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Alex Nielsen CV


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Alex Nielsen CV

  1. 1. 5174311374650Curriculum Vitae<br />Alex Teilberg Nielsen <br />Kildehøjvej 9, <br />3460 Birkerød<br />Tlf. +45 5350 1548 <br /><br /><br />Personal Data<br />Age38 years (August 4, 1972)Marital statusMarried to Marianne Christensen, Sales Manager, ProDisplayChildrenAnne-Sophie, 4yOther facts..Camped at Antarctica with +100.000 penguins….<br />Profile<br />A Dynamic person with core competencies in Commercial Management, Operational and Strategic Sales, Trade Marketing and Consumer Marketing in FMCG and global lifestyle brands. Leadership- and communication skills as well as documented strong results. Have a thorough and deep understanding and experience working in an international environment across cultures and nationalities. Works structured and have a systematic approach to projects. Experience throughout the value chain from product to consumer and the commercial aspects of business. Use to handling complex projects and negotiations.Able to formulate, develop and implement marketing- and sales strategies across multiple channels and customers rooted in both consumer needs and operational / commercial market conditions<br />Expectations<br />Commercial roleWorking at strategic level with strong consumer brands, products or services.Fast moving consumer goods with multiple sales channels, Consumer electronics, Lifestyle products / appliances, Personal accessories or jewelry, Cosmetics and personal care, Tele communication.Leadership Customer focusA leadership position for example as Director or Manager of a team within:A country team in an international organization, Sales, Sales & Marketing and/or Trade Marketing, Commercial Management, Business Development with focus on market execution of brand strategies. Contact with customers and stakeholders and development of customer relations though intelligent marketing, is a strong motivation factor.<br />Career and results<br />Director Products & Services(Aug2010 - )Senior Nordic Commercial manager(Feb2009-Aug2010)Nordic Commercial Manager(Oct2007-Jan2009)CPH Copenhagen Airport (Capital Investment Bank owned, +2000 employees, Best Airport of Northern Europe 2010) Field of responsibility: CPH own products & services (fx new parking products, lounge, …)P&L responsible for Parking. DKK 283 mill revenue (+11% vs ’10)Development budget of DKK +100 millPreparing pipeline of Shop & brand mix for the sales team for all categories (specialty/lifestyle stores, tax-free, F&B)Overall business development commercial and aeronauticService Excellence: Service concept for passengers and experience thru the travel value chain + Sales Academy: Training of shopping mall staff and store managersPhysical frames and layout of commercial areas7 direct reportsResults: Launch 5 year commercial plan, CPH: Shop mix, marketing, taxfree and BtB setupCPH Parking topline sales of DKK 256 Mill in 2010, a +10% growth vs ’09Parking sales growing ahead of traffic for 4 consecutive months Dec-Mar after being behind traffic development for +18 monthsCoca-Cola Nordic Region A/S(Region Office for The Coca-Cola Company (TCCC/KO), collaborating closely with local bottlers, 70 employees in Nordic office, among 10 best performing Regions last 4 of 5 years in TCCC)Field of responsibility: (Additionally see details below 2007-2009)P&L responsibility for key strategic customers (fx McDonald’s 51 mill liters)Develop model for segmentation of sales channels and defining look-of-success by channel and by zones in each channel Part of TCCC European commercial forums and with bottlers in each marketDirect reports: 4 KAM (40%)Results: Win of key IC accounts from competitor (DK: Tulip, CPH Airport: +1.2 mil l.)Sell-in + listing of bottled water in 4 markets at key Customers (McD, BK, .)Development and execution of World Class Selling for Coca-Cola NordicImplementation of new sales tools for sales organizations in FI & DK: Channel segmentation model, look-of-success etc. Became global best practice in Coke systemStrategic partnership with 7-11 including: Preferred partner on water, 10 model stores in DK, world’s biggest 7-11 flagship store and strongest promo calendar everCoca-Cola Nordic Region A/SField of responsibility: CCRM – Customer & Channel: International Key Accounts & strategic customers (incl Reitan/7-11, Burger King, Statoil, Shell, Lidl, Dansk Supermarket, Buying grps,.)McDonald’s P&L. 50 mill liters (+2%), listing of bottled water in all marketsDrive a World Class Selling Organization & best practice infusionChannel plan development for key priority channels Manage relationship with the Bottlers by leading major system’s activities and being contact point for operational & commercial issues with bottlersDrive OBPPC (occasion, brand, pack, price, channel) execution Direct report: 1 KAMResults: Execution of Nordic workshops in commercial management and efficiency resulting in key changes in go-to-market and commercial management in DK, FI, NO, SE and ICEGlass promotion sell in and execution at McDonald’s: +5,6 mill glasses across Nordic = highest penetration in Europe and globally (SE: +90% household penetration)Launch of Discount channel strategy with clear differentiation vs rest of Retail on pack, pricing and promotion execution improving channel & customer profitability and promotion pressures in both Discount and regular RetailRegion marketing manager - Operation(Jan2006-Sept2007)Coca-Cola Nordic Region A/SField of responsibility: Operating model for marketing across Region office and CountriesPart of Nordic Leadership TeamSecuring excellence in market execution of marketing plans: sales & tradeProduct launches. Promotions, Equipment, Channel & shopper marketingOccasion Based Marketing & Sales (OBPPC)Volume & P&L responsible McDonald’s: 49 mill litersLead on Global and pan-Nordic Customer interaction (SAS, 7-Eleven, BK,..)Results: Launch of project management and process platform for all new commercial projectsRe-negotiation of SAS 3y agreement with 100% terms compliance (1 mill l.)Launch of Coca-Cola Zero in IC (PM) across all 4 Nordic markets (+5 mill liters and DK = world’s highest per cap of CCZ Region Customer marketing manager(jul2004-Dec2005) Coca-Cola Nordic Region A/SField of responsibility: Reporting to Nordic Region DirectorMcDonald’s Account Manager Nordic (10% of total Nordic volume). Sales and volume responsibility of +45 million liters (+3%)Strategic channel- and customer specific marketing Development of BP in cooperation with consumer- and country teamsResults: Launch of new packaging & route-to-market for postmix (first in world) saving +315 tons of packaging material in Sweden aloneNordic Promotion & Trade Marketing Manager(Feb2003-Jun2004)Gillette Group Nordic A/SNordic Group Office for Gillette Inc (prior to purchase from P&G) 4 BU’s: Gillette, Duracell, Oral-B, Braun), global and local market leader in several categories, Nordic organisation including country teams with KAM, field sales, catman etcField of responsibility: Trade Marketing Nordic (DK, SE, NO & FI) all brands: Gillette, Duracell, Oral-B & BraunBudget responsibility for trade marketing budgetsDevelopment, execution, tracking of promotions and tailor-mades with key accountsLaunch new products, planning of sales activities, national and key accountSparring with BU managers and Brand Managers on strategic Marketing – both ABL and BTL communicationCustomer negotiations with KAM team and execution of customer specific programs (marketing, cat. management, theft prevention, promotions)Coaching & sparring for Sales teams (Field and Key Account in countries)8 Direct reports across Nordic – 2 in each countryResults: Reduction of inventory cost for promo materials at Gillette Nordic of -34%Implementation of new structure for business plans and sales materials for the sales- & marketing organization in Gillette NordicMarketing Manager(Jan2001-Jan2003)Coca-Cola Nordic Services A/SRegion Office for The Coca-Cola Company (TCCC/KO), collaborating closely with local bottlers, approx 90 employees in Nordic organisation. Until 2001 also including the Baltics)Field of responsibility: Strategic brand managementDevelopment and execution of Business plansDevelopment of brand communication (TVC, 360 communicationSponsorship execution: Football (WC), Olympics (Salt Lake 2002), music (MTV, Online, promotions), Harry Potter etc..Development of new products (Line extensions on Fanta, Sprite, Nestea)Division responsible for online marketingCoaching & sparring country teams on sales & consumer- and operational marketing Results: Launch of first Nordic online platform for Coca-ColaLaunch of Fanta Shokata (Elderflower) across NordicDevelopment and launch of Sprite Zero-> best practice example for Global TCCCLead Operational Marketing Manager(May2000-Jan2001)Operational Marketing Manager(Sept1999-May2000)Coca-Cola DenmarkSummary of positions (Nov1996-Sept1999)Space Manager(May1995-Oct1996)Deputy Souschef(May1994-Apr1995)Coca-Cola Nordic Services A/SField of responsibility: Key Account responsible for McDonald’s Nordic & Baltic (+10 MUC)Areas of responsibility in Division Consumer Marketing:Development and coordination of Business planSponsorship execution: Football (WC), Olympics (Salt Lake 2002), music (MTV, Online, promotions), Harry Potter etc..Coca-Cola Nordic Services A/SField of responsibility: Integrated in Division Consumer Marketing teamChannel and asset & account marketing Account Manager for McDonald's Denmark & NorwayWorking with country marketing teams on operational marketing and account mgmntCollaborating with bottlers on sales and marketing on development of marketing programs and strategies (tailor-mades, channel programs, shopper marketing etc) Coca-Cola Denmark A/S, (Danish Office, The Coca-Cola Company)Aug 1998-Sept1999 Business Development ManagerNov1998-Aug1998 Market Analysis ManagerNov1996-Oct1997 Marketing Trainee, Operational MarketingBudget responsible for Operational marketing budget DK (+16 Mill DKK)Co-operation with bottler sales and key accounts, immediate & future consumption on tailor-mades, channel strategies, brand activities, occasion specific communicationLaunch of Coca-Cola on GreenlandAccount Manager for McDonald's in DenmarkAccount Management (Tivoli, Legoland, Nordisk Film, McDonald’s, 7-11, Blockbuster, …)Sales reporting and analysis FDB / Coop (OBS kæden)Development and implementation of store layouts and planogramsCategory management (food & non-food)FDB / Coop (OBS kæden), OBS City 2, largest hypermarket in Denmark<br />Educational background and relevant courses<br />EducationAdditional TrainingManagement/LeadershipIAA - International Advertising Association Diploma1996Business Diploma, Marketing (HD Afsætning) Copenhagen Business School1993Market Economist (English & German)1991Gymnasiet: Mathematics, English, Spanish and Economy Courses: During my career I have taken numerous courses with a frequency of 2-3 per year. Below are the most significant (A full list can be provided on request):Martin Mourier Personal coaching Aug09-Feb10, Martin MourierCommercial Management InductionFeb 2008, Internal – part of trainer staffFrontline Leadership & Emotional IQJan. 2007, TCCC global training (Ken Blanchard.)Strategic Relationship ManagementSept. 2005, GALT Consulting, EuropeLeadership on the Edge, AntarcticaFeb. 2005, Mission to Antarctica w/Robert SwanLeadership: Inspiring CommitmentSept. 2003, Gillette Group Europe, LCCRevenue Growth ManagementMay 2005, TCCC RGM workshopAccount Management (x2)March 2000, Global McDonald’s groupFinance for non-finance managersMarch 1999, Johnston & McKeon (Merrill Lynch)Strategic SellingMay 1998, Miller HeimanDimensions of professional sellingNov. 1997, Miller HeimanSales / Marketing<br />Competencies <br />Red Thread in careerManagementPassion for executing strong brands and ensuring world class execution at the moment of truth – in store in front of the consumer/end-userSecuring strategic approach to sales and that marketing plans are executionableClose collaboration with business partners and customers to secure win-win and maximizing sustainable valueMy management style is focused on:Empowerment: Trust in people, ask questions, coach, let them find answers and get resultsBe specific: Make measurable objectives & milestones and follow upMyers Briggs/CenterMark: ENTJ (extrovert, intuitive, thinking, judging): commander, innovative, organizer, aggressive, forcefull, analytic, systematic, frank, decisive, new ideas and possibilitiesSalesCollaborate closely with customers and business partners. Understand their business, key wins, objectives and motivationsOBPPC (Occasion, Brand, Pack, Price, Channel): Ensure specific ‘job description’ for each sku: if it is not relevant – don’t sell it but find something else - working together with the customerStrategy and business developmentAccount Plans for customers, Business Plan development and executionDevelopment and implementation Strategic projects: organization development, people development, Key Account Management concepts and processes in order to be able to handle the most important customers. Project ManagementNegotiationExperience with complex negotiations with across channels and marketsCan work and navigate in large and complex organisations with multiple stakeholders<br />Supplementary information <br />LanguagesDanish: Mother tongueEnglish: FluentSwedish and Norwegian: Understand.German: UnderstandSpanish: Some NetworkingLinkedIn: Tatarklubben, Coca-Cola Alumni (2), Gillette Alumni, FMCG Global Consumer Goods Innovators & SpecialistsAfsættet: Graduates from HD(A) CopenhagenOther Achievements/ExperiencesExpedition to Antarctica in 2005 – 2 weeks ‘off the map’Launch of mega-brand Coca-Cola in Greenland (virgin territory) in 1998. No 4 in global per cap after one year in marketWorking at Lillehammer Winter Olympics (1994)Elite football player, junior national team + Brøndby IF (goal keeper)<br />References (The below list of references should only be contacted upon mutual agreement)<br />CustomersPrev. Direct ManagersBusiness PartnersJesper Østergaard, CEO, Reitan Servicehandel Denmark, +45 27 25 25 22Blair Adamson, former Marketing Director McDonald’s DK+1 415 806 0662Olli Kipli, General Manager, McDonald’s Norway +47 23 10 7000Jan Hertz, Former VP Market & Services, Copenhagen Airports, +45 22 19 20 28Sanjay Guha, fFrmer President, Nordic Region, The Coca-Cola Conpany, +44(0)20 8237 3000Laurie McAllister, Former President, Nordic Region, The Coca-Cola CompanySøren Kristensen, Country Manager Denmark, The Coca-Cola Company, +45 51 35 75 52Bo Lundberg, Nordic CEO Diageo spirits +45 41 27 90 53Ola Lenes, General Manager, Hudson Denmark, +45 22 71 71 91Charlotte van Burleigh, Marketing Director, TDC, +45 21 45 69 31Tørk Furhauge, International Director, Pågen +45 44 44 49 18Ulrik Larsen, Commercial Director, Eva Solo +45 22 10 20 18Jeanette Ruby, Marketing Manager, Kraft, Denmark & Finland+45 27 79 63 66Bent Andersen, Country Manager Iceland, The Coca-Cola Company +45 51 58 58 88Fernando Plazas, VP Europe, Africa & Middle East , The Coca-Cola Company+44 787 548 9718Shawn Gallegly, Business Development Director Eur, M.E. & Africa, BPW+41 79 826 52 87<br />