Promoted to Senior KAM as part of a bigger reorganization within Sales in Arla Sweden. In addition to Falbygdens Ost portfolio, new account includes Arla cheese (sandwich cheese, cream cheese, cooking cheese) and ready meals at Axfood worth 650 mSEK of revenue. Results so far:▪ Increased sales with +9% topline within an already mature cheese category.▪ Full roll-out of Falbygdens assortment to all Willys stores▪ Relisting of full Soignon assortment at Willys and Hemköp

After more than 6 years within marketing, branding and strategy, I decided to move into sales to broaden my profile and gain more experience within commercial. As part of newly established business unit Falbygdens Ost (Arla’s portfolio of speciality cheese), my role consisted of two parts: 1) Responsible for Axfood account with a revenue of 150 mSEK and 2) lead on strategic projects to further strengthen the business unit. Key deliveries:▪ Grown topline for Falbygdens Ost account at Axfood with 30% 2017 vs 2016Landed partnership with Axfood around deli cheese, resulting in full distribution of Falbygdens Ost assortment throughout Hemköp stores and a category growth for Hemköp of 45% YoY.▪ Project lead on move of brands Kvibille and Castello to Falbygdens with a responsibility for a team of 10 people, covering logistics, supply chain, masterdata, field sales and commercial. Initiated in Jan 2017 and delivered in full and according to plan in Sep 2017.

Re-joined Arla’s global cheese team, where I was given full responsibility for driving branded cheese agenda in Sweden and Asia region (defined as hotspot in Arla strategy 2020). In Arla's matrix, global cheese team is responsible for development of comm assets, NPD pipeline and overall brand strategy. Deliveries include:▪ Lead on Arla’s biggest innovation project (NPV of +20 mEUR) with responsibility for a project team of +15 and development of 360 support campaign – launched Q2 2016.▪ Lead on cream cheese launch (Arla Färskost) in Sweden with full 360 support campaign – claimed a 7-8% market share after 1 year in market.

Headhunted for a position in Danone's Nordic office in Stockholm. Responsible for juice brand ProViva (retail value: +500 mSEK) on a Nordic level – business plans, innovation pipeline, marketing budget. Brand had been in decline for two years, so clear objective to turn-around and get back to growth. My approach was to do a thorough situation analysis followed by a repositioning work. During my short stay, I managed to:▪ Analyze and cleaned up assortment – improving profitability with +2 pp▪ Launch new lemonade sub segment – adding +25 mSEK of new business and compensating for seasonal dip during summer. Support campaign included digital, sampling and extensive BTL support.▪ Land new brand positioning proposing to drag ProViva away from current perception of only being medicine (a cure) to something that could help your stomach everyday (preventive).

Joined global cheese team after having worked together with them on Danish speciality cheese brand plans (previous position). Responsible for branded cheese agenda in core markets (Europe) incl. NPD pipeline, communication development and brand strategy.

Asked to cover for a colleague on sick leave. As responsible for speciality cheese category, I was tasked to develop brand plans for Castello and BUKO (cream cheese). Both brands were stagnating, so objective was to build long term plans to refuel growth:▪ Landed ambitious double digit growth plan for Castello in Denmark focusing on first reclaiming core (mould cheese) through new pack/price strategy and second extending brand into yellow hard cheese with an assortment of extra matured imported cheeses (undeveloped territory in Denmark). Now plan has been executed on with a brand growth of +10% (vs. 2013 baseline).▪ Roll-out of new ATL campaign (assets provided by global cheese team).

Moved to Danish commercial innovation team to execute on Yoghurt NPD pipeline (defined in previous position). Here, I had full responsibility for pipeline and launches within yoghurt category (from idea to market). Key deliveries:▪ Transformed innovation areas from Yoghurt Growth Strategy into specific product concepts set for launch 2013-2017 (worth +5 mEUR).▪ Launched frozen yoghurt in Denmark – line extension to recent skyr launch, taking dairy into frozen section and adding +1 mEUR revenue to Arla Denmark. This also included setting up a partnership with Danish ice cream producer Premier Is – now defined as a strategic partner to Arla.▪ Restructured process for innovation portfolio management and stage gate model across the Danish business. This included setting up KPIs for category pipelines and specific measures to track post launch.

Relocated to Denmark after Future 15 programme to take up a position in local Danish marketing team. In Arla Denmark, Customer Marketing team, which I was part of, sits inbetween brand and sales functions and is responsible for driving category development and insights. I was given responsibility of milk and yoghurt categories. Key deliveries:▪ Milk Growth Strategy – as project lead, I delivered a full strategy deck mapping out essential growth driver to increase value in the category. Used as foundation for brand plan and presented to customers claiming a role as category captains.▪ Yoghurt NPD pipeline – detailing existing Yoghurt Growth Strategy into innovation areas highlighting how to deliver on strategy.▪ Initiator and responsible for 'Sales Fundamentals' – a range of initiatives aiming to increase business through improved distribution, product mix, promo efficiency etc. Implemented across Arla Denmark providing foundation for KPI setting in sales team.

Joined Arla talent program, Future 15, directly after masters graduation. Programme consists of 3 rotations (actual positions) of 8 month each in different areas of the business:Junior Global Brand Manager, Lurpak – Global Brand Team (Aarhus, Denmark)As part of global butter and spreads team, I was tasked to develop a new Lurpak digital brand platform and implement across key markets - Denmark, UK and other European markets. Project was delivered on time and was key in securing consistent brand identity across touch points. Digital platform was an extension of newly launched 'Good food deserves Lurpak' campaign, for which I was also part of creating assets incl. TVCs, outdoors, print and BTL toolbox.Sponsorship Manager – Arla Sweden (Stockholm, Sweden)In my 2nd rotation in Future 15 programme, i was moved to Swedish marketing team where I was given responsibility over sponsorships, events and social media strategy. Main project was to establish a way to measure value of sponsorships and events up against more traditional bought exposure. To facilitate this, I implemented a tool looking at measures like contact cost, media/PR value, sampling opportunities and fit with brand target group. As a result, more than half of sponsorships and events were stopped and budget was allocated to the ones with better ROI and clearer strategic fit.Business Developer – Arla China (Shanghai, China)Relocated to Shanghai for final position within graduate programme. I was part of a business development team tasked to deliver a recommendation on best way for Arla to enter Chinese market - legal setup, brand entry, product portfolio and resources needed. As only team member based in China, I headed up research and dialogue with potential partners as well as legal workstream together with local consultancy. Our work resulted in Arla Foods setting up a joint venture with Chinese dairy giant Mengniu.

My own company working with web development. Clients included national sports federations, organizers of big sport events, and small enterprises.• Online marketing help• Advise on social media strategy• Development of complete web solutions

Biggest car wholesaler in Denmark importing brands like Audi, SEAT, Skoda, Volkswagen, and Porsche.- Developed and implemented a business information system- Project manager with responsibility for development of a new budget model for external car dealers