CV - Pia Junker Meng

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Pia Junker Meng • Trapholtparken 28 • 6000 Kolding • meng@familie.tele.dk • +45 5131 4471
CV Pia Junker Meng
Personal information Status: Born 18 August 1964 • Married to Jens Henrik •
Together we have Julie, aged 18, and Valdemar, aged 17
Contact: Pia Junker Meng • Trapholtparken 28 • 6000 Kolding •
meng@familie.tele.dk • +45 51 31 44 71
LinkedIn: www.linkedin.com/in/piajunkermeng
Professional summary Business oriented marketer with extensive experience in Omnichannel marketing, branding
and marketing activities at strategic, tactical and operational levels. I create value through
effective marketing planning and concept development based on customer insights,
following business and market trends and in a close cooperation with the business units. I
motivate people around me by being inclusive, setting visible objectives and providing
feedback, and I work in a structured and persistent manner to create results
 A solid toolbox in terms of branding and marketing planning (BtoB and BtoC) with focus
on business goals, integrated communication and ROI
 Good business understanding and experience in business and product development
 Omnichannel Strategy and operation - more than 3 years experience from working with
SAS MA-project
 Experienced project manager that can define and handle large projects
 Up to date on the latest trends in dialogue, digital and data-driven marketing
 Structured and analytical and using insights to identify opportunities and to innovate
 Good leadership qualities – inclusive, setting visible objectives and taking the lead
Work experience 2009 – 2015 Marketing Manager Sydbank A/S
2006 – 2009 Project Manager and Planner Sydbank A/S
2005 – 2006 Communications Consultant Sydbank A/S
2003 – 2005 Trade/Marketing Coordinator Tholstrup Cheese A/S
2000 – 2002 Campaign Manager ELFOR Danish electricity distribution
1999 – 2000 Marketing Coordinator Kanitech A/S
1998 – 1999 Advertising Coordinator – in-store LEGO System A/S
1987 – 1998 Promotion Assistant LEGO System A/S
Training 2015 – Marketing Management IAA
2012 PULS management course
Incl. project: Lean in in-house agency Sydbank/Klingenberg Consult
2010 Basic management education Sydbank
2008 Diploma degree in CRM CRM-akademiet
2001 – 2004 Business Communication – BA level
(3-yr subsidiary subject education) University of Southern DK, Odense
1994 Business Diploma in Sourcing 1 Kolding Business College
1984 – 1988 Business Diploma in Marketing Kolding Business College
Supplementary 2013 Dialogue, digital, data-driven marketing DMA, Chicago, USA
training and 2013 Dialogue conference 2013 CRM/1:1 Strømstad, Norway
conferences 2010 Dialogue, digital, data-driven marketing DMA, San Francisco, USA
Furthermore I have followed courses
and seminars in project management,
marketing, in-store marketing,
IT development and digital
Professional skills

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Pia Junker Meng • Trapholtparken 28 • 6000 Kolding • meng@familie.tele.dk • +45 5131 4471
Work experience and results (in detail)
August 2009 – 2015 Marketing Manager in Sales & Marketing, Sydbank A/S, Aabenraa
Reporting to the Group Executive Vice President for Sales & Marketing I was responsible
for developing the Sydbank brand and product lines and for managing marketing
communication that is relevant to the customer and effectively drives sales. Budget
responsibility of two-digit million figure. Management responsibility for 1 web consultant
and 4 marketing project managers, including 2 digital project managers
Areas of responsibility:
 Marketing planning – establishing of strategy, objectives and plans in line with the
commercial focus
 Development and strengthening of the position of the brand by driving parameters such
as TV, in-store activities and digital media
 Campaign planning (BtoB and BtoC) – development and implementing of go-to-market
strategy and campaigns based on business and customer insights. Focus on
integrated cross-channel activities and return on investment (ROI)
 Omnichannel marketing project – development of 1:1 customer communication by
means of master data, collected data and contact strategies
 Concept development and customer service concepts in cooperation with Operations
 Analyses and insights – sourcing and dissemination of analyses to support the
business development, for instance insights concerning target groups, trends and
market conditions
 Management responsibility with focus on operations, motivation, competence
development and lean
 Development and maintenance of brand manual, graphical identity and language policy
 Budget responsibility and follow-up – two-digit million figure
Results:
 Lifted the unassisted awareness of Sydbank by 40% over three years
 Launched a new product for young customers and 1:1 dialogue by means of
customised newsletters. Over 20% sign-up on the first direct mail issue. On the basis
of data collected on sydbank.dk concerning the customers’ plans and interests as well
as their commitment to the Bank, more than 250 variants of the newsletter were sent
out in the first issue based on 70 different messages
 Revitalised the design line across business areas and sub-brands, which resulted in a
strong, coherent graphical identity
 Optimised MasterCard direct mail campaign and increased the sales 14 times
 Conducted media agency and advertising agency competition and thereby contributed
to ensure the best conditions for launching Sydbank on TV in autumn 2010
 Leadership qualities – achieved an average score of 4.6 on a scale from 1 to 5 (5
being the highest score) in last autumn’s employee satisfaction survey, which is
above average.

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Pia Junker Meng • Trapholtparken 28 • 6000 Kolding • meng@familie.tele.dk • +45 5131 4471
2006 – 2009 Project Manager and Planner, Sydbank, Aabenraa
The position as project manager for the Bank’s corporate and retail client campaigns
comprises campaign work at strategic, tactical and operational levels. My area of
responsibility included:
 Preparation of proposals for campaign plans
 Sourcing, processing and presentation of analyses and customer insights
 Determination of strategy in cooperation with the product department and sales
including start-up meetings, presentation of proposals, timetables, follow-up and
coordination
 Preparation of briefing basis and contact to agencies
 Media planning
 Preparation of sales support materials
 Organisation and implementation of the Bank’s 15 shareholder meetings with more
than 5,000 participants
2005 – 2006 Communications Consultant
Communications adviser to selected Sydbank regions in Denmark in connection with the
planning and implementation of their local marketing initiatives, arrangements and events
2003 – 2005 Trade/Marketing Coordinator, Tholstrup Cheese A/S (now owned by Arla)
In 2004 Denmark’s largest privately-owned dairy business. Produced and sold special
cheese eg Blå Castello, Marquis and Saga. The business also produced fresh pasta –-
Pastella. My area of responsibility included:
 Organisation and implementation of branding activities
 Preparation of action plans and implementation
 Organisation and development of in-store campaigns for product launches in the
Nordic countries and Germany
 Supporting sales companies in their activities
 Evaluation of campaigns
 Development of inbound selling material to the retail trade including analysis and
construction of selling points
 Analysis of AC Nielsen numbers eg for inbound selling material and final reporting
 Development of sales material for eg Food Service
 Tasks in connection with Tholstrup’s corporate branding, for instance preparation of
brand book, sponsor policy etc
 General profiling of the business
 Cooperation with advertising and PR agencies
 Cooperation with market managers, product managers and the marketing director
Results:
 Developed and implemented sponsor policy
 Planned and implemented CSR campaign with Landsby Flødeost, Nicolai Kirk and
Danish Red Cross – resulted in index 115 compared with the objective. Moreover
visibility via press coverage, events, flyers etc.
2000 – 2002 Campaign Manager, ELFOR, Danish electricity distribution, (now Danske Energi)
ELFOR was an association for 70 Danish electricity distribution companies which together
account for around 99% of the electricity distributed in Denmark. ELFOR served as the
companies’ common mouthpiece and handled its members’ interests of political and
economic nature as well as a number of common tasks including implemented energy
saving campaigns
At ELFOR I served as a campaign manager for 1½ years in connection with the
development and implementation of nationwide energy saving campaigns. Moreover I
handled PR, profiling and marketing activities as well as tasks related to ELFOR’s printed
and electronic communication tools including newsletters and website. My area of
responsibility included:

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Pia Junker Meng • Trapholtparken 28 • 6000 Kolding • meng@familie.tele.dk • +45 5131 4471
 Project management in connection with market analyses
 Development of information and campaign strategies as well as plans in cooperation
with the communications manager
 Contact to advertising agencies, suppliers and retail chains
 Briefing and motivating about 70 local campaign managers in connection with
campaigns and shop demonstrations
 Evaluation of the campaigns
 Development of ELFOR’s website
 Communication of information about the electricity sector and ELFOR’s activities via
the internet, articles and talks
The position also involved cooperation with the Danish Energy Agency and Elsparefonden
as well as interest groups within the environmental and energy sector. In addition
participation in various project groups, eg the steering group for the annual election of the
“Town with Best Outdoor Lighting”
Results:
As a concrete result of my work I can highlight the fact that in the autumn of 2000 I served
as campaign manager to the electricity companies on a 10-week campaign for the
propagation of low energy bulbs. The campaign was conducted in cooperation with the
Danish Energy Agency and Elsparefonden and resulted in a more than doubling of sales
compared with the previous year
1999 – 2000 Marketing Coordinator, Kanitech A/S, Kolding
IT business manufacturing, marketing and selling ergonomic IT equipment
As it was a newly established function my job was to contribute to building up the
marketing function. The job included eg determination of a marketing strategy and plans,
contact to agencies, PR and web
1998 – 1999 Advertising Coordinator, LEGO System A/S, Billund
Responsible for development, production and sourcing as regards shop campaigns, eg
POS material, competitions and event to launch products news in Europe. The job included
cooperation with LEGO’s sales companies, agencies and LEGO’s in-house agency
1987 – 1998 Promotion Assistant, LEGO System A/S, Billund
My area of responsibility was to develop shop campaigns for the launching of promotions
and product news in Europe including competitions and events

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Pia Junker Meng • Trapholtparken 28 • 6000 Kolding • meng@familie.tele.dk • +45 5131 4471
Professional skills
Marketing management / branding, positioning and campaigns / media planning / business understanding / product
and concept development / management of in-house agency / management of digital project managers and
marketing project managers / project management of large projects / planning of events / budgeting and follow-up /
direct marketing / integrated data-driven customer dialogue / CRM / analysis / digital media
IT
 Daily user of the Microsoft Office package – in particular Word, PowerPoint and Excel
 Apple products; iPad and iPhone
 Lotus Notes and Outlook
 Knowledge of InDesign
 Also experience in electronic media and online communication
Languages
Danish Native language
English Negotiating level – Upper Intermediate B2 on an international scale – in progress
German Speak, read and understand
Norwegian Read and understand
Swedish Read and understand
Leisure
Family and friends • Concerts • City holidays • Marathon • Skiing • Summer cottage at Blåvand