Marketing analyst - Lars Grove Mortensen
 
[ Profile ]
[ Work experience ]
[ Education ]
[ Language skills ]
[ IT-skills ]
[ Contact information ]





Dansk version: Marketing analytiker Lars Grove Mortensen Marketing-analytiker >>

Marketing analyst

Proactive AP-graduate in Marketing Management and experienced analyst with an aptitude for business development and analysis with attention to detail. Excellent at interpreting data from various sources to drive optimizing improvements.

  



Work experience

2014-
(current employment)
Online marketing specialist at Sport24.dk and Sport24Outlet.dk
The online marketing specialist’s very exciting and diverse tasks include search engine optimization (SEO), AdWords optimization, and conversion optimization. Basically it is the online marketing specialist’s job to:
  • Drive more traffic to the online store.
  • Increase the proportion of webshop-visitors, who actually convert into paying customers.
  • Contribute with knowledge about tracking, data mining and marketing analysis.


2012-2014
Head of marketing at VVS-Eksperten A/S
Leading the marketing strategy for a rapidly growing trading company, focused on supplying its customers with environmentally friendly plumbing, heating and solar energy products. The company distributes its products both through online sales and through 25 physical stores, located across Denmark. The company's marketing department employs 3 full-time employees and a freelance consultant. The tasks and responsibilities of this exciting employment include:
  • Developing and implementing the company's marketing strategy (branding/positioning), both online and offline.
  • Developing, coordinating and executing the company's marketing plan.
  • Evaluating and optimizing the company's marketing initiatives, which include defining and maintaining marketing scorecards.
  • Responsibility for the company's marketing budget.
  • Negotiating and establishing contracts with marketing-suppliers.
  • Providing marketing-theoretical input for the development of marketing materials, which include providing updated knowledge from i.e. relevant research.
  • Approving advertisements and other marketing materials.
  • Responsibility for the development of marketing analysis.
  • Responsibility for the development of PR-concepts and marketing activities.
  • Responsibility for the execution and continuous optimization of online marketing - including search engine optimization (SEO) and campaigns with Google AdWords, Google AdSense, the Google Display Network and other banner-campaigns.
  • General management of the marketing departments' activities.
Find a letter of recommendation here >>

2011-2012
Marketing analyst at eBay Classifieds Group (dba.dk, bilbasen.dk, etc.)
The tasks and responsibilities of this very exciting employment include:
  • Responsibility for overall marketing tracking and analysis - with a proactive focus on continuously providing recommendations for optimizing the marketing performance.
  • Defining and maintaining scorecards for the marketing efforts - and reporting on the results of campaigns and other initiatives.
  • Forecasting website traffic and market developments - to serve as basis for both financial budgets and the allocation of company resources.
  • Developing project descriptions and data foundation for optimizing the company's efforts in both search engine optimization (SEO) and search engine marketing (SEM).
  • Responsibility for executing (incl. budget responsibility) and optimizing online marketing campaigns, incl. Google AdWords, Google Display Netværk, Google AdSense and banner advertising.
  • Contract negotiations for traffic-cooperation with other large websites.
  • Executive producer (incl. budget responsibility) for the production of online video advertisements.
  • Ensuring that proper tracking is implemented and set up on marketing campaigns, websites and other initiatives - which includes responsibility for the company´s use of Google Analytics, Gemius Traffic and Gemius Explorer.
  • Supporting colleagues from different departments in various topics concerning data manipulation, statistics and analysis.
  • Executing large-scale customer surveys and analyzing/reporting on the results - including responsibility for executing the user-survey called "Net Promoter Score" (NPS)
Find a letter of recommendation here >>
 
2008-2011 Business development and marketing at Volvo Truck Center Danmark A/S
Has been employed in both the aftermarket- and sales-departments. The solved tasks can be described as:
  • Analysis on the performance of the individual branch offices and individual sales representatives - with a focus on proactive improvement.
  • Optimization of the sales department's tools for analysis and reporting, including new proactive ways of evaluating the sales effort.
  • Analysis of work processes and routines - focused on continuous optimization, i.e. by developing and implementing new administrative systems.
  • Continuous development and implementation of new tools for easing the daily routines of salesmen, sales-support-staff and sales management.
  • Marketing and promotion - including initial analysis, activities concerning the marketing-utilization of the company's website (www.volvotruckcenter.dk), developing/scheduling campaigns and evaluating/measuring results.
  • Operational promotion - including work on designing printed advertisements and the actual implementation of developed initiatives on the company's website (and performing search engine optimization).
  • Development of concrete initiatives for improving the sales effort, including tools for optimizing yield and sales time (i.e. by improving the qualification of sales leads), pricing strategies, strategies for advising customers on complex products (i.e. handling "choice fatigue"), etc.
Find a letter of recommendation here >>
(Unfortunately it is only available in Danish language)
 
2004-2008 Auto mechanic (apprentice) at SMC-Biler A/S (Volkswagen / Audi)
It is my impression that my time as a blue-collar worker has affected me positively towards an effective, efficient and very solution-focused approach to my current tasks in marketing and business development.

Find a copy of my 'crafts certificate' here >>
 
2001-2003 Self-employed marketing consultant
Focusing mostly on the professional marketing-usability of the Internet, providing services as a self-employed marketing consultant under the business name WebSolut.

The company also provided services related to developing, establishing and operating eBusiness / webstores.

As an external consultant, WebSolut was also active in educating others in "the professional usability of the Internet" and especially "how to operate a business on the internet".
 
2001-2003 Business and marketing consultant at KGN Erhverv Danmark
Providing consultancy in regards to marketing, distribution, web-shops and company formations. The job also included a certain amount of operational tasks - primarily concerning marketing.

Find a letter of recommendation here >>
(Unfortunately it is only available in Danish language)
 
2001-2001 Developer at Kongsbak Informatik
Selling and developing solutions (primarily websites) for businesses and government institutions, including a large project for publishing research articles from Risø DTU (the National Laboratory for Sustainable Energy at the Technical University of Denmark).
 
1999-2000 Development and operations at M-A-X COMPUTERS ApS
Programming and setting up a web-shop. Answering inquiries from customers and handling orders. Logistical work in regards to shipping sold goods. All on the very practical level.



Education

2013-2013 Business economics at Business Academy Aarhus
Education in business economics, focusing on the strategic management of productivity, costs, and the company’s marketing situation. The course provided further strengthened skills for:
  • Identifying, analyzing and solving tasks in the field of business economics.
  • Application and evaluation of economic models, implementation of solutions, and subsequent evaluation of the results.
  • Analysis of the company's situation on the market - including conditions related to demand, competition, production and costs.
  • Selection, evaluation and optimization of the company's marketing mix.
 
2010-2011 Marketing, economics, sales and management at Business Academy Aarhus
3rd and 4th semester of the Marketing Management Programme

The education is solely conducted in English as there are only a few Danish students in the classes - otherwise populated by nationalities from Portugal to Bangladesh. In addition to strengthening language skills, this thereby also improved the understanding of cultural differences and the international focus in general.

Further information about this education can be found here >>

Find a copy of my certificate here >> (English version)
Find a copy of my certificate here >> (Danish version)
 
2010-2010 Negotiation - techniques, theory and operational application
Taught by Mr. Søren Hilligsøe, author of the book entitled "Negotiation - The art of reaching agreement" and coach at negotiation-courses around Europe. The negotiation-course was an extracurricular activity at Business Academy Aarhus.
 
2009-2010 Marketing, economics, business law, statistics, entrepreneurship and management at University College Nordjylland
1st and 2nd semester of the Marketing Management Programme

The education is solely conducted in English as there are only a few Danish students in the classes - otherwise populated by nationalities from Portugal to Bangladesh. In addition to strengthening language skills, this thereby also improved the understanding of cultural differences and the international focus in general.

Further information about this education can be found here >>

Find a copy of my certificate here >> (English version)
Find a copy of my certificate here >> (Danish version)
 
2004-2008 Automobile technology and mechanics at Auto College Aalborg
Further information about this education can be found here >>

Find a copy of my 'crafts certificate' here >>
 
1999-2001 Business education at Aalborg Business College
Sales, service, financial management, information technology, mathematics, social studies and business languages (Danish, English and German)



Language skills

  Danish
Native language / mother tongue.
 
  English
Fluent in speech and writing.

Has completed an academical education and a course in negotiation skills - both solely conducted in English.
 
  Norwegian and Swedish
Communicates on a reasonable level.
 
  German
Basic level in speech and writing.

Not quite impressing abilities. Have, however, been able to communicate with German customers and been able to find needed information in German language (i.e. in relation to diagnosing and repairing German cars).

Would like to improve my German language skills.
 
  Cultural understanding
It often takes more than language skills to reach a good level of contact across borders - the understanding of cultural differences is equally important!

I have been an active part of exchange programs with such nations as Czech Republic, Austria and Italy. As a guest in these exchange programs, I have experienced the other nations' educational systems and I have been accommodated in private homes - which also provided firsthand experience with the private cultures of the hosting nations. My exchange partners have also been my guests, living with me as a host, while experiencing the Danish educational system.

I have completed an academical education with only a few Danes among the fellow students - in classes populated by nationalities from Portugal to Bangladesh.

It is my impression that these international experiences have given me a good insight to cultural differences - and the significant influence of individual characteristics.



IT-skills

  Microsoft Office (Word, Excel, Powerpoint, Access, etc.)
Expert skills.
Good intuitive understanding.
 
  Analysis tools
Especially in relation to my marketing-experience, I have conducted a lot of analysis. I have, among other things, worked with Google Analytics, gemiusTraffic, gemiusAudience, Google Insights for Search, Google Trends and I have also developed my own tools for analysis (depending on the task and project).
 
  Graphic design and video editing
Experienced user of Adobe Photoshop - in relation to designing promotional material, printed advertising, websites, etc.

Experienced user of Adobe Premiere and Adobe Premiere Elements - in relation to editing video commercials and producing marketing-related YouTube-videos (the latter is my personal hobby).
 
  Programming
Experienced with programming/developing information systems and dynamic web pages.

I have, among other things, programmed an intranet-based ERP-system, which is today the administrative 'backbone' of the entire sales department at Volvo Truck Center - an effective and efficient tool for handling orders, distributing information, producing statistics and economic benchmarking, etc.



Contact information

You are very welcome to contact marketing analyst Lars Grove Mortensen regarding employment offers and related topics:

Postal address: Sønderbrogade 34, 3. TV
8700 Horsens
Denmark
 
Phone: (+45) 25 31 79 01
 
Personal website: www.grove-mortensen.dk
 
LinkedIn: www.linkedin.com/in/marketinganalytiker
 
Facebook: www.facebook.com/marketinganalytiker
 
YouTube: www.youtube.com/malteraq
 



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