Lone Søndergaard Larsen is a marketing professional with over 20 years of experience in marketing roles. She has held positions such as Marketing Manager at Konstellation & Republica Advertising Agency and Head of Marketing, Nordic at Smartbox Denmark. Her background includes developing marketing strategies and plans, managing budgets up to 20 million DKK, and leading marketing teams. She has a proven track record of growing market share and sales through successful marketing campaigns.

1. CV
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Personal data:
Name: Lone Søndergaard Larsen
Address: Guldborgvej 13, st.th.
2660 Brøndby Strand
Denmark
Phone: +45 21 60 32 22
E-mail: lone.larsen33@gmail.com
Born: February 18. 1976
Civil state: Single, no children
Interests: Fitness, running, swimming, triathlon, racehorses, healthy living and a large social network, oversea
travelling, personal development and management in general.
Experience:
Oct. 2014 - Dec. 2016 Marketing Manager/Key Account, Konstellation & Republica Advertising
Agency, Albertslund
Responsible for the development and operation of a Shopping Center section as well
as development and execution of Irma 3.0 concept at strategic and store level.
Develop and operate Newbizz projects. Contact management of the customers.
Planning and managing the creative teams and execution of marketing activities and
events. Sparring partner and supervisor on strategic / operational level of customers.
Develop and drive the client and newbizz activities. Contact manager for 3 larger
clients and responsible for 1 employee.
Results after 2 years at Konstellation & Republica
I got 2 new clients to the agency, with a turnover at approx. 4 mio. Development and
execution of 3 newbizz seminars. Several newbizz meetings and pitches. Executing and
supervision of the opening of 20 new Irma 3.0 stores, development and execution of
their food manifest, "Mere Madglæde".
April 2014 - Sept. 2014 Head of Marketing, Nordic at Smartbox Denmark, Frederiksberg
Marketing manager with responsibility for 1 employee and the Nordic budget.
• Strategic development, product development and building of the marketing
department in corporation with headquarters in Paris.
• Development and execution of the yearly marketing plan, budget, trade marketing,
media mix, above and below the line activities and online etc.
• Negotiations of contracts/prices and yearly agreements with suppliers, partners,
sponsorships etc.
• Daily correspondence with internal departments, mainly KAM and sales, the
contract department, logistics and costumer service.. External suppliers such as
advertising agency, media agency, freelance workers, medias and PR agencies etc.
• Daily correspondence with headquarters in Paris and our Nordic offices. Travel
and best practice sharing with both Paris and the Benelux countries.
• Participation in management meetings, sales management meetings. Development
of relevant marketing activities, materials and systems ect.
Results after 6 months at Smartbox
Managing and preparing the execution of a total relaunch of Smartbox in the Nordic
countries with all new layout, displays and marketing activities ect.
2009 – March, 2014 Marketing manager, HARIBO Lakrids A/S, Faxe
Marketing manager with responsibility for 2 employees and budget up to 20 mio.
• Strategic development, product development and building of the marketing
department.
• Development and execution of the yearly marketing plan, budget, trade marketing,
media mix, above and below the line activities and online etc.
• Negotiations of contracts and yearly agreements with suppliers, partners,
sponsorships etc.

2. CV
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• Daily correspondence with internal departments, KAM and sales. External suppliers
as advertising agency, media agency, freelance workers, medias and PR agencies etc.
• Daily correspondence with our Nordic companies and corporation with these.
• Development and execution of co-promotions.
• Participation in management meetings, sales management meetings, sales division
meetings etc. for presentation of overall marketing activities, new product launches
etc.
Results after 5.th year at HARIBO
Total market share gone up from 34% in 2009 to 44% in 2014 in volume. Marked
share on mix bags increase with 3% each year, 2009-13 after it had gone down 2 years
before. Market share in licorice segment increase with 7% and became the market
leader in that segment. Became market leader in Mallow segment after Chamallows
focus campaign/co-promotion with index 191 on sales. Development of 3 pair of
candy inspired sneakers with Hummel Sports Fashion, with massive PR exposure in
Europe. ROI on media mix 4,1. PR Corporation with the Danish designer David
Andersen for the Danish Fashion Week. Development of 2 Haute Couture dresses
made of candy, which gave massive PR response within fashion and the weekly
magazines. Product development and launch of HARIBO Sticks, within a whole new
category. Achieved a marked share of 13% in value, in only 3 months.
2005 – 2009 Marketing Manager - Fisketorvet Shopping Center, Copenhagen
Daily manager of the Center Management, budget up to 20 mio.
• Strategic development, marketing plan and execution.
• Development of surveys, yearly budget and marketing plan.
• Development and implementation of all events within the center.
• Project management of sales activities, campaigns and events.
• Daily corporation with advertising agency, media agency, suppliers etc.
• Management meetings, presentations and budget negotiations.
• Development of all marketing material and yearly planning.
Results:
Increase in daily visitors in the Center of 8% (approximately 7,5 mio. visitors a year).
Increase in turnover of 11% (despite the world crisis!)
Implementation of a new Center profile in 2007. Human Resource: Optimization of
teambuilding, communication, social activities and job rotation.
1998 - 2004 Project manager/coordinator, Lyhne + Company Advertising Agency,
Copenhagen. 20-25 employees, representative in the management group.
• Project manager with development of clients marketing requests.
Responsible for budget management, strategic presentations, coordination,
billing and follow up.
• Briefing and corporation with both internal teams and external partners.
• Client briefings, meetings and presentations.
• Participation in newbiz work.
• Daily management and development of subsidiary Presseprofilen. Representative in
the Board of Directors.
• Introduction and implementation of teambuilding for the employees.
Results:
Achieved the largest profit on my clients (average of 20-30%).
As a Project Manager: Acquired several profitable clients via agency competitions, such
as PBS, Gartneribrugets Afsætningsudvalg (GAU)
Clients:
Kødbranchens Fællesråd, PBS, Sahva, Lundbek Pharma, Kasi Group Jewelry, GAU,
Johannes Fog etc.

3. CV
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1996 – 1998 Trainee at Lyhne + Company Advertising Agency
Accounting and administration
Administrative marketing assignments
Accounting, payment etc.
Debriefing and cooperation with Accountant.
Implementation and development of the subsidiary Presseprofilen.
1990 – 1994 Different jobs during study period
Education:
2016 Professionel Diploma in Digital Marketing, Digital Marketing Institute.
2012 Higher Management course, Dansk Industri.
2006-2007 Bachelor in market communication, IAA Diploma Education, Grafisk Højskole.
2003-2004 Project Management, Den Danske Reklameskole.
1996-1998 Trainee Lyhne + Company Advertising Agency.
1995-1998 Administrative employee education, Århus Købmandsskole
1994-1995 HG, Vejlby Centervej, Århus
1993 Media and Communikation, grafisk line, 1. period at
Århus Tekniske Skole
Continuing education:
2011 Private German Education
2008 The Leaders personal resources, Right Management
2007 Introduction to leadership, Right Management
2002 General Marketing 2, The Danish Marketing Association
2002 General Marketing, Merkonom Niels Brock
2002 Production knowledge for clients and customers, The Danish Marketing Association.
2001 Leadership & Corporation, Merkonom Niels Brock
2001 General Marketing , The Danish Marketing Association
2000 Account analysis and challenges, Købmandsstaden kursus
2000 Basic credit evaluation, Købmandsstaden kursus
Additionally, a large number of personal development courses over the years
Languages: Danish – Birth language.
English – fluently in writing and speaking
Swedish – speaks fluently
Norwegian - understands
IT: Mac and PC platform
Experienced user of Microsoft office (word, excel, PowerPoint, access)
Experienced user of Adobe Photoshop, Acrobat and InDesign
TeamPlanner, specified adverting management system
References: Jan Kristensen, former Retail Impact Director, Republica, Tel. +45 4044 0795
Susanne Lund, CEO, Konstellation & Republica, Tel. +45 3053 1020
Per Henerius, former CEO, HARIBO Lakrids, Tel. +45 2337 0003
Torben Dyrmose, Nat. sales manager HARIBO, Tel. +45 2338 0823