LAKRIDS BY BÜLOW

Leading the commercial department and P/L responsible for all channels and markets. Part of the Executive management team.

Development and implementation of the commercial strategy in Lakrids by Bülow and leading the commercial teams and channels as well as the sales support and consumer insight teams in our 7 home markets (DK, SE, NO, SF, GE, UK, UAE) and 20+ Export markets. 

Task at hand is to refocus of our market footprint and to build an even stronger commercial platform in and across channels, create more synergies within our key city clusters and ensure profitable growth. An essential part of this journey is the continued growth and development of our Lakrids Lover community, which provides a unique knowledge to our business as the worlds largest taste panel, and a direct sales and communication channel to more than 150.000 consumers.

In our home markets we work within city clusters with our DTC-channels to grow our retail footprint and ensure strong L4L-performance in our existing retail stores, and to extent reach and drive traffic to and from our online (eCom, SOME and Amazon) channels. 

Within our B2B2C-channels we work with more than 1800+ wholesale as well as selected travel retail partners in our home markets, which allow us to build brand awareness and at the same time have a more widespread distribution of our products.  

Our last B2B-channel is our corporate sales, where we offer gift solutions for corporate clients, cooperate with gifting companies and work closely with selected high-end hotels, restaurant and airlines.

In our Export markets we work through distributors and offer the opportunity to join a franchise concept or with agents to test and service markets with the potential to become home markets.

Chief Commercial Officer (CCO)

Implement Consulting Group

Advising retail and FMCG on how to create sustainable growth. Strategy direction, industry best practise and commercial excellence

Executive Advisor

Strategic choice facilitator and Omni-Channel architect with deep expertise on how to create growth and innovate business models to win in a time where digital opportunities are changing the game, but customer value is still the end goal

Key focus area include:
• Commercial strategy 
• Due Diligence & PMI
• Customer Segmentation
• Value proposition design 
• Omni-Channel go-to-market approach
• Business model innovation
• Organisation design

Senior Partner & Owner | Commercial Growth

Leading the B2C Industry team with focus on Retail and FMCG. We deliver relevant advise to focus on where and to ensure growth in relevant markets, industries and customer segments and Co-create commercial solutions and go-to-market models that will enable. 

Our B2C-funktional industry team advise across the full value chain - from commercial excellence to operational excellence, with digital transformation, as well as organisational design, operating model design and leadership development.

B2C industry lead | Retail & FMCG

Taking lead on bringing Implement's design thinking strategy approach to our customers to create commercial effectiveness and impact

Areas of responsibility include:
• Leading our Retail & Consumer Goods industry 
• Thought leader in Strategy and Commercial Excellence
• Development of our Digital services

Partner & Owner within STRATEGY | COMEX

Head of the Retail & Consumer Goods industry with key responsibilities within our Strategy, Transformation and Commercial Excellence practise. 

Focus on helping companies develop their corporate, BU and commercial strategy through:
• Identification of growth markets, industries and customer segments 
• Targeting of their key customers (retailers) and consumer segments (shoppers and end-users) 
• Building a solid market position on true differentiation and a competitive value proposition 
• Enhancing channels and customer/consumer relations across the complete customer journey
• A deep understanding of their customer/consumer segment needs
• Enhancing their commercial and sales excellence change initiatives 
• Innovation of their business models 
• Bridging revenue streams with costs to secure profit from key activities and resources

Director, Strategy & Transformation

Forsvaret

Focus on strategic, tactical and operational staff work, targeting, Intelligence planning, analysis and collection

Positions: 
• 2022 - Now: Intelligence Regiment (EFR) - IO
• 2013 - 2022: DDIV - IO
• 2004 - 2013: 1.Bde - IO
• 2003 - 2004: DANCON Btg Iraq - IO
• 1998 - 2003: 1.Btn/PLR - OO/IO & IO
• 1998 - 1999: 1.Btn/PLR - Platoon leader

Major/Intelligence Officer (G2X)

CIOR - Interallied Confederation of Reserve Officers

Member of the CIOR council with focus on the political and governance aspects of the organisation. Prior to this position, I served as chairman of the Civilian and Military cooperation committee (CIMIC).

Positions: 
• 2011 - 2014 Vice President/Head of delegation
• 2008 - 2010: Chairman CIMIC Committee
• 2007 - 2008: CIMIC Committee member
• 2006: YROW delegation leader
• 2005: YROW participant

Vice President, Denmark (CIOR/NATO)

QVARTZ

Focus on identifying profitable business opportunities. Focus on Retail and FMCG with projects around corporate and BU-strategy as well as category, product and pricing strategy. Executed through sales and marketing excellence initiatives and training across the sales organisation.

Senior management consultant, Project manager

Deloitte Business Consulting

Focus on corporate strategy, sales strategy and customer experience management. This includes identifying and developing relevant strategic initiatives and managing the change process across organisational structures as well as optimization of business processes and supply chain.

Management Consultant, project manager

Martin IT

Focus on alignment between business and IT and the implications on IT Strategy, IT sourcing and governance structures

Owner & Management consultant 

What started in the city of smiles in Aarhus, Denmark and then fast forward through youth with 5 days a week in different badminton arenas as a player and coach. My first job walking papers in the local neighborhood was traded in filling up goods within Bilka (Hyper retail store).

After having watched TopGun one to many times, the pilot dream was shattered in medical check #1. Instead it turned into several years as an intelligence officer in the Danish Army, a deployment to Iraq, and now more than 25+ years still serving as a Major in the reserve.

After University followed +15 years in management consulting, which has shaped the professional individual I am. My experience has enabled me to act as an commercial accelerator when strategies needs to be designed and implemented.          

I have worked and delivered more than 100+ project, where I have facilitated and co-created relevant strategic choices targeted at enhancing the commercial business model to create sustainable growth.

My passion and edge is within Retail and FMCG and how to create a business that are fit for humans, fit for the future and fit to win, where we choose to play. Something, which in my mind require an in-depth understanding of the customer journeys across channels to provide the fuel for a stronger value proposition, a more focused go-to-market approach and an agile supply chain structure.

My passion lead me to a new challenge and project
job as CCO with a mission - to take this entrepreneurial company to a next level and fit for sale.

I have a great passion for what I do in life - I think people I meet feel this. I have now transformed this passion towards making the world love licorice as much as I do, as I work with the team at Lakrids by Bülow to make sure we succeed - one licorice at the time

On a day to day I live in Copenhagen with my wife and two children that speak a Copenhagen accent, which I would have never imagined, when I was young, proud and from Jutland.

Getting into the friday mood to bring the best version of yourself to work

We like to do things a little differently at Implement, and today’s global Friday meeting is no exception.

Bring energy, bring dedication and bring the best version of yourself to work. 

As we wrap the week, we lean into an important question: What is your wish for the future, and what would you like to say about your organisation that you cannot say today?

Enjoy the video (remember sound), and may your weekend refuel your drive to make tomorrow even better.

#changewithimpact #growth #implementconsultinggroup

Martin Lyngaa Simonsen

Driving business growth and Commercial Excellence

End-of-Week Reflections from my mandatory jet lag run: On International Growth 

This and next week we’re on the road and in the air with three varied consumer/retail players: a global high-end brand, a value-focused retailer with broad own-brand assortments, and a premium beverage company. They all operate in 30+ markets, where one has grown organically in all markets and now must diversify its go-to-market model to fit local needs; another is leapfrogging to win one big city after another; the latter explores franchising to accelerate international growth while balancing risk and investment without compromising brand DNA.

The one project sits in Scandinavia, the next in Germany with a European pilot and the latter in the US. 

The task for all being to shift from a single global GTM to a locally resonant strategy without harming brand integrity, how to accelerate growth while preserving local relevance and margins and an exploration of franchising as a path to international growth, balancing risk and preserving brand equity.

The 3 key themes we are watching to develop an international growth strategy are:

A. How do you balance localized GTM with global consistency to protect brand integrity while tailoring channels and messaging?

B. What mix of speed to market and capital discipline—organic growth vs. selective partners (franchise, wholesale, alliances)—best preserves ROI and value?

C. How do you diversify risk across geographies to manage volatility, supply chain resilience, and currency exposure?

——————————————————

From there we explore the international growth opportunity from different angles to increase your likelihood of success in the international expansion. So, consider these questions:

1) Which market and customer dynamics require adaptation of your business model without losing its core value?

2) How does your company’s DNA align with local DNA while safeguarding intrinsic brand advantages?

3) How should you localize value propositions and GTM to fit local demand without eroding scale economies?

4) How can data-driven localization inform channel mix, pricing, and promotions, and who owns decisions?

5) How should we design channel governance to minimize conflicts and ensure consistent pricing?

6) What would a franchise viability framework look like for with metrics and playbooks?

7) How can we phase brand-owned flagship hubs to anchor credibility as franchising scales?

8) How can sustainability and purpose be embedded in GTM choices to boost resilience and appeal to conscious consumers?


If you’re navigating similar crossroads—localizing a global brand, rapid city-by-city expansion, or franchising for international growth—I’d be glad to share a concise framework and tailor a playbook to your context. Reach out and let’s schedule a quick strategy call.

Wishing you a great weekend as our teams stays on the road for another week.

#growth #strategy #retail #implementconsultinggroup

Great webinar coming up on how to bridge your global/local marketing setups and guidance on how to solve them – both in the short and long term.

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