CV
I'm an e-commerce professional and have been working with the Internet since 1995. I'm Web Manager in Denmark's busiest webshop. In my career I've worked with e-commerce, strategy, site optimization, management, web analysis, conversion, development and customer acquisition & retention. My experience includes B2B and B2C as well as corporate branding sites, heavy content sites, high volume transactional websites and busy e-commerce sites. In recent years, I have focused on e-commerce and have been responsible for or worked with some of Denmark's most visited and popular e-commerce websites. I'm currently living in Denmark and have previously worked in United Kingdom (London) and will relocate to most places.
Areas of expertise:
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Personal details
Single, no children
Nationality: Danish
Career
2010 - Web Manager | Telmore
To increase online sales is my most important task. I'm Head of Site Management (5 FTE) where we work arduously to improve our conversion rate and increase our customer base also known as customer acquisition & retention. The webshop is Denmark's busiest with 20 per cent of all Dankort (Danish debit card and national credit card) transactions, hence, Telmore is Denmark's largest e-commerce website. The website is by far Telmore's most important sales channel and is crucial to our success. My responsibilities include:
- 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 - Site Manager | Telmore
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
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. 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
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
- implementing 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
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 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 | Uddannelsesguiden for Schultz Information (www.ug.dk)
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
- interviews
- features
- analysis
- news
2000 - 2001 Intern | The National Consumer Agency
- 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
- feature
- analysis
- interviews
1998 - 1999 Web Editor | Scope Film Magazine
- editing
- coaching journalists
- maintaining website
- interviews
- features
1998 - 1998 Web Journalist | Scope Film Magazine
- 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
Courses
| 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) |
Seminars and Conferences
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 (The Danish Distance Selling and E-business Association), September 2011)
Master the basic legal requirements and the new cookie rules for Danish e-business companies (FDIH (The Danish Distance Selling and E-business Association), March 2011)
From Clicks to Cliques (Adobe/Omniture, November 2010)
The E-commerce Conference Focuses on Growth (FDIH (The Danish Distance Selling and E-business Association), 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 (The Danish Distance Selling and E-business Association), January 2010)
Global E-commerce Summit '09 (Shop.org (National Retail Federation's digital division) og EMOTA (European E-commerce and Mail Order Trade Association), October 2009)
E-commerce Conference: Get inspiration and tools to create growth and optimze the online business (FDIH (The Danish Distance Selling and E-business Association), 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 (The Danish Distance Selling and E-business Association), 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 and After-work Seminars plus Luncheons
| How can the Internet be used as future commercial and marketing platform? | International Advertising Association (1 September 2010) | |
| Mobile Marketing | Danish Advertising Association (8 June 2010) | |
| Boost your E-business | Creuna (1 June 2010) | |
| Sharing Insights and Key Trends for Social Commerce in 2010 | Bazaarvoice (2 March 2010) | |
| Digital Service Design | Creuna (2 February 2010) | |
| Adaptive Content and Behavioural Targeting | Creuna (12 January 2010) | |
| Digital Strategy and Business Development | Creuna (6 October 2009) |
Competences
IT skills: Hybris Multichannel Suite, Omniture SiteCatalyst, EPiServer CMS, Sitecore CMS (CMS certified administrator), FatWire CMS, Neolane Multi-Channel Campaign Management, Adobe Omniture SiteCatalyst, Google Analytics, WebTrends, Google Website Optimizer, Visual Website Optimizer, Clicktale, Targit Business Intelligence, Abobe Dreamweaver, Bazaar Voices, FTP, Adobe Photoshop, HTML, Microsoft Media Encode, Corel XMetaL, Microsoft Office
Languages: Danish: native speaker; English: fluent; German: intermediate; Italian: poor.
Awards and assessments
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)
Memberships
FDIH (The Danish Distance Selling and E-business Association)
Social Commerce. Action learning group at FDIH (The Danish Distance Selling and E-business Association)
Danish Association of Managers and Executives
Interests
Literature, artistic movies and music. I jog a couple of times during the week and participate in a small number of running events desperately trying get below 45 minutes for 10 km. During the weekend I race on my far too expensive bike on the roads around Zealand and visit Parken to enjoy a football match. During the winter I also attend the gym to stay in shape.