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Commercial Lead of Teams, Projects, Innovations, Insights and Stakeholders I Can-do-profile
Britt Bach Pedersen
,
Frederiksberg, Denmark
Experience
Other titles
Skills
I’m offering
Ambitious and experienced commercial lead working result-oriented to ensure progress and high-quality results.
+10 years of experience from international FMCG company (Carlsberg). Enthusiastic and energetic character with proven ability to perform, drive and enable commercial growth in a dynamic, changing and fast-paced environment and within complex matrix organizations. Solution-driven teamplayer and leader with a positive can-do attitude and influencing skills.
1,5 year as Channel Development and Trade Marketing lead
4 years as Commercial lead and sparring partner for the Coca-Cola Company
5 years as Category and Insights expert
Motivation:
- Analyze and understand problems, challenges, situations through insights and stakeholders
- Eager to find the right commercial solution
- Motivate and convince others
Expertise:
- Strategy development (channel, category, eCommerce, trade, innovation, portfolio, brand)
- Transformation of strategy to tactical innovative execution and cross-organizational implementation
- Multiple internal and external stakeholder management in matrix organization complexity
- Formal and informal leadership and motivation of others
- Insights-driven decision-making based on market, customer, consumer, shopper, commercial and financial insights
Industry experience:
- FMCG (retail, horeca, eCommerce)
- Media & publishing (print, TV, web and digital media)
- Financial institutions (banking)
+10 years of experience from international FMCG company (Carlsberg). Enthusiastic and energetic character with proven ability to perform, drive and enable commercial growth in a dynamic, changing and fast-paced environment and within complex matrix organizations. Solution-driven teamplayer and leader with a positive can-do attitude and influencing skills.
1,5 year as Channel Development and Trade Marketing lead
4 years as Commercial lead and sparring partner for the Coca-Cola Company
5 years as Category and Insights expert
Motivation:
- Analyze and understand problems, challenges, situations through insights and stakeholders
- Eager to find the right commercial solution
- Motivate and convince others
Expertise:
- Strategy development (channel, category, eCommerce, trade, innovation, portfolio, brand)
- Transformation of strategy to tactical innovative execution and cross-organizational implementation
- Multiple internal and external stakeholder management in matrix organization complexity
- Formal and informal leadership and motivation of others
- Insights-driven decision-making based on market, customer, consumer, shopper, commercial and financial insights
Industry experience:
- FMCG (retail, horeca, eCommerce)
- Media & publishing (print, TV, web and digital media)
- Financial institutions (banking)
Markets
United States
(Remote
only)
Canada
(Remote
only)
United Kingdom
(Remote
only)
Rest of Euro area
(Remote
only)
Denmark
Norway
(Remote
only)
Sweden
Links for more
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Industries
Language
Danish
Fluently
English
Fluently
Spanish
Good
Norwegian
Good
Swedish
Good
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - 2020
job
Senior Channel Development Manager
Carlsberg Danmark.
Responsibilities:
• Drive value growth in retail including how to win and capitalize on eCommerce growth and digital loyalty platforms
• Transform strategic marketing initiatives as EURO2020, OL, Premier League, Halloween and Xmas campaigns to tactical innovative execution excellence
• In charge of trade marketing budget for all Coca-Cola Denmark activities (i.e. Coca-Cola, Fanta, Sprite, Fuze Tea, Kildevæld and Ramlösa brands), including allocation, prioritization and optimization of ROI
• Team with 2 direct reports
Achievements:
• Development of 3-year eCommerce strategy with identification of eRetail market landscape and potential as well as execution model covering yearly implementation and activation
• Digital campaign and conversion test setup through partnership with Nemlig and Coop app
• Development and execution of national Coca-Cola EURO2020, OL, Premier League and Halloween trade marketing campaigns from global brand campaigns to national concepts, trade assets,
communication headlines, design and POS materials. With activation of all sales channels and customers using both print, radio and digital media, competitions and production benefits.
Development of a turnaround EURO2020 campaign due to Covid-19
• Drive value growth in retail including how to win and capitalize on eCommerce growth and digital loyalty platforms
• Transform strategic marketing initiatives as EURO2020, OL, Premier League, Halloween and Xmas campaigns to tactical innovative execution excellence
• In charge of trade marketing budget for all Coca-Cola Denmark activities (i.e. Coca-Cola, Fanta, Sprite, Fuze Tea, Kildevæld and Ramlösa brands), including allocation, prioritization and optimization of ROI
• Team with 2 direct reports
Achievements:
• Development of 3-year eCommerce strategy with identification of eRetail market landscape and potential as well as execution model covering yearly implementation and activation
• Digital campaign and conversion test setup through partnership with Nemlig and Coop app
• Development and execution of national Coca-Cola EURO2020, OL, Premier League and Halloween trade marketing campaigns from global brand campaigns to national concepts, trade assets,
communication headlines, design and POS materials. With activation of all sales channels and customers using both print, radio and digital media, competitions and production benefits.
Development of a turnaround EURO2020 campaign due to Covid-19
Channel strategy, Execution Framework, Tactical execution, Trade Marketing Strategy, Integrated multi-channel campaigns, Ecommerce, Loyalty app, Pos, Field Sales implementation, Value Growth, Retail, Campaign Turnaround, Trade budget
2019 - 2019
job
Senior Trade Marketing Manager
Carlsberg Danmark.
Trade marketing, Execution Framework, Tactical execution, Strategic Marketing, Ways of Working, Trade Marketing budget, Field Sales implementation, Development of Commercial Big Bets
2017 - 2019
job
Senior Commercial Manager
Carlsberg Danmark.
Responsibilities:
• Commercial lead and sparring partner for developing the business of Coca-Cola in the danish market
(i.e. Coca-Cola, Fanta, Sprite, Fuze Tea, Kildevæld and Ramlösa brands)
• Support development and execution of a long-range category-, portfolio- and OBPPC (occasion, brand, price, pack, channel) strategy for soft drinks in partnership with Carlsberg and Coca-Cola Denmark top
management
• Commercial lead of the annual cycle of work for soft drinks in partnership with Coca-Cola
• In charge of managing the Coca-Cola NPD portfolio throughout the entire Carlsberg value-chain
• Brand management and ownership of Carlsberg Sport and Tuborg Squash, enabling growth with limited budget
Achievements:
• Development and execution of soft drink innovation pipeline across brands, flavors and packs within
complex supply chain matrix organization, including identification of growth opportunities, market
potential, trends, consumer insights, demand spaces, need states, possible cannibalization etc.
• General development of joint Carlsberg and Coca-Cola product business cases, cost structure, P&L
optimization and level of investment.
• Commercial exploitation of Carlsberg Sport sponsor assets as the danish national football team during
FIFA World Cup 2018 and establishment of partnership with football and eSport influencers (Brizze and Fredberg) to target young adults - with the effect of +20% increase in volume sales in 2018
af 4
• Commercial lead and sparring partner for developing the business of Coca-Cola in the danish market
(i.e. Coca-Cola, Fanta, Sprite, Fuze Tea, Kildevæld and Ramlösa brands)
• Support development and execution of a long-range category-, portfolio- and OBPPC (occasion, brand, price, pack, channel) strategy for soft drinks in partnership with Carlsberg and Coca-Cola Denmark top
management
• Commercial lead of the annual cycle of work for soft drinks in partnership with Coca-Cola
• In charge of managing the Coca-Cola NPD portfolio throughout the entire Carlsberg value-chain
• Brand management and ownership of Carlsberg Sport and Tuborg Squash, enabling growth with limited budget
Achievements:
• Development and execution of soft drink innovation pipeline across brands, flavors and packs within
complex supply chain matrix organization, including identification of growth opportunities, market
potential, trends, consumer insights, demand spaces, need states, possible cannibalization etc.
• General development of joint Carlsberg and Coca-Cola product business cases, cost structure, P&L
optimization and level of investment.
• Commercial exploitation of Carlsberg Sport sponsor assets as the danish national football team during
FIFA World Cup 2018 and establishment of partnership with football and eSport influencers (Brizze and Fredberg) to target young adults - with the effect of +20% increase in volume sales in 2018
af 4
Commercial development, Long-range strategy, Innovation Pipeline, Innovation Management, Market Share growth, Business cases, Innovation Gate Process, Sparring partner, Product development, P&L optimization, Brand management, Go-to-market strategy, Problem-solving
2012 - 2015
job
Category Manager & Customer Insights Analyst
Carlsberg Danmark.
Responsibilities:
• Develop strategy to enable growth of the Cider & RTD category
• Partnership with Nielsen retail scanner data, including negotiation and contracting, inhouse data
processing, customer insight analysis and reporting to top management for decision-making
• Train and educate managers (i.e Brand, Channel, KAM) in use and understanding of customer insights
• Advice and support managers with market, customer, consumer and shopper insights through
internal and external data sources and analysis (e.g. Nielsen, Millward Brown, GfK, Gallup data ect.)
• Recruitment and development of student assistants for research tasks
Achievements:
• Development of 3-year Cider & RTD category strategy and OBPPC strategy (occasion, brand, pack, price, channel architecture), based on identification of growth opportunities via market trends,
consumer, customer and commercial insights. Results in customer focus on category.
• Learned marketers to be more insights-and performance-driven based on insights and implementation of brand performance scorecard (developed output of my master thesis at CBS)
• Creation of brand test, e.g. target group definition, communication, flavor and portfolio (turf) test
• Develop strategy to enable growth of the Cider & RTD category
• Partnership with Nielsen retail scanner data, including negotiation and contracting, inhouse data
processing, customer insight analysis and reporting to top management for decision-making
• Train and educate managers (i.e Brand, Channel, KAM) in use and understanding of customer insights
• Advice and support managers with market, customer, consumer and shopper insights through
internal and external data sources and analysis (e.g. Nielsen, Millward Brown, GfK, Gallup data ect.)
• Recruitment and development of student assistants for research tasks
Achievements:
• Development of 3-year Cider & RTD category strategy and OBPPC strategy (occasion, brand, pack, price, channel architecture), based on identification of growth opportunities via market trends,
consumer, customer and commercial insights. Results in customer focus on category.
• Learned marketers to be more insights-and performance-driven based on insights and implementation of brand performance scorecard (developed output of my master thesis at CBS)
• Creation of brand test, e.g. target group definition, communication, flavor and portfolio (turf) test
Category Strategy, Category Development, Customer insights, Consumer insights, Pack strategy, Price strategy, Retail, Research, Market Share development, Brand Performance Scorecard, Data Analysis, Data contracting, Target Group definition
2012 - 2015
job
Guest lecturer in Performance Management in Marketing at CBS
Copenhagen Business School.
• General presentation, communication and guidance on how to create a master thesis with performance management in marketing and how to work for Carlsberg
• Cooporation with Per Østergaard Jacobsen, External lecturer at CBS og Director in Efficiens
• Cooporation with Per Østergaard Jacobsen, External lecturer at CBS og Director in Efficiens
Performance Management, Marketing, Brand Performance measuring
2010 - 2011
temp
Research & Insights Coordinator
Carlsberg Danmark.
• General responsible for maintenance of data analysis tools and databases (with SAP/BI, Nielsen, Millward Brown, GfK, Gallup data etc.) as well as training and educating managers, reporting and supporting leadership with data analysis
Data Analysis, Research, Data reporting tools, SAP, BEE, Training
My education
2010
-
2011
Copenhagen Business School
MSc in Economics, Marketing & Business Administration (cand.merc EMF)
MSc in Economics, Marketing & Business Administration (cand.merc EMF)
2009
-
2010
Copenhagen Business School
BSc in Economics & Business Administration, (HA Almen)
BSc in Economics & Business Administration, (HA Almen)
2003
-
2006
Copenhagen Business School
BSc in International Business Communication, (Marketing & Spanish)
BSc in International Business Communication, (Marketing & Spanish)
1999
-
2001
Finansuddannelsen med speciale i pengeinstitut
Trainee, Danske Bank
Trainee, Danske Bank
1996
-
1999
Handelsskolen i Hjørring HHX
College, (upper secondary school)
College, (upper secondary school)
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