Thomas Sonberg
Copenhagen
Summary
Driven by curiosity, I've lived in diverse countries such as China and Singapore, immersing myself in varied cultures, consumers, and channels to craft effective, integrated marketing solutions.
In today's fast-paced marketing landscape where teams operate at a higher pace, juggling more specialisms and greater complexity, I advocate for an activation-centric mindset, cross-functional collaboration, and shared ambition to create authentic, connected consumer experiences that elevate brand performance.
Having successfully navigated complex business environments, I offer a strategic and forward-thinking approach to any marketing challenge, informed by practical experiences of what works and what doesn't
Overview
26
26
years of professional experience
Work History
Senior Strategy Consultant, COO & Partner
The Mano Company ApS (Marketing Consultancy)
11.2019 - Current
- Advise companies around the world on how to increase marketing performance and effectiveness by building successful marketing solutions that truly resonate and connect with consumers
- Drive client satisfaction by developing and implementing innovative strategy solutions
- Streamline operations by implementing process improvements and optimizing resource allocation
- Boost employee satisfaction and retention through effective communication, training programs, and performance incentives
Head of Strategy, Team Coca-Cola China
Dentsu Aegis Network/Carat (Media Agency)
04.2018 - 07.2019
- Led a large team of Connection Planners to define powerful and innovative go-to-market strategies and activation concepts across all Coca-Cola Company brands in China
- Core disciplines: Conversion of consumer awareness into sales through digital ecosystem planning, IP cooperation and influencer marketing programmes
- Client categories: Soft drinks, teas, juices
- Key achievements: Analysed and optimised marketing mix to drive increased brand and performance measures and impact
Client Service Director
Brandhouse (Advertising Agency)
05.2016 - 10.2017
- Led senior client relationships, more business and new business initiatives
- Core disciplines: Analysis of brands' customer-centricity, brand positioning and go-to-market strategy and optimisation of e-commerce sales funnel conversions
- Client categories: Automotive and FMCG in Denmark and the Nordics
- Key achievements: Won multiple new business responsibilities and led Automotive category client to become market leader.
Client Service Director & Strategic Planner
DDB Worldwide (Advertising Agency)
03.2014 - 04.2016
- Led senior client relationships, more business and new business initiatives
- Core disciplines: Integrated brand and product marketing, digital eco-system planning, and consumer engagement and brand activation
- Client categories: Automotive and FMCG in Denmark and the Nordics
- Key achievements: Achieved consecutive years of global client-relationship evaluation high-scores with Automotive client, and led FMCG category client's online marketing transformation process
Client Service Director & Strategic Planner
BBDO (Advertising Agency)
05.2011 - 02.2014
- Led senior client relationships, more business and new business initiatives
- Core disciplines: Integrated brand and product marketing, data-driven consumer insight, brand positioning and go-to-market strategy and cross-border marketing amplification
- Client categories: FMCG and Personal insurance in Denmark and the Nordics
- Key achievements: Won multiple marketing awards and retained local client relationship with FMCG category client despite termination of international client relationship contract.
Client Service Director & Strategic Planner
Leo Burnett/REPUTATION (Advertising Agency)
05.2008 - 04.2011
- Led senior client relationships, more business and new business initiatives
- Core disciplines: Restrictive medical marketing strategy and campaign development, digital ecosystem planning and cross-border marketing amplification
- Client categories: FMCG, Medical and Transportation in Denmark and Europe
- Key achievements: Successfully led Transportation category client's online marketing transformation process and won multiple new business responsibilities
Regional Account Director, Team McDonald's South East Asia
Leo Burnett (Advertising Agency)
02.2006 - 01.2008
- Led senior client relationship with McDonald's across 5 South East Asia markets
- Core disciplines: Integrated brand and product marketing, cross-border marketing amplification and digitisation of kids engagement programme (Happy Meal)
- Client categories: Quick service restaurants
- Key achievements: Was recognized as one of ‘Top 100 Young Business Talents 2006' by Danish business magazine, ‘Berlingske Nyhedsmagasin'.
General Manager
141 Worldwide (Brand Activation Agency)
03.2004 - 01.2006
- Launched first-ever 141 Taiwan shopper and brand activation agency office
- Core disciplines: Office administration, annual business and forecast planning, Brand positioning and go-to-market strategy and consumer engagement and brand activation
- Client categories: FMCG and Telco
- Key achievements: Grew office from scratch to 18 employees in 18 months and was appointed overall brand leader across multiple competing agencies by Nokia Taiwan.
Regional Account Director, Team Nokia Asia Pacific
141 Worldwide (Brand Activation Agency)
05.2001 - 02.2004
- Led senior client relationship with Nokia across 12 Asia Pacific markets
- Core disciplines: Integrated brand and product marketing, brand positioning and go-to-market strategy and cross-border marketing amplification
- Client categories: Telco
- Key achievements: Significantly increased local market use of Asia Pacific campaign assets and successfully grew the local India agency office relationship with Nokia India.
Regional Account Director, Team Ericsson Asia Pacific
Wunderman International (Brand Activation Agency)
05.2000 - 04.2001
- Led senior client relationship with Ericsson across 12 Asia Pacific markets
- Core disciplines: Trade marketing partner programme, in-store POS and sales promotions and consumer engagement and brand activation
- Client categories: Telco
- Key achievements: Successfully launched Asia Pacific trade marketing partner programme and supported local Wunderman Philippines office team
Account Director
Wunderman International (Brand Activation Agency)
01.1998 - 04.2000
- Led senior client relationship management and more business initiatives
- Core disciplines: CRM/loyalty programme management, trade marketing partner programmes, in-store POS and sales promotions and consumer engagement
- Client categories: Automotive and Telco
- Key achievements: Was promoted to Account Director after 6 months' employment
Education
Master of Science - Marketing Management
Copenhagen Business School
Copenhagen, Denmark06.2000
Skills
- Omnichannel marketing
- Go-to-market strategy
- Brand strategy
- Brand activation
- Social amplification
- Business analysis
- Marketing optimisation
- Campaign orchestration
- Financial forecasting
- Team leadership & development
Accomplishments
I was recognized as one of ‘Top 100 Young Business Talents 2006' by Danish business magazine, ‘Berlingske Nyhedsmagasin'
Interests
Running (11 marathons), triathlon (1 Ironman), football, Asian culture
Personal Information
Marital Status: Singaporean wife and an 8-year-old daughter
Timeline
Senior Strategy Consultant, COO & Partner
The Mano Company ApS (Marketing Consultancy)
11.2019 - Current
Head of Strategy, Team Coca-Cola China
Dentsu Aegis Network/Carat (Media Agency)
04.2018 - 07.2019
Client Service Director
Brandhouse (Advertising Agency)
05.2016 - 10.2017
Client Service Director & Strategic Planner
DDB Worldwide (Advertising Agency)
03.2014 - 04.2016
Client Service Director & Strategic Planner
BBDO (Advertising Agency)
05.2011 - 02.2014
Client Service Director & Strategic Planner
Leo Burnett/REPUTATION (Advertising Agency)
05.2008 - 04.2011
Regional Account Director, Team McDonald's South East Asia
Leo Burnett (Advertising Agency)
02.2006 - 01.2008
General Manager
141 Worldwide (Brand Activation Agency)
03.2004 - 01.2006
Regional Account Director, Team Nokia Asia Pacific
141 Worldwide (Brand Activation Agency)
05.2001 - 02.2004
Regional Account Director, Team Ericsson Asia Pacific
Wunderman International (Brand Activation Agency)
05.2000 - 04.2001
Account Director
Wunderman International (Brand Activation Agency)
01.1998 - 04.2000
Master of Science - Marketing Management
Copenhagen Business School
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