Marketing responsible for DLF Beet Seed, a global supplier of sugar and fodder beet seed.In 2017 the Danish grass seed company DLF acquired the global sugar and fodder beet seed business from Syngenta AG and the two brands, Maribo and Hilleshög. The business unit has today 340 employees and sells and markets beet seed globally.Key tasks:- Implement new company identity and identity for two product brands- Develop company website and product brand sites globally- Develop and operate web shops in Scandinavia- Plan and execute sales & marketing campaigns in Scandinavia- Design and produce advertisements, presentations, brochures, movies, packaging etc.- Plan and participate at international exhibitions and field days- PR, storytelling and internal communicationResults:I have been the driving force in developing a new company identity. Within one year we were positioned as the 3rd largest company in the industry. The last two years it has been possible to sell seed directly to Danish and Swedish farmers. This is a completely new competitive situation and with an intensive marketing campaign and launch of web shops we have tripled the sales.

Marketing responsible for Maribo Seed as a company brand in Syngenta’s global beet seed businessIn 2010 the global agriculture company Syngenta AB with headquarters in Switzerland acquired Maribo Seed from Nordzucker. Syngenta has today 49.000 employees in 100+ countries.Key tasks:- Develop and implement new differentiated company brand identity- Launch and operate brand websites globally- Develop marketing tool box to strengthen and uniform marketing campaigns in +30 countries- Design stands for international field days and exhibitions- Arrange customer group visits and events- Conduct market and competitor analysis- Design and produce marketing material for +30 countriesResults:My focus was to make the brand as strong in the market as possible and differentiated from the Syngenta brand. Because of this Syngenta decided to continue with the Maribo Seed brand as a separate brand.

Marketing responsible for Maribo Seed as part of Nordic Sugar A/S.Danisco Sugar and Danico Seed were in 2009 divested to the German sugar group, Nordzucker. Danisco Sugar changed the name to Nordic Sugar and Danico Seed to Maribo Seed. Maribo Seed continued with global sales of sugar and fodder beet seed. Other seed business areas were ongoing divested.Key tasks: - Strengthen and maintain the company and product brand identity- Implement new company name and visual identity- Launch new website for Nordic Sugar and Maribo Seed- Develop GTM strategies for all markets- Contact to agent and distributors mainly in North Africa and the Middle East- Support sales and marketing campaigns globally- Collaborate with Nordic Sugar about PR and marketing activitiesResults:Nordzucker developed a new name structure and visual identity, and at the same time I managed to protect the Maribo identity as a product brand. This was a major advantage when the company was divested to Syngenta. In the same period I was involved in improving the Nordic Sugar’s PR and marketing activities.

Marketing responsible for Danisco Seed, a division in Danisco A/S and a global supplier of sugar and fodder beet seed, sunflower and rape seed and peas.Key tasks:- Establish central marketing function and international marketing group- Strengthen the branding activities and position- Collaborate within the other Danisco divisions about marketing and PR activities- Develop the first Danisco Seed website- Participate in the development of the Danisco corporate website, name structure, image movies etc.- Execute sales and marketing campaigns in +20 countries- Develop staff magazines, internal newsletters and Intranet- Develop and manage the division strategy using Balanced ScorecardResults:I collaborated with the other Danisco divisions within marketing and communication and was very much involved in the other business areas. At the same time I strengthened Danisco Seed’s marketing and branding activities significantly. Danisco Seed achieved the highest ROIC and ROS in Danisco A/S.

Responsible for marketing of dairy consumer products in North and South America.Key tasks:- Coordinate marketing activities and budgets across subsidiaries in Brazil, Argentina, USA and Canada- Follow-up and ensure progress in strategy plans in collaboration with subsidiaries- Responsible for development projects in collaboration with production, R&D, subsidiaries and marketing agencies- Launch of new product brands and company brand in the Argentinian and Brazilian market- Launch of new products in the Lurpak and Buko brand in Argentina- Develop marketing material in collaboration with Arla’s central marketing department- Conduct competitor and market analysisResults:I coordinated a successful launch of Lurpak butter and Buko cheese for the first time in Argentina. Furthermore, I conducted an intensive market analysis in Chile as basis for entering the Chilean markets. In Brazil I made a launch of a new corporate brand and followed up with visits in Brazilian supermarkets.

Responsible for marketing of whey ingredients and milk powder at the Southern Hemisphere, and a cheese power business in the USA. Arla Foods Ingredients is a global supplier of whey ingredients for early life nutrition, dairy, baking, medical applications and sports nutrition.Key tasks:- Develop and execute strategy and action plans- Manage the sales groups budgets and forecasts- Strengthen the customer service and contact to agents- Develop marketing material in collaboration with central marketing- Conduct market analysis and report market information- Build new cheese powder business in the USAResults:I was the driving force in a new strategy process for whey based food ingredients and milk powder in the Southern Hemisphere, that made the business much more focused and improved the earnings. Furthermore, I was responsible for building a new cheese powder business in the USA from product development to sales channels.