Gitte Kristoffersen Email & Phone Number

Region Zealand, Denmark

Copenhagen Area, Denmark

Responsibilities:As a result of a restructuring I was given the opportunity to take our Trade Marketing team to a new strategic level. Before the restructuring there had only been one employee in Trade Marketing and as a result the tasks was mainly tactical. With my unique combination of skills within marketing and analysis my responsibility was to be a strategic partner to our clients with the aim of raising sales for both parties. I was also responsible for providing our sales team with the best possible insights and materials to set new standards for the way Toms operate in–store. Key results:Becoming a strategic partner for our clients• Developed an annual plan for Toms activities in-store (never done before) both for the Danish market and internationally• Build and developed a set-up for testing product placement in-store • Tested new campaign mechanics in-store Raised Toms’ performance in-store• Raised the level of insights internal according to what works in-store through test, materials and presentations• Created a forum for discussing in-store challenges• Secured and developed materials to support “the good Toms’ stories” giving Toms advantages in-store• Secured the red line between ATL & BTL campaigns• Raised sales through secondary placement with an index above 200 for several products

Copenhagen Area, Denmark

Copenhagen Area, Denmark

Responsibilities:To secure profitable growth for numerous brands; Pingvin, Ga-Jol, Nellie Dellies & BonBon in Denmark and abroad. The overall responsibility was the same for the different brands but the ways to the goal different. With Nellie Dellies Toms had set new standards for candy without sugar, this was a way of securing a platform in a declining confectionary market – expanding the assortment.Ga-Jol has a high contributor to the bottom line but consumers was leaving the category, I developed a plan for securing the future of Ga-Jol. Pingvin was a different case – we wanted to reposition the brand to become a family brand. Key results:Making Nellie Dellies an alternative to “ordinary” confectionary• Developed a 5 year strategy for Nellie Dellies • Secured double digit growth rates in sales in year 2 after the launch• Developed a communication platform for Nellie Delies including ATL, BTL, digital and events• Developed a road map for NPD’s for the next 5 years and developed and launch chocolate productsRepositioning Ga-Jol• Performed in depth analysis of both consumer behaviour and the market and outlined a new position for Ga-Jol based on this• Ga-Jol was to be targeted at women but the different usage of the products demanded NPD and communication. NPD was time consuming so we started making Ga-Jol attractive to women in other ways – we worked intensively with on-pack promotion.• Launched Designer Ga-Jol and as a result the sales doubled in the period the products was for sale• Launched Frugt Ga-Jol – a complete new range of products targeted women Making Pingvin a family brand• Worked on shopper studies to figure out why Pingvin was not chosen by families• Developed a new universe for Pingvin unfolding a story that was attractive to kids and was clear in both design, character and product• Launched the new product line with no cannibalization on existing products but raised the total sales with 25%

Copenhagen Area, Denmark

Responsibilities:P & L responsible for Galle & Jessen, Ga-Jol, Pingvin, Nellie Dellies and BonBon.Brand management and developing brand plansATL and BTL campaignsKey results:• Creating brand loyalty to Galle & Jessen chocolate slices through consumer engagement - launching the app “Legepladsen”• Relaunch of old licorice classics only for a limited time – created big bottom line• Created new usage situation for Pingvin sticks through packaging – is today one most important products in the candy assortment• Redesigning the entire Pingvin assortment to create more shelf impact• Numerous ATL and BTL campaigns

Copenhagen Area, Denmark

Responsibilities:P & L responsible for Ga-Jol, Pingvin, Nellie Dellies and BonBon.Brand management and developing brand plansATL and BTL campaignsKey results:• Launching Nellie Dellies • Created an event platform for Nellie Dellies – brand awareness reached 40% in half a year• Developed numerous line extensions• Developed ATL & BTL campaigns

Copenhagen Area, Denmark

Responsibilities:Building my own client portfolio to raise the sales in TNS Gallup. IBuilt my own portfolio of clients through a combination of cold canvas and companies contacting TNS Gallup. My portfolio consisted of both Danish and international businesses and they operated in very different industries such as FMCG, telecom, tourism, finance etc. I was responsible for the problem identification, developing the optimal analysis set-up, making the offer, doing the pitch, data collection, processing, analysis and finally present the report I had written.I performed both quantitative and qualitative analysis and worked with U&A studies, segmentation- and positioning analysis, product test, employee and customer satisfaction amongst others.Key results:• Built a large and strong client portfolio• Brought big clients to TNS Gallup; Stimorol, Coca-Cola, Kellogg’s etc.• Did multiple successful analysis for my clients• Developed a syndicated analysis for the tourism industry• Rose the knowledge to the branded analysis set-up that TNS Gallup offers f.ex. Optima, AdEval etc.

Copenhagen Area, Denmark

Responsibilities:Supporting my team leader and his clients This progressed and I started having a few clients of my own. Over time the responsibility grew bigger from developing offers, questionnaires and monitoring the analysis I ended up writing the reports and presented them for the clients.Key results:• Did multiple successful analysis for own and others clients

Copenhagen Area, Denmark

Responsibilities:Developing a marketing strategy for a new e-CRM software to be launched in Denmark. I was responsible for target selection, key messages to the target group, deciding on the right communication channels, positioning the product in the market and implementing the strategy.Developing brochures, ads, press releases, doing exhibitions and supporting the sales team Key results:• Successful launch

Copenhagen Area, Denmark

Responsibilities:Built my own portfolio of clients through canvassing and sales presentations. The clients needs where very different and for some clients I worked as their Marketing Manager and for others I was supporting their own Marketing team. My responsibilities were therefore very different from client to client – for some I worked on a strategic level and for others on a more tactical level.Key results:• Built a strong client portfolio for TSM TimeShare Marketing• Brought more B-t-C clients to the company (was many B-t-B)

Copenhagen Area, Denmark

Responsibilities:Assist the Marketing Manager with various activities such as writing press releases, developing ads, creating exhibition stands, media plans, brochures, developing new concepts.

Copenhagen Area, Denmark

Responsibilities:Approach customers, whom had received an offer for pension deals, control the offers with the customer in order to ensure and clarify any possible questions.Later on the telemarketing team became my responsibility in terms of training, day to day handling and setting up direct mail campaigns.

Cand. Merc Economical Markering (Emf)

Professional Diploma In Digital Marketing, Marketing

Ha

Mathematics & Economy