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5
jobs
Experienced business strategist specializing in sustainable brand strategies and innovation
Tanja Iversen
,
Vejle, Denmark
Experience
Other titles
Skills
I'm offering
I help companies grow their business through development of sustainable business strategies, brand strategies and innovational strategies.
I have a brand/marketing background with an MBA level sustainability management education on top, enabling me to develop holistic and sustainable strategies.
I have 20+ years’ experience within brand/marketing working both locally, regionally and globally building brands such as LEGO , L’Oréal, Specsavers and Toms/Anthon Berg confectionery - across offline and online channels.
I work very fact-based and am experienced within the field of marketing effectiveness and advanced analytics – linking the best of both worlds from data science and marketing.
Assignments can be ongoing, project-based or just occasional consultancy – whatever makes sense.
The most important criteria for me is to be able to add value to the assignment and see things grow.
AREA OF EXPERTISE:
- Sustainable business strategy
- Brand strategy
- Innovation strategy
- Communication Strategy and planning
- Strategic Business Development
- Product Development
- Go-To-Market Strategy
- Marketing Performance Management
- Marketing Effectiveness
- Omni-channel strategy and planning
- Cross-functional work incl data science and IT
I have a brand/marketing background with an MBA level sustainability management education on top, enabling me to develop holistic and sustainable strategies.
I have 20+ years’ experience within brand/marketing working both locally, regionally and globally building brands such as LEGO , L’Oréal, Specsavers and Toms/Anthon Berg confectionery - across offline and online channels.
I work very fact-based and am experienced within the field of marketing effectiveness and advanced analytics – linking the best of both worlds from data science and marketing.
Assignments can be ongoing, project-based or just occasional consultancy – whatever makes sense.
The most important criteria for me is to be able to add value to the assignment and see things grow.
AREA OF EXPERTISE:
- Sustainable business strategy
- Brand strategy
- Innovation strategy
- Communication Strategy and planning
- Strategic Business Development
- Product Development
- Go-To-Market Strategy
- Marketing Performance Management
- Marketing Effectiveness
- Omni-channel strategy and planning
- Cross-functional work incl data science and IT
Markets
United Kingdom
(Remote
only)
Germany
(Remote
only)
Rest of Euro area
(Remote
only)
Denmark
Norway
(Remote
only)
Sweden
(Remote
only)
Industries
Language
Danish
Fluently
German
Good
English
Fluently
Norwegian
Good
Swedish
Good
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2023 - ?
freelance
Strategic Initiatives Lead
The LEGO Group.
Driving various initiatives in relation to development of the LEGOLAND brand and parks globally
Business strategy, Sustainability, Marketing, Market research
2022 - 2023
freelance
Global Marketing Planning
The LEGO Group.
Support to the global head of marketing planning on various assignments and projects related to strategic global marketing planning across the LEGO branded eco-system incl co-lab with global media agency.
Strategic Planning, Strategic communication, Strategic Marketing, Business Analysis, Media and marketing strategy
2020 - 2021
job
Senior Marketing Manager - Global Retail Marketing Strategy Planning
The LEGO Group.
LEGO Brand Retail and Ecomm (LEGO.com)
Upstream and global strategy driver for Girls and Preschool audiences in LEGO Retail, covering both LEGO Brand Retail stores and LEGO.com e-commerce.
• Key deliverables:
◦ Ensuring global product development strategies and go-to-market plans fit with LEGO Brand Retail stores and LEGO.com Ecomm channels.
Upstream and global strategy driver for Girls and Preschool audiences in LEGO Retail, covering both LEGO Brand Retail stores and LEGO.com e-commerce.
• Key deliverables:
◦ Ensuring global product development strategies and go-to-market plans fit with LEGO Brand Retail stores and LEGO.com Ecomm channels.
Marketing, MArketing Strategy, Product development, Retail, E-commerce, Moms, Development, Go, Manager
2015 - 2020
job
Senior Marketing Manager – Marketing Performance and Technology:
The LEGO Group.
Part of a Top 3 global cross-functional project team rolling out the global marketing performance management structure across The LEGO Group.
Driver of Advanced analytics tool global roll-out
Driver of Advanced analytics tool global roll-out
Marketing, Performance Management, Management, Technology, Analytics, Marketing Performance, Global Marketing, Advanced Analytics, Manager
2009 - 2015
job
Nordic Marketing Manager
Specsavers Optical Group.
Responsible for all national marketing communication at Specsavers' Nordic head-office. A marketing spend budget of app 200 mill DKK covering 320 stores across all 4 Nordic countries.
Specsavers is the worlds largest privately owned optical chain, based in UK. In Denmark the chain is called Louis Nielsen, however in all other markets the brand is Specsavers.
There are local marketing managers in each country, therefore my tasks were mainly on a tactical and strategic level such as:
• Development of overall communication strategy and creative universe
• Development of national campaign plans and the supporting creative execution including creative idea and TV-production (TV is our main media in our strategy and we are on air app 49 weeks per year in each country).
• Negotiation of contract, strategy development and execution of Helena Christensen "Face of Specsavers" strategy 2013/14
• Setting up the processes and managing the transition from working with an external Nordic based agency, Saatchi&Saatchi in CPH, to our internal UK based agency.
• Development of media strategy and consulting the countries throughout the year in their specific media planning.
• Responsible for our Nordic insight and tracking set-up, which runs continuously 52 weeks per year - supplier: Mediacom
• 1 direct report: project manager. However the daily work with the local marketing teams required extended leadership skills.
Results:
• Turnover growth from 1.7 billion DKK to 2.2 billion DKK (+27%) across all 4 countries since I joined in 2009.
• Building the brand while creating the volume to become market leader in 3 out of 4 Nordic countries within 4 years through a continuous strategic approach, strong communication strategy and an aggressive but smart approach towards main competitors.
• Development and relaunch of pricing and communication strategy for the Nordics in March 2012 - resulting in clear volume increase and brand development. The strategy was 6 months later also launched in Holland.
• Development and production of several TV ads (together with internal creative agency) which was internationally recognized by also being launched in Holland, Australia and UK.
• Development and execution of Helena Christensen "Face of Strategy" which also was recognized internationally and taken on board by Holland and Australia.
Specsavers is the worlds largest privately owned optical chain, based in UK. In Denmark the chain is called Louis Nielsen, however in all other markets the brand is Specsavers.
There are local marketing managers in each country, therefore my tasks were mainly on a tactical and strategic level such as:
• Development of overall communication strategy and creative universe
• Development of national campaign plans and the supporting creative execution including creative idea and TV-production (TV is our main media in our strategy and we are on air app 49 weeks per year in each country).
• Negotiation of contract, strategy development and execution of Helena Christensen "Face of Specsavers" strategy 2013/14
• Setting up the processes and managing the transition from working with an external Nordic based agency, Saatchi&Saatchi in CPH, to our internal UK based agency.
• Development of media strategy and consulting the countries throughout the year in their specific media planning.
• Responsible for our Nordic insight and tracking set-up, which runs continuously 52 weeks per year - supplier: Mediacom
• 1 direct report: project manager. However the daily work with the local marketing teams required extended leadership skills.
Results:
• Turnover growth from 1.7 billion DKK to 2.2 billion DKK (+27%) across all 4 countries since I joined in 2009.
• Building the brand while creating the volume to become market leader in 3 out of 4 Nordic countries within 4 years through a continuous strategic approach, strong communication strategy and an aggressive but smart approach towards main competitors.
• Development and relaunch of pricing and communication strategy for the Nordics in March 2012 - resulting in clear volume increase and brand development. The strategy was 6 months later also launched in Holland.
• Development and production of several TV ads (together with internal creative agency) which was internationally recognized by also being launched in Holland, Australia and UK.
• Development and execution of Helena Christensen "Face of Strategy" which also was recognized internationally and taken on board by Holland and Australia.
Strategy development, UP, Manager, Processes, Campaign, App, Production, Development, Office, Marketing, Growth, TV, Media planning, Consulting, Leadership, ADS, Budget, Project Manager
2006 - 2008
job
Marketing Manager - Maybelline
L'Oreal Danmark.
• Main P/L-responsibility for the Maybelline make-up brand in Denmark. (The no 1 make-up brand in the world)
• Reporting directly to the CEO of L'oreal Danmark
• Member of Management Committee of L'Oréal Consumer Products Division
• 1 Junior Product Manager reporting to me
• Preparation and execution of brand plans, launch plans and product strategies
• Responsible for logistics, forecast, sales planning and budgeting
• Responsible for trade marketing, PR, events and sponsorships
• Marketing representative in LEAN-project for L'Oréal Consumer Products Division
Results:
• In only 1 year turning around the Maybelline make-up business by increasing both earnings and market shares.
• Reporting directly to the CEO of L'oreal Danmark
• Member of Management Committee of L'Oréal Consumer Products Division
• 1 Junior Product Manager reporting to me
• Preparation and execution of brand plans, launch plans and product strategies
• Responsible for logistics, forecast, sales planning and budgeting
• Responsible for trade marketing, PR, events and sponsorships
• Marketing representative in LEAN-project for L'Oréal Consumer Products Division
Results:
• In only 1 year turning around the Maybelline make-up business by increasing both earnings and market shares.
Marketing, Product Manager, Management, Lean, Pr, Sales, Make-up, Logistics, Ceo, Sales planning, Forecast, Manager, UP, ME
2004 - 2006
job
Brand Manager
Toms Gruppen.
Denmark
• Brand Manager in Denmark responsible for Anthon Berg and Galle&Jessen/Toms "Pålægschokolade". (A turnover of app 400 mill DKK - representing 25% of the total turnover of Toms Gruppen)
• Preparation and execution of brand plans, launch plans and product strategies
• Project leader within product-/design development.
• Development of new communication strategy for the Anthon Berg brand
• Project leader of a global strategy project in co-orporation with external consultants.
• Brand Manager in Denmark responsible for Anthon Berg and Galle&Jessen/Toms "Pålægschokolade". (A turnover of app 400 mill DKK - representing 25% of the total turnover of Toms Gruppen)
• Preparation and execution of brand plans, launch plans and product strategies
• Project leader within product-/design development.
• Development of new communication strategy for the Anthon Berg brand
• Project leader of a global strategy project in co-orporation with external consultants.
Design, Development, App, Brand manager, Manager
1998 - 2000
internship
trainee
International Marketing.
at Toms Gruppen
• Various assignments assisting within the above mentioned areas
• Various assignments assisting within the above mentioned areas
My education
2022
-
2023
Aros Business Academy
Mini MBA, Sustainability Management
Mini MBA, Sustainability Management
2019
-
2020
Aros Business Academy
Mini MBA, Strategic Leadership
Mini MBA, Strategic Leadership
2003
-
2005
Copenhagen Business School
HD 2. Del, Business/Afsætning
HD 2. Del, Business/Afsætning
2000
-
2002
Copenhagen Business School
HD 1. del, Business Administration
HD 1. del, Business Administration
1995
-
1998
Haderslev Business College
,
,
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