Mads Jul Hansen Email & Phone Number

Hørsholm, Capital Region, Denmark

Joined Region North Europe at VELUX following a 2022 career break. Facilitate region’s strategic marketing and sales prioritisations through data and insights.Responsible for performance management and reporting on corporate KPIs.Lead implementation of data-driven, strategically aligned ways of working across region.

Copenhagen, Capital Region, Denmark

Pro bono advisor to 'Stop Spild Lokalt' helping the ngo build their organisation and offering by advising on stakeholder, media, communication and business strategies.

Copenhagen Area, Denmark

Back to television. TV 2 is Denmark’s largest commercial television network with a dominant presence across traditional broadcasting, streaming and web. TV 2 is a state owned public broadcaster, but fully funded by advertising and subscription revenues. As a senior team resource I was responsible for market and audience related research and analysis across all platforms to inform company, channel, brand and scheduling strategies across streaming and linear tv. This includes forecasting scenarios of commercial viability and estimation of saleable commercial inventory to optimise advertising revenues.I maintained a close working relationship with stakeholders from TV 2’s senior management team including the CEO, CCO and the heads of channel and have a track record of managing upwards and impacting senior management decision making.I also gained extensive project management skills and experience in delivering actionable insights, and strong communication skills through management of department intranet, authoring articles and conducting various workshops and training sessions. Lastly I gained leadership skills through, hiring, coaching and supervising colleagues.

Copenhagen Area, Denmark

Following a move to Copenhagen, Denmark, I joined Post Danmark as a corporate strategy and stakeholder insight specialist. Post Danmark is part of PostNord, the holding company of the two merged national postal companies Post Danmark and Posten Sverige. PostNord operates in 7 Northern European markets.Delivered annual market overview covering performance, forecasts and strategic challenges for all business areas to Post Danmark’s senior management team.Managed PostNord’s corporate balanced scorecard KPI studies in seven markets: customer satisfaction, competitiveness and corporate reputation.Consulted the PostNord group management on customer issues and strategic action points. Led a comprehensive strategy project on the impact of digitisation on the Danish postal industry. My findings and recommendations led senior management to commission a subsequent multimillion DKK market forecasting study in Denmark and Sweden by Bain & Co, resulting in similar findings. This led to a major corporate reorganisation and a new business strategy.

London, United Kingdom

Audience research manager for the BBC High Definition channel and BBC Switch, which is the BBC's multiplatform teen brand. Delivered insights and recommendations, strategically and tactically, i.e. in terms of brand positioning and scheduling.Managed several high-impact large-scale strategic research projects from tender phase through to delivery and implementation involving senior executive stakeholders. Among these fully managed all aspects of £250k research project for landmark strategic review of the BBC’s content provision to young audiences. Insights led to several changes to the BBC’s youth strategy at director general level.Produced research on the impact of marketing messaging during programme end credits on viewer retention which resulted in guidelines on differentiated messaging and changes to layout.Presented regularly to senior BBC executives, independent producers and other broadcasters.

London, United Kingdom

Moved to the BBC to manage a team of four researchers working on research projects across all BBC platforms, including programme development, audience measurement and channel positioning.Key responsibilities included identifying and scoping out research requirements with internal clients, prioritising workload and managing deadlines.Developed and launched Pulse Dashboard, an online tool to access TV viewing and programme enjoyment data, making major information assets widely available to all BBC staff.Produced research on cross channel scheduling synergies, that argued that premiering new content on smaller digital channels prior to the main terrestrial channels could benefit both channels and build higher reach. Recommendations were implemented at controller level.

London, United Kingdom

Joined Ask.com following the completion of MSc in New Media and Information Systems from the London School of Economics.Facilitated company’s expansion into Western Europe through user intelligence, informing international marketing strategies and product development.Commissioned and managed UK research, including qual and quant advertising development, brand and advertising tracking, segmentation and target audience studies. Analysed and reported on site traffic performance, site satisfaction and market share metrics.Managed UK/US segmentation studies from fieldwork to analysis which led to a major redefinition of key target audiences and consequent brand repositioning.Implemented new online awareness tracking methodology and simplified brand equity statements in order to better track long-term performance post re-branding and align with global practise.

London, United Kingdom

First job in London following move from New York, USA.Formulated and recommended on strategic media solutions for worldwide advertising campaigns. Conducted competitive activity and media performance analyses.

Greater New York City Area

Entry level job. Agency closed down December 2000.Analysed target audiences to inform campaign objectives and creative briefs.

Msc, New Media And Information Systems

Activities and Societies: Elected student representative partaking in academic and departmental decision-making processes.Research degree.

Ba, Comparative Literature

Activities and Societies: Elected representative to student council and volunteered as tutor for first-year students.

Ba, Visiting Scholarship