Niels-Axel Berthelsen

Angestellt, Dir. Business Development-Global-Cybersecurity-Critical Infra. & Manufacturing, Irdeto, Zurich, Switzerland & Amsterdam, The Netherlands

Zurich, Schweiz


Professional experience for Niels-Axel Berthelsen

  • Current , since Jan 2020

    Dir. Business Development-Global-Cybersecurity-Critical Infra. & Manufacturing

    Irdeto, Zurich, Switzerland & Amsterdam, The Netherlands

  • Current , since Aug 2018

    Managing Director & Interim Manager

    Berbrick, Zurich, Switzerland

    Established a freelance/interim management firm, targeting domains driving profitable growth & innovation: • Product Line, Portfolio/Business Unit Management • Strategic Marketing/Competitive Intelligence • Strategy/Business Development Collaboration with: AlphaZetta, Zurich/CH, Aug. 2018, data analytics expert group, as Business Advisor IoT Optmization & Cybersecurity: • Business Development: partnerships, client sales • Data analytics: process optimization, data security & compliance reporting

  • 10 months, Oct 2017 - Jul 2018

    Senior Product Manager - IoT Cyber Security at NAGRA - Kudelski Group

    NAGRA - Kudelski Group, Chesseaux-sur-Lausanne, Switzerland

    • Drive new business initiatives, strategy and market access for IoT Cyber Security solutions in various sectors • Perform financial evaluation, set up strategic alliances & partnerships for technology development & distribution of technology solutions and services - including M&A involvement • Identify new IoT Cyber Security business and pricing models optimizing profitability • Leaise with multiple internal & external stakeholders and fundctional groups

  • 1 year and 3 months, Jul 2016 - Sep 2017

    Consultant, Volunteer & Project Management

    Consulting & Continous Education, Zurich, Switzerland

    • Temporary business consulting, project management & volunteer work for technology startup • Continuous education via qualification program for Specialists & Executives at Focus Arbeit Umfeld, SECO Zurich (Staatssekretariat für Wirtschaft und Arbeit)

  • 1 year and 10 months, Jun 2014 - Mar 2016

    Global Product Manager

    ABB Schweiz AG, Uster, Switzerland & Coleshill, United Kingdom

    Drove long term and profitable growth plans of a > $ 100M product & technology portfolio; setting up new processes enhancing performance; business strategies & roadmaps; customer VoCs, market & competitive analysis; pricing & cost optimization; segmentation; NPIs; business case studies for continuous investments. Global market expansion was a key interest. Managed cross-cultural team of 9 employees.

  • 1 year and 11 months, Mar 2012 - Jan 2014

    Strategic Marketing Manager, New Business Incubation

    AGT International, Zurich, Switzerland

    Drive and lead business case analysis, recommendations, strategies & business plans with validated value propositions, segmentation & cash flow evaluation to ensure a business focus on new profitable growth incubation opportunities.

  • 1 year and 5 months, Nov 2010 - Mar 2012

    Strategic Marketing Manager & Business Competitive Intelligence

    AGT International, Zurich, Switzerland

    Set up a Business Competitive Intelligence department driving the development of new processes and intercompany services targeted at delivering market, competitive and technology analysis with recommendations & content for strategic business decisions and direction. Efforts assisted sales, business development & R&D in focusing on competitive edge value propositions & profitable growth for single & broader opportunities. 2 direct reports.

  • 1 year, Oct 2009 - Sep 2010

    Sr. Product Manager, Strategic Marketing, EMEAI at Honeywell Analytics

    Honeywell, Automation & Controls Solutions, Switzerland

    Drove change in go-to-market strategies, to a market driven value based focus across the division whilst ensuring global strategic alignment. The challenge of an end-of-cycle product portfolio called for new offerings, improving customer value proposition vs. competition, increased margins via better forecasting and value based engineering exercises to reduce cost structures. 2 direct reports.

  • 2 years, Oct 2007 - Sep 2009

    Marketing Leader, CCTV/Access Security, Northern Europe at Honeywell Security

    Honeywell, Automation & Controls Solutions, Purmerend, The Netherlands

    Led change management efforts to turn a business entity profitable by driving new go-to market strategies through to sales and distributors, whilst implementing VOC initiatives, segmentation and detailed competitive landscape analysis. Efforts led to improved value based solution pricing, pursuit of new regional/industrial growth opportunities and profitability. 1 report. Worked with ADI distribution offices: Benelux, Nordics, Eastern Europe, DACH, CIS & Russia.

  • 3 years, Sep 2004 - Aug 2007

    Global Industry Manager, Security Markets, Global Marketing

    General Electric, GE Plastics, Bergen op Zoom, The Netherlands

    Increased raw material prices and competition, called for GE Plastics to identify new global strategic growth and high barrier opportunities for polycarbonate compounds. Efforts led to identify plastic security solutions for global document security manufacturers. Via analysis and business case evaluation, I obtained funding for production technologies, R&D and testing capabilities. Key to success: direct access to clients, vendors and industry stakeholders. The team reached 10 members world-wide.

  • 5 months, Sep 2003 - Jan 2004

    External Consultant

    Escribolabel, Amsterdam, The Netherlands

    External Consultant, market research for growth opportunities

  • 2 years, Sep 2001 - Aug 2003

    Market Manager, Europe, Vehicles Safety Systems, (Automotive)

    Avery Dennison, Utrech, The Netherlands

    Responsible for the following: • European Vehicle Safety Systems segment pursuing strategic growth opportunities. Working with clients, vendors and industry stakeholder cross functional teams • Establish growth strategy for head impact protection airbags • New polypropylene composite material: cost reduction by 50% • Obtaining investments for production line upgrades

  • 1 year and 4 months, Jun 2000 - Sep 2001

    Product Manager, Security Products, Scandinavia

    Avery Dennison, Copenhagen, Denmark

    Responsible for the following: • Market assessment of strategic growth opportunities in security printing for governments, transportation and postal services. Also, Pharmaceutical brand protection • Leading business assessment, strategy and business plan creation in the pursuit of new security market growth • Government security tender preparation: 1st tender filed • Singlehandedly wrote and implemented the Business Continuity Plans, Scandinavia

Educational background for Niels-Axel Berthelsen

  • 6 months, Aug 1999 - Jan 2000


    Case Western Reserve University, Cleveland, OH, USA

    Strategy, Entrepreneurship, Banking and Management

  • 2 years and 5 months, Sep 1998 - Jan 2001

    Economics and Business Administration

    Copenhagen Business School, Copenhagen, Denmark

    Strategy, Organization & Management

  • 11 months, Aug 1997 - Jun 1998

    Economics, Business Administration, Finance

    Aarhus School of Business, Aarhus, Denmark

    Finance - 1 year studies

  • 6 months, Aug 1996 - Jan 1997

    Economicss and Business Administration

    University of Hertfordshire, London, Great Britain

  • 2 years and 11 months, Aug 1994 - Jun 1997

    Economics and Business Administration

    Southern Denmark Business School, Sønderborg, Denmark


  • English


  • Danish

    First language

  • Dutch


  • German


  • Norwegian


  • Swedish


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