Summary
Overview
Work History
Education
Timeline
Generic

Louise Kristensen

Summary

An accomplished marketing leader with 20+ years of delivering sales growth and digital business transformation. Global and local market experience of building and launching brands in a digital world, across varied sectors (CPG, Healthcare, Financial Services & Retail). Founder of own digital marketing consultancy based in Shanghai. A personal purpose to be a values-based leader, who challenges inequalities, and can empower others to be themselves.

Overview

22
22
years of professional experience

Work History

Global Head of Digital Transformation

McCormick
10.2022 - 4 2024
  • As a member of the global marketing leadership team, reporting to the CMO, I was responsible for the commercial transformation strategy and global center of digital acceleration for our commercial business (B2C and B2B), unlocking new growth for the organization
  • I built core capabilities and teams to advance our end-to-end customer experiences and platforms; to scale Digital Commerce growth and new Direct digital business models, and to build and activate data and marketing technology platforms
  • Launched multiple customer digital experiences, with frictionless journeys, to drive share growth, with omnichannel launches and activations that unlocked new growth audiences for marketing & sales activation
  • Built strategy and growth plan for Direct channels, launching digitally native products and experiences in NA and UK, which delivered multi-million sales by Direct product innovation scaled to retail
  • Rolled out our CRM & 1st Party Data program, which doubled customer engagement across brand experiences and increased our marketable end users
  • Scaled our connected commerce model across regions, delivering innovation in digital product production, data and technology that enables all Digital Commerce and halved time to digital shelf.

Global Head of Partnerships

Haleon, previously GSK Consumer Healthcare
11.2019 - 10.2022
  • As a member of the global marketing leadership team and trusted advisor to our Exec Committee, I built marketing partnerships to accelerate GSK’s total brand portfolio growth
  • I unlocked net new strategic & commercial value for the enterprise, with partnerships to advance creative, media, digital commerce, data, tech & DEI
  • I was responsible for setting the enterprise strategy with all major partners, collaborating with internal business leads, negotiating contracts, defining global partner performance models & building the C-suite relationships with Google, Meta, Amazon, Microsoft, WPP, IPG and Publicis
  • Established the 1st global strategic partnerships for GSK, resulting in £30+ million incremental strategic & commercial value back to the business to drive new brand growth and launch opportunities
  • Built human-centred growth as a priority strategy across all major partnerships, developing and launching the first end-to-end marketing and representation framework for all GSK brands in collaboration with our partners, to ensure we drove positive change in society and became relevant for broader audiences
  • Introduced an employee-wide program in partnership with Google, called #IamRemarkable, to raise attention to importance of self-promotion within underrepresented groups
  • Within the first year I built a group of internal program facilitators and had taken over 1,000 employees through the program
  • Transformed creative agency models to accelerate omnichannel creative for our brands and led the RFP & onboarding for our in-house global content production model
  • Unlocked £20+ million savings for the business.

Digital Commerce Lead EMEA

GSK Consumer Healthcare
07.2018 - 11.2019
  • As a member of the EMEA leadership team, I was responsible for the strategic planning and acceleration of Digital Commerce across 36 markets in the region, and for delivering the regional Digital Commerce sales target
  • Led Customer strategies including the Amazon Pan-Europe 3-year business plan, resulting in increased sales and trading across all EU 5 markets for Amazon, vs only 1 market trading in 2018
  • Achieved +11% sales growth vs
  • Plan across EMEA region for digital commerce, and +29% vs
  • LY
  • Launched new digital business model with a start-up - the 1st Direct to Consumer Tele-dentistry MVP in UK market, with new Oral Health product experiences & services for GSK.

Digital & eCommerce Director Northern Europe

GSK Consumer Healthcare
04.2017 - 07.2018
  • Provided strategic leadership on the digital transformation & acceleration for all of GSK’s brand portfolio in Northern Europe
  • I hired and developed a team of 11 digital marketing & eCommerce specialists in the Area and increased digital literacy across the marketing department
  • I led major workstreams, including web & digital full funnel media strategy, with key KPIs and governance frameworks, leading to significant improvement in performance and uplift of capability
  • Built search and media programmatic strategy, activation & guidelines across brands, driving paid efficiencies through SEO/PPC synergies, and increasing incremental YoY organic (SEO) value
  • Led the role out of the Google Tech Stack for Northern Europe, which helped drive up viewability and manage frequency for effective digital media spend
  • Led Amazon trade negotiations, price, pack & architecture strategy, resulting in +56% Amazon sales growth 2018 for UK, exceeding plan.

Founder of Louise Kristensen Consulting Ltd.

01.2012 - 04.2017
  • I established my own digital marketing consultancy in Shanghai and collaborated with several high-profile clients in a strategic marketing capacity to build brands and implemented large scale projects: Sun Life Financial - retained as a digital consultant, leading & implementing digital initiatives & new mobile sales solutions in life and healthcare space
  • Swiss Re – consulted on the digital strategy for Asia and technology-led initiatives in the region, including being part of their M&A team for new DTC acquisitions in mobile health in Japan with Lifenet
  • Roadtohealth – lead new market expansion in online health insurance space & created new digital product propositions to take to market
  • Tommy Hilfiger - worked as strategic counsel to the International VP of Marketing & Communications to develop their social & eCommerce campaigns on Alibaba.

Regional Head of Digital & Customer Marketing

Sun Life Financial Asia
01.2011 - 01.2012
  • As part of the global marketing leadership team, I was employed to lead marketing and customer value growth initiatives for Asia
  • I was responsible for the re-launch of all company channels across region, content marketing, search strategies and internal communications
  • I successfully created & launched the first Agent mobile solutions for the company globally, which automated sales channels, leading to a 60% increase in Agent productivity.

Head of Digital

TBWA\
02.2009 - 01.2011
  • TBWA\TEQUILA\ is a global 4As advertising company
  • I was employed to establish & lead digital services in China, hiring & managing a team of 15 digital specialists across account management, production, creative & technology divisions
  • My role comprised of digital strategy, digital media planning & business development for international clients
  • I doubled digital business revenue within a challenging macro climate
  • TBWA\TEQUILA was nominated as the #1 digital agency in China in the 2010 & 2011 Agency rankings during my tenure compared to no ranking in previous years.

Digital Business Director

Eight Partnership Ltd
11.2005 - 02.2009
  • Eight Partnership is a brand consultancy, with offices in Hong Kong, Beijing, and Shanghai
  • I was employed to establish and lead the digital service offerings and grow in-house expertise
  • I grew digital revenue from zero to over 40% share
  • This allowed me to establish a core team of digital specialists across Hong Kong, Beijing, and Shanghai.

Regional Account Manager

Digital Outlook
06.2003 - 11.2005
  • Responsible for the growth and management of the Buena Vista International/ Walt Disney pictures film account across 11 European markets – developed and implemented consumer-focused digital marketing campaigns across Europe and social media management.

Marketing & Advertising Coordinator

The Royal Academy of Dance
09.2000 - 06.2003
  • I was hired on graduation and trained in all aspects of web design & coding and took ownership for the Royal Academy’s youth marketing online, which included development of their company website and online community to achieve brand objectives.

Education

BA (Hons) Performing Arts -

University of Surrey

undefined

Timeline

Global Head of Digital Transformation

McCormick
10.2022 - 4 2024

Global Head of Partnerships

Haleon, previously GSK Consumer Healthcare
11.2019 - 10.2022

Digital Commerce Lead EMEA

GSK Consumer Healthcare
07.2018 - 11.2019

Digital & eCommerce Director Northern Europe

GSK Consumer Healthcare
04.2017 - 07.2018

Founder of Louise Kristensen Consulting Ltd.

01.2012 - 04.2017

Regional Head of Digital & Customer Marketing

Sun Life Financial Asia
01.2011 - 01.2012

Head of Digital

TBWA\
02.2009 - 01.2011

Digital Business Director

Eight Partnership Ltd
11.2005 - 02.2009

Regional Account Manager

Digital Outlook
06.2003 - 11.2005

Marketing & Advertising Coordinator

The Royal Academy of Dance
09.2000 - 06.2003

BA (Hons) Performing Arts -

University of Surrey

undefined

Similar Profiles

CREATE PROFILE
Louise Kristensen