The Mine Group

The Mine Group is a consultancy I co-founded in 2022. It focuses on creating brand and marketing strategy based on tangible insights from end-consumers, communities, and communication.

Key Responsibilities
Delivery and execution of solutions and go-to-market strategy
Client and stakeholder relations and management
Conducting mixed-method research  (UX, vertical, SoMe, etc.) 

We successfully found a niche spot in the market, and have been onboarding international clients from day one while simultaneously building an internal strategy focused on product development and growth.

We've delivered insights and strategies to clients from multiple markets and industries, ranging from Sweden to China, and FMCG to B2B

Founder / CEO

Yahoo

Key Responsibilities:
Market advisory, relations, and development with key global accounts while leading and developing two teams.

The two teams successfully delivered strategic insights and media strategy to projects worth more than $20M yearly.

We generated insights and strategic planning for brands such as Polestar, IKEA, P&G. utilizing a broad range of intelligence-gathering software such as GWI, Quid, Statista, eMarketer, YouGov, Nielsen, etc. 

Through positioning advisory as part of client relations, we not only strengthened existing relations but acquired new clients directly requesting projects that fell outside of the main revenue lines.

YAHOO! is a multi-national media company delivering quality content across the globe through various advertising and media properties such as Makers, HuffPost, and Techcrunch in addition to its adtech solutions. It was formerly part of Verizon Media, one of the biggest TelCo companies and data-holders in the world.

Head Of Strategic Insights & PR

Verizon Media

Key Responsibilities:
Strategic Planning & Insights
Research & Insights resource and software management
Developing and expanding Research & Insights capabilities and solution

Delivery and execution of strategies based on:
Mixed method research, UX, Desktop, trend analysis and forecasting, vertical analysis, Social Media trend analysis, user journeys, persona development, media monitoring and tracking, competitor and SOV analysis.

My role as insights and strategy advisor resulted in long-lasting relations with global clients and the team's delivery became a natural part of campaigns and pitches. supporting multiple international brands such as Head & shoulders, Polestar, Ledger, Forsman & Bodenfors, Burger King. 

Verizon Media, which was previously named Oath! and later became Yahoo!, was at the time one of the biggest Media Groups and cross-device data-holders. It was focused on delivering content across the globe, as well as serving diverse advertising solutions such as content marketing, Native advertising, programmatic, and bespoke solutions within paid partnerships and influencer marketing.

Head of Research & Insights

Key Responsibilities:
Iterating on research capabilities
Campaign monitoring and reporting
Identification of key channels, media and Influencers

Managing our delivery, execution and communication of:
Mixed method research, UX, Desktop, trend analysis and forecasting, vertical analysis, Social Media trend analysis, user journeys, persona development, media monitoring and tracking, competitor and SOV analysis. This was in systems such as GWI, Brandwatch, Statista, WARC, meltwater, Quid.

I developed an R&I approach that focused on the bridge between audience, community and communication and allowed for insights-based decision making. This became integral to planning and strategy and was a big part of the sales approach. 

The focus was finding unique insights prior to campaigns, which lead to increased earned attention and a high success rate with viral marketing, and post campaigns on delivering reliable KPI measurement.

Verizon Media, which was previously named Oath! and later became Yahoo!, was at the time one of the biggest Media Groups and cross-device data-holders. It was focused on delivering content across the globe, as well as serving diverse advertising solutions such as content marketing, Native advertising, programmatic, and bespoke solutions within paid partnerships and influencer marketing.

Sr. Research Manager

Oath 

Oath was the previous name for Verizon Media

Key Responsibilities
Communication/audience research and analysis for campaigns
Tracking and monitoring campaigns

Formalized and managed a media and social media monitoring framework delivering measurable KPI's on all larger campaigns. Creating a reliable earned media calculation delivering to multiple global campaigns (I.E. Momondo's DNA Journey, SK-II Marriage Market, Ørsted: Global launch/name change, Volvo Trucks: Worlds Biggest Unboxing)

Digital Planner and Strategist - Nordics

AOL was the previous Oath.

Key responsibility
- Desktop research
- Media monitoring

Was employed following the internship as main research analyst.

Digital Strategist (intern) - Nordics

La Fontaine

La Fontaine is the oldest Jazz bar in Copenhagen, loved by tourists and locals alike for its intimate vibe and original feel.

Key Responsibilities:
Managing guests
Social Media Presence

Host

TEMP-TEAM Permanent and Temporary Recruitment

Temp-team is a temporary work provider and recruitment agency.

Positions:
Back-office at Nykredit, handling CRM systems and identity verification of clients.
Research interviewer at TNS Gallup, handling questionnaires and user surveys.

Temporary Associate

new creations

New Creations was founded by Mikael Wulff and Anders Morgenthaler and is a creative content provider specializing in animation and comedy.

Key Responsibilities:
Personal Assistant
Social Media Analysis, Content Management, SoMe Coordination.

Project Manager And Social Media Manager

I support global brands and agencies with communication, business, and strategy by working with actionable insights.

With 8 years of experience in translating data into insights and insights into strategies, I help clients understand "why", not just "what" - and apply this to diverse areas such as creative solutions, communication strategy, and brand/product development.

I excel in the areas of insights, communication, and marketing strategy and thrive as a team leader who focuses on personal growth and knowledge exchange.

I successfully built a team and approach, that advised multiple international clients with award-winning marketing campaigns. Some main examples are Polestar's Superbowl marketing campaign and Velux Indoor generation which spread across borders to reach millions.

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