Royal Unibrew

Business, development and operations in one responsibility

I owned Denmark’s B2B platform on Adobe Commerce Cloud. The role covered ongoing sales, platform development, product data and the workflows used by customers and colleagues every day.

I translated needs into requirements, use cases and priorities, working on the roadmap, testing and rollout with internal teams and external development partners. I was part of the business and its operations, including when the work involved development.

Personalisation with a commercial purpose

I worked on customer segments, dynamic content, product recommendations, upselling and cross-selling. Customer assortment and behaviour informed a more relevant buying experience.

In the business I managed, E-commerce baskets were 20% larger and the purchased SKU range was 25% wider than telesales.

Substitutions when a product is unavailable

I implemented automated SKU substitution based on stock availability and customer types. An unavailable item could lead to a relevant alternative rather than an abandoned order.

The work brought together product data, stock information, customer groups and business rules in a real ordering situation.

Møller: AI with a practical job

I was Business Owner for the implementation of Møller, Royal Unibrew’s AI assistant, with an external consultancy. I owned use cases, prioritisation and value creation based on BI, Adobe Commerce, NPS and CRM data.

The focus was the customer’s task and the information the assistant needed, including product selection and recommendations.

Email orders: from manual entry to a digital workflow

I initiated and served as Product Owner for an AI-powered email-to-order solution. The aim was to read incoming orders and convert them to webshop orders, with a workflow for review and exceptions.

I defined the need and worked on requirements, priorities and an external development partnership. The business case calculated potential savings equivalent to two FTEs.

International app and Adobe Commerce in Norway

I was a core member of the business team developing the international app with Columbia Road in Stockholm, contributing business requirements and experience from operating the Danish platform.

I also worked on the Adobe Commerce rollout in Norway and collaboration across the Nordic markets, taking local business requirements into account.

Product data and further initiatives

PIM and product-data structure were also part of the work. I worked on attributes and differences between countries’ product setups as a basis for a more consistent catalogue.

I also worked on initiatives involving segmentation, AI recommendations and employee purchasing.

Experiences beyond the regular order

I was also responsible for Craft Makers Collective, Natholdets Julekalender and the world’s largest virtual beer tasting, combining products, digital commerce and experiences.

Natholdets Julekalender sold 25,000 units in 2022. The virtual beer tasting was included in Guinness World Records.

Results and experience

E-commerce turnover was DKK 680 million in 2024 and DKK 921 million in 2025. E-commerce order share increased from 17% to 65% and NPS increased from 10 to 44.

These figures describe the development of the business I was responsible for. They reflect several initiatives and a team effort, with me actively involved in development and daily operations.

Releases, requirements and everyday use

I worked on backlog prioritisation, sprint planning and coordination with internal and external development teams. User stories and acceptance criteria made the intended delivery explicit.

I was responsible for UAT on both web and app, worked on ordering reminders and improved workflows for product and campaign creation. Development and stable operations were part of the same responsibility.

Information that reaches the customer

I built and developed automated information flows by email, SMS and push notifications, connecting communication with the ordering experience.