CAROLINE FIEDLER
Senior Commercial Leader
Kokkedal,Region Hovedstaden
Summary
With over 16 years of international experience in the retail sector, I specialize in business development, sales strategy, and transformation leadership. My leadership style integrates strategic execution with emotional intelligence to drive growth, energize teams, and cultivate strong customer partnerships. Successfully leading high-performing teams in Denmark and globally, I have enhanced profitability through P&L ownership and spearheaded innovation programs for renowned brands like ITAB, Electrolux, Estée Lauder, Matas, and CircleK. Recognized for a results-driven approach and focus on people, I excel in dynamic, cross-functional environments that require a blend of commercial acumen and cultural understanding.
Overview
19
19
years of professional experience
5
5
Certifications
Work History
Head of Sales – Food DK & ICE
Electrolux Professional Group
05.2024 - Current
- Full P&L ownership across Denmark & Iceland with a team of 10 (Sales, Backoffice, Service). Driving regional market share and profitability by aligning sales, CRM and marketing execution. Strong focus on strategic sales execution, commercial governance, and cultural leadership.
Sales Director Denmark
ITAB Group
01.2022 - 01.2024
- Led pricing, budgeting and commercial strategies for Denmark. Oversaw 16 FTE across Sales and Project Management in DK and LV. Rebuilt sales structure, delivered margin recovery, and improved team performance.
- +20% customer base growth
- Reactivated dormant client with double turnover
- Strategic pricing turned negative margins into strong contribution
- Positioned ITAB as trusted Retail Tech partner
Nordic Engagement Manager
Estée Lauder Companies
01.2020 - 01.2022
- Enhanced brand execution across Nordic markets, managing P&L and VM budgets. Led campaign rollouts, boosted shopper experience and brand equity.
- Led Breast Cancer Campaign and regional sustainability rollout
- Improved customer journey and visual standards across channels
Head of Engagement – EU
Specsavers
01.2019 - 01.2020
- Tasked to double the contact lens business in 5 EU markets. Delivered growth through e-commerce and CRM improvements.
- +19% online sales growth
- Lifecycle strategy increased retention and switching
Head of Innovation & Concept
Matas
01.2018 - 01.2019
- Developed store and service concepts to attract younger segments. Streamlined procurement and upgraded Click & Collect.
- Launched 'Matas Life' concept
- Achieved cost reductions via smarter tenders
Director Concept Development & Execution (NE)
CircleK
01.2016 - 01.2018
- Led rebranding of 9 markets. Created new customer-centric food and store concepts.
- +3–5% footfall increase
- +2–6% sales uplift
Head of Concept & Project Manager
COOP
01.2007 - 01.2016
- Developed, tested, and rolled out nine new retail concepts. Cross-functional leadership from design to execution.
- Launched Denmark’s first 'C' convenience brand
- Shortlisted for World Retail Awards 2011 (Madcooperativet)
- 150% KPI achievement via inventory harmonization
Education
EREP Certified Personal Trainer & Nutrition Coach - undefined
Trænerakademiet
01.2020 - 1 2021
Management & Business Administration - undefined
Tietgen School
01.2010 - 1 2011
BAsc Diploma, Master - Industrial Design
Pforzheim University
Germany 01.1995 - 1 2000
Skills
Strategic Sales & Commercial Execution
Certification
Salesforce (2022)
Boards And Memberships
- VL18 Member, Danish Business Leader Association, 2023
- Advisory Board Member, PIF & Milton Around The World, 01/01/20, 12/31/22
- Chairman, COOP Art Association, 01/01/09, 12/31/11
Personal Note
I'm married to Ruben and mother of Anna and Julius. I enjoy yoga and reading dark thrillers, and I value authentic leadership, human connection, and work-life balance.
Languages
German
Bilingual or Proficient (C2)
English
Advanced (C1)
Danish
Bilingual or Proficient (C2)
Swedish
Upper intermediate (B2)
Norwegian
Upper intermediate (B2)
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
swipe to browse
Work Preference
Work Type
Full TimeWork Location
On-SiteRemoteHybridImportant To Me
Company CulturePersonal development programsTeam Building / Company RetreatsAccomplishments
- Promoted to Regional Sales Manager after 1 successful years in the sales department.
- Managed the BOLD award winning sales team at *Electrolux Professional
Interests
Yoga
Travel
Software
Salesforce
Excel
Powerpoint
Timeline
Head of Sales – Food DK & ICE
Electrolux Professional Group
05.2024 - Current
Sales Director Denmark
ITAB Group
01.2022 - 01.2024
Nordic Engagement Manager
Estée Lauder Companies
01.2020 - 01.2022
EREP Certified Personal Trainer & Nutrition Coach - undefined
Trænerakademiet
01.2020 - 1 2021
Head of Engagement – EU
Specsavers
01.2019 - 01.2020
Head of Innovation & Concept
Matas
01.2018 - 01.2019
Director Concept Development & Execution (NE)
CircleK
01.2016 - 01.2018
Management & Business Administration - undefined
Tietgen School
01.2010 - 1 2011
Head of Concept & Project Manager
COOP
01.2007 - 01.2016
BAsc Diploma, Master - Industrial Design
Pforzheim University
01.1995 - 1 2000
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