Digital and organizational transformation of Marketing


Sølyst, Den Kongelige Skydebane

Emiliekildevej 2, 2930 Klampenborg


Nov 26th, 2020 from:

08:00 - 10:00

Peter Boris Kreilgaard

CMO at

Digital and organizational transformation and Customer Experience in Coop eCommerce Marketing – From an “old school” marketing department to a digital business driven marketing unit with insourced capabilities.

Marketing in has transformed from a very traditional marketing department to a business critical unit taking on increasing responsibility for the company’s turn over. A vital part on that journey is a very strong upgrade of the digital capabilities (both people and tech) and an insourcing of media and advertising tasks. In that process marketing has changed from being operationally driven to a strategic thinking and specialist manned marketing unit.

Peter Boris Kreilgaard has been the driving force behind the transformation and will take us through the following issues:

• The digital transformation of marketing (tech & people)
• From 3 persons to +30 marketing specialists (insourcing). Consequences for how the business is run, the organization and processes
• How to attract and empower marketeers of today
• How to work with Customer experience as an enabler to secure a seamless shopping experience

Group discussion on Customer Experience.

Good Customer Experience is achieved, among other things, by being inclusive, empathetic and compassionate towards the needs of all segments and customers. It is about a well-thought-out composition of people and intuitive technology that complement each other in ensuring the perfect customer experience.

After Peter’s presentation, Jonas Almstrup from SAP Customer Experience introduces the group discussion, where we hope you will share your experiences and thoughts on “Customer Experience” based on the following considerations:

• How will the shopping experience change for consumers in the future?
• How do we meet the increasingly demanding consumer?
• How do we use CX as a competitive advantage that differentiates us from the competition?
• What technology can support processes and assist employees in ensuring an optimal customer experience?

Previous forums

Transformation, Innovation and Change Management at Maersk Tankers Prevent tomorrow’s threats in the digital landscape How the digital transformation at Novo Nordisk gives rise to new threats From data to Business Value Innovate to Survive! – Norway Innovate to Survive! – Sweden Innovate to Survive! – Denmark Supplier Collaboration in a decentralised organisation Consumer Experience and Customer Loyalty at Volvo Cars and Nordea ESG as a Business Enabler New Marketing Opportunities Post Covid-19 New Ways of Working post Covid and beyond Procurement excellence & strategy Business as (un)usual in Finance & IT Customer Loyalty at Stark Growth Strategy, M&A, Organizing and Business Culture at Nibe Towards a more sustainable and innovative Procurement Security as a Team Sport – Norway Security as a Team Sport – Sweden Security as a Team Sport – Denmark Boosting threat awareness through global training programs Crisis event management and Business continuity at FLSmidth CIO as proactive business enabler – COOP & Fujitsu Delivering value from insights in the modern marketing mix Digital and organizational transformation of Marketing Will a complex and vulnerable Supply Chain be the end of globalization? Pertinent branding and sustainability at Danfoss Managing Supply Chain risk and disruption Customer Experience Management at LEGO – How to get the most out of digitization without losing touch with the core business Customer Experience in challenging times The transformation of Danske Bank’s Procurement Digital and organizational transformation of Codan Marketing Webinar: Agile Marketing på Telenor From Cost based to Value based Supply Chain in Novo Nordisk – Centralization, Digitalization and Sustainability Digital & Cultural Transformation at Atlas Copco Transform and Modernize Your Business Purpose & Customer Experience Management at Rockwool Digital Transformation within Danfoss Cooling Digital & Cultural Transformation at Grundfos CFO’en som proaktiv Business Enabler Data & Analytics for Marketing in LEGO Global HR Transformation in Leo Pharma Cloud Strategies Digital & Cultural Transformation at Nilfisk Customer Experience across offline and online channels at Saint Gobain Enterprise Performance Management Digital Customer Journey at Grundfos AI – Hands On!