As the leader driving Haypp Group's expansion in the United States, I have together with my team spearheaded a remarkable success story. Over the past few years, our strategic initiatives and market insights have propelled the US company to achieve a remarkable $50+ million in annual turnover. Through a focus on innovation, consumer engagement, and market penetration, Haypp Group has firmly established as the leading player in the US market.Haypp Group is a global leader in the smoke-free products industry, dedicated to providing innovative alternatives to traditional tobacco. With a commitment to revolutionizing the consumer experience, Haypp offers a diverse range of nicotine pouches and related products, making a significant impact on the evolving market of smoke-free alternatives.

As the CEO of Northerner Scandinavia, I orchestrated a transformative 18-month journey, elevating revenues from 60 million to an impressive 165 million SEK. My strategic vision not only propelled substantial top-line growth but also resulted in a substantial increase in profitability, marking the company's transition to a profitable entity. In 2019, I strategically prepared for an exit, successfully navigating and orchestrating a merger with Snusbolaget AB, culminating in the formation of Haypp Group AB.At Northerner Scandinavia, I led the world's largest online re-seller of smokeless tobacco, managing multiple platforms catering to international markets. Operating seamlessly across Sweden, Norway, Denmark, and the United States, our expansive presence included organizations and distribution centers. My tenure was marked by astute leadership, financial acumen, and a strategic exit that laid the foundation for the subsequent success of Haypp Group AB.

As the Managing Director for Philip Morris Norway, I steered the market-leading position, commanding a remarkable 43% Share of Market with iconic global and local brands such as Marlboro and Petterøe’s. Overseeing an affiliate with an impressive turnover of approximately 5.5 billion NOK, I managed a dynamic workforce comprising 25 employees and 60+ third-party personnel, emphasizing flexible field sales. Our distribution and supply chain were streamlined through a third-party logistics provider, facilitating the import of manufactured goods from EU factories.In my role, I held total responsibility for PMI's Norwegian business, leading a commercially driven organization with full P/L responsibilities. My focus encompassed ensuring short- and long-term growth in terms of OCI, Share of Market, and Volume. A key contributor to the Nordic management team, I dedicated myself to developing and engaging a talented organization, propelling it to reach its full potential both in the present and the future.

In my role as Group Brand Manager at Philip Morris Hungary, I played a pivotal role in maintaining the market leadership, securing a commanding 48% Share of Market for cigarettes. With key global and local brands like Marlboro, Bond Street, and Chesterfield, the company achieved an impressive turnover of approximately 900 million USD, supported by a dedicated workforce of 420 employees.Leading an extensive product portfolio, constituting 70% of company sales across six key brands, I navigated the complexities of a highly competitive market. Managing a team of 10 individuals and collaborating with agencies, I orchestrated the analysis and monitoring of market trends. My responsibilities extended to the development and implementation of relevant product and marketing activities, fostering sustainable brand equity, and infusing innovation into internationally renowned brands. I adeptly formulated and executed brand plans in alignment with budgetary and commercial parameters, contributing significantly to the company's success in Hungary.

As the Head of Sales for Norway, I led the strategic development and management of sales initiatives, overseeing key responsibilities such as heading the Key Account department and a sales force of approximately 60 representatives, including 3rd-party contributors and 10 managers. My role encompassed crucial aspects like forecasting, budgeting, cost control, and driving business growth to ensure profitability. I played a pivotal role in national Key Account negotiations, vital for securing and enhancing the current business position. Additionally, I influenced the direction of the company's logistic and distribution operations, serving as a key member of the management team.During an interim period from April to July 2008, I took on the role of Project Manager for Direct Marketing at the headquarters in Lausanne, Switzerland. In this capacity, I supported markets in Latin America and Asia by implementing digital sales and marketing strategies, project methodologies, and system support.