15 years leading marketing and commercial teams at The LEGO Group and Bestseller A/S. I specialise in brand repositioning, commercial growth, and team leadership – especially transformation, expansion, or when growth has stalled.
My approach: Start what needs to move the revenue line, then align brand strategy and team execution around that.
Experience
The LEGO Group: 2021-2025 Marketing director, Nordics
Led marketing strategy across four markets, drove double digit growth, 97% team engagement.
BESTSELLER A/S: 2014-2020 Head of E-commerce & marketing / Head of Retail & E-commerce
Led brand turnaround, merger integration, operations across 198 stores, P&L responsibility
What I focus on
Brand positioning: Repositioning established brands for clearer market differentiation and growth
Commercial strategy: P&L management, revenue growth, e-commerce and retail operations
Team leadership: Building high -performing teams (up to 36 people) that stay engaged through complexity
Perspective
Most growth challenges aren’t about marketing – they’re about alignment. Getting brand, commercial strategy, and teams execution pointed in the same direction. That’s where I focus.
Personal
Born in Uzbekistan, based in Denmark. Board member at Uzbek Initiatives Denmark. Two kids.
Building toward running my own advisory practice by 2032.
gulshanoy 