2008-2014

Global Retail Marketing

Developed global retail strategies to enhance product sell-through

Defined global retail strategies & growth vision. Creative retail solutions led to an enhanced trade commitment.

I ensured an effective global roll-out by building & leading a team of retail specialists: hired, trained, guided, led personal development.

We guided subsidiaries & distributors during implementation process and supported subsidiaries with channel specific B2B retail planning.

Conducted extensive Market Research (KPI’s based on Nielsen) and analyzed retail-shopper-data & customer-development.

Controlled global retail marketing & event budgets: Allocation & forecasting

Designed customized retail solutions: Shop-in-Shop, interactive product presentations, etc.

Briefed & directed external agencies on new retail solution projects: IRIS London, RTC UK, DisplayPlan, 19Ltd, TOTEMS

Success:

Channel-specific solutions led to sales increases of up 30%

Ensured unified Polar brand appearance and product presentation at retail

Implemented new on-line ordering system 

Managed production process within given budgets

Oversaw far east production in frequent visits (QC checks) 

The new Polar Shop-in Shop System was focused on interaction. Customers could touch & feel each training computer and received product specific information on the screen.

Enhanced product interaction with “touch & feel” elements lead to an increase in customer confidence

Product security was an integral part of the “touch & feel” elements. An integrated alarm system in each product presenter enhanced retail confidence.

Traditional window presenters completed the offering. Important was to incorporate big communication panels for our seasonal campaigns.

PRIMARY PRODUCT PLACEMENT: The foundation of our new retail concept was centred around creating an engaging customer experience. Clear product presentation combined with large communication panels and at least one “live” product that enables customers to interact with the training computers with-out having a sales clerk present.  

SECONDARY PRODUCT PLACEMENT: The development of “Slot Wall” product presenters enabled us to present Polar where sales were already taking place. Having a training computer displayed next to running shoes, gave each sales clerk the opportunity to talk about the benefits of heart rate based running, while selling a performance running shoe. This strategy increased product visibility and sales by up to 30% in specialty shops.

2008-2014

Regional Sales USA   Product Manager   Global Sales         Intern’l Marketing

International Retail Marketing

The new Polar Shop-in Shop System was focused on interaction. Customers could touch & feel each training computer and received product specific information on the screen.

Enhanced product interaction with “touch & feel” elements lead to an increase in customer confidence

Product security was an integral part of the “touch & feel” elements. An integrated alarm system in each product presenter enhanced retail confidence.

Traditional window presenters completed the offering. Important was to incorporate big communication panels for our seasonal campaigns.

2008-20014
Global Retail Marketing

Developed global retail strategies to enhance product sell-through

  • Defined global retail strategies & growth vision
  • Created effective retail marketing support for product launches
  • Ensured effective roll-out by building & leading a team of retail specialists: hired, trained, guided, led personal development
  • Guided subsidiaries & distributors during implementation process:
    • Campaign support in B2B marketing planning and implementation
  • Conducted extensive Market Research (KPI’s based on Nielsen): Analyzed retail-shopper-data & customer-development
  • Controlled global retail marketing & event budgets: Allocation & forecasting
  • Improved trade commitment with customized solutions: Shop-in-Shop, interactive product presentations, etc.
  • Channel-specific solutions led to sales increases of up 30%
  • Ensured unified Polar brand appearance and product presentation at retail
  • Implemented new on-line ordering system 
  • Cooperated with the International Sales Department and country marketing teams
  • Briefed & directed external agencies on new retail solution projects:
    • IRIS London, RTC UK, DisplayPlan, 19Ltd, TOTEMS
  • Managed production process within given budgets
  • Oversaw far east production in frequent visits (QC checks) 

PRIMARY PRODUCT PLACEMENT: The foundation of our new retail concept was centred around creating an engaging customer experience. Clear product presentation combined with large communication panels and at least one “live” product that enables customers to interact with the training computers with-out having a sales clerk present.  

SECONDARY PRODUCT PLACEMENT: The development of “Slot Wall” product presenters enabled us to present Polar where sales were already taking place. Having a training computer displayed next to running shoes, gave each sales clerk the opportunity to talk about the benefits of heart rate based running, while selling a performance running shoe. This strategy increased product visibility and sales by up to 30% in specialty shops.

extraordinary experience

The opportunity to work for a market leader in training computer was an eye opening experience. For the first time I felt the power and importance that a brand can have on the retail environment. I am forever grateful for the 6 months I spent in Oulu, Finland at the headquarters, learning a new culture, working with exceptional engineers and passionate co-workers. 

*Close collaboration with subsidiaries, focused on global brand harmonization

* Improved trade commitment with innovative interactive retail solutions

interaction was the key

As the inventor of heart-rate monitors, the passion every employee brought to work was infectious. Everyone was determined to help people understand that heart-rate based training improves your fitness faster. Our extensive research showed that customers were very hesitant when it came to training computers. It seemed too complicated and difficult. 

Our goal became clear, we needed to find ways to bring the products closer to customers, to eliminate the fear-factor. We had to find new solutions to get customers to interact with the training computers! Because once they understood WHY they should use them and experienced how simple they actually are to use, they purchased. The benefits of heart-rate based training are scientifically proven to increase your fitness, faster. Its all about training in the “right heart-rate zone.” That’s common knowledge, right? But before i joined Polar, all products were displayed behind glass in vitrines. The products were intimidating. By bringing them closer to the customer, we enhanced interaction with led to an increased sell-through rate.

As the inventor of heart-rate-monitors, the passion every employee brought to work was infectious. The goal of the communication’s team was clear: Help people understand the benefits of heart-rate based training, that it improves your fitness faster. My focus lied on aligning the Retail Marketing efforts with the communication objectives. 

Our extensive research showed that customers were very hesitant when it came to training computers. The concept of wearing a monitor on your wrist that helps you train seemed too complicated and difficult back in 2008. Our goal became clear, we needed to find ways to bring the products closer to the customer, to eliminate the fear factor. In specific retail studies, I was able to prove that more interaction at retail would result in sales.Because once the customer understood WHY they should use a heart-rate monitor and experienced how simple they actually are to use, they purchased. 

As a result, my focus was on developing new solutions to get customers to interact with the training computers directly at retail! Up to this point, all sports watches were displayed in windows, behind glass. It was practically impossible for a customer to get a feel for a Polar with-out the explicit help from a sales clerk. So we focused on bringing the products closer to the customers. Developing “touch & feel” displays that enabled customers to interact with the watches and experience them first hand. 

This simple change in product presentation had a massive impact on retail. Sell-through rate increased up to 30% in specialty shops. It also forced our competitors to rethink their presentations and soon they followed with “touch & feel” presenters of their own. This was a defining moment at retail for sports watches, by making them more accessible, we increased product awareness and the Polar brand, as the market leader, benefited from it the most. 

The benefits of heart-rate based training are scientifically proven to increase your fitness, faster. It’s all about training in the “right heart-rate zone.” That’s common knowledge, right?

 

Events

2008 – 2014

Global Event Management

Responsible for developing Polar’s new global event appearance

Developed event strategy to enhance brand perception:

  • ISPO: 140m2
  • CES: 100-120m2
  • FIBO: 90m2
  • Eurobike: 80m2
  • Marathon Events 20-60m2

Led design of new global event appearance & directed agencies during creative development

Controlled event budget to maximize ROI& managed production & set-up processes within given budgets

Ensured global consistency & local relevancy

Collaborated with Country Marketing Teams to deliver event tools that were fully integrated into the overall marketing mix & supportive of brand goals

Conducted pre- and post event evaluations: Tracked event results & leveraged insights to continuously improve appearance

Cooperated with International Segment Managers to ensure successful product launches

Managed strategic relationships with event agencies and organizers: Briefed external agencies during development process: TOTEMS, ARNO, DisplayPlan

Developed interactive presentation solutions that inspired and engaged consumers, enhanced product & brand experiences

Promoted event exposure in social media (Facebook, YouTube, etc.)

Full responsibility over physical marketing goods like team outfit, flyers, give aways and the logistics to make them available locally

2008 – 2014

Global Event Management

Responsible for developing Polar’s new global event appearance

  • Developed event strategy to enhance brand perception
  • Led design of new global event appearance
  • Managed international trade-shows (CES, ISPO, FIBO, Eurobike, Marathon Shows, etc.)
  • Ensured global consistency & local relevancy
  • Managed strategic relationships with event agencies and organizers: Briefed external agencies during development process: TOTEMS, ARNO, DisplayPlan
  • Collaborated with Country Marketing Teams to deliver event tools that were fully integrated into the overall marketing mix & supportive of brand goals
  • Conducted pre- and post event evaluations: Tracked event results & leveraged insights to continuously improve appearance
  • Cooperated with International Segment Managers to ensure successful product launches
  • Developed interactive presentation solutions that inspired and engaged consumers, enhanced product & brand experiences
  • Controlled event budget to maximize ROI
  • Managed production & set-up processes within given budgets
  • Promoted event exposure in social media (Facebook, YouTube, etc.)
  • Full responsibility over physical marketing goods like team outfit, flyers, give aways and the logistics to make them available locally

ISPO: 140m2 / CES: 100-120m2 / FIBO: 90m2 / Eurobike: 80m2 / Marathon Events 20-60m2

Polar's trade show appearances

2008-2014