Procurement projects that deliver cost efficiencies, improved cash conversion cycle and increased supplier control.

Consultant assignment as Head of Global Marketing, Nikon Industrial Metrology. Established the global marketing organization and infrastructure from scratch including processes for collaboration with local marketing teams as well as global product team. Key projects were development of positioning strategy with messaging focused on Quality 4.0 and shop floor measurements, development and launch of new web site with enhanced messaging and SEO, product naming architecture, Visual ID, development of launch plans, communication strategies and hubspot introduction as crm and soc media tool.

Set up and managed the global marketing strategy and research division in Singapore to drive one Nikon brand globally through development and implementation of global marketing and communication strategies and projects. The team consisted of six direct reports covering the global functions Advertising off line and online, PR, Brand, Product communication, Global web projects, Positioning and Research. The team was truly international with 26 marketing, communication and research professionals. Reported to Global Head of Sales & Marketing and Product Management.• Developed global marketing plans, launch strategies and defense plans with responsibility to ensure implementation with follow ups and improvements. • Developed research function to drive brand, consumer and competitive intelligence based on market analysis, ROI follow up and consumer insights. • Set up and drove a global product positioning function, to align globally and identify new business opportunities.• Continuous interaction with executives at HQ and in the five regions.• Unified communication and brand globally under the “I AM” communication platform. • Defined and developed global web projects like global web assessment, KM hub and UGC platform and the overall digital footprint strategy.

Tretorn, a PUMA company, is where wellington boots and rain coats meet sneakers, the intersection of outdoor and fashion. As a member of the management team and Head of Marketing, I put together a coherent strategy to present the seasonal collections to customers, partners, investors, staff and other stakeholders across all channels that delivered against the various objectives of the business executives. I developed the marketing function with Advertising, PR and Trade marketing, covering brand strategy, creative themes and presentations of seasonal collections, PR strategies and activities, trade marketing approach and events. The focus markets were Nordics, mainly for rubber boots and rain clothes and US and Japan for the sneaker business. In addition, a Swedish hunting boots line up was positioned and launched targeting the core European markets.

Strategic and hands-on consulting with President, VP, Head of Marketing, Country Manager and Executives concerning Sales, Marketing and Business Development. Examples: Nikon BV, Tretorn, NjordCap, Shamballa Jewels

Developed communication strategy based on consumer insights and market analysis, leading to the I AM Nikon campaign. The campaign won several effectiveness awards across Europe, with a European Gold Effie award being the main one. The overall campaign’s strength and the impact on business results led to its implementation in regions outside Europe, mainly Latin America and Asia. • Successfully defined marketing and sales growth strategies with ROI to take Nikon to a number 1 position. Worked closely with Germany as a pilot market, and thereafter the roll out to all tier 1 and then tier 2 markets. The result was market leading positions in each category in all markets in Europe by Aug 2011. • Drove efficiencies by renegotiating agency contracts, effectiveness planning with ROI follow up on all activities. • Unified marketing in Europe by establishing a new team at the HQ, and defining how to work more closely with the countries.

Engaged with Mobeon on an interim basis Sept 2004, recruited into Marketing VP role in March 2005, a role held until Ericsson acquired Mobeon in December 2007. From January 2008, Strategic Marketing Director at Ericsson.Key achievements Ericsson:Ensuring a successful acquisition of Mobeon by Ericsson, activities included:• Initiated and drove the development of marketing plan for the unit ensuring strategy fit with business objectives.• Drove marketing and communication strategies to support business objectives.• Managed brand integration projects for Ericsson/Tandberg Televison.• Initiated and co drove project to define category, positioning and name for the Multimedia unit with key industry analyst firm.Key achievements at Mobeon: being part of the team that developed Mobeon from a start-up to becoming a successfully acquired business. As part of that, activities included:• Developed the Mobeon brand through clear messaging, consistent and integrated brand communication, end user insight driven communication and improved thought leadership through PR and analyst relations.• Supported the sell in process via providing assessments of market opportunities for new services based on end users’ needs as well as campaign recommendations to increase adoption.• Evolved the internal innovation process from technology to consumer insight driven.• Led the consultant department to FMCG style marketing projects focusing on consumer analysis with several global operators.• Initiated the concept and Co-drove the development of an analytics tool, CAT, enabling operators to understand and measure marketing campaigns and subscribers’ behavior.

Key achievements:• Led the establishment of a global advertising organization and consistent global brand communication.• Developed and implemented global advertising strategies based on end user insights.• Strong campaign results with excellent “message recall”, awareness increase, improved purchase intent and 0.8/0.6 correlation with sell out.• Improved media purchase in all countries through renegotiation of all media contracts leading to up to 50% lower TRP cost.• Initiated an agency review and hire of new agencies including global lead agency.• Initiated and drove the development of a new brand platform based on Adobe’s evolvement into a business software provider.• Improved integration of the marketing activities, resulting in increased campaign ROI.

• Expanded depth and breadth of region's marketing programs, with particular emphasis on consumer segment analysis and increased market program ROI.• Set up the marketing organization to achieve better functional expertise leading to improved business results.• This approach to marketing was recognized as best of breed and became the template for how countries should develop and implement campaigns and interface with the US parent.

Key achievements:• Developed the children toiletry brand, Natusan KIDS to market leader in Scandinavia and most successful children toiletry business within J&J WW, including positive net income within 2 years.• Reversed a declining Carefree market share through strategy change based on new user insights.• Relaunch of Neutrogena in Finland and development of launch plans for Norway and Sweden.• Support to other countries launching children toiletries through the Scandinavian success models. Defined and developed new products based on end user insights.• Development of 1- and 3- year business plans.• Worked closely with internal sales force and distributors to drive sales.

Key achievement:• Led the Southern team to exceed established sales goals two years in a row.