The People & Purpose agency. Serving ambitious entrepreneurs and growth companies with a turnkey solution within how to attract people through execution of a coherent Purpose, Strategy, Leadership, Positioning, Branding, People & Culture and sales

Skoleglæde.nu is a consulting company that, on behalf of corporate sponsors, tailors education and tools through movement and teambuilding to school managements and teachers in primary schools - in order to raise students' well-being, learning, health and basic self-esteem. Situation: With reference to founder Henrik Leth.com the time was right internally to increase awareness and sales, and externallly childrens well being and the recruitment of corporations who needed a CSR… Show more Skoleglæde.nu is a consulting company that, on behalf of corporate sponsors, tailors education and tools through movement and teambuilding to school managements and teachers in primary schools - in order to raise students' well-being, learning, health and basic self-esteem. Situation: With reference to founder Henrik Leth.com the time was right internally to increase awareness and sales, and externallly childrens well being and the recruitment of corporations who needed a CSR Project aligned with some of UNś 17 Global Goals. Results: Expansion with several new contracts with, e.g Apollo, Bestseller and PWC Development of + 8,000 students and teacher training in 9 municipalities local and regional media coverage in the places where the efforts are activated Tasks: Analysis of regulation, research in the field and internal data Analysis of rivalry, barriers and other competition Analysis of CSR megatrends, local trends and UN world goals Development of a positioning strategy, CSR concept and communication platform Development of marketing materials, PPT´s, pitches and Call scripts Training of salespeople in narrative and value propositions Unfortunately, I have not completed the teaching myself, as I have in recent years been through several surgeries and rehabilitation. Show less

Situation: Reporting to Group VP Brand Marketing. With a portfolio of 12 family brands the objective was to increase earnings by +5% annually despite a yearly negative demand of 15% in a market with compliance to strong regulation and advertising ban. Results: Category contribution increased 6% higher than expected Increased category and marketshares cross brand/segments Secured a balanced portfolio incl. 4 launches and 8 migrations Turned 10 years volumen stagnation… Show more Situation: Reporting to Group VP Brand Marketing. With a portfolio of 12 family brands the objective was to increase earnings by +5% annually despite a yearly negative demand of 15% in a market with compliance to strong regulation and advertising ban. Results: Category contribution increased 6% higher than expected Increased category and marketshares cross brand/segments Secured a balanced portfolio incl. 4 launches and 8 migrations Turned 10 years volumen stagnation into growt within the category Launch of the groups global new brand and sales training Quote CEO: "In my book, this launch is the most powerful STG ever made.. The work of understanding the target group, execution, effort and training towards salespeople and not least the all-encompassing event program is absolutely top class. “ John Lemkow 2017Tasks: Analysis of consumer segments, behaviour, preferences, journey mapping, price sensivity, drivers, triggers and barriers Through perceptual mapping and adoption level analysis to identify, interpret and prioritize market and effeciency opportunities Analysis of mega trends, global market insights and macro determinants in order to identify and prioritize market opportunaties and threats Analysis of competition e.g among rivals and threats from substitution Analysis of brand portfolio matrix, profitability and PLC in order to prioritize investments, space strategy and balance risks Development of Product/category positioning, price, distribution, promotion and space management strategies in line with insights Challenge, pitch, engage and manage all stakeholders involved in new Product Development and campaign launch such as 3rd parties, global R&D team, Regulatory Affairs etc. Crafting of new brands, strategic communication platforms, visual Identity, value propositions and tools into compelling stories Developing the trade sell-in value perception narrative and crafting sales Show less

The final Project where made for Scandinavian Tobacco Group with a disruptive approach how to turn-arround and build preferences within the cigar category in a regulated marked.

Colego is a digital fast track online market portal with the purpose to facilitate contact between homeowners and local service providers. Reference to CEO and accountable for 56 sales and marketing professionals. Situation: The company Pristorvet with it’s founder and 5 developers succeded to get capital raised to meet a proven demand. The mission was scaling through international growth and ongoing qualification for extended capital expansion. Results: Establishment of… Show more Colego is a digital fast track online market portal with the purpose to facilitate contact between homeowners and local service providers. Reference to CEO and accountable for 56 sales and marketing professionals. Situation: The company Pristorvet with it’s founder and 5 developers succeded to get capital raised to meet a proven demand. The mission was scaling through international growth and ongoing qualification for extended capital expansion. Results: Establishment of a marketing & sales organization, from 8 to 67 employees Within 6 mounth completed a re-naming process, brand house and brand book New design and content on responsive website with 40 landingpages and 300 subpages Active role in qualifying for the second and third capital injection of + 30 million Tasks: Recrutment, interviews and onbording teamleaders and key Employees Based on customer journey mapping, analyse touch points and maximising commercial opportunities. Drive activation and utilise CRM system to encourage customer retention and customer loyalty and ensuring that we are progressively creating the best customer experience Initiating contact with internal and external partners, including media agency and marketing agency Re-branding and launch of new Company name, visual identity, a new value proposition, tagline and sales tools Identifying business KPI´s and set up instruments for KPI messurement Restructuring the marketing department with SEO, Content, ADs and SEM/digital speciality areas Implement new online strategy, incl. SEM programme, BtB/BtC advertising campaigns, display marketing and remarketing activities Licensing round, implement of a new website, UX, design and content Develop and implement leadership tools, bonus programes and KPIs Teambuilding and ongoing follow-up / Employee interviews Educate, train and motivate salespeople to close the ‘gap’between the individual decision-maker's perception of us - and the value we really delivers Show less

Wallmans provides entertainment, restaurant and a central place for venues and events. Part of Moment Group - the leading Nordic company in the experience industry. Situation: Wallmans went from being privately owned to listing as part of 2E Group on First North in Stockholm. Need for increased utilization of economies of scale as well as a different degree of professional aproach. The company in Norway was operating with a nett loss for several years. With reference to Group CEO… Show more Wallmans provides entertainment, restaurant and a central place for venues and events. Part of Moment Group - the leading Nordic company in the experience industry. Situation: Wallmans went from being privately owned to listing as part of 2E Group on First North in Stockholm. Need for increased utilization of economies of scale as well as a different degree of professional aproach. The company in Norway was operating with a nett loss for several years. With reference to Group CEO (SWE) and a Nordic team of 12 employees, we got one year to secure survival. Results: One year Turn-around, 40% increase in revenue into +2 million net result Denmark increased 30% in topline, and went from 1-12 mill in EBIT Tasks: Alignment to Copenhagen by leading the BtC Branding and PR programs including brand repositioning, Day-to-day marketing, advertising, in store and customer surveys Development / execution of VIP Gala & Partner Award show Selection of Media agency and Implement new on/offline Media strategy/activities Cross cultural HR Management Production of several TV Commercials Restructure Sales & Marketing, incl. Brand & Business Development from muddling through to planning ahead Implement new visuel identity & Communication platform Implement various TVC, print and online campaigns and securing btb/btc pipeline Implement extensive market / customer research for journeys and preferences Implement social media programme Implement customer retention/ dialogue programme Implement distribution/Partner programme Restructure call-center and implement proactive sales (up-selling/cross-selling) HR selection, recruiting, offbording, teambuilding and coaching Planning / execution of Instore up-sales/cross sales programs Presentation of annual strategies and follow-up to the Board of Directors Educate, train and motivate salespeople to closethe ‘gap’ between the individual decision-maker's perception of us - and the value we delivers Show less

Situation: The financial crisis caused the business magasine Børsen to write a header on the back page “people are running away from the venue “ The circus building “ . Reference to CEO and responsible for 8 People a turnarround was needed for the customers, marketing, customer service and sales functions. Results: Increase revenue from 1 to 12 million / year (increase turnover by 30%) Reduction of cost budget of 25% annually Increased from 0 into 45.000 followers on… Show more Situation: The financial crisis caused the business magasine Børsen to write a header on the back page “people are running away from the venue “ The circus building “ . Reference to CEO and responsible for 8 People a turnarround was needed for the customers, marketing, customer service and sales functions. Results: Increase revenue from 1 to 12 million / year (increase turnover by 30%) Reduction of cost budget of 25% annually Increased from 0 into 45.000 followers on Facebook Increased from 0 into +100.000 active e-mail club members Increase the qualitative awareness from 25-75% Increased liquidity due to conversion from 15% to 90% in pre-ordered beverages Gained / earned massive PR coverage in publicity, distributed across platforms, target groups and categories such as business, reviews and cultural storiesTasks: Restructure Sales & Marketing, incl. Brand & Business Development (from muddling through to planning ahead) Implement various TVC, print and online campaigns and securing btb/btc pipeline Development / execution of VIP Gala & Partner Award show Implement extensive market / customer research programes Implement social media programe Implement customer retention programe Implement distribution/Partner programe Restructure call-center and implement proactive sales (up-selling/cross-selling) HR selection, recruiting, including teambuilding, coaching, training and development programs Planning / execution of Instore up-sales/cross sales programs Development of New visual identiry, Communication platform and a compleated new programe for external Communication Development of new HomePage Development of new and revised media strategi, and contact to varius agencies Presentation of annual strategies and follow-up to the Board of Directors Educate, train and motivate salespeople to be able to pass on, and close the ‘gap’ between the individual decision-maker's perception of us - and the value we really delivers Show less

Situation: With reference to the CEO, the task was to facilitate organic growth in the btb market primarily through new customer recruitment. Results: Turnover doubled in 4 years. The team went from 4 to 12 full-time employees. Tasks: Responsible for providing consultant capabilities by managing projects and leading change in organisations (Project planning, reporting, stakeholder management etc.) Responsible for holding strategic customer-focused workshops as… Show more Situation: With reference to the CEO, the task was to facilitate organic growth in the btb market primarily through new customer recruitment. Results: Turnover doubled in 4 years. The team went from 4 to 12 full-time employees. Tasks: Responsible for providing consultant capabilities by managing projects and leading change in organisations (Project planning, reporting, stakeholder management etc.) Responsible for holding strategic customer-focused workshops as part of analyzing macro, competitive conditions, strengths, business and target group prefereces and customer journeys. Involved in developing customer-focused branding processes and strategies defining precise brand promise and cross-channel unfolding. Project manager to ensure internal designers developed visual identities and brand manuals that tied customer-oriented communication across. Online as offline. Internal as external. Project Manager and co-accountable for creating digital content for B2B companies (Guides, value calculators, self-assessments etc.), to drive engagement, conversion & lead generation. Project Manager and co-accountable working with Marketing Automation ( Strategy and execution programs within e-mail recrutement, content, leadgeneration and repporting for BtB companies Project management to produce ads, brochures, POS, emails, banners, image processing, pptś and much more Responsible for workforce management, employee scheduling and time registration Show less

The final dissertation embraced and encompassed a literature review about BtB buying behaviour, converted how to most effeciently make an impact on the Multi-stakeholder decision making process for The private hospital Hamlet

Situation: With a new strategic partnership with AVAYA, the strategy was to expand the product portfolio to position itself in the perception of as a consulting house with added strategic value in the offering. Results: Annual Target and achievement of KPIś Won Telia's two largest contracts for the establishment of call center infrastructure Established a Nordic customer-driven matrix organization Tasks: Key Account Management for the major Nordic accounts… Show more Situation: With a new strategic partnership with AVAYA, the strategy was to expand the product portfolio to position itself in the perception of as a consulting house with added strategic value in the offering. Results: Annual Target and achievement of KPIś Won Telia's two largest contracts for the establishment of call center infrastructure Established a Nordic customer-driven matrix organization Tasks: Key Account Management for the major Nordic accounts Stakeholder Management Bidding for major tender rounds Customer retention, Relationship penetration and expansion Show less