• Marketing Communications: Responsible for the company's internal and external marketing communications.
• Brand Management: Ensured that the organization followed brand guidelines in communication and design, and that all brands were protected on the world market.
• Strategy and tactics: Developed the organization's sales/communications strategy with management, then ensured we used the right tactics.
• Audience management: Ensured we had a good understanding of the company's and brands' audiences, developed new ones and continuously refined our approach.
• Streamlining: Developed work models for batch management, planning, execution, monitoring and optimization. Steering towards short-term and long-term goals.
• Creative Direction: Created and guided strategies in the creative process.
• Art Direction: Visual and communicative guidance.
• Management: Member of the Executive Committee, reporting directly to the CEO.
• Personnel: Payroll manager of marketing department, handled recruitment, training, staff development, administration, etc.
• Resources: Management and planning of resources, internal and external.
• Project management: Managed projects in the field of marketing.
• Budget: Responsible for the company's marketing budget and its allocation.
• Trade Marketing Management: Responsible for the company's in-store communication.
• PR: Main responsibility for Public Relations.
• Digital: Developed strategy and developed marketing system, website, webshop, product/brand presentation in social media and search engines.
• Training: Trained in the context of developments, reorganizations, new hires and at conferences.
• Analysis: Media monitoring and analysis of marketing activities / campaigns.
• Suppliers: Sourcing, briefing and maintaining external suppliers in the marketing field.

The marketing communications department consisted of 2 people in addition to me, where I was the payroll manager. Previously, our roles were structured like a traditional in-house agency, but I chose to rebuild the structure and roles to better meet the future. For example, I transformed Graphic Designer and Marketing Assistant into Marketing Producer and Marketing Distributor where my colleagues then have greater overall control and responsibility over the entire communication process in their area.

MerxTeam is the partner for creating the optimal kitchen and restaurant experience and offers a comprehensive range for cooking, serving, tableware and outdoor furniture. The products are continuously developed, mainly through own brands, according to the needs and wishes of end customers, including both professionals and consumers. MerxTeam also offers professional profiling through partners, as well as trading for unique needs. Through a broadly developed network of contacts with manufacturers worldwide, MerxTeam can offer high-quality, functional and durable products with a high level of service at competitive prices. The products are sold on the European market through specialist and retail distributors.

Website - Youtube - Facebook - Instagram - LinkedIn

• Marketing Communications: Responsible for the company's internal and external marketing communications.
• Brand Management: Ensured that the organization followed the brand guidelines in communication and design.
• Strategy and tactics: Developed the organization's sales/communications strategy with management, then ensured we used the right tactics.
• Creative Direction: Created and guided strategies in the creative process.
• Art Direction: Visual and communicative guidance.
• Management: Member of the Executive Committee, reporting directly to the CEO.
• Staff: Payroll manager of marketing department, handled recruitment, administration etc.
• Resources: Management and planning of resources, internal and external.
• Project management: Managed projects in the field of marketing.
• Budget: Responsible for the company's marketing budget and its allocation.
• Trade Marketing Management: Responsible for the company's in-store communication.
• PR: Main responsibility for Public Relations.
• Digital: Designed and developed marketing system, webshop and intranet.
• Training: Trained in the context of developments, reorganizations, new hires and at conferences.
• Analysis: Media monitoring and analysis of marketing activities / campaigns.
• Suppliers: Sourcing, briefing and maintaining external suppliers in the marketing field.

The marketing communications department consisted of 2 people in addition to me, where I was the payroll manager. Previously, our roles were structured like a traditional advertising agency, but I chose to rebuild the structure and roles to better meet the future. For example, I transformed the Art Director and Marketing Assistant into Communicator Retail and Communicator Professional where my colleagues then had greater overall control and responsibility over the entire communication process in their area. My plan was also to hire a Digital Communications Expert to develop the 1-1 communication. Click on the image to see the new structure.

Complementing this, we also had internal Trade Marketing Managers, Product Managers, and a large network of external support functions such as Media/Advertising/PR/SEO/Translation agencies, TV/Video production companies and photographers who were brought in when needed. Until about two years before I left, we produced almost all advertising/communication material in-house, but as the company expanded and developed, we outsourced more and more.

One of our focus areas in Kärcher's "Vision 2020" on an international level, was to move from a product-focused company (selling yellow pressure washers) to a customer-centric company offering solutions for all cleaning needs. This was a process that permeated the entire company, not least communication. One example of this is around the pressure washer. Previously, it was difficult to choose the right machine when buying. The customer compared pressure and water volume between machines, which in itself did not say much.

With the support of my marketing department, I developed and implemented a 360° communication materials to eliminate this bottleneck while guiding the customer in their buying journey. Today, the customer is instead met by communication based on the cleaning need itself. We communicated what applications Kärcher cleaning solutions covered. The same communication is now exposed everywhere, whether watching TV, listening to the radio, surfing the web or standing in the store. The communication system that we called "If you have the task - we have the solution!" we have today applied to all business areas and product groups.

Since implementation, sales in Home & Garden increased from 120 million (2011) to 232 million (2014).

Kärcher is the world's leading manufacturer of innovative cleaning products for both professional and private users. Alfred Kärcher GmbH & Co. KG, based in Winnenden, Germany, is a worldwide group with over 11,135 employees in 66 countries. Kärcher AB is the Swedish subsidiary with today approx. 70 employees. Kärcher's target groups within Kärcher Professional are Automotive, Industry, Construction, Cleaning Companies, Transportation/Logistics, Healthcare, Public Sector, Agriculture, Retail, Hotel & Restaurant. In Kärcher Home & Garden, the target group is the individual, here we work a lot on the basis of the person's behavior, instead of demographics.

Web page - Youtube - Facebook Home & Garden - Facebook Professional - LinkedIn

What I am most pleased with during this job was a self-produced digital sales and marketing system called "KONRAD", Kärcher Online Retail Advertising. At this time, it should be added that no marketing was done through digital channels, but a lot of time, administration and resources were spent on creating customized print campaigns through retailers. Sales leaflets, order forms, promotional brochures, customer competitions, follow-ups of faxed-in talons, etc.

I developed a strategy to streamline all this but at the same time to bring Kärcher into the online world. The management bought my strategy. The digital marketing system was contained:

• CRM module linked to the SAP business system
• Product database module
• Backend admin module where the campaigns were built
• Front-end module that automatically created customized campaign web pages for each retailer where they were the sender.

Targeted e-mails were also sent out continuously. The system involved Kärcher sales managers and salespeople, dealers with accounts to follow up on activities. This made Kärcher Sweden pioneers in the Kärcher world with active online marketing. A fantastically rewarding and appreciated project that I could write an essay about. Put simply, this system was virtually self-sufficient and automatically collected end customers.

Kärcher is the world's leading manufacturer of innovative cleaning products for both professional and private users. Alfred Kärcher GmbH & Co. KG, based in Winnenden, Germany, is a worldwide group with over 11,135 employees in 66 countries. Kärcher AB is the Swedish subsidiary with today approx. 70 employees. Kärcher's target groups within Kärcher Professional are Automotive, Industry, Construction, Cleaning Companies, Transportation/Logistics, Healthcare, Public Sector, Agriculture, Retail, Hotel & Restaurant. In Kärcher Home & Garden, the target group is the individual, here we work a lot on the basis of the person's behavior, instead of demographics.

Web page - Youtube - Facebook Home & Garden - Facebook Professional - LinkedIn