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(Updated 2023-02-25)Business consultant
Stockholm, Sverige
Native Svenska, English
- Business analytics
- Digital transformation
- Marketing
Skills (21)
MARKETING DEPARTMENT
SELF MOTIVATED
BUSINESS CONSULTANT
Marketing
ORGANIZATIONAL DEVELOPMENT
BUDGET
AP
KEY ACCOUNT
LEADERSHIP DEVELOPMENT
Negotiation
SEARCH ENGINE OPTIMIZATION
BUSINESS ANALYTICS & KPI
CONTENT MANAGEMENT SYSTEM
SALES CYCLE
SEO
CMS
Recruitment
INVOICES
AUDITS
PACKING
CONTRACTS
Summary
High performing entrepreneurial marketing and digital leader with extensive leadership experience and over 15 years in the FMCG business working with alcoholic beverages on a global basis.
Professional Experience
Senior business consultant
Carve Life AB
2021-01 - Present
Business consultant with focus on digital transformation, organizational development, business analytics, marketing, growth and IT. Experience in working within the financial sector, FMCG, IT & production.
Global Marketing Manager Malibu
The Absolut Company
2018-01 - 2021-01
Responsible for Malibu Rum's global marketing strategy, agile stunts, creation of global campaigns and digital presence.
Achievements: * Delivered Malibu Rums first global stunt. Malibu Winter Survival Kit. A full 360 campaign with all key markets activating. Buzz increase of dramatically. Featured in several international top magazines and sold to end consumers.
* Led and developed strategy for Malibu outside summer. Showcasing the impact of activating outside of the brands core time of year led to increased sales globally.
* Significantly increased always on presence in all core markets. Malibu digital social presence ranked top 5 in international rankings
Achievements: * Delivered Malibu Rums first global stunt. Malibu Winter Survival Kit. A full 360 campaign with all key markets activating. Buzz increase of dramatically. Featured in several international top magazines and sold to end consumers.
* Led and developed strategy for Malibu outside summer. Showcasing the impact of activating outside of the brands core time of year led to increased sales globally.
* Significantly increased always on presence in all core markets. Malibu digital social presence ranked top 5 in international rankings
Head of Inhouse
agency Malibu Rum & Kahlúa
2016-01 - 2019-01
Created the first inhouse agency/ studio within Pernod Ricard which owns The Absolut Company. Responsible for setting up, running and evolving the inhouse agency for Malibu rum and Kahlúa.
Set up a team of creatives delivering global consumer facing assets for both brands on a global basis. Full responsibility for budget, people and development. Responsible for managing collaboration with external production companies and internal stakeholders Achievements * Sold concept of inhouse agency internally and managed the set up, recruitment, budget and deliveries.
* Establish and evolve studio to 7 creatives. Took the studio from only making simple assets, decks and retouch to full blown campaigns.
* Delivering yearly savings in AP of more than 2,5 MSEK by inhousing work previously done by agencies * Increased speed and delivery precision of assets and campaigns
Set up a team of creatives delivering global consumer facing assets for both brands on a global basis. Full responsibility for budget, people and development. Responsible for managing collaboration with external production companies and internal stakeholders Achievements * Sold concept of inhouse agency internally and managed the set up, recruitment, budget and deliveries.
* Establish and evolve studio to 7 creatives. Took the studio from only making simple assets, decks and retouch to full blown campaigns.
* Delivering yearly savings in AP of more than 2,5 MSEK by inhousing work previously done by agencies * Increased speed and delivery precision of assets and campaigns
Global Marketing Manager Kahlúa
The Absolut Company
2015-01 - 2018-01
Responsible for Kahlúa digital strategy, positioning and campaigns and communication in global channels, development of content, campaigns and digital platforms. Responsible for core markets development and building campaigns in collaboration with them.
Achievements: * Implemented an agile approach to marketing. Decreased cost and time to market and increased results and engagement.
* Onboard key markets to activate global campaignsnever done before. Huge cost saver for the group.
* Set up digital strategy for digital presence on both social and digital channels as well as the website * Increased website traffic with over 350% through content and active SEO * Part of turning around a brand in decline to a brand growing, working with a very limited budget.
* Increase awareness of the brand among consumers and markets companies putting Kahlúa back in the spotlight.
* Delivered 3 hero campaigns, 150 Micro Campaigns, over 500 assets to more than 5 countries, digital OOH, website
Achievements: * Implemented an agile approach to marketing. Decreased cost and time to market and increased results and engagement.
* Onboard key markets to activate global campaignsnever done before. Huge cost saver for the group.
* Set up digital strategy for digital presence on both social and digital channels as well as the website * Increased website traffic with over 350% through content and active SEO * Part of turning around a brand in decline to a brand growing, working with a very limited budget.
* Increase awareness of the brand among consumers and markets companies putting Kahlúa back in the spotlight.
* Delivered 3 hero campaigns, 150 Micro Campaigns, over 500 assets to more than 5 countries, digital OOH, website
Senior Manager, Growth ABSOLUT
The Absolut Company
2014-01 - 2016-01
Responsible for creating and implementing new business models to grow existing revenue stream, open up new revenue streams and initiate more efficient ways of marketing. Both inside and outside existing business models.
Achievements * Launched first merchandise shop for ABSOLUT. Generated new revenue stream and a great way of marketing to dark markets i.e. where alcohol marketing is banned * Launched and tested new ways of selling ABSOLUT in the US online.
* Implemented an agile way of working for the department. Focusing on delivery and growth hacking. Shrunk the time for product launches from 18 months to 6 months.
* Created and implemented a global way of connecting merchandisers to our global website to drive online sales for merchandisers on our platform.
* Launched in collaboration with others a new Rum brand in the US.
Achievements * Launched first merchandise shop for ABSOLUT. Generated new revenue stream and a great way of marketing to dark markets i.e. where alcohol marketing is banned * Launched and tested new ways of selling ABSOLUT in the US online.
* Implemented an agile way of working for the department. Focusing on delivery and growth hacking. Shrunk the time for product launches from 18 months to 6 months.
* Created and implemented a global way of connecting merchandisers to our global website to drive online sales for merchandisers on our platform.
* Launched in collaboration with others a new Rum brand in the US.
Judge
The Absolut Company
2008-01 - 2014-01
Responsible for all digital solutions for Marketing, Sales, Corp Communication and HR. I managed a team of six employees and four consultants. The main focus of team was Digital Marketing Solutions and Digital Trade Marketing. Focus on improving digital marketing efforts, take ownership of digital platforms and explore digital opportunities.
The assignment included everything from digital backend (such as hosting and CMS plattform) to digital innovation. Part of the IT Board.
Achievements * Closed the GAP to Marketing by integrating Digital Business Solutions team virtually into the Marketing department, achieving not only big savings but also speeding up processes of development and introducing new ways of marketing based on IT.
* The department seen as leader within Pernod Ricard (+18.000 employees) in digital transformation and exploring new business models.
* Organized the first ABSOLUT Hackathon in 2013. Initiated and formed collaboration with incubators and start-ups. Later replicated internationally within Pernod-Ricard.
* Lowered its yearly cost every year with increased value and output to the organization * Developed people and team to match the new requirement and to shine.
Additional assignments:
The assignment included everything from digital backend (such as hosting and CMS plattform) to digital innovation. Part of the IT Board.
Achievements * Closed the GAP to Marketing by integrating Digital Business Solutions team virtually into the Marketing department, achieving not only big savings but also speeding up processes of development and introducing new ways of marketing based on IT.
* The department seen as leader within Pernod Ricard (+18.000 employees) in digital transformation and exploring new business models.
* Organized the first ABSOLUT Hackathon in 2013. Initiated and formed collaboration with incubators and start-ups. Later replicated internationally within Pernod-Ricard.
* Lowered its yearly cost every year with increased value and output to the organization * Developed people and team to match the new requirement and to shine.
Additional assignments:
Director Business Solutions
solutions for V&S
2006-01 - 2008-01
Responsible for business solutions for V&S with 4 business units (Wine, Distillers, Absolut spirits and VS Group) with focus on more traditional IT systems for marketing, sales and HR.
The key challenge was to transform IT from being IT focus to being business focused. IT should provide more business value than only running existing platforms.
Achievements * Transformed the IT department (for Marketing, Sales, HR and Admin) to become an agile, business driven, proactive and a trusted business partner. Bringing value far beyond existing systems.
* Lower the IT cost with 30% and increased output with 30%.
The key challenge was to transform IT from being IT focus to being business focused. IT should provide more business value than only running existing platforms.
Achievements * Transformed the IT department (for Marketing, Sales, HR and Admin) to become an agile, business driven, proactive and a trusted business partner. Bringing value far beyond existing systems.
* Lower the IT cost with 30% and increased output with 30%.
Vin & Sprit to Pernod Ricard
2008-01 - 2008-01
including ten companies in Sweden, Denmark, Norway, Finland, and the Baltics. Reported to the leadership team in Paris.
Acting Internal Control and Efficiency Manager
2008-01 - 2008-01
in addition to current position. Managed on going reporting, legal compliance and project reviews. Two direct reports.
Project Manager
V&S Group
2004-01 - 2007-01
Responsible for running IT projects for Marketing, Corp Comms, HR, Legal and Sales. Focus on making IT business focused.
* Delivered a new corporate portal with real time KPIs for all brand market combinations and support for collaboration in close collaboration with VP Absolut Spirits and Corp Communications * Delivered in collaboration with the quality director a new quality system. System used for quality certification and production processes. Resulted in higher quality and faster and more secure audits.
* Delivered a project portfolio tool to in an easy way prioritize projects * Introduced a more business-focused approach of working, negotiating contracts and running project
* Delivered a new corporate portal with real time KPIs for all brand market combinations and support for collaboration in close collaboration with VP Absolut Spirits and Corp Communications * Delivered in collaboration with the quality director a new quality system. System used for quality certification and production processes. Resulted in higher quality and faster and more secure audits.
* Delivered a project portfolio tool to in an easy way prioritize projects * Introduced a more business-focused approach of working, negotiating contracts and running project
Project Manager
ReadSoft Sverige AB
2001-01 - 2004-01
Project Manager at ReadSoft with focus on delivering projects based on ReadSofts products FORMS and INVOICES (Products interpret physical forms and invoices and delivers the result digitally). Also working with presales and client development * Successfully led over 50 projects ranging from 4 days to 3 months.
* I introduced and showed how important existing customers are by taking one small client and turning it to the biggest one. This led to a shift in focus in the company to no longer only chasing new clients. A new business area was born * Improved the way projects where managed. Both how projects were started but more importantly how they closed
* I introduced and showed how important existing customers are by taking one small client and turning it to the biggest one. This led to a shift in focus in the company to no longer only chasing new clients. A new business area was born * Improved the way projects where managed. Both how projects were started but more importantly how they closed
Sales, Marketing and Project Manager
LINQ System Svenska AB
1998-01 - 2001-01
Started at LINQ when the company was only 25 people working as a Sales aand Marketing Manager selling both ecommerce and email on the phone solutions. Company grew superfast and there was over 500 people employed. As the company grew very fast I took on several different roles such as project manager, key account manager and tech sales.
* Shorten the sales cycle for tenders with 4 days to one day.
* Created and launched the first ever citizen portal where you check your status on kindergarden, who is applying to build etc
* Shorten the sales cycle for tenders with 4 days to one day.
* Created and launched the first ever citizen portal where you check your status on kindergarden, who is applying to build etc
Academic Background
Bachelor's Degree
Lund University
1995-01 - 1998-01
Bachelor's Degree
Lund University
1994-01 - 1998-01
Certifications
Learning Tree