18. February 2016

CV

CV for e-commerce, web and digital marketing

I have worked with the Internet since it’s childhood back in 1995. My daily challenges are all about digital marketing, e-commerce, marketing, conversion, strategy, analysis, development and leadership. I have experience from several industries and many types of companies and websites. In recent years I’ve focused on e-commerce and digital marketing. Get in touch if you want to know more.

Career

2017 – Marketing Manager | Fitness World and Urban Gym | LifestyleFitness World's logo
At Fitness World we decided to disrupt ourselves and made a low budget fitness chain called Urban Gym. This way we had a eco system which could cater for more segments. At the moment we have close to 200 clubs in Denmark and Poland. I am deeply involved in the following projects and tasks:

  • e-commerce
  • online sales
  • acquisition
  • marketing
  • digital marketing
  • Customer Experience Management (CEM/CX)
  • Branding
  • Retention
  • segmentation/personalisation
  • conversions
  • media planning
  • media buying
  • SoMe (Social Media)
  • tv commercials (TV-C)
  • radio ads
  • print advertising
  • outdoor advertising (OOH)
  • campaigns
  • promotions
  • flyers
  • product development
  • concept development
  • product launch/go to market strategy
  • partnerships
  • sponsorships
  • CRM
  • SEM/Search/Adwords (incl. GDN, RLSA)

2016 – 2017 Marketing Manager | Fitness World | Lifestyle, Fitness, Sport and HealthFitness World's logo
After several years of rapid acquisition we were sold to an equity fund. We have startet to focus more on creating a better membership experience and a better onboarding and marketing set up. We hope to increase and maintain our large member base. My job has become more stategic and has more focus on management. Among my responsibilities are:

  • e-commerce
  • online sales
  • acquisition
  • marketing
  • digital marketing
  • Customer Experience Management (CEM/CX)
  • segmentation/personalisation
  • conversions
  • media planning
  • media buying
  • SoMe (Social Media)
  • tv commercials (TV-C)
  • radio ads
  • print advertising
  • outdoor advertising (OOH)
  • campaigns
  • promotions
  • flyers
  • product development
  • concept development
  • product launch/go to market strategy
  • partnerships
  • sponsorships
  • CRM
  • SEM/Search/Adwords (incl. GDN, RLSA)
  • SEO
  • SEA
  • RTG (retargetting)
  • RTB (Real Time Bidding)
  • app
  • web analysis
  • analysis
  • retention
  • loyalty
  • churn prevention
  • coaching
  • brand building
  • brand development
  • strategy
  • change management
  • budgetting
  • leadership

2014 – 2016 Digital Marketing Manager | Fitness World | Lifestyle, Fitness, Sport and HealthFitness World's logo
We focused on digital marketing, which gave us the basis for a more effective and coherent digital marketing effort. Digital marketing also made it possible to analyze, adjust and evaluate our marketing effort and our campaigns – on the fly. It’s all about constantly optimizing, experimenting and finding new ways to a better conversion, higher sales and improved ROI in both clubs, on the website, the tablet and the mobile phone. My tasks and projects were:

  • e-commerce
  • online sales
  • acquisition
  • marketing
  • digital marketing
  • segmentation/personalisation
  • conversions
  • media planning
  • media buying
  • SoMe (Social Media)
  • tv commercials (TV-C)
  • radio ads
  • print advertising
  • outdoor advertising (OOH)
  • campaigns
  • promotions
  • flyers
  • product development
  • concept development
  • product launch/go to market strategy
  • partnerships
  • sponsorships
  • CRM
  • SEM/Search/Adwords (incl. GDN, RLSA)
  • SEO
  • SEA
  • RTG (retargetting)
  • RTB (Real Time Bidding)
  • app
  • web analysis
  • analysis
  • retention
  • loyalty
  • churn prevention
  • coaching
  • brand building
  • brand development
  • strategy
  • change management
  • budgetting
  • leadership

2013 – 2014 Online Sales Manager | Fullrate / TDC Telco | TelecommunicationFullrate's logo
My daily focus was on online sales, conversion plus acquisition & retention. Fullrate was TDC Group’s fighting brand in a highly competitive market. The website was central to our success. Among my duties were:

  • e-commerce
  • conversion
  • online sales
  • strategy
  • customer acquisition
  • A/B test
  • MVT test
  • customer retention
  • planning operation
  • campaign management
  • landing pages
  • promotions
  • product launch
  • concept development
  • web and traffic analysis
  • product development
  • SEO
  • SEM (incl. GDN, RLSA)
  • content
  • management

2012 – 2013 Online Sales Manager | Imerco | RetailImerco logo
At Imerco I was Head of Online and responsible for our online sales, conversion and social media. I managed the weekly campaigns plus chose the content, products and copy writed the weekly newsletter. Imerco was Denmark’s largest house and homeware chain. My work included:

  • online sales
  • conversion
  • customer acquisition
  • planning operation
  • SEO
  • SEM
  • social media
  • newsletter
  • online campaigns
  • management

2010 – 2012 Web Manager | Telmore / TDC Telco | TelecommunicationTelmore logo
Increasing online sales was my most important task at Telmore. I was Head of Site Management (5 FTE) where we worked arduously to improve our conversion rate and increase our customer base also known as customer acquisition & retention. The webshop was Denmark’s busiest with 20 per cent of all Dankort (Danish debit card and national credit card) transactions, hence, Telmore was Denmark’s largest e-commerce website. The website was by far Telmore’s most important sales channel and was crucial to Telmore’s success. My responsibilities included:

  • strategy
  • online sales
  • customer acquisition
  • customer retention
  • planning operation
  • planning maintenance
  • site optimization
  • shop optimization
  • multi channel management
  • webshop improvement
  • front page improvement
  • new menu structure
  • new sign up flows
  • product development
  • concept development
  • roadmapping
  • search engine optimization (SEO)
  • A/B testing
  • adaptive content and behavioural targeting
  • use cases
  • blogging
  • project management
  • content
  • coaching
  • management
  • administration

2009 – 2012 Site Manager | Telmore / TDC Telco | TelecommunicationTelmore logo
All my work was related to e-commerce and the key was to get a high conversion rate and a low churn rate. Telmore was Denmark’s largest online telecommunications company with over 750,000 satisfied customers; eight years in a row we had Denmark’s highest customer satisfaction. The website had to convert the many visitors to customers and serve existing customers. After 18 months at Telmore I was asked to manage the Site Management Department. I was deeply involved in the following projects and tasks:

  • online sales
  • churn prevention
  • site optimization
  • shop optimization
  • product development
  • concept development
  • social commerce
  • user ratings and reviews
  • social media
  • online campaigns
  • web tracking
  • web analysis
  • search engine optimization (SEO)
  • A/B testing
  • adaptive content and behavioural targeting
  • UX (user experience)
  • web 2.0
  • mash up
  • blogging
  • landing pages
  • liason between Marketing and Development
  • usability
  • acceptance testing
  • prototyping
  • use cases
  • requirement specification
  • news
  • maintenance

2008 – 2009 Web Manager | Sterling Airlines | Travel & TourismSterling Airlines logo
At Sterling Airlines I was responsible for the website and the web team. The website was back then Denmark’s 35th most popular website and among the most successful e-commerce websites. It had a yearly turnover of more than 4 billion Danish Kroner (450 million GBP) and had approx. 100,000 visits per day. In selected periods, I increased the conversion rate with up to 300 per cent. A strong focus on the newsletter resulted in an increasing turnover which in one case tripled. However, having Islandic owners during the financial crisis was doomed and Sterling Airlines went bankrupt. Among my duties were:

  • customer acquisition
  • responsible for the website
  • implemented new design
  • implemented web 2.0
  • web tracking
  • web analysis
  • site optimization
  • e-mail marketing
  • quality control of suppliers

2008 – 2009 Web Master | Sterling Airlines | Travel & TourismSterling Airlines logo
My first task was to organize the website and the newsletter. I focused on a revitalisation of the website and
development of the newsletters which had more than 2 million subscribers. I introduced a new CMS system which
made it easy to work with the website. The newsletter distribution and the content were optimized. Together, these
initiatives increased the conversion rate. Spheres of work:

  • responsible for the website
  • maintenance and development
  • e-mail marketing
  • web tracking
  • site optimization
  • online competitions
  • selected content management system
  • implemented content management system
  • search engine optimization (SEO)
  • qualily control of suppliers

2005 – 2009 Freelance Digital Advisor and Journalist | Copenhagen Technical Academy and Copenhagen Polytechnic | Flex Media | Khoby Komms | Høje Taastrup Erhvervsråd (Høje Taastrup Chamber of Commerce) ao
Simultaneously with my career I have helped a small number companies in their effort to improve their online presence and have also contributed with journalistic material. I have developed a newsletter for the software consultants at Flex Media and a website for the strategic management communications firm Khoby Komms. For Copenhagen Technical Academy I
have made a series of portraits. Tasks:

  • development of website
  • implemented website
  • development and production of newsletters
  • client cases
  • lectures in search engine optimization (SEO)
  • interviews
  • profiles
  • flash animations

2005 – 2008 Web Editor and Project Manager | Ramboll | ConsultancyRamboll logo
At Ramboll I was responsible for the website and online communication. I was central to the introduction and
development of a new corporate site. I was central in selecting the CMS system and graphic design. I was also a part of tenders when web competences were demanded. My work included:

  • responsible for Ramboll Denmark’s websites
  • development and implementing new corporate sites
  • selected a new CMS system
  • development and implementing product and subsites
  • implemented WebTrends
  • SEO (search engine optimization)
  • SEM (search engine marketing)
  • usability testing
  • implemented of flash magazines
  • encoded and streamed video and film
  • requirement specification
  • coordinator between technical and content department
  • news for the Internet and intranet
  • campaign sites (Internet and Intranet)
  • film production
  • designing and prototyping
  • responsible for content on the Intranet
  • lecturer on EU programme

2004 – 2005 Web Editor | www.ug.dk (Educational guide for Schultz Information) | MediaSchultz logo
The largest part of Denmark’s largest online guide to education and job was completed in just 6 months. I played a crucial part in completing the portal which was a great success and is still being used by pupils,
students etc.:

  • development of web portal
  • implemented web portal
  • coordinator between IT and content department
  • responsible for further development of the portal
  • quality control of suppliers
  • journalistic coaching and feed back
  • production of leaflets and booklets
  • course organizer and teacher
  • online user questionnaire
  • career portraits

2002 – 2004 Freelance Journalist and Communications Consultant | DR (Denmark National Broadcasting Company) |
Politiken | Information | Ekstra Bladet | University of Copenhagen ao

After graduation from the Danish School of Journalism I worked as a freelance journalist and communications
consultant. I often made content to magazines and websites. I contributed with:

  • interviews
  • features
  • analysis
  • news

2001 – 2002 Intern | University of Copenhagen | Communication

  • interviews
  • features
  • analysis
  • news

2000 – 2001 Intern | The National Consumer Agency | Communication

  • development of newsletter
  • press contact
  • web journalism
  • editing and lay out of newsletter
  • news
  • features
  • analysis
  • test articles
  • interviews
  • press realeases
  • notes

1999 – 2004 Freelance Journalist | Sentura Culture Magazine | Culture

  • feature
  • analysis
  • interviews

1998 – 1999 Web Editor | Scope Film Magazine | Online Media

  • editing
  • coaching journalists
  • maintaining website
  • interviews
  • features

1998 – 1998 Web Journalist | Scope Film Magazine | Online Media

  • film reviews
  • features
  • interviews

Education

2003 Journalist, Danish School of Journalism
1998 Master’s degree, Institute for Film and Media Science, University of Copenhagen
1996 Bachelor, Centre for English, Odense University
1994 – 5 On leave, living in London, UK
1992 GCSE, VUC Odense

Awards, Tests and Shortlistings

AEA Advertising Effectiveness Award 2015 (shortlisted); Kreativitet & Kommunikation in cooperation with YouTube, TV2 og PostDanmark; See article in bureaubiz (in Danish)
The readers of Gadget magazine T3 have voted Telmore Telecommunications Company of the Year; T3, January 2012 (in Danish)
Telmore ranks highest on all drivers and have very loyal customers; EPSI (Extended Performance Satisfaction Index), October 2011
Best Online Customer Service: Top 3. The E-commerce Award 2011; FDIH (The Danish Distance Selling and E-business Association) (in Danish)
Denmark’s Second Most Popular Internet Shop 2011 Berlingske Nyhedsmagasin (in Danish)
Denmark’s Second Most Digital Company 2011; Analytics Consulting Company: My Research (in Danish)
Denmark’s Top Mobile Operator 2010; Magasinet Mobil (Mobile Magazine) (in Danish)
Best E-commerce Company B2C: 2nd place. The E-commerce Award 2009; FDIH (The Danish Distance Selling and E-business Association)

Speeches, Lectures and Key Notes

Web Analytics Wednesday (WAW); (IIH Nordic, 4th November 2015)
Beyond Product Recommendations: Combining Segmentation with Content to Create a Personalised Experience; eTail Nordic (Worldwide Business Research LLC, 13th October 2015)

Courses

Digital Strategy (IIH Nordic, December 2016)
Pratical Business Strategy og Business Development (Danish Technological Institut, May 2016)
Google Adwords Course (IIH Nordic, March 2015)
SEO Advanced (IIH Nordic, May 2014)
Google Analytics Advanced (IIH Nordic, October 2013)
Google Analytics (IIH Nordic, September 2013)
SEO (IIH Nordic, July 2013)
Economy for Managers and Executives (The Danish Association of Managers and Executives, May – June 2013)
The Basic Manager Training (Niels Brock/TDC, January – April 2011)
Targit BI Basic (Targit, February 2011)
Excel Advanced (Raae Edb, February 2010)
Excel Basic (Raae Edb, December 2009 – January 2010)
Use Cases (7N, November 2009)
SiteCatalyst Advanced User Training (Omniture, June 2008)
SiteCatalyst User Training (Omniture, April 2008)
Basic Project Management (Ramboll Academy, November 2007 – April 2008)
Sitecore CMS Certified Administrator (Sitecore, June 2007)
SEO and SEM (Update, March 2007)
Newsletters – Interact with your users (Tankevirksomheden, April 2006)
Digital Branding Strategies (Dansk Kommunikationsforening, October 2005)
Effective Web Communication (Tankevirksomheden, June 2005)
Website Renewal (Update, April 2005)
Corporate Storytelling (Update, April + May 2004)
Goal Oriented Communication (Danish Union of Journalists, September 2003)

Summits, Seminars and Conferences

App Day 2017 (Danske Medier, March 2017)
600 Minutes Marketing and Sales (Management Events, March 2017)
EME 2016 – Digital Marketing Conference (APSIS, November 2016)
Total Retail. E-Commerce Conference and Exhibition 2016 (FDIH, October 2013)
2nd Annual eTail Nordic (Worldwide Business Research LLC, October 2015)
Marketing Day 2015 (Huset Markedsføring, June 2015)
Programmatic Buying in Scandinavia (Danske Medier, November 2014)
Digital Copenhagen 2014 (ADDA/Markedsføring, November 2014)
E-Commerce Conference and Exhibition 2013 (FDIH, October 2013)
It Future 2013 (Fujitsu, April 2013)
E-Commerce 2013: The Strategic Perspective (EpiServer, January 2013)
E-Commerce Conference and Exhibition 2012 (FDIH, October 2012)
Adobe Digital Marketing Summit 2012 (Adobe, May 2012)
Inside the Mind of a Salesman (SuperOffice, October 2011)
Mobile Copenhagen 2011 – Mobile is Changing Marketing (International Advertising Association, October 2011)
E-commerce Conference and Fair 2011 (FDIH, September 2011)
Master the Basic Legal Requirements and the New Cookie Rules for Danish E-business Companies (FDIH, March 2011)
From Clicks to Cliques (Adobe/Omniture, November 2010)
The E-commerce Conference Focuses on Growth (FDIH, September 2010)
Broadband Days and Mobile Broadband Forum 2010 (NIDAB Networking, September 2010)
How Can the Internet be Used as Future E-commerce and Marketing Platform? (International Advertising Association, August 2010
Augment Your Business (Creuna, June 2010)
Create More Online Conversions (FDIH, January 2010)
Global E-commerce Summit ’09 (Shop.org and EMOTA, October 2009)
E-commerce Conference: Get inspiration and tools to create growth and optimze the online business (FDIH, September 2009)
Broadband Forum 2009: Competition, Consolidation and Business Models (NIDAB Networking, September 2009)
Is Your Digital Marketing Talking to Me: Improving Website Conversion (Omniture, November 2008)
E-commerce Conference: Optimze your online business (FDIH, September 2008)
Trends, Possibilities and Challenges – Are You Ready for the Web of the Future! (Sitecore, February 2008)
Web Content Management Anno 2007: New Possibilities, New Challenges and New Inspiration (Sitecore, November 2006)

Morning, After-work and Short Seminars

WWDC17 Insights (Apple, 20th June 2017)
Digital Transformation (Advice 6th June 2017)
Next Generation Marketing (MTG, 4th May 2017 )
Executive Morning Workshop: How Corporates Can Be Digital Winners (Vertical Strategy, 14th June 2016 )
Web Analytics Wednesday (WAW) (IIH Nordic, 4th November 2015)
Social Media Campaigns (Falcon Social, 23rd June 2015)
Customer Experience: Strengthen Your Business (Pentia, 26th March 2015)
Generation Y (Why they hate you) (Huset Markedsføring, 21st November 2014)
SEO in the Future (IIH Nordic, 20th November 2014)
Get Your Media Agency Under Control (Magnetix, 4th September 2014)
Get to Know Your RTB (Ebita/Nørgård Mikkelsen, 28th August 2014)
Google Tag Manager (Google, 26th June 2014)
The Best Webshops in Denmark (FDIH, 14th May 2014)
Use CRM to Create Effective Sales (Alfapeople, 14th May 2014)
Digital Sales Development (Ebita/Nørgaard Mikkelsen, 9th April 2014)
SEO in 2014. Which Strategy? (Oxygen Software, 12th March 2014)
Google Analytics Upgrade – Universal Analytics (IIH Nordic, 13th December 2013)
The Best Webshops in Denmark (FDIH, 15th May 2013)
E-commerce and Retail Sales (Alfapeople, 23rd April 2013)
Google Has Launched Universal Analytics – Does It Have Conquences for You? (IIH Nordic, 19th April 2013)
Leads From Website to CRM Microsoft (Sitecore og Proactive ,18th April 2013)
Loyality Programmes: Get More Out of Your Existing Customers (FDIH, 21st March 2013)
Make Your Business Mobile (Market IT 20th March 2013)
The Most Cost-effective Way to Make More Money on E-commerce (Market IT, 12th March 2013)
Be Successful with E-commerce (The Danish Chamber of Commerce, 30th January 2013)
Are You Ready for E-commerce? (Alfapeople/Microsoft, 27th November 2012)
How can the Internet be used as future commercial and marketing platform? (IAA, 1st September 2010)
Mobile Marketing (Danish Advertising Association, 8th June 2010)
Boost Your E-business (Creuna, 1st June 2010)
Sharing Insights and Key Trends for Social Commerce in 2010 (Bazaarvoice, 2nd March 2010)
Digital Service Design Creuna (2nd February 2010) Adaptive Content and Behavioural Targeting (Creuna, 12th January 2010)
Digital Strategy and Business Development (Creuna, 6th October 2009)

Competences

IT skills: Innometrics Profile Cloud, Hybris Multichannel Suite, Sitecore CMS (CMS certified administrator), EPiServer CMS, FatWire CMS, DynamicWeb, Falcon Social, Neolane Multi-Channel Campaign Management, Adobe Omniture SiteCatalyst, Google Analytics, WebTrends, Google Website Optimizer, Google Content Experiments, Optimizely, Clicktale, Hotjar, SessionCam, Mouseflow, Targit Business Intelligence, Abobe Dreamweaver and Microsoft Office

Languages: Danish: native speaker; English: fluent; German: intermediate; Italian: poor.

Memberships

FDIH (The Danish Distance Selling and E-business Association)
Danish Association of Managers and Executives

Interests

I spend most of my time with my friends, reading a book and going to the cinema or other cultural activities. A couple of times a week you can find me at CBS (Copenhagen Business School) to become a little better at what I’m good at. I also go to the gym or a spinning class a few times a week and in the weekend I race South and West Zealand on my racing bike. A couple of times a year, I leave for a warmer climate to battle a few mountains on my bike. Food and Cooking also has my interest.