Work experience

• Global Brand Manager (Interim)

  Karo Healthcare

  2024.05-Current

  (a year)

  🔹 Global brand strategy & portfolio management – sharpened global strategy, worked on the innovation roadmap, long-term growth plan development and global brand guidelines.🔹 New product development & packaging – developed and launched new products, optimized packaging to boost brand consistency, profitability and relevance.🔹 Digital marketing & e-commerce – website updates and digital initiatives to drive traffic and conversion.🔹 Global communication campaigns – concept creation, production, and stakeholder alignment to deliver impactful campaigns with strong go-to-market execution.🔹 Go-to-market & market support – provided strategic direction and hands-on support for local teams and distributors across 20+ markets, driving consumer and HCP engagement.Key Achievement: Took over Locobase brand relaunch - sharpening its value proposition, visual identity, and supplier transition to ensure long-term profitable growth, brand consistency, awareness and recognition.
• Marketing Consultant

  Freelance

  2022.08-Current

  (3 years)

  Providing project-based consultancy in brand strategy, activations, social media, e-commerce (Shopify), and CRM, helping businesses build a strong digital presence and drive growth.Project examples:🔹 Marketing strategy & online store development – built brand positioning and Shopify stores for SMU brands: FuFa Brand, Black Swan Riga, and Uppy Bags.🔹 Digital marketing strategy – developed a strategic roadmap for ASA Laser Denmark to strengthen its digital presence.
• E-commerce Fashion Marketing manager

  Boozt

  2023.01-2023.07

  (7 months)

  Managing Fashion category on boozt.com, including Women, Men and Premium designers.Marketing activation planning, navigation and category improvement projects in closecooperation with buyers, country managers, paid media, CRM, SEO, trade marketing teams.
• Global Brand Manager

  Lantmännen Unibake

  2019.01-2022.06

  (3 years)

  - Global brand portfolio management: architecture, strategy - B2B and B2C brand building - global brand positioning, strategy and visual identity development, touchpoint designs, localization, websites relaunch.- Global communication campaigns development: creative concept development and sell-in story, content production and localization in close cooperation with key local teams - Local teams support on all brand related topics e.g Digital marketing, market research, packaging development- Internal event management, participation in big international tradeshows - Supporting Innovation development and Sustainability agendaMain achievements: Brand portfolio strategy project - from brief to strategy: creating clarity in relationshipsbetween brands to ensure future-proof organization. B2B & B2C research in 7 markets,identifying gaps and next steps. As a result:- Global brand positioning for Schulstad B2C brand - relaunch of B2C product packaging in5+ out-of-home markets with consistent brand storytelling- Global B2B brand Schulstad Bakery Solution - sharpening positioning and visual identityhttps://www.schulstadbakerysolutions.com/
• Business Leader Makeup Netherlands (Interim)

  LOréal

  2018.02-2018.09

  (8 months)

  - Proactive development & management of make-up category in Netherlands (3 brands, over 1000 POS) - Manage, inspire and develop team of 10
• Global Brand Manager

  BIOEFFECT

  2017.01-2017.10

  (10 months)

  Global brand development - consistency creation within 26 markets/ distributors through implementation of new brand guidelines regarding distribution, merchandising, visual and PR, analyzing market specific needs and adjusting according to it.Main achievements:- Successful launch of a BIOEFFECT in 2 new markets: USA, Ukraine.- Development of global website template on Shopify, CRM management.- Development of Global e-Learning platform
• Nordic Brand Director NYX Cosmetics

  LOréal

  2015.08-2017.01

  (a year)

  Main responsibilities: Launch of the brand in the Nordic region.- Developed brand distribution & communication strategy for Nordic region. - PR & social media management with focus on Instagram and influencers.- Successful launch of 1st ever Nordic FACE Awards (Fine Artistry of Cosmetic Elite Awards) with more than 6mln digital reach in Nordics in cooperation with SFB ad agency. - E-commerce – digital strategy, brand pitch to e-retailers, online store-in-store development, regional trade plan coordination, etc.- Full brand P&L responsibility- Coordination of forecast and procurement issues between local and international teams. Business Plans development together with General Managers in the region. - Product launches – managed assortment (1400+ SKU), campaigns ideas, trade calendar and priorities, launch sizing’s, merchandising (where to place, what to delist) and communication strategy.- Direct reporting to top management, European Hub in Paris and NYX HQ in L.A., USA.- Team management: 3 direct employees, 8-10 indirect Main achievements: Ensured successful landing for new generation make-up brand NYX Cosmetics in Nordics. It was a start-up like experience, which involved development of brand positioning for Nordics; forecasting and logistics management; distribution plan development and commercial pitches to retailers; merchandising management; ensuring PR & awareness through earned and paid digital media and events; establishing social media strategy and creating loyal makeup influencer community; shops opening, incl. online; trainings; etc. As a result of successful openings of more than 180 doors within 8 months and strong PR strategy based on influencers (no paid media) we overachieved the budget for 2016 x4 vs original plan, delivered strong growth for the house and became one of the key markets for the brand in Europe.
• Marketing Manager YvesSaintLaurent Beauté Scandinavia

  LOréal

  2014.06-2015.07

  (a year)

  Main responsibilities: - Driving established luxury YSL Beaute brand development in Scandinavia through adaptation and implementation of international strategies - Full budget and P&L responsibility: delivered profit and +8% growth vs previous year- Management of Scandinavian media bookings and media campaigns - PR and in store project management, including product launches, educational events, merchandising management. - Inspirational sales and customer meeting presentations; - Direct reporting to HQ in Paris.- Team management: 3 direct, 6 indirect employees
• Nordic product manager Maybelline New York and Essie FMCG

  LOréal

  2013.04-2014.06

  (a year)

  Nordic product manager Essie and Maybelline New York (Face & Nails categories) for Nordic region. Main tasks:- Market analysis and brand strategy development- Nordic product portfolio management- Product launch pack development for Nordics - portfolio gaps analysis, launch dimensioning, forecast coordination, advertising materials adaptation or development, media management, POS recommendations - Nordic trade plans development - Media strategy and media plans management- Creative content development to maximize international launches locally
• Group product manager Make-up FMCG DENMARK

  LOréal

  2011.03-2013.04

  (2 years)

  Make-up category management (Maybelline New York, L’Oreal Paris and Essie brands) in Denmark.Main responsibilities: - go-to-market strategy and trade plans;- assortment management & forecast coordination; - cooperation with Sales team - internal and external presentations; - competition, trends and market analysis;- POS and educational material development;- P&L responsibilities;- PR and social media management;- merchandising management; - Managing team of 3.
• Maybelline New York Baltic product manager

  LOréal

  2009.03-2011.03

  (2 years)
• Junior Brand Manager Baltics & Kaliningrad

  RB

  2007.07-2009.03

  (2 years)

  Responsible for Air, Personal care and Dish care brands: Veet, Airwick, Calgonit.