Asger Fallesen Email & Phone Number

Albertslund, Capital Region, Denmark

As Head of Products, I draw on my 12+ years of grocery retail experience to lead development teams responsible for Lobyco's Promotion product suite. With proven performance on markets across Europe, North America and APAC, I work with our retail customers to boost their digital presence, collaborate with supplier brands to run funded gamification campaigns, reward desired user behavior through trackers and challenges and segment tailored campaigns based on purchasing behavior and performance analysis.I enjoy my work the most when I'm inspiring our current and potential customers to keep pushing the boundaries with new engaging and sticky gamification concepts, when we're finding innovative ways to increase store traffic and basket size via digital incentives, and, finally, when we're making all of the above easy to accomplish by providing intuitive and powerful admin tools for marketeers and customer service.

Albertslund, Capital Region, Denmark

In 2020, Coop Digital was carved out as Lobyco, a software company dedicated to bringing the battle-tested loyalty solutions built for Coop Denmark out to new markets.My first role in Lobyco was to transition the market leading Danish app that was still under my wing, to a modular whitelabel solution with low maintenance, high configurability and fast time to market.The whitelabel app has lived up to this promise and is today proving itself with customers across many markets on multiple continents.

Albertslund

In early 2019, I took product ownership of the market leading Coop App. During my 3 years as PO, many of my previous projects made their way to the digital ecosystem, as the Shopping List, Recipes and Digital Leaflets became new features of the app.During 2019, the Coop App won 1st place as eHandelsprisen's Best App, cited as "[...] a cross-channel app of absolute world class. Gamification engages customers and metadata empowers the local store manager. [...] Firstmovers in the Scan & Pay domain."

Copenhagen Area, Denmark

In 2016, Coop created its first true Digital Unit. Located across a bridge and down an alleyway, Coop Digital got a home at The Farm, an actual old farm renovated into office space.Here, the digital transformation of the loyalty program, moving from points and yearly value into bonus cashback and instant value, all started with the acquisition of a digital payment startup and the recruitment of the most innovative digital minds across Coop.While The Farm was buzzing with creating the app and digital loyalty ecosystem of the future, I continued to run multiple projects on the side. Coop RecipesI ran a large scale data consolidation of all the recipes created across Coop Marketing departments, into Coop Recipes, a brand new website that was first and foremost a best-in-market SEO competitor. All of this with the purpose to realize the true commercial value of all the great content created from short term marketing campaigns. After launch, the website quickly grew to a top 3 placement across all online Danish recipe resources. Shopping ListBorn out of a design sprint (Google Ventures edition), the shopping list was created as a stand-alone iOS app and website widget. It quickly became a market leader (most used digital shopping list, YouGov 2019), but the real challenge is beating the pen and paper. Although I initially envisioned the main value coming from integrations to recipe blogs, it ultimately ended up as a central power-user feature of the Coop App. Digital leafletI got to revisit the digital leaflet, as running costs were proving too high. In short, we should either reduce cost or discontinue the product. In an effort to automate the creation process and enable Coop to convert printed catalogues to a digital product in 2 minutes rather than 2 weeks, we managed to leverage automated processing of offer data and still maintain the commercial value of personal catalogue experiences and targeted campaigns, while lowering production cost by 44%.

Albertslund, Denmark

As a project manager, I started expanding my horizon from fakta, the discount grocery retailer, to Coop, the market leading retail group encompassing five supermarket and grocery brands, a furniture heritage business (FDB), a crowdfunding business, a best-in-class CSR program, and so much more.I ran a number of multi brand projects alongside Coop colleagues, including the digitalization of the offer leaflet, that would typically 'just' be uploaded as a PDF. With new technology, the offer data was transformed to a fully digital experience offering animated banners, videos, contextual inspiration and highlighting of offers, and real time offer creation and amendment.I continued the evolution of digital ad optimization with intelligent targeting across media and platform sites, and started moving into identifying actual marketing effects by being able to verify if a customer visiting our grocery stores had previously been exposed to digital marketing. In this effort, I initiated knowledge sharing across Coop's otherwise isolated marketing units.This was also when I tried my first, unsuccessful, attempts at compiling ad space packages for use in trade negotiations. I've later, with the dawn of (and coining of the term) Retail Media come to realize why this approach was all wrong - and what the right approach might look like, by visiting and learning from those who do it best. - Project owner of multiple digital products, e.g. the "Mit fakta" app, fakta's online offer platform and fakta's website - Digitalization of the offer leaflet to create a true online experience as a cross-brand cooperation- Strategic optimization of digital marketing, focusing on ROI, intelligent targeting and ROPO (Research Online, Purchase Offline)- TV, radio and digital marketing campaigns- Content marketing

Albertslund, Denmark

In Fakta, I had a hybrid role of multimillion budget responsibility across digital, TV and radio ad spend, while also managing the segmented weekly e-mail newsletters and the company website. I went on a mission to replace the existing digital ad strategy of only buying campaign-based prime real estate of the top media sites in Denmark, to an always-on Real Time Bidding (RTB) strategy with automatic weekly banner production.At the same time, I ran a project to replace Fakta's digital platforms, creating a cross-platform experience and pioneering many of the grocery shopper features that we have now come to take for granted. Among those, the first introduction of flexible digital coupons, issued through the app and redeemed at the cashier. This caused some waves in a Co-Operative that traditionally had been officially against the uneven customer price points of discount coupons, that is the norm today. The website and app launch were backed by a coordinated marketing campaign, and subsequently, a media analysis report documented the success of the project by validating increased visitor numbers and visitor ROI on the new platforms. - Digital shopping aid and cross device solution 'Mit fakta'​ on www.fakta.dk and apps - Significant increase in marketing ROI, value of platform users and number of platform users- Digital marketing, online and mobile focusing on retargeting and value-for-money- Meal plan concept "Aftensmad for en 20'er"​ ("Dinner for 20 DKK")- TV and radio advertising- Content marketing- fakta on Roskilde Festival 2013 and 2014, event activities and digital marketing- Digital marketing, TV and radio budgets

Assens

Consultant on digital and social communication channels during launch of a new product series.

A study of the internal strategic communication effort at Danfoss Heating Solutions, and recommendations focusing on local dialogue and employee involvement. Graded 12 (A).

London, United Kingdom

Temporary advisory position, filling a vacancy. Completion of initiated projects, writing for web and newsletter and responsible for social media management and updates.

London, United Kingdom

Cultural project management, editorial writing for web and newsletter and responsible for launching the embassy on Facebook. Internship in the Communication, Culture and Public Diplomacy section.- The Danish Embassy Art Prize, an annual art competition for Danish art students in the UK, and coordination of the exhibition of the winning works at the Danish Embassy in London- Children's Bicycle Workshop @ London Skyride

Copywriting, search engine optimisation and editorial work in Photoshop, Joomla CMS and Access databases.

Web development projects of various magnitude, hobby level.

Master, International Business Communication

Bachelor, International Business Communication

Htx, Media And Programming