Björn Norén Email & Phone Number

Gothenburg, Vastra Gotaland County, Sweden

Head of Retail Division | LöfbergsSpearheaded the transformation of Löfbergs' Retail division. Implemented a customer-centric strategy driving significant growth and market leadership.Key Achievements:• Growth - Market Leader 2023: Championed sales growth (+65%), leading us from 13% to 27% market share in just three years. (NielsenIQ, Unit share, Retail / DVH Sweden, MAT 2020-2023, Ground coffee).• Strategic Leadership: Implemented a robust business and brand strategy, product innovation, and category management initiatives to enhance customer experience and drive sustainable growth.• Omnichannel Excellence and Customer Experience: Successfully executed omnichannel strategies, driving sales growth both in-store and online. Market leader online. (NielsenIQ Retail/DVH online sales, 28% unit share, ground coffee MAT 2023)• Customer and Consumer Centric: Recognized as the #1 Supplier in the Hot Beverages category and the whole cluster Dry good / Kolonial in Retail/DVH Sweden 2023 according to the yearly Gradient Benchmark survey. #people #planet #coffee #customerfirst #consumerinsights #purpose #profit #strategy #leadership #grit #sustainability #circularbusiness #forerunner #inclusion #collaboration #partnerships #ecommerce #d2c #retail #fmcg #sales #marketing #brandstrategy #categorymanagement #d2c #keyaccountmanagement #icecoffee #coldbrew #readytodrink #innovation #productdevelopment #datadriven #ai #digitaltransformation

Responsible for preparing and implementing a new business area focusing on new consumer needs and the strong on-the-go trend. This included setting a new organization, developing new product categories and brands in fast growing segments. Strong focus on E-commerce. The Löfbergs Group entered in new categories like ice coffee, cold brew, energy drinks, bars and snacks which has attracted new consumers and vitalized our brands. Implementing strategic partnerships with the brands Humm Kombucha and Sproud based on strong consumer trends in emerging segments.

Developed and implemented a strategic growth plan where we pin-pointed “wish list prospects” including both regional and global customers. Our team managed to close deals with big national customers, European contracts and a global client. All-time high in volume and profitability for the Business area. Highest level of customer satisfaction and was awarded ‘Official Business partner’ at a global strategic customer.

We developed the world’s first fully plant-based and compostable Nespresso capsule and introduced it in the Nordic countries. Our team developed, conceptualized and launched Löfbergs ICE Coffee range. In one year, we reached a 20% market share and set a growth pace higher than the category growth. Mission: to analyze, identify and create new business, new sales and marketing channels. #1 Omnichannel strategy including E-commerce and loyalty programs. #2 Breakthrough in new sectors for Löfbergs like Electronics and White goods retailers (e.g. Elgiganten, Media Markt) #3 Export (South Korea success case)

Business development manager and project lead. Implemented our onlineshop as an important part of our brand strategy and created new sales channels. Our team developed, conceptualized and launched Caffitaly System (single serve system) in Löfbergs core markets. In two years, we gained a market share of 10% and developed a complete hot beverage system including Coffee, Tea and Chocolate. Signed a partnership with Cloetta and launched a hot chocolate range based on iconic brands.

Responsible for brand tracking, consumer insights, category management and sales analytics. This was a new role, so my mission was to establish this function with the purpose to recommend measures in order to strengthen Löfbergs brand, identify gaps for product development and create a profitable product portfolio. The task was also to develop efficient marketing and sales activities to increase consumer interaction and brand loyalty.

Member of the Sales & Marketing management, setting the strategy, targets, tactics and implementation for the brands Norrlands Guld, Loka, Mariestads, Nygårda, Pepsi and Heineken among others.Created joint category and business development plans together with our clients. Strong category growth in my accounts during these years meaning Triple-win (Customer-Consumer-Spendrups).

Degree Master Of Science In Business, Business Administration & Marketing

Exchange Student, Psychology, Information Systems, Interpersonal Skills