Morten Vedel

Reporting directly to the Group CEO, I have successfully streamlined and optimized the marketing organization, transforming a previously stagnant structure into a high-performing, strategically driven team. Leading a team of 15 professionals people across Brand, Product, Business Insights, and Digital, I have implemented a data-driven and category-focused approach to strengthen brand loyalty, revenue growth +8% (1.8 billions DKK), and customer engagement.

Infarm is a “Foodtech startup”. A data-driven German company (operates in 11 countries) at the intersection of a "tech company and a food company" that practises vertical farming of mainly salads, herbs, tomatoes, radishes, mushrooms and strawberries. I was responsible for Denmark, Norway and Sweden. Infarm uses Saas systems, all based on cloud-based algorithms that optimise production methods, thereby 100% focusing on a sustainable and highly environmentally friendly way to meet the future of agriculture.

Irma retail-supermarket chain in DK Managing: 1800 employees Ensured profitability of store by developing, training, and managing employees in stores, including regional managers. Developed a professional and more customer-centric twist on the strategy, resulting in the chain becoming more dynamic and innovative around promotions, pricing and product launches.. Raised the internal NPS from employees to an all-time high of 85 Voted No. #2 in the 2020 "Leader of the Year" in the chain by employees

Part of the Danish management team, with close co-operation with the other Nordic countries. Developed and implemented go-to-market strategies to define ideal customers and position products for launch. Performed market research and analyses to create detailed business plans for commercial opportunities. Monitored and initiated execution of commercial activities using various key metrics and prepared internal reports for the CEO

Personally responsible for sales, market share and portfolio management to Salling Group, and to the Sales & Store organization. Reference to the Vice President. Provided monthly reports to PepsiCo Global and Heineken to ensure seamless workflow.

Managed all purchasing, innovation, negotiation, and assortment with my category managers and assistants. Performed multiple activities, including sourcing new suppliers, establishing relationships with vendors, negotiating purchasing contracts, and solving order grievances/discrepancies. Responsible for the full P&L.

Annual and contract negotiations and fulfilment of sales targets for the respective chains for Carlsberg & Coca-Cola