Denmark
As Head of Marketing & Category for BE-KIND (Mars Inc) across the Nordics, I lead strategy and execution for one of the region’s fastest-growing healthy snack bar brands — driving growth across Sweden, Denmark, Norway and Finland. Since joining Mars in 2021, I’ve held both regional and local roles covering brand strategy, category development, integrated campaigns, innovation and omnichannel retail. Prior to that, I spent seven years with Carlsberg Group — mostly based in Copenhagen — where I led global brand PR across Western Europe and Asia, delivering award-winning work on brands including Carlsberg, Tuborg and 1664. With over a decade of experience in food and drink marketing — from iconic beer brands to better-for-you snacking — I’m passionate about building and scaling distinctive, commercially successful brands that people genuinely love. With roots in both London and Copenhagen, I bring a global mindset with deep market insight, and I’m committed to developing high-performing, collaborative teams that are brave in thinking and bold in execution.
Promoted to lead marketing and category for BE-KIND across North Europe — returning to Copenhagen to oversee strategy and activation across Sweden, Denmark, Finland and Norway. Leading a team responsible for the full marketing mix, including ATL, shopper, digital, innovation and category development. Driving double-digit growth in a highly competitive snacking category, while building brand equity and visibility in close partnership with local sales teams and global stakeholders. Part of Mars Snacking division, focused on shaping the future of better-for-you snacking in the Nordic region.
Joined Mars in 2021 to support KIND’s international expansion across Europe, the Middle East and Australia. This regional role spanned innovation, communications and media, with a focus on driving growth and brand distinctiveness through purpose-led and sponsorship marketing. Led the brand’s “kindness” activation platform and played a key role in KIND’s sponsorship of the England Women’s football team. Delivered award-winning campaigns in the UK and helped build KIND’s profile as a purpose-driven challenger brand. This work led to speaking opportunities at Campaign and PR Week’s Purpose Summit, spotlighting KIND’s creative approach to doing good while delivering commercial impact.
Over four years at Carlsberg Group’s global HQ in Copenhagen, I held a series of senior global roles across brand PR, sponsorship activation, digital and sustainability. I worked across Western Europe, Eastern Europe and Asia — delivering integrated storytelling and high-impact campaigns for brands including Carlsberg, Tuborg, Brooklyn and Kronenbourg 1664. 🔹 Global Brand PR Manager Jan 2019 – May 2021 Led global brand PR and communications across Carlsberg’s brand portfolio Delivered award-winning campaigns on the brand’s redesign & repositioning Led PR for Tuborg’s global music platform (Tuborg Open) and Carlsberg’s long-standing partnership with Liverpool FC Developed and implemented the Group’s Responsible Marketing Policy across markets 🔹 Brand Activation Manager – Carlsberg x Liverpool FC (Secondment) Mar 2019 – Jul 2019 Seconded to aide delivery of Carlsberg’s iconic sponsorship with Liverpool FC Created and rolled out a global activation playbook across UK and international markets Led PR for the award-winning “Red Barley” campaign — turning Carlsberg red to celebrate 25 years with LFC 🔹 Global Digital Media & Sustainability Manager Apr 2017 – Jan 2019 Oversaw global sustainability communications and corporate digital content across multiple regions Led the global launch of the "Together Towards ZERO" platform Integrated sustainability into brand and corporate messaging across earned, owned and internal channels
Delivered corporate storytelling, external PR and internal engagement for global initiatives Led trade PR activity and developed cause-led marketing campaigns for the Carlsberg brand Oversaw the Carlsberg x Prostate Cancer UK partnership, aligning brand and CSR efforts
Global talent - United Nations inaugural Sustainable Development Goals (SDGs) talent programme.