Digital Strategy: Responsible for defining the direction of the business in the ongoing digital transformation, including: - Developing loyalty-building initiatives, improvements, and tools. - Defining requirement specifications for CRM (SAP CX) to optimize processes internally and for customers. - Establishing data structures in PIM (Product Information Management) regarding master data and the use of product data across systems/channels - Defining data ownership and where and how it should be used commercially. - Driving and ensuring the implementation of the digital strategy. - Ensuring the development of new customer experiences through tools and content with a focus on strengthening primary KPIs (Key Performance Indicators). - Enhancing market positioning through the development of projects with significant business value, responsibility for presence through the development and activation of content. - Customer, competitor, and market insights. - e-Commerce strategy, operations, and communication Digital & Content - Managing, prioritizing, and ensuring the value of new digital and content projects with a focus on increasing profitability in stores. - Concentrating on all digital and content investments to align with the strategy and business objectives. - Overseeing the operation and follow-up of initiatives across all media and channels. - Responsible for developing and maintaining Marketing Automation strategy and PIM/DAM data structure.Leadership: I am the daily manager for a team of four, each with their own digital responsibilities.I place a lot of focus on personal development and the well-being of each team member, as well as fostering a positive company culture. I prioritize personal presence and ensure innovation so that everyone in the team feels a sense of dynamism, energy, and team spirit. Weekly follow-up and prioritization meetings with development teams, my own team, and project teams.

Responsible for communication and projects related to digital initiatives or tasks. Based on the company's goals and vision, I had to define and set the framework for the digital strategy using budgets, KPIs, and the customer's desired focus and resources. In the role of strategist, it was essential to prioritize efforts so that a customer could get the most out of their investment, and initiatives continuously created value in both the short and long term. Whether a customer or company was in a strategy process or in the middle of execution/campaign and daily operations, there were often challenging issues within the digital landscape. Therefore, maintaining a close and loyal relationship and dialogue was crucial for mutual success. All digital disciplines needed to be integrated into a process to determine where they create value – from user journeys to content, digital marketing, branding, loyalty-building activities, e-Commerce, social media engagement, etc.

Responsible for planning, project management, and execution of digital innovation projects with a focus on personalization and loyalty-building initiatives, content, and associated communication. This included the development of initiatives to address the needs of Salling Group brands and their lack of focus on omnichannel solutions, including Apps, gamification, loyalty programs, dialogue marketing, digital/personalized and data-driven papers, etc. My approach to the task was highly strategic, aiming to deliver first-class digital products and projects based on documented customer behavior, data insights, and analyses. All of this was done to create experiences that retained customers and generated value for Salling Group and its brands. The developed POCs (Proof of Concepts) were thoroughly documented and ensured that they provided value at the Group level, being integrated into Salling Group's future digital strategy.

Responsible for digital campaign activities across 18 markets and ensuring synergy across departments and media. There was a significant focus on collaboration with marketing, communication, IT, procurement, and S&E (Sales and Expansion) to achieve effective solutions and campaigns. JYSK initiated their digital transformation, which required challenging traditional silos and breaking down barriers. This was done with the aim of ensuring internal synergy, but most importantly, to enhance the customer experience and perception of JYSK as a brand. Focus Areas within Digital & E-business: Media planning for activities across 18 markets. Defining KPIs, budgets, operations, and follow-up. Developing digital activities and tools for all markets. Online marketing: SEO/SEM, advertising, social media (SoMe), marketing automation. Developing and challenging collaborations with external partners (digital and media agencies) with a focus on ROI (Return on Investment). Data collection and utilization for targeted communication across media and channels. Emphasis on IT and infrastructure to support marketing processes.

Responsible for the operation of digital platforms and leading several projects, including overseeing the planning of eCommerce and online strategy and presence. I was part of a marketing team of 4 individuals responsible for executing Royal Canin Denmark's overall marketing activities, planning cross-channel campaigns, and coordinating a nationwide marketing effort with a focus on loyalty, lead generation, and increased sales/cross-selling/upselling. At an early stage, I digged deeply into loyalty programs, customer behavior, data utilization, and marketing automation. The planning of activities and development of tools based on this knowledge were crucial for engaging and retaining customers. I combine creative thinking with performance analyses and project management.- Strategies & business development- International/Global Marketing- Analysis, reporting, KPI's- SEO/SEM - Analytics- Social Media- Email Marketing- Design & visual development- Usability