ÅRA AUDIO
Chief Design Officer (2026 – present)
Copenhagen based high-end audio start-up.
COLOPLAST
Global Head of Design (2016 – 2025)
Led design, user research, and usability engineering for a global organisation with a 19.4B DKK turnover and 12,500 employees, shaping the experience of more than two million users daily. Built and scaled a multidisciplinary team of 20+ designers, researchers, CMF specialists, concept engineers, and prototype makers across Denmark, Sweden, Germany, Argentina, and China.
Setting the Creative North Star
In 2019 I developed the User Experience DNA, Coloplast’s global design system. The challenge was not creating guidelines. It was creating a framework ambitious enough to elevate the work, and open enough that twenty designers across four business areas could own it. Built around four principles: Ambitious, Respectful, Clear, and Attractive, each supported by practical tools for form language, CMF direction, interaction conventions, and digital UI frameworks. Today it governs 45+ products across every business area. 67% of users identify the product before reading the brand name.
Concept Cars
I introduced Concept Cars at Coloplast: a programme of visionary design studies deliberately positioned outside the commercial roadmap. Their purpose was to challenge what the organisation believed was possible and expand its creative horizon. Not speculation for its own sake. Strategic provocations that shifted real product direction and opened new platform thinking. This is the mechanism I use to ensure a design system never becomes a constraint.
Creating the Conditions for Breakthrough
In 2020 I developed a front-end innovation framework that operates with startup autonomy inside a large organisation. Small teams of five, fully allocated, running parallel concept streams across a defined six-month window. An explicit acceptance of an 80% failure rate, because the 20% that succeeds is worth it and the learning from failure compounds. The process cut time spent on front-end development by 70%. The SpeediCath Compact Eve platform was developed through this approach.
Designing for Dignity
The most significant work came from categories where the user’s emotional relationship with the product is deeply personal. Designing objects that touch people’s identity and dignity requires a quality of empathy that goes beyond aesthetics. The SpeediCath Compact Eve drew inspiration from cosmetics and beauty packaging, creating a new category of aesthetically sophisticated intimate care. The Sensura Mio introduced premium textile materials into a medical device category that had never seen them, reshaping the market and prompting competitors to follow within two product generations.
Building Teams That Make Great Things
In 2016 I inherited a design function dependent on external agencies. The transformation was not about headcount. It was about culture. Trust to make decisions, clarity about where the team is going, and the freedom to challenge direction when they see something better. The result: 30+ design awards during my tenure, a record for Coloplast, a consistently rising eNPS, and a team that owns its direction rather than follows it.
My entry point was as a Senior Innovation Project Manager, leading teams of up to 30 specialists and high-value projects exceeding 100M DKK. My role focused on setting creative direction, fostering an innovation culture, and guiding industrial designers, mechanical engineers, and marketing managers through early development phases. Managing stakeholders across the value chain was critical, along with delivering quarterly CEO share-outs.
More than 30 awards
I believe if you build a team of independent, skilled and curious people combine it with trust and a creative direction, then the results will come. In total it is more than 30 awards as my time as head of design.
I have established a “User Experience Score” (UXS) to get nuanced feedback into the development phases. Today we have embedded the score into all projects to balance how we make decisions for the business.
MORFOSO
Marketing and Design Director and shareholder (2007-2010)
Co-founded and built an international high-end brand from the ground up, shaping its visual identity, brand positioning, and market entry strategy. Developed a compelling brand narrative, securing features in Wallpaper*, Elle Decoration, and other leading design publications.
Established a holistic brand experience framework, strengthening consumer engagement and loyalty. Led collaborations with external designers, overseeing concept development, design processes, and production to create distinctive, high-quality products.
The company, founded with a former Louis Poulsen Lighting engineer, explored the potential of emerging LED technology. As part of Risø-DTU, we developed both retail and professional lighting and furniture solutions. My role encompassed brand strategy, product innovation, and business development, integrating co-creation and user insights to ensure market relevance and differentiation.
LOUIS POULSEN LIGHTING
Head of Design (2004-2007)
Led design strategy and product pipeline development for Louis Poulsen, a brand with an 827M DKK turnover and 300 employees.
Responsible for shaping the brand’s design direction, ensuring a seamless connection between heritage, present, and future innovation.
Oversaw all external designers and concept development, guiding projects from ideation to product readiness. Presented quarterly product roadmaps and concept strategies to the board of directors.
Created a new Design Strategy to bind the past and future and form a guideline to ensure consistency for the evolution of the brand.
Conducted in-depth trend, competitor, and designer analysis to inform strategic direction, ensuring Louis Poulsen remained at the forefront of the industry.
A key focus was material and technology innovation, collaborating with Risø National Laboratory (DTU Fotonik) and emerging designers to push creative boundaries. Structured the design process with key performance indicators (KPIs), leading to increased design award wins and a 12% growth in turnover from new products.
BANG & OLUFSEN
Concept development (2002 – 2004)
Concept development, interaction design, and UX/UI for consumer electronics connected to internet and Beolink platforms, and products focused on emerging MP3 technology
BANG & OLUFSEN MULTIMEDIA
UX/UI design (2001 -2002)
SOPHION BIOSCIENCE
Project management and Industrial Design (2001)
KISS TECHNOLOGY
Industrial Design (2001)
3XNIELSEN, 3XN DESIGN AND ONEN DESIGN
Manager for the design department (2001)
EMERGE
Art director, UX/UI designer (2000-2001)
DANFOSS USER CENTRED DESIGN, DANFOSS FLUID POWER, DANFOSS MOBILE HYDRAULICS
Industrial Design (1998-2000)