Overview
Work History
Education
Skills
Languages
Timeline
Generic

Charlotte Hoff

Overview

16
16
years of professional experience

Work History

Lance Consultant

ORIENTED - ANALYTICAL – STRATEGIC, Colgate
01.2020 - 09.2021
  • L’Oreal - Lantmännen – Unibake -, -Palmolive -Unilever -
  • Boehringer-Ingelheim OTC – Consulting - Mondelez International
  • Consumer Brands:
  • Bisolvon – Mucoangin – Dulcolax- Oreo-TUC-Belvita-Marabou Chocobakery -Heartbrand
  • Frisko-GB Glace - Colgate Toothpaste - Schulstad Bake-off – Lancome
  • Brand-marketing & PR-management: 360 degrees planning & execution - marketing-plan, activation, adaptation and creation of marketing assets, digital, TVC, POS, events management), b2c/b2b multiple channels & categories
  • Brand Portfolio Management & New Product Development: Full Product Life Cycle & Product
  • Portfolio Management: Analytics & trends->New Product/Concept Development->Launch->Monitoring/Analysis/->Divest
  • Market Analytics: Use of various market analytics quantitative and qualitative to monitor the market and to suggest plans of action
  • Marketing Strategy: Development of strategy, through to tactics, followed by development of KPls
  • Project Management-Agency-Management-Budget Management-Profit & Loss Management
  • Sales-side: Customer and Trade Marketing, ‘Key Account Management’, Go-To-Market, Business
  • Development
  • Strong across-category commercial insights from leading companies processes insights & experiences -> synergies
  • Administrative tasks
  • People’-person’: Communicative across levels and types of stakeholders, motivational, empathetic/resonant leader/manager leading by example, motivates, supports, stake-holder management
  • Experience, -limited roles: 6 months + 1,3 months, during respectively sick-leave and maternity-leave in the team, team of 6/7)
  • Free-, ) goal ->to stay busy, while applying for permanent employment

Brand Manager

Mondelez International, Kraft Foods Snack
06.2014 - 12.2019
  • Biscuits: Oreo, TUC, Belvita & Nordic Lead Marabou Chocobakery, and Feb 2024- ongoing)- latest role ending mid

Charlotte Mikala Hoff
04.2013 - 09.2013
  • M.Sc
  • International Business - Brand Marketing Project Management & Consulting
  • Boehringer-Ingelheim CHC/OTC (Sweden) Nordic Brand Manager Bisolvon, Mucoangin, projects
  • Dulcolax (, – position taken down due to restructuring and maternity-leave reverting to role)
  • Reporting to then Head of Marketing, written reference available upon request
  • Key Responsibilities (please also visit reference from Boehringer-Ingelheim)
  • Brand strategy & tactics & KPI development, ATL & BTL management, category management, product launches, budget management, forecasting
  • Key Achievements
  • Leading and planning Bisolvon and Mucoangin Nordic and regional brand strategy
  • Bisolduo launch preparations (medical device product) and launched Mucoangin Lemon in DK & SE
  • Managed the ATL budget planning and revision of ATL ongoing performance 2013/14 with agency:
  • Careful planning with leading to post-campaign sales, also achieving results in defined brand parameters following strategy goals
  • Channels: Digital and TVC
  • Adapted Dulcolax TVC to the
  • Swedish market
  • Paid search for Bisolvon with agency
  • Revised forecasted volumes and prices of all brands and products, set new forecasts
  • Project leader of demand planning and forecasting accuracy project
  • A&P budget control management for 2013 and projected 2014
  • Worked together with regulatory on how to achieve a consistent brand messaging in a highly regulated brand communication environment and how to facilitate the complex brand communication approval process for more speedy and efficient results: Took initiative to improve the system processes between pharmaco vigilance, regulatory affairs, marketing and sales with the aim of achieving a consistent and strong brand identity BTL and speedier/more efficient process by trying to establish pre-approved claims/USPs for Bisolvon
  • Discovered competitive illegal marketing activity during leisure time and set in motion action to remedy this
  • Category development with Key Account Managers to improve sales and launch-options
  • Improvement of trade-marketing material bringing a fresh but solid business oriented FMCG approach: Renovated dusty marketing-material with: Clear brand-positionings/USP, picture, etc
  • Nordic budget spend was not monitored since Jan 2013 during absence of the brand manager on maternity leave - I was in end May/Jun 2013 assigned the responsibility to clean up and to present the overview of the total Nordic budget overview YTD within app a month

Consultant FMCG

The Trade Council, Royal Danish Embassy
01.2011 - 12.2012
  • Year contractual role) Reporting to Head of Commercial Section and Ambassador
  • Key Responsibilities
  • Advisory and consulting: With a yearly sales-target, advising Danish FMCG and luxury goods clients across categories on launch and distribution strategies on the Swedish market, incl
  • Stake-holder management, new business development
  • Assignments: Brand and launch strategy including product portfolio and distribution, brand building, market analysis & launch potential evaluation, PR and events, public affairs/lobbyism
  • Key Achievements
  • Consultancy: Eager to help a number of clients at different maturity levels, in a wide range of business categories achieve their targets for the assignment in question and/or go to market, strategy-plan, marketing and PR activities, to the satisfaction of my clients and so to me
  • Direct reports: Managed/mentored/developed 2 trainees to support in my work
  • Event management: Planned and executed events with C-suite/Senior Level Executives and Swedish politicians at the Embassy Residence and at the Embassy, with PR, marketing and/or Public
  • Opinion management objectives, reporting to the Ambassador and the Head of Commercial Section
  • Go-to-market: Screening market for categories/brands in question and relevant opportunities, updated marketing materials, sold in my clients to prospective distribution partners as e.g
  • Leading
  • Swedish whole salers ICA, Axfood, Bergendahls and leading pharmacy –and healthcare chains as
  • Life and Apoteket
  • Results/KPIs: Achieved yearly sales-targets for invoiced consulting hours and qualitative evaluation targets ‘decisive value’ to clients as in client satisfaction with my advisory
  • Charlotte Mikala Hoff
  • M.Sc
  • International Business - Brand Marketing Project Management & Consulting

Brand Manager, Marketing Director

Unilever
09.2008 - 12.2010
  • Denmark A/S (Denmark) - Nordic, Carte d’Or, Viennetta, Heartbrand
  • Multipacks, Reporting to Nordic Senior Brand Managers and, , reference upon request
  • Key Responsibilities
  • Product portfolio management Carte d’Or (2010: TO app €22 Mio), Viennetta (2010: TO App €4
  • Mio), Heartbrand Multipacks (2010: TO App
  • 16Mio)
  • Total of app
  • 44 Nordic SKUs
  • Co)-leading Nordic brand strategy of Heartbrand Multipack and Viennetta
  • NPD and concept development, consumer insights, PR Denmark, Analysis/reporting of sales, P&L management incl
  • Analysis on GM% on category/products
  • Key Achievements
  • Successfully set and launched the Nordic Heartbrand Multipack launch assortment based on consumer, market and shopper insights: Growth across the Nordic dissimilar multipack markets with 2-digit growth, value and volume Swedish market 2010
  • In sum: Successfully growing the
  • Swedish and Finnish markets while keeping up with the highly price & private label competitive multipack market in Denmark
  • Revived the Nordic Viennetta assortment and launched new SKUs
  • New Product Development: Developed product and concept for new Multipack
  • Managed PR programme for Denmark and delivered above or at target for 2 consecutive years
  • Analysed and identified the reasons for a declining GM% on the Swedish multipack assortment
  • Worked on digital activities with agencies
  • Managed update and launch of Nordic webpages in timely manner for all ice cream brands in connection with season-start

Nordic Brand Manager

Colgate-Palmolive A/S, Colgate Toothpaste
01.2008 - 04.2008
  • Contractual paternity leave role, hired Oct 07)
  • Reporting to Marketing Manager, team of 4
  • Key Responsibilities
  • Colgate Toothpaste Nordic brand management
  • Analysis of sales, P&L management, reporting
  • Key Achievements
  • Structured and set-up alternative campaign to replace gold product launch

Product Manager

Lantmännen Unibake Denmark A/S, Schulstad Bake
05.2006 - 07.2007
  • Hired Mar 06) Reporting to Marketing Manager, team of 4, reference upon request
  • Key Responsibilities
  • Brand strategy and product portfolio management: Schulstad Bake Off, Pastridor (2007: TO app
  • DKK300 Mio/€40 Mio, 170 primarily DK SKUs)
  • New Product Development
  • Project management: Management of product projects for Sweden, Norway and Poland
  • Website update including creation of picture database, highly influential in bringing products successfully to market
  • PR management
  • Key Achievements
  • Development of the different categories with +25 successful new products, 15 from NPD by market insights, trends, analysis, with profitable GM%, working with sales simultaneously and resulting in all products being taken in, sales on top with little or no cannibalisation
  • Development of b2c POS materials and created new concepts for the products from scratch, considered unique by my manager
  • New campaigns highly successful, leading to for example +50% sales on top with my first campaign

Assistant Senior Product Manager

Charlotte
04.2005 - 12.2005
  • Mikala Hoff
  • M.Sc
  • International Business - Brand Marketing Project Management & Consulting
  • L’Oréal Luxury Product Division (Denmark, during maternity leave of the Marketing Manager– Lancôme makeup & fragrances, limited contract, reporting to Senior Product Manager, team of 6, reference contact details can be arranged upon request
  • Key Responsibilities
  • Assisting on defining new product assortment and launches, including defining colours
  • Assisting on management of ATL and BTL including development of BTL material
  • Analysis, monthly sales reporting, forecasting, PR assistance, sales-meetings preparations
  • PR activation
  • Key Achievements
  • Discovered and helped overcome inconsistency in turnover reporting between Luxury Product
  • Division brands, in most important campaign of the year
  • Background

- 1 1
  • Key Responsibilities – and achievements:
  • Advising/supporting SMEs across industries on marketing 360 degrees approach, incl
  • Digital
  • SoMe, off-line incl
  • Trade Marketing, BTL-activation, PR, sales/go-to-market, adaptation of global marketing plan to local, business-development, analytics, etc.

Education

<ul><li>Prince 2 Foundation PM certification achieved with APMG International</li></ul> -

01.2016

M.Sc. degree - Finance

HEC Paris
01.2014

M.Sc. - International Business

Copenhagen Business School
01.2004

B.Sc. - Economics and Languages

Copenhagen Business School
01.1998

<ul><li>Project management course and other courses with Unilever, management course with Lantmännen</li></ul> -

Aurehøj Gymnasium High
01.1993

10 ECTS points) -

Ingrid Jespersens Private School, Copenhagen Business Academy
01.1989

Skills

  • Swedish – fluent/speaks &
  • Writes
  • IT:
  • PowerPoint, Excel, Word, Nielsen, Google Analytics, SAP

Languages

  • Danish – mother tongue, English – fluent, French – fluent

    • Timeline

    Lance Consultant

    ORIENTED - ANALYTICAL – STRATEGIC, Colgate
    01.2020 - 09.2021

    Brand Manager

    Mondelez International, Kraft Foods Snack
    06.2014 - 12.2019

    Charlotte Mikala Hoff
    04.2013 - 09.2013

    Consultant FMCG

    The Trade Council, Royal Danish Embassy
    01.2011 - 12.2012

    Brand Manager, Marketing Director

    Unilever
    09.2008 - 12.2010

    Nordic Brand Manager

    Colgate-Palmolive A/S, Colgate Toothpaste
    01.2008 - 04.2008

    Product Manager

    Lantmännen Unibake Denmark A/S, Schulstad Bake
    05.2006 - 07.2007

    Assistant Senior Product Manager

    Charlotte
    04.2005 - 12.2005

    - 1 1

    <ul><li>Prince 2 Foundation PM certification achieved with APMG International</li></ul> -

    M.Sc. degree - Finance

    HEC Paris

    M.Sc. - International Business

    Copenhagen Business School

    B.Sc. - Economics and Languages

    Copenhagen Business School

    <ul><li>Project management course and other courses with Unilever, management course with Lantmännen</li></ul> -

    Aurehøj Gymnasium High

    10 ECTS points) -

    Ingrid Jespersens Private School, Copenhagen Business Academy

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