Lotte Byrum Email & Phone Number

København, Hovedstaden, Danmark

Copenhagen, Capital Region, Denmark

Overall responsible for category performance. Key tasks are development of category strategies, analysis and optimization of category performance and identification of new opportunities within the categories. Conduct annual contract negotiations with key suppliers and develop individual media plans creating commercial results.

The latest 7 years I have been working with partnerships and business development within Club Matas, the biggest loyalty club for women in Denmark. I have extensive experience with building loyalty and new business concepts for both partners and members – always with a commercial perspective. My main tasks have been to identify and develop long term commercial partnerships with other retail, travel & event concepts with the aim of creating partner loyalty by offering extra member advantages. I have been responsible for negotiating contracts, implementation of new partners in Club Matas Partner universe (in co-operation with tech team) and for creating individual online media plans corresponding to partner KPI’s. For strategic partners I have developed new business concepts optimizing visibility and value offer to club members, and I have been part of setting the strategic direction of the Partner concept. Furthermore, I have been responsible for business reviews every 6 months with each partner analyzing performance and commercial results.Key achievements:Created commercial partnerships with more than 20 partnersDevelopment of digital partner universe and media platformDriven both partner and Matas loyalty and revenue

Copenhagen Area, Denmark

Overall responsible for the commercial development of the categories, major turnaround required. My main tasks were identification, assessment and development of new international and Danish fashion brands and suppliers. Develop category and brand strategies and activity plans, and conduct annual contract negotiations with suppliers. I was responsible for purchase and sales both in stores and on Neye.dk.Key achievements:Responsible for first consignment agreements in Neye Introduced new accessory categories Strong focus on Danish brands

Commercial responsible for developing and optimizing the different categories and leader of category team consisting of 6 people. My main tasks were development of category and brand strategies, analysis of category performance and annual contract negotiations with key suppliers. Furthermore, I was responsible for identification and assessment of new opportunities within the categories and for approving and supervising product development of Matas private label ranges in the categories.Key achievements:Responsible for turnover of Dkr +500m, and every year positive development in all categoriesStrategic plan for Nilens Jord. Game changer and today biggest value brand in Matas Took first initiatives towards developing a natural/organic category, today huge focus

Responsible for product selection, marketing and in store sales for the makeup brand Rimmel in close cooperation with English distributor. My main tasks were development of marketing strategy in cooperation with media- and advertising agencies as well as implementation of annual plans, promotions, various marketing projects and staff education. Furthermore, I was responsible for both marketing budget, sales forecast and overall results.Key achievements:Continuous growth of the Rimmel brand, largest volume brand in Denmark at the timeSuccessful roll-out of bigger beauty-unit in 90 Matas stores, major space projectDistributor of the year in 2006

Responsible for marketing of strong food brands on both strategic and operational level in a Nordic context and leader of marketing team consisting of 4 people. My main tasks were preparation and implementation of annual plans, product strategies, promotions and various marketing activities as well as development of communication plans for different BtB segments. I was responsible for the overall results, the marketing budget and sales forecasts in close cooperation with sales, KAM and supply chain.Key achievements:Creation of new corporate identity material in Unilever & Bestfoods mergeLead country on a number of new launches in Nordic context Successful representation on important food faires