The Globalization journey: From a local retailer to a Global Hearing Care Brand


Sølyst, Den Kongelige Skydebane

Emiliekildevej 2, 2930 Klampenborg


Dec 14th, 2021 from:

08:00 - 11:00

Kristoffer Finsteen Gjødvad

VP Global Marketing at Audika Group (Demant)

Audika Group is Demant’s retail hearing care division. Across our 24 markets, we have 2.500+ fully owned retail locations and close to 8.000 employees.

Today, their markets mostly operate as independent entities to ensure consumer centricity since there are considerable differences in the size, maturity, and market dynamics across locations.

However, to gain benefits of scale, a new business strategy was introduced in 2015 with the aim to create a global hearing care brand and further, to establish Global Functions such as Marketing, IT, HR, and Commercial Excellence at our Global HQ in Denmark.

Throughout their journey so far, they have learned how important it is to have strong, self-driven local organizations that are able to react and adapt to changes in their market with agility.

At the same time, they have learned how important the global role is in setting the direction, establishing market scale and synergies, building capabilities, driving change and transformation, and facilitating knowledge sharing and best practices across markets to ensure that they, as a group, learn and evolve together.


08:00 – 08:45: Introduction & Breakfast by twoHundred and Adobe

08:45 – 09:00: Martin Bonnor, Enterprise sales Account Manager, Adobe: Building an infrastructure that allows companies to work with advanced solutions in a central CoE but decentrally allows as many marketers as possible to utilize best practice and be able to localize.

09:00 – 10:00: Kristoffer Finsteen Gjødvad, VP Global Marketing, Audika Group will initiate this discussion between 8-10 CMOs from the largest companies in Denmark with a presentation on the Globalization Journey of Audika – Finding the right balance between Global Scale and Local Agility and new ways of governance that create value for the business.

As part of the global expansion of Audika, they have:

  • Consolidated their business and brands from 200+ to create a Global Hearing Care brand, Audika Group, that shares one brand strategy, platform, and identity.
  • Expanded their Global HQ in Denmark to include Global Functions such as Marketing, IT, HR, Sales and Commercial Excellence.
  • Established Global Center of Excellence’s teams such as Brand, Digital Media, Web, CRM and Marketing Analytics that all work closely with each market to drive higher performance.
  • Implemented a Center-Led governance model to ensure effective collaboration with the different markets, and to ensure that roles, responsibilities, and processes are transparent.
  • Digitalized the consumer journey and transformed a very traditional business. They went from having 2-5% of business coming from digital channels in 2015 to having around 40-50% of business coming from digital channels today.


Group Discussion based on the following questions:

Finding the right balance between global and local

  1. How can we best serve the frontline?
  2. How can we provide the key “freedom in a framework” guardrails for local organizations to maneuver, yet still ensure consistency?
  3. How can we balance our short-term sales focus vs. long-term growth investments?

Build new, differentiating capabilities and ways of governance that create value for the retail business

  1. How should we split the Marketing responsibilities between Global and Local?
  2. What should be globalized/decentralized? What capabilities can be built, and where?
  3. How can we best provide critical capabilities globally and locally?


10:45 – 11:00: Wrap up & thank you and To-go sandwich

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