Mette Pedersen Email & Phone Number

Copenhagen, Capital Region, Denmark

Copenhagen Area, Capital Region, Denmark

Client: Copenhagen Airports- Commercial alignment of customer experience priorities as well as partners needs, opportunities and threats within overall T3A Expansion project in line with overall project deadline- Development and sign-off of CPH T3A Expansion Commercial Strategy in line with project deadlineConsultancy within commercial strategy development, responsibilty of researching and identifying strategic commercial opportunities within Copenhagen Airports (CPH) Terminal 3 Airside (T3A) expansion plans, selecting the most promising opportunities based on trends analysis as well as partner’s and passenger needs.Aligning commercial strategic priorities with overall CPH strategy as well as ensuring embedment within CPH commercial team.

- Development of CASC Strategy 2019-2023 in partnership with senior management- Development and roll out of new CPH revenue stream within services in line with customer experience priorities- Development of overall CPH Airport Sales Business Development processHead of Strategy and Business Development team, Airport Sales & Marketing. Lead in planning and developing the Copenhagen Airport Shopping Center (CASC) strategy, and overall responsible for development of commercial products and services based on customer experience insights to grow commercial revenue, develop new revenue streams and lower total cost of operation (TCO). Internal and external presentations on CASC performance for the board, Chairmanship and Leadership team. Idea generation for future revenue streams based on market development, industry trends and customer/passenger insights. People management of Business Development team.

Copenhagen

- Revenue growth 2017 3% and 2018 3% in challenging Retail environment- Strategic planning and roll-out of Terminal expansion +25 units (Specialty shops and F&B units), 4000 m2- All time high concessionaire satisfaction (87%)- Total cost of operation (TCO) savings DKK 9M- Team engagement score 92% vs. overall CPH engagement score 83%- CASC revenue share of total CPH revenue 33%Head of Retail KAM and Business Development team. Responsibility of Specialty Shop team, 83 shops in Copenhagen Airport Shopping Center (CASC). Optimizing existing business and building pipeline to establish business with new consessionaires in order to secure and increase CPH revenue year on year.

- Overall spirits category growth vs Wine and Beer- Diageo spirits year on year category market share gainHead of Retail Commercial Planning and Category Development team Nordics

- Project lead and successful launch of Smirnoff Ice Light, Captain Morgan & Cola, Jeremiah Weed and Captain Morgan Long Island Icetea.Head of Innovation Commercialization across Nordics responsible for identifying opportunity gaps within Tier One customer´s range and securing innovation pipeline founded in trends and strategic priorities.

- Development and lead of successful Sales Cycle Planning Process and lead of evaluation of commercial activities to secure positive ROI on promotional activities. - Lead of the Joint up Business Planning Process developing bottom up commercial and joint business plans and activities delivering against brand channel targets and customer objectives. Head of Customer Marketing function Denmark working in close partnership with Sales and the central brand teams to develop, execute and evaluate the commercial activity plan as well as the category development plan.

- Establishment of category knowledge leadership towards key customers by proactively delivering actionable insights based on shopper, consumer, customer and category insight. - Partnerships build with Dansk Supermarked and SuperGros to secure strategic alignment and the foundation of shared long term business plans. - Partner role with the Danish Country Director in developing and implementing a 3 years Business Plan for the Danish Sales & Category division.Category Manager Petcare and Food

- Responsibility of identifying customer insights and generating ideas on strengthening current customer’s business models and on targeting new customers within both new and existing occasions – Off Trade and On Trade. - Main projects: Ethnographic study on British and Finnish On Trade customer’s needs and business growth opportunities in partnership with Red Associates. Development and roll out of Carlsberg Extra Cold draught beer concept tool box for European and Asian markets. Project leadership within Customer Channel Innovation.

Brand Management Schweppes, Tuborg Squash and Budweiser

Digital Disruption Program

Msc, Business Adm. And Commercial Law