As “Head of Digital New Business” I was part of the digital management team of Matas that grew matas.dk to become the 2nd most used commercial Webshop in Denmark.I was responsible for developing new digital and omni growth pillars for Matas. Key achievements included1) Subscription model – I headed our subscription transformation securing a 10x larger subscription business in 3 years. Through diligent work with all elements in the subscription toolbox we succeeded creating this new business model for Matas.2) OMNI execution – I managed our OMNI execution during the 2020 pandemic lockdown with 80 OMNI Advisors including launching among others a new media platform “Matas LIVE” and forming new digital advisory functions.3) Beauty Box Concept – From proof of concept to a commercial scale within 2 years I led the Matas Beauty Box Concept creating a new shopping experience of curated products for customers.4) Strategic Acquisition & Board Advisory – I led the pharmacy related acquisition of Web Sundhed ApS, the service partner of Webapoteket.dk Denmarks leading online pharmacy pure player, where I continued as Board representative formulating and executing their growth strategy.Furthermore, my strong strategic competencies were leveraged to help develop Matas’ new Group Strategy “Growing Matas Group” including a number of commercial and assortment sub-strategies. I led a team of digital business developers, product owners, UX manager, and content manager and worked across the entire digital value chain.

Responsible for driving the strategic and tactical agenda for Brand, Customers, Marketing and Communication at Netto Sverige.

Heading the Sales Department and Sales Office of Netto Sweden.The responsibility entailed leading a sales department of 1,700 employees organised with 3 Regional Managers, 20 District Managers and 160 Stores Managers. Further to this running a sales office at HQ responsible for operational concept development, external and internal communication and Space management.

Heading the Sales Operations department and part of the daily management team of Netto Danmark. Leading 5 operational units and a total of 50+ employees.1. Operational Concept: Developing and administrating conceptual routines, rules and guidelines for all stores 2. Communication: Handling daily and weekly communication to stores as well as seasonal execution guidelines 3. Space Management: Micro Space formulation and product placement optimisation4. Mercer team: Mercing speciality products e.g. kiosk and OTC products in all stores5. Projects: Project formulation and execution as well as PMO responsible for Netto Danmark

Working as Senior Project Manager with the COO of Netto International.Core responsibility within 3 areas. 1. Operating Model: Define the future Operating Model for Netto – developing a uniform and optimal way of doing business across existing markets and potential new markets2. Operational Excellence: Identify and drive major operational excellence programs as well as being an integral part of group- and country specific business development and improvement projects 3. PMO: Establish a Project Management Office for Netto International to manage portfolio of projects being executed in Netto

Worked at Nordea Markets Investment Banking in the Advisory unit (corporate finance) for 5 years with a number of achievements concluded:- 10+ transactions completed- Sellside transactions, Private placement, IPOs, Rights issues, and Accelerated bookbuildings completed- Fast track promotion to Associate Director (following the Analyst and Associate positions)Primary tasks included managing project work streams such as business plan review (markets, products, production, etc.), marketing material, due diligence process, buyer interaction, etc. and ensure seamless communication and execution towards clients and other stakeholders.Besides this I assumed the responsibility of coordinating the Nordic project staffing of 12 junior colleagues. Furthermore, I managed and lead the hiring and organisation of the Danish Assistant Analyst team of four (part time students).

Working as an analyst in the investment banking unit of FIH Erhvervsbank

Started a back office function along with external consultants from First Treasury A/S. Main purpose of this function was to secure and validate the transactions made from the Capital Markets department, and report these to the Risk Management department.Main IT system: SimCorp Dimension

Conducted performance measurement and reporting on stocks and bonds for largest Danish retail clients as well as large corporate clients