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Work Background
AspeyaGlobal Vice President. Category Head, Consumer Healthcare
Sep. 2023 - Jun. 2025CopenhagenAspeya is a Pharmaceutical company owned by Philip Morris. https://www.Aspeya.com/ » Member of Aspeya Executive Leadership Team » Managing Director, Aspeya, Denmark » Board Member, Aspeya, Malaysia » Member of Business Development & Licensing Board » Reported to Aspeya CEO and had monthly update meetings with the Philip Morris CEO Led all aspects of Philip Morris’ entry into the global pharmaceutical Smoking Cessation category, from business case development to in-market pharmacovigilance. • First and foremost, assembled a team of mostly new-to-the-company, cross functional colleagues with an aligned purpose and an amazing passion for teamwork. It was an honor to be part of this team. • Established the consumer-centric category Vision. • Defined organizational structure, including local roles & responsibilities within a centralized, matrixed organization. • Created and launched a new OTC/Rx brand in India, Malaysia and Germany, with full P&L and creative responsibility. • Led global brand development, ensuring alignment of communications, distribution and pricing. Established sales & marketing KPIs. • Developed online and offline strategies, including SEO, e-marketplaces, social media, influencers, DtoC sales, pharmacy and other downstream channels. • Owned all geo-expansion, capex and product development business cases. • Oversaw all consumer research and data analytics. • Worked with External Affairs and generated consumer data to defeat an NRT reclassification bill in India • Ensured full compliance with local pre-market and in-market regulations. • Created Operating Model, documenting cross-functional processes and dependencies under various highly regulated scenarios. • Managed numerous agencies and consultant relationships, and negotiated contracts with pharmaceutical distributors. • Led PIC/S certification for Fertin India, enabling exports COGS reduction of >40% vs. Fertin Denmark • Cross-functional direct reports in EU, India and Malaysia.
AspeyaVice President, Global Strategy & Business Development
Apr. 2023 - Sep. 2023Copenhagen, Capital Region, DenmarkBuilding a cross-functional, global team that plans to disrupt the Pharmaceutical Nicotine category.
Niconovum ABPresident
May. 2020 - Dec. 2022MalmoNiconovum AB is a consumer healthcare company founded in 2001 that develops Nicotine Replacement Therapy (NRT) products under the Zonnic™ brand name and as private label products. In 2022, it had 16 colleagues, ~$23M in annual sales and had been been profitable since 2019. » Board Member » Full P&L responsibility » 6 cross-functional direct reports • From 2018-2022, sales increased from $9M to $23M (5yr CAGR of 19% vs. category’s 5%) • Nordic market share doubled from 8% to 16% This growth was sourced from brands managed by global, multi-billion dollar companies (J&J, GSK) who dramatically outspent Niconovum. Our success was due to a passionate team, differentiated offering, superior understanding of the NRT consumer and laser-targeted sales & marketing activities in-store, online and via mass media. We placed very smart bets and won. • Owned strategic planning, including: branding, geo-expansion, R&D priorities and organizational structure • Expanded sales to Canada (WalMart private label) • Implemented sustainability initiatives • Led all contract negotiations and managed all agencies and external partners • Delisted lower margin lozenge format, representing 6% of sales, in order to focus on higher potential formats • Negotiated bi-annual supply agreements with CMO • Ensured compliance with pharmaceutical and pharmacovigilance regulations • Finalized business cases for all product and packaging development • Obtained capex funding for a new GMP factory, more than doubling capacity
Niconovum ABPresident (Verkställande Direktör)
May. 2020 - Dec. 2022Malmö, Skane County, SwedenNiconovum AB is a consumer healthcare company founded in 2001 that develops Nicotine Replacement Therapy (NRT) products under the Zonnic™ brand name and as private label products. In 2022, it had 16 colleagues, ~$23M in annual sales and had been been profitable since 2019. » Board Member » Full P&L responsibility » 6 cross-functional direct reports • From 2018-2022, sales increased from $9M to $23M (5yr CAGR of 19% vs. category’s 5%) • Nordic market share doubled from 8% to 16% This growth was sourced from brands managed by global, multi-billion dollar companies (J&J, GSK) who dramatically outspent Niconovum. Our success was due to a passionate team, differentiated offering, superior understanding of the NRT consumer and laser-targeted sales & marketing activities in-store, online and via mass media. We placed very smart bets and won. • Owned strategic planning, including: branding, geo-expansion, R&D priorities and organizational structure • Expanded sales to Canada (WalMart private label) • Implemented sustainability initiatives • Led all contract negotiations and managed all agencies and external partners • Delisted lower margin lozenge format, representing 6% of sales, in order to focus on higher potential formats • Negotiated bi-annual supply agreements with CMO • Ensured compliance with pharmaceutical and pharmacovigilance regulations • Finalized business cases for all product and packaging development • Obtained capex funding for a new GMP factory, more than doubling capacity
Niconovum ABVice President, Sales & Marketing
Jul. 2018 - May. 2020Helsingborgs kommunRecruited by Niconovum's Chairman, with the remit to "double the size of the business and bring it to profitability". • Overhauled digital strategy, resulting in improved SEO performance and reduced costs. Zonnic is the #1 selling NRT brand online in Sweden. • Completely redesigned packaging artwork, creating a legitimate 3rd brand on shelf • Developed new communications strategy and assets (online,TV, OOH, in-store) • Designed, implemented and analyzed all market research, both qualitative and quantitative (no market research employee in the company) • Worked closely with retail sales forces to maximize in-store effectiveness • Managed pricing strategy • Validated and prioritized pipeline of new products and reallocated resources accordingly • Identified and championed numerous sustainability initiatives
GSKGlobal Marketing Director, Consumer Healthcare
Sep. 2015 - Jul. 2018Greater New York City AreaOversaw a £500M, global brand of OTC products. Responsible for strategic planning, communications, consumer research, innovation, portfolio optimization and acquisitions / licensing. Led multiple matrixed project teams. • Consulted annual plans for Canada, Japan and Middle East, that were +7.5% over Plan in 2016/17 • Increased innovation pipeline value by over 100% • Partnered with CVS (USA) to design a digital health product, test marketed in 2018 • Rationalized portfolio, growing annual profit by £900K, while improving OTIF • Led product development teams at various points in the Stage-Gate system • Coordinated TV, digital and in-store communications - furthering global brand development • Created business plans for licensing and acquisition opportunities
NielsenVice President, Brand Strategy Consulting
Jun. 2013 - Sep. 2015Greater New York City AreaManaged 4-6 concurrent engagements (~4 months each) with CPG clients. Responsible for all client deliverables from pitch to final recommendations, while actively coaching teams of 3-5 managers and analysts. Achieved a 40% increase in revenue over two years. Clients included: J&J, Hershey's, Mars, Kraft Foods, Hain Celestial, Kimberly-Clark, Bellisio Foods, Unilever, Canon, Pepsi, Energizer, Tata Global Beverages and WalMart. • Developed an innovation and comms plan for a recent acquisition, forecasting it to grow at 2x the category • Overhauled product development plans for a $15M core business • Updated messaging, increasing share from 5.8% to 7.5% in a flat, mature category • Developed a portfolio A&P strategy resulting in +10% sales growth, with no product development or incremental spending required
Bakkafrost ScotlandVice President, Sales & Marketing
Jun. 2010 - Jan. 2013Edinburgh, ScotlandOversaw diverse sales and marketing activities for re-launched, distressed companies: The Scottish Salmon Company (£110M sales, acquired by Bakkafrost in 2019), Empire Bakers (£7M); and Loch Fyne Oysters (£15M). All were owned by the same private equity firm. Reported directly to CEO. • Led the Scottish Salmon Company to record sales of over £100M (Oslo Bors listed company) • Authored SSC’s 5-year strategic plan focused on growing exports. Named “Export Business of the Year” for 2014 by Scotland Food and Drink. • Established a pipeline of new products for each company While working full time, also owned Lickety Splits, a profitable retail store on the Royal Mile specializing in nostalgic Scottish candies and locally produced art souvenirs.
Georgia-Pacific LLCSenior Manager, Sustainability and Consumer Insights
Mar. 2008 - May. 2010Greater Atlanta Area
NovartisDirector, Global Marketing @ CibaVision
Jul. 2006 - Mar. 2008Greater Atlanta Area
PfizerNumerous US & Global Marketing / Category Management Positions
Aug. 1999 - Jul. 2006Morris Plains, New Jersey
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