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Snr. strategic marketer with solid commercial understand and good international experience, specialising in long/short term commercial planning, brand planning, and execution.
Camilla Kuzon Hoffmann-Fischer
,
London, United Kingdom
Experience
Other titles
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I'm offering
Snr. strategic marketer with solid commercial understand specialising in long/short term commercial planning, brand planning, and execution, all with the P&L in mind. 13 years of experience form Carlsberg Group working in various global Marketing and Commercial roles, latest in Melbourne, AU, as Country Manager responsible for the full Carlsberg business in the Australian market.
Markets
United Kingdom
Language
Danish
Fluently
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - 2019
job
COUNTRY MANAGER
Carlsberg Group.
Responsible for the Australian business which has showed a significant growth since 2012. Performance
driven by Somersby Cider, now the no. 1 cider brand in Australia, and Australia the no. 1 Somersby market in the Carlsberg Group.
Key responsibility as Country Manager is to drive and develop the Carlsberg Groups beer and cider busi-
ness in Australia together with local license and export partners. Team of 3 brand managers.
• P&L with top and bottom line growth - Annual sales of DKK 330M
• Work closely with the local partner companies to grow current business
• Drive development and implementation of marketing-plans (A&P budget of AU$ 5.5M) and secure
brand guardians of portfolio (Somersby Cider, Carlsberg, Kronenbourg 1664, Birell 0.5% ABV, Holsten 0.0% ABV, Tetley's)
• Proactively seek new brands/ business opportunities
• Negotiate contracts, prices and trading conditions with partners
• Be the anchor point between the local market and ELUD support functions (e.g. Marketing, Sourcing, Finance) and Group functions
• Provide input to Carlsberg Group reporting, market performance, budgets, estimates etc.
Results In a declining cider market with increased competition Somersby kept its no. 1 positioning by focusing on a
strong situation analysis, long term planning, gap plan execution and launching of strong new market
campaign and some very successful NPDs.
Renegotiation of new beer license contract for Carlsberg and Kronenbourg 1664 growing net income with
3057%.
driven by Somersby Cider, now the no. 1 cider brand in Australia, and Australia the no. 1 Somersby market in the Carlsberg Group.
Key responsibility as Country Manager is to drive and develop the Carlsberg Groups beer and cider busi-
ness in Australia together with local license and export partners. Team of 3 brand managers.
• P&L with top and bottom line growth - Annual sales of DKK 330M
• Work closely with the local partner companies to grow current business
• Drive development and implementation of marketing-plans (A&P budget of AU$ 5.5M) and secure
brand guardians of portfolio (Somersby Cider, Carlsberg, Kronenbourg 1664, Birell 0.5% ABV, Holsten 0.0% ABV, Tetley's)
• Proactively seek new brands/ business opportunities
• Negotiate contracts, prices and trading conditions with partners
• Be the anchor point between the local market and ELUD support functions (e.g. Marketing, Sourcing, Finance) and Group functions
• Provide input to Carlsberg Group reporting, market performance, budgets, estimates etc.
Results In a declining cider market with increased competition Somersby kept its no. 1 positioning by focusing on a
strong situation analysis, long term planning, gap plan execution and launching of strong new market
campaign and some very successful NPDs.
Renegotiation of new beer license contract for Carlsberg and Kronenbourg 1664 growing net income with
3057%.
Marketing, Budget, SoMe, Finance, Sales, Sourcing, Net, Growth, Implementation, Support, Development, Campaign, Planning, Contracts, Manager
2013 - 2016
job
INT. MARKETING MANAGER
Carlsberg Group (Brands: Somersby, Kronenbourg).
Carlsberg Export, License & Urban Development (Carlsberg Group)
• Responsible for fuelling the profitability and volume growth of the Carlsberg Group's International
Premium Brands across existing ELUD markets and in new markets in close cooperation with Group
Commercial and the local Partners.
• Drive brands and innovations, brand programs and best practice across markets to ensure long term
profitability growth of the brands
• Co-development, implementation and evaluation of annual brand plans with Regional Managers and Partners to secure long term strategy
• Sell-in to potential Partners and subsequently drive launch strategy
• Monitor and analyse sales development, market trends and competitor and own activities in key
markets and suggest improvements to Partners
• Brand guardian in key ExLiD markets ensuring consistent look and feel of the brands
Telephone: +45 20661457 | +44 7308081489 (London, UK based) • E-mail: camkhf@gmail.com
Key results Driving the Somersby Go Big agenda in ExLiD, growing the brand from 2013-2015 +136% in volume and
+282% EBIT
• Responsible for fuelling the profitability and volume growth of the Carlsberg Group's International
Premium Brands across existing ELUD markets and in new markets in close cooperation with Group
Commercial and the local Partners.
• Drive brands and innovations, brand programs and best practice across markets to ensure long term
profitability growth of the brands
• Co-development, implementation and evaluation of annual brand plans with Regional Managers and Partners to secure long term strategy
• Sell-in to potential Partners and subsequently drive launch strategy
• Monitor and analyse sales development, market trends and competitor and own activities in key
markets and suggest improvements to Partners
• Brand guardian in key ExLiD markets ensuring consistent look and feel of the brands
Telephone: +45 20661457 | +44 7308081489 (London, UK based) • E-mail: camkhf@gmail.com
Key results Driving the Somersby Go Big agenda in ExLiD, growing the brand from 2013-2015 +136% in volume and
+282% EBIT
Marketing, Sales, Growth, Implementation, Sales development, Development, International, Manager, Go
2011 - 2013
job
Regional Manager (Commercial)
Carlsberg Export, License & Duty Free.
• Responsible for Carlsberg/Tuborg license partners in Western Europe (Iceland, Malta, Greece, Cy-prus) and Carlsberg export partner in Mexico, as well as support to LA markets and launches of Int. Premium Brands (Somersby, Grimbergen, Kronenbourg 1664)
• Commercial and brand development within each market
• Business development – market assessment, brand launches, new partnerships, etc.
• Negotiating (export prices and royalty) and contract renewal
• Commercial and brand development within each market
• Business development – market assessment, brand launches, new partnerships, etc.
• Negotiating (export prices and royalty) and contract renewal
Business development, Support, Development, Assessment, Manager
2009 - 2011
job
Project Management
INTERNATIONAL GRADUATE PROGRAMME.
(full time) Aug. 2009- June 2011
Carlsberg Group
Following a 2 year programme, working ½ year in Global Marketing, 1 year in ELUD, and ½ year in Carlsberg Canada
During the programme the following courses have been covered: Project Management, Communica-
tion with Impact, Innovation & CSR, Commercial Awareness & Strategy, Negotiation
Group Sales, Marketing & Innovation (GSMI), International Premium Brands:
• Development of the brand Eve and Somersby before international launch incl. POS dev., strategy,
launch guidelines, etc.
• Drive and support TUBORG incl. online strategy, line extensions (innovation), events & sponsor-
ships (hospitality)
Export, License & Duty Free (ExLiD), Western Europe & Latin America Business Unit:
• Managing 5 smaller license and/or export partners - P&L responsibility, business plan, marketing
plan, sell-in of new products, launch of new products, volume forecast, contract negotiation
Carlsberg Canada (CCI), Marketing:
• Launch of Grimbergen, Somersby Cider and 1664 Blanc - brand intro to company, marketing ma-
terials, launch plan, PR, sales support, customer presentations
• The Grimbergen launch gained the most PR ever obtained for a product launch at CCI
• Somersby, launched in May 2011, estimated to be one of the most successful launches in CCI
Carlsberg Group
Following a 2 year programme, working ½ year in Global Marketing, 1 year in ELUD, and ½ year in Carlsberg Canada
During the programme the following courses have been covered: Project Management, Communica-
tion with Impact, Innovation & CSR, Commercial Awareness & Strategy, Negotiation
Group Sales, Marketing & Innovation (GSMI), International Premium Brands:
• Development of the brand Eve and Somersby before international launch incl. POS dev., strategy,
launch guidelines, etc.
• Drive and support TUBORG incl. online strategy, line extensions (innovation), events & sponsor-
ships (hospitality)
Export, License & Duty Free (ExLiD), Western Europe & Latin America Business Unit:
• Managing 5 smaller license and/or export partners - P&L responsibility, business plan, marketing
plan, sell-in of new products, launch of new products, volume forecast, contract negotiation
Carlsberg Canada (CCI), Marketing:
• Launch of Grimbergen, Somersby Cider and 1664 Blanc - brand intro to company, marketing ma-
terials, launch plan, PR, sales support, customer presentations
• The Grimbergen launch gained the most PR ever obtained for a product launch at CCI
• Somersby, launched in May 2011, estimated to be one of the most successful launches in CCI
Marketing, Project Management, Innovation, Pr, CSR, Management, Sales, Support, Pos, Global Marketing, Development, International, Forecast, Online
2007 - 2009
temp
PART TIME ASSISTANT
Group Sales & Marketing (Tuborg Int. Brand Team).
Carlsberg Group
• Music properties (GreenFest) and sponsorships in form of international hospitality programmes and projects: On Ground Branding (Event branding and experience creation)
• Brand Communication - drive communication from headquarter and to the local teams
• Music properties (GreenFest) and sponsorships in form of international hospitality programmes and projects: On Ground Branding (Event branding and experience creation)
• Brand Communication - drive communication from headquarter and to the local teams
Branding, Event, Music, International
2006 - 2007
temp
PART TIME ASSISTANT
Group HUMAN RESOURCES.
Carlsberg Group
• Assisting with recruitment, handling and making of contracts
• Responsible for new employees and coordinating the introduction course "From Barley to Beer" with the Scandinavian Brewing School and Carlsberg Denmark
Telephone: +45 20661457 | +44 7308081489 (London, UK based) • E-mail: camkhf@gmail.com
• Assisting with recruitment, handling and making of contracts
• Responsible for new employees and coordinating the introduction course "From Barley to Beer" with the Scandinavian Brewing School and Carlsberg Denmark
Telephone: +45 20661457 | +44 7308081489 (London, UK based) • E-mail: camkhf@gmail.com
Contracts, Recruitment, Contracts
My education
2008
-
2010
Copenhagen Business School
MSc, International Marketing & Management
MSc, International Marketing & Management
2005
-
2008
Copenhagen Business School
BSc, Economics (Minor in Marketing)
BSc, Economics (Minor in Marketing)
2005
-
2008
Copenhagen Business School
Bachelors, Business Administration
Bachelors, Business Administration
2002
-
2005
Nørre Gymnasium
Secondary, Inc. Pre-IB
Secondary, Inc. Pre-IB
2001
-
2002
Yarrawonge Secondary College
VCE, English
VCE, English
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