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Stærk brand- og marketingprofil med solidt overblik, detaljesans og erfaring fra forskellige brancher
Birgitte Lyse Laursen
,
Kvistgård, Denmark
Experience
Other titles
Skills
I'm offering
I BRING versatile competencies and diverse experience in strategic and operational marketing of global consumer brands in local markets. Across consumer media and retail sales channels - and in close cooperation with internal sales teams and external partners.
I draw on experience from various industries. Including food, drinks, personal care, printer supplies, and fashion. I have had responsibility for leading drinks and food brands such as Aperol, Campari, Tullamore Dew, Cointreau, Powerade, Sun-Maid, and Del Monte.
FOR EXAMPLE, I have driven the launch and growth of the popular drink, Aperol Spritz, in Denmark – in my role as a national marketing manager for the Nordic Distributor. And in close cooperation with internal sales teams and brand owner Campari’s international management team.
CURRENTLY, I work in the people development and adult education business – creating and providing leadership courses, management consulting and marketing services. I hold various roles – as a marketing manager, consultant, guest lecturer, examiner and student advisor.
I love to create and learn new things and share them with others. I make things happen and get people on board by taking initiative and following through, involving stakeholders and clarifying needs, stimulating a constructive dialogue - as well as by building positive relationships.
I have a longtime interest in the human aspects of good leadership, communication and cooperation. E.g. how to motivate people and convey messages effectively to target audiences.
EDUCATION: MSc. degree in international business and marketing http://*********.**). Various courses in leadership, communication, human development and digital marketing - with a special focus on and interest in the psychology of things.
FORMER EMPLOYERS include leading local or global producers, distributors and retailer. They are: Hans Just Group (wine/spirits, distrutor), Kavli (food/soft drinks, distributor, producer), Coca-Cola Denmark, SCA Hygiene Products (personal care, producer), Hamelin (office/paper products, producer), Avery Dennison (office/printer products, producer), Bestseller (fashion/clothing, wholesaler, retailer).
I draw on experience from various industries. Including food, drinks, personal care, printer supplies, and fashion. I have had responsibility for leading drinks and food brands such as Aperol, Campari, Tullamore Dew, Cointreau, Powerade, Sun-Maid, and Del Monte.
FOR EXAMPLE, I have driven the launch and growth of the popular drink, Aperol Spritz, in Denmark – in my role as a national marketing manager for the Nordic Distributor. And in close cooperation with internal sales teams and brand owner Campari’s international management team.
CURRENTLY, I work in the people development and adult education business – creating and providing leadership courses, management consulting and marketing services. I hold various roles – as a marketing manager, consultant, guest lecturer, examiner and student advisor.
I love to create and learn new things and share them with others. I make things happen and get people on board by taking initiative and following through, involving stakeholders and clarifying needs, stimulating a constructive dialogue - as well as by building positive relationships.
I have a longtime interest in the human aspects of good leadership, communication and cooperation. E.g. how to motivate people and convey messages effectively to target audiences.
EDUCATION: MSc. degree in international business and marketing http://*********.**). Various courses in leadership, communication, human development and digital marketing - with a special focus on and interest in the psychology of things.
FORMER EMPLOYERS include leading local or global producers, distributors and retailer. They are: Hans Just Group (wine/spirits, distrutor), Kavli (food/soft drinks, distributor, producer), Coca-Cola Denmark, SCA Hygiene Products (personal care, producer), Hamelin (office/paper products, producer), Avery Dennison (office/printer products, producer), Bestseller (fashion/clothing, wholesaler, retailer).
Markets
Denmark
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
Danish
Fluently
German
Good
English
Fluently
French
Good
Norwegian
Good
Swedish
Good
Ready for
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - ?
job
MARKETING MANAGER AND CONSULTANT
SAPIENS PERFORMANCE.
Sapiens Performance: Established provider of leadership courses, coaching and HR consulting services. Focus on the psychology of performance and thrive for individuals and teams, in business, sports and life. 2-5 employees.
Tasks and results:
• Management sparring and advice on business, marketing and sales strategy and tactics.
• Refining company position and messaging - by clarifying competencies and customer value.
• Development of new visual identity, sales materials and website (visuals, text).
• Web master (visuals, text, news mails, social media content).
Tasks and results:
• Management sparring and advice on business, marketing and sales strategy and tactics.
• Refining company position and messaging - by clarifying competencies and customer value.
• Development of new visual identity, sales materials and website (visuals, text).
• Web master (visuals, text, news mails, social media content).
Marketing, Coaching, Marketing and sales, Leadership, Consulting, Management, Sales, Website, Development, Web, Manager, Sparring
2006 - 2015
job
MARKETING MANAGER
HANS JUST.
(10-15) / SENIOR BRAND MANAGER (06-09)
Hans Just: Leading distributor of international wine and spirits brands in Denmark. 50-100 employees. Part of Hans Just Group, the leading privately held wine & spirits company in the Nordic region, with national offices.
Responsibilities and tasks:
• Full marketing responsibility and shared P&L responsibility in Denmark for shifting
international spirits brands, portfolios and associated marketing budgets.
• 14 different brands, over 10 years. Including Aperol, Campari, Tullamore Dew, Cointreau,
Remy Martin, Grand Marnier, Skyy vodka, Licor 43, Bruichladdich whisky, Rose's mixers.
• Key relationship manager for brand owners (and Nordic Hans Just team). Including
negotiation, presentation, coordination and evaluation of goals, plans, budgets and results.
• Brand activation in line with global brand guidelines and marketing strategies - and adaptation to local market needs and organization.
• Work closely with internal sales teams. To plan and implement goals, strategies and budgets
for marketing and sales through wholesalers and retailers (grocery and horeca markets).
• Develop, adapt and manage marketing communication across consumer media and sales
channels - including supermarkets, bars, cafes, restaurants and night clubs.
• Project manager for the production of marketing materials and campaigns - working
closely with external service providers and agencies.
Results and actions:
• Successful Aperol (Spritz) launch in Denmark and , strong growth in consumer
awareness, sales and distribution. By means of outdoor advertising, PR campaign, free tastings,
event partnerships, key influencers (top bartenders) and point-of sales solutions for retailers.
• Revival of Campari. Renewed sales growth and attraction of new, younger consumers. By tapping
into the cocktail trend and dealing with taste barriers. Using locally adapted cinema and print ads,
PR campaigns, key influencers (top bartenders), free tastings and event partnerships with leading
art and fashion companies (The Royal Theater, DANSK fashion magazine, Dansk Design Center).
• Licor 43 brand building and sales boost: Increased consumer awareness and two-digit growth in sales, for 4 years - in a highly competitive liqueur category with a host
of more price-friendly options. By means of a locally developed TV ad, PR campaign, free
tastings, event partnerships, key influencers (bartenders), point-of-sales solutions for retailers.
• Project manager for the development of Hans Just website design and content, from scratch.
Hans Just: Leading distributor of international wine and spirits brands in Denmark. 50-100 employees. Part of Hans Just Group, the leading privately held wine & spirits company in the Nordic region, with national offices.
Responsibilities and tasks:
• Full marketing responsibility and shared P&L responsibility in Denmark for shifting
international spirits brands, portfolios and associated marketing budgets.
• 14 different brands, over 10 years. Including Aperol, Campari, Tullamore Dew, Cointreau,
Remy Martin, Grand Marnier, Skyy vodka, Licor 43, Bruichladdich whisky, Rose's mixers.
• Key relationship manager for brand owners (and Nordic Hans Just team). Including
negotiation, presentation, coordination and evaluation of goals, plans, budgets and results.
• Brand activation in line with global brand guidelines and marketing strategies - and adaptation to local market needs and organization.
• Work closely with internal sales teams. To plan and implement goals, strategies and budgets
for marketing and sales through wholesalers and retailers (grocery and horeca markets).
• Develop, adapt and manage marketing communication across consumer media and sales
channels - including supermarkets, bars, cafes, restaurants and night clubs.
• Project manager for the production of marketing materials and campaigns - working
closely with external service providers and agencies.
Results and actions:
• Successful Aperol (Spritz) launch in Denmark and , strong growth in consumer
awareness, sales and distribution. By means of outdoor advertising, PR campaign, free tastings,
event partnerships, key influencers (top bartenders) and point-of sales solutions for retailers.
• Revival of Campari. Renewed sales growth and attraction of new, younger consumers. By tapping
into the cocktail trend and dealing with taste barriers. Using locally adapted cinema and print ads,
PR campaigns, key influencers (top bartenders), free tastings and event partnerships with leading
art and fashion companies (The Royal Theater, DANSK fashion magazine, Dansk Design Center).
• Licor 43 brand building and sales boost: Increased consumer awareness and two-digit growth in sales, for 4 years - in a highly competitive liqueur category with a host
of more price-friendly options. By means of a locally developed TV ad, PR campaign, free
tastings, event partnerships, key influencers (bartenders), point-of-sales solutions for retailers.
• Project manager for the development of Hans Just website design and content, from scratch.
Content, Manager, HORECA, Production, Campaign, International, Development, Danish, Growth, TV, Website, ADS, Service, Marketing, Brand activation, Sales, Pr, Event, Fashion, Print, Brand Building, Marketing and sales, Project Manager, Advertising, Design
2003 - 2005
job
MARKETING DIRECTOR
HAMELIN.
Hamelin (former Bantex): International distributor and producer of office and school products and brands. 50-100 employees. Part of the French Hamelin Group, a privately held and international producer of office and school products and brands such as Oxford, Unilux, Bantex, Elba and Linex.
Responsibilities:
• Shared P&L responsibility and full responsibility for the marketing and product
development team - tasked with strengthening customer and market orientation.
• Managing relationships with third-party brand owners and principals.
• Member of the European development team (product and concept development).
Results:
• Reorganization and team development facilitated by personality profile assessments.
• Review and rephrasing of the company vision, mission, values and strategies.
• Launch of two new brands and product groups from the corporate group (Unilux, Oxford).
Responsibilities:
• Shared P&L responsibility and full responsibility for the marketing and product
development team - tasked with strengthening customer and market orientation.
• Managing relationships with third-party brand owners and principals.
• Member of the European development team (product and concept development).
Results:
• Reorganization and team development facilitated by personality profile assessments.
• Review and rephrasing of the company vision, mission, values and strategies.
• Launch of two new brands and product groups from the corporate group (Unilux, Oxford).
Marketing, Concept Development, Producer, Development, Office, International, Team development
2003 - 2003
job
MARKETING DEVELOPMENT ASSISTANT MANAGER (temp.)
COCA-COLA DANMARK.
(interim)
Coca-Cola Danmark: 10-20 employees. Part of the Coca-Cola company.
Tasks and results:
• Interim position due to heavy work load and hiring freeze in the company. Four years later, I was offered a position as marketing development manager with Coca-Cola Danmark.
• Preparation and implementation of consumer marketing plans for non-carbonated soft drinks (Powerade, Nestea, Minute Maid) in Denmark, including event support and market data analyses.
Coca-Cola Danmark: 10-20 employees. Part of the Coca-Cola company.
Tasks and results:
• Interim position due to heavy work load and hiring freeze in the company. Four years later, I was offered a position as marketing development manager with Coca-Cola Danmark.
• Preparation and implementation of consumer marketing plans for non-carbonated soft drinks (Powerade, Nestea, Minute Maid) in Denmark, including event support and market data analyses.
Marketing, Event, Implementation, Support, Development, Interim, Manager
2003 - 2003
job
ASSISTANT CATEGORY MANAGER (temp.)
SCA Hygiene Products.
(now Essity): Market, produce and develop hygiene products and brands (Libresse, Libero, Tena etc.). 100-200 employees. Part of SCA, a Swedish hygiene and forest products company.
Tasks and results:
• Interim position due to heavy work load in the company. Three years later, I was offered a permanent position with SCA Hygiene Products.
• Implementation of trade marketing plans for the Danish grocery retail market and baby care brands (Natusan, Libero) and preparing the launch of a new product concept (Natusan adult care).
Tasks and results:
• Interim position due to heavy work load in the company. Three years later, I was offered a permanent position with SCA Hygiene Products.
• Implementation of trade marketing plans for the Danish grocery retail market and baby care brands (Natusan, Libero) and preparing the launch of a new product concept (Natusan adult care).
Marketing, Retail, Implementation, Interim, Manager
1999 - 2002
job
PRODUCT GROUP MANAGER
O. KAVLI.
(01-02) / PRODUCT MANAGER (99-00)
O. Kavli A/S: Danish distributor and producer of soft drinks, food products and brands such as Sunsweet, Sun-Maid, Del Monte, FUN and Kavli. 50-100 employees. Part of Kavli Gruppen, a Norwegian, privately held company. Since sold and integrated in Orkla Foods Danmark.
Responsibilities and tasks:
• 2001-02: Full marketing and product responsibility in Denmark for soft drinks, incl. Kavli’s
own brands (market leader FUN and Kavli dilutable soft drinks) and international third-party
brands (Herrljunga, Teissere). Tasked with strengthening FUN market leader position and
tapping into new market opportunities.
• 1999-2000: Full marketing and product responsibility in Denmark for Kavli’s own soft drinks
(FUN), Kavli food products and international third party brands (Sun-Maid, Sunsweet, Del Monte).
• Key relationship manager for third party brand owners. Including presentation, negotiation
and coordination.
• Work closely with internal sales team – to plan and implement goals, plans and budgets for marketing and sales through grocery retailers and wholesalers.
• Staff responsibility for one or two junior product managers.
Results and actions:
• Research, development and launch of a new soft drink concept: Kavli cordials. The biggest
launch since FUN in 1970s. Now, named “Den Gamle Fabrik”, and owned by Orkla Foods.
• Comprehensive revitalization of FUN (from 1999). From review of brand identity, customer
value and selection of new communication target group – through development of new TV
commercials, print ads, campaign website, label design and new product flavors.
• FUN activation through strong brand and event partnership. Fun was chosen by Muskelsvind-
fonden (NGO) as exclusive soft drink partner and supplier for its annual concert tour, for families with children – in place of Coca-Cola.
O. Kavli A/S: Danish distributor and producer of soft drinks, food products and brands such as Sunsweet, Sun-Maid, Del Monte, FUN and Kavli. 50-100 employees. Part of Kavli Gruppen, a Norwegian, privately held company. Since sold and integrated in Orkla Foods Danmark.
Responsibilities and tasks:
• 2001-02: Full marketing and product responsibility in Denmark for soft drinks, incl. Kavli’s
own brands (market leader FUN and Kavli dilutable soft drinks) and international third-party
brands (Herrljunga, Teissere). Tasked with strengthening FUN market leader position and
tapping into new market opportunities.
• 1999-2000: Full marketing and product responsibility in Denmark for Kavli’s own soft drinks
(FUN), Kavli food products and international third party brands (Sun-Maid, Sunsweet, Del Monte).
• Key relationship manager for third party brand owners. Including presentation, negotiation
and coordination.
• Work closely with internal sales team – to plan and implement goals, plans and budgets for marketing and sales through grocery retailers and wholesalers.
• Staff responsibility for one or two junior product managers.
Results and actions:
• Research, development and launch of a new soft drink concept: Kavli cordials. The biggest
launch since FUN in 1970s. Now, named “Den Gamle Fabrik”, and owned by Orkla Foods.
• Comprehensive revitalization of FUN (from 1999). From review of brand identity, customer
value and selection of new communication target group – through development of new TV
commercials, print ads, campaign website, label design and new product flavors.
• FUN activation through strong brand and event partnership. Fun was chosen by Muskelsvind-
fonden (NGO) as exclusive soft drink partner and supplier for its annual concert tour, for families with children – in place of Coca-Cola.
Product Manager, Producer, Manager
My education
2006
-
2019
Several course providers
Several courses, Focus on the human aspects of leadership, communication and cooperation
Several courses, Focus on the human aspects of leadership, communication and cooperation
1987
-
1993
Aarhus BSS (Business and Social Sciences)
MSc (cand.merc.int), Business administration, culture, languages
MSc (cand.merc.int), Business administration, culture, languages
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