CRM depth built on more than 10 years of marketing experience
I am a CRM & Marketing Automation Lead with a background spanning paid acquisition, performance marketing and ecommerce through to CRM, customer data, lifecycle, marketing operations and broader marketing leadership.
I have worked in digital marketing for more than ten years, on complex CRM and marketing automation setups since 2017, and on CDP- and customer-data-related setups since 2022.
In recent years CRM, lifecycle and marketing automation have become my main professional focus. Not because the rest of marketing matters less, but because in my experience the strongest CRM solutions emerge when customer data, acquisition, communication, technology and commercial objectives are considered together.
Copenhagen · B2B & B2C · In-house · Agency · Consultant · International
From acquisition to the entire customer journey
I started my career in content, affiliate marketing and acquisition.
That led to performance marketing, working with significant advertising budgets and lead generation across international markets. Over time, my remit broadened to include marketing strategy, ecommerce, campaign development, creative direction, CRM and cross-functional marketing projects.
Along the way, CRM and marketing automation became an increasingly important part of my work.
It also changed the way I thought about marketing. The question was no longer only:
How do we acquire the customer?
Equally important was:
What happens next?
How do we use customer data? Which signals reveal needs and intent? When should we communicate? When should we refrain? How does acquisition connect to retention and customer value? And how do we create a setup an organisation can actually operate?
This combination is what I work with today.
Strategy, systems and hands-on implementation
I work best at the intersection of business, marketing and technology.
I can work strategically with lifecycle, CRM architecture, prioritisation and customer engagement, while drawing on a hands-on background and being used to working directly with platforms, data, flows, campaigns and implementation.
Business objective → customer journey → data → segmentation → decisioning → trigger → channel → communication → testing → measurement → optimisation
That is why I normally begin with the customer journey rather than the platform. Technology matters, but it is a means to an end. The key question is which decisions the system should help the organisation make.
One profile. Multiple disciplines.
My primary specialisation is CRM, lifecycle and marketing automation, built on experience from several parts of marketing.
CRM & Lifecycle
Lifecycle strategy · marketing automation · retention · segmentation · RFM · decisioning · customer journeys · contact policy · customer engagement
View CRM & Lifecycle →Data, CDP & MarTech
Customer data · CDP · data requirements · integrations · dashboards · marketing operations · governance
View Data, CDP & MarTech →Paid & Growth
Paid social · paid search · acquisition · lead generation · ecommerce · CAC/CPL/ROAS · testing
View Paid & Growth →Marketing Strategy & Leadership
Go-to-market · marketing planning · budgets · KPIs · stakeholder management · cross-functional leadership · functional ownership
View Marketing Strategy & Leadership →Seniority is also about ownership
My roles have involved different forms of leadership responsibility.
I have worked with functional ownership, project management, specialist leadership, agency management and coordination across Marketing, Sales, Product, Finance, BI and Development, among others.
I have led designers, interns and external agencies, and have been responsible for budgets, KPIs, prioritisation and marketing functions.
In some roles, leadership has primarily been about people. In others, it has meant owning a discipline, making prioritisation decisions and getting several functions to deliver towards the same goal.
I do not see hands-on work as the opposite of seniority. When it makes sense, I am happy to move from strategy and requirements to the actual implementation.
Career
Working with CRM, lifecycle, marketing automation and related marketing projects, from strategy and audits to journey design, automation architecture and implementation.
Assignments span CRM strategy, retention, segmentation, marketing automation, platform selection, data requirements, marketing operations and project management.
Responsibility across B2C marketing, lifecycle, customer experience, CRM, performance, marketing operations, marketing budget and KPIs. Worked closely with Marketing, Product, Finance, BI, Development, B2B and external agencies.
The CRM setup covered more than one million recipients across 14 markets. I mapped 392 local lifecycle instances and helped rebuild more than 150 automations.
Selected results: +44% email CTR YoY · +56% email revenue YoY
View the Billetto case →Responsible for paid digital marketing across Denmark, Sweden and Norway. The work included budget allocation, annual campaign planning, paid social, Google Ads, creative direction, photoshoots and coordination between marketing and creative production.
View Paid & Growth →Worked with social media and performance marketing from Novicell’s Copenhagen office. The role covered strategy, paid social, campaign development, creative and work on CRM/CDP-related marketing setups.
Worked with international acquisition across Europe and the US in collaboration with local marketing teams, Global Design, BI, Growth and Sales. Among other things, I led a cross-market initiative to create a more consistent and scalable approach to paid creative and performance marketing.
Selected result: 17% lower CPL
View the Ageras case →I was the first full-time marketing hire and built the marketing function together with the CEO. The work spanned marketing strategy, acquisition, CRM, ecommerce, campaigns, creative and commercial client projects.
I project-managed work across marketing, design and development and sold more than DKK 1 million in web, design and content projects. Cases from this period include Dirks and SMILY.
View Dirks →View SMILY →Responsible for digital activities and for both internal and external projects. The role combined acquisition, creative, digital strategy, client work and building delivery across marketing and design.
Selected result: At Elektron, CPL was reduced by 70% while total sales grew by 200%.
Worked with affiliate marketing, lead generation, paid acquisition and marketing projects across B2C and B2B. In B2C, more than 430,000 leads were documented, and work for one B2B client generated more than 10,000 B2B leads.
For a period, I managed approximately DKK 1.1–1.5 million in monthly media spend in B2C. For a separate B2B client, media spend was approximately DKK 2–3 million per month.
This was also when I began working more systematically with CRM and marketing automation, including Adobe Campaign and lead → MQL → SQL logic.
Customer journey first
I normally start with a few fundamental questions:
- Where does friction occur in the customer journey?
- What behaviour can we observe?
- What data is missing?
- Who should we communicate with, and who should we leave alone?
- What is the relevant next action?
- How do we measure whether the effort actually works?
From there, the solution may involve anything from segmentation and data requirements to automation, campaigns, content, dashboards or organisational processes.
An idea is not good because it was mine. It is good when it delivers the intended outcome.
It also means I am happy to change direction when the data shows that another solution works better.
Platform-capable, not platform-dependent
CRM & Marketing Automation
Klaviyo · HubSpot · ActiveCampaign · Salesforce · Adobe Campaign
Customer Data & Personalisation
Segment · Clerk
Marketing Operations
Airtable · Zapier
Data & Measurement
Power BI · Looker Studio · GA4 · Google Tag Manager
Creative
Figma · Adobe Creative Cloud · AI-assisted workflows
I have been a Klaviyo Partner since 2024. Platforms change. The underlying logic of customer journeys, data, segmentation, decisioning, automation and measurement changes far less.
Looking for someone with this mix of CRM, growth and marketing experience? Let’s talk.
Senior roles · Interim · Selected projects