Management
Leading a team of marketing automation specialists across the EMEA region. The main objective of the team is to leverage our marketing automation system to create integrated campaigns that leverage our analytics capabilities for the EMEA region. Primary tasks: ■ Define the strategy and objectives for the Marketing Automation Team ■ Leverage data analysis, machine learning and predictive analytics tools in our campaign models ■ Define and create integrated marketing campaigns that leverage omnichannel principles ■ Create Marketing Automation Flows ■ Attribution Modelling
Working with Digital Marketing with a primary focus on developing Deloitte's marketing automation platform (Marketo). Primary tasks: ■ Customer Experience/Omnichannel Development ■ Account Based Marketing strategy and implementation ■ Design our lead lifecycle proces and lead scoring ■ Develop customer journeys across our different functions and industries ■ Data visualization and analytics development
FTF-A is on a journey. They’re sophisticating their digital presence. As one of the largest danish unemployment funds they are not satisfied with solely being a safety net - they want to create digital touch points that create value for their members throughout their entire professional career. I’m responsible for their digital presence. Which platforms they’re using and how they’re going to use them. Tasks and results: ■ Aligning and developing our digital presence and initiatives to our strategic goals ■ UX development on all digital platforms ■ Redesigning and restructuring our Self Service member section in order to increase UX ■ Continually optimizing our web presence based on different analytics sources ■ Prototyping our Self Service member section and intranet