Anne Dahl Malchau Email & Phone Number

Strong brands needs strong product portfolios. And to have strong product portfolios a brand needs consumer relevant product innovation.An important part of my job as Commercial Innovation Manager is to dig into insights and understand consumer needs. Based on this knowledge, together with trends and category strategies, I am building product concepts that fits these consumer needs and have a strong consumer relevance. I turn concepts into business opportunities, build business cases and target briefs for product development. And I have the lead as project manager to take the concepts from idea to launch through the Arla matrix organisation.

After Arla reorganization in Spring 2016 I held the position as Product Manager in the Arla Denmark Milk, Yogurt & Powder team. Next to my daily PM tasks I took part in building the new ways of working in local Fresh Dairy Product Management, implemented the newly agreed Disney endorsement on product level and looked at ways of growing indulgence yogurt in Denmark by launching the Finnish Ihana concept.

As Commercial Innovation Manager I succeeded in working on several innovation projects/ideas, both my own ideas and projects worked on on request. My great commercial mindset and understanding of the whole value chain was a valuable asset in this role. Next to my Commercial Innovation Manager work I had the Product Management responsibility of Arla Move, which gave me the opportunity to contribute to Arla WOW towards 3rd part manufactures.

My main task has been to manage the Danish Cooking portfolio, mainly Karolines Køkken. Apart from managing and optimizing the product portfolio from a consumer, shopper, customer and internal (supply chain) point of view, I have driven market roll outs and new NPD products. I have played an active role in the NPD processes, eg. concept writing, workshops, pipeline development etc.

As Project Manager on Neutral my role was to find ways to exploit the continued growth potential of the brand. I uncovered opportunities in new product areas, implemented product optimization and developed new strategic initiatives.

Bio-tex is one of Denmark's largest brands in detergents. Among my largest achievements as Brand Manager at Bio-tex, is the redesign of the brand logo and redesign of the entire product portfolio. I have also created a new TV communication universe and run concept- and product development projects within both the detergent and the stain product portfolio. These initiatives have maintained the market position of Bio-tex within detergents and improved the position within the stain removal category.

Looking back in time the toothpaste category has always been very static with very loyal consumers. During my time as Nordic Brand Manager at zendium I developed and managed new initiatives in terms of communications and targeted product launches that contributed to a historically high growth of zendium in Scandinavia. A crucial factor was an optimal use of market trends and synergies between the Scandinavian countries.