Global Director, Insights & Analytics


Nilfisk A/S




Nilfisk (www.nilfisk.com) is a global company with headquarters in Denmark. We have sales companies in 45 countries and with an additional strong distributor network. Nilfisk markets and sells its products in more than 100 countries worldwide. We are one of the world’s leading manufacturers of professional cleaning equipment, with around 5,500 employees and an annual turnover of EUR 971 Million in 2015.  Main product lines are professional scrubber dryers, sweepers, vacuum cleaners, and high pressure washers. 

Nilfisk is a part of the NKT Group listed on the Copenhagen Stock Exchange. In 2016 it was announced that NKT Cables enters agreement to acquire ABB’s high-voltage business, creating a leading power cables company and that the Board of Directors intends to split NKT Holding into two listed companies; NKT Cables and Nilfisk. 

Nilfisk was founded in 1906 as P.A Fisker & Nielsen, the names of the two founders. As early as 1909, the innovative P.A Fisker recognised the need for a modern, portable cleaning aid - and the Nilfisk vacuum cleaner came into being. Since then, many developments have taken place: Nilfisk has always made quality a top priority while keeping in step with times. A large part of Nilfisk revenue is derived from BtB sales while a minor part is from BtC sales. Nilfisk has many product launches each year.

Recently, Nilfisk has launched a new edition of a 3 years growth strategy called Accelerate+. The strategy describes how Nilfisk towards 2018 will grow the company to lead the industry with focused and innovative solutions. The new strategy has resulted in a transformation and consolidation of the marketing organization to ensure functional excellence and efficiencies. The Group Marketing organization counting 90+ employees is organized into a central Center of Excellence and a local Field Marketing organization covering geographical regions focused on execution.  

The aim is to make Nilfisk´s marketing community even more commercially focused, bringing marketing closer to sales and transforming marketing to become more digital and the organization to become more customer driven. Currently, Nilfisk is also undergoing a large transformation from print to increased online / digital in its marketing communication.  

Lead and develop Insights & Analytics team: 
The Insights & Analytics team will be instrumental for developing true customer insights by strengthening the customer focus throughout the group and by supporting the planning and decision making with valid reliable data, impactful analysis and strong recommendations. Main responsibilities of the team cover Costumer Loyalty (NPS), Customer Research, Customer insights to products and solutions, Segmentation and Segment Focus, Market Data, Market Intelligence, Competitor Intelligence, Trends and Customer Data Analytics.  

Your team will work very closely to Product Management and R&D teams in Denmark, USA, Italy & China to provide valuable insights and sound recommendations on different development stages with the purpose to enhance offerings and solutions to customers. The team also has strong organizational link to other teams in the Global Marketing organization to drive customer satisfaction and deliver recommendations and directions based on relevant market- and customer analytics and insights. 

Main KPI´s of the team are NPS Score, Closed Loop and Response Rates, Segment Sales, Branded Sales and Internal Customer feedback. And most important; make insights alive in the organization and ensure they generate business value. Key responsibility areas for the position are described below. Heading a small but dedicated team of 3 people, some of the tasks are handled by your direct reports while you also handle some of them yourself: 

  • Provide insights and portraying customers, market, competitors, monitoring trends and bring experiences from the outside world in to the organization – including presentation of yearly “insight package” for top management 
  • Increase the value of market- and customer insight into product- and solution innovation (PM & R&D) delivering the right tool, set-up the right processes and facilitate the use of insights and data to drive the right decision making 
  • Increase customer loyalty through global NPS program 
  • Improve the quality and level of analytics and insights driven out of market- and customer master data available across platforms. Making sure that the right analysis gets done, followed by strong recommendations and securing the right actions towards implementatio  
  • Participation in a few top priority product development projects per year 
  • Strengthen customer segmentation and securing anchoring and implementation across platforms and throughout the organization  
  • Liaise with Global Marketing organization, Sales-, R&D and Product Management organization

Location of the position is Nilfisk´s headquarters in Brøndby. Travel activity in the job is estimated to 20-30 days a year.

Value proposition:
The Director of Insights & Analytics has top management exposure and plays a crucial role for a successful marketing transformation as well as well performing future products. Nilfisk has a clear growth strategy and this position will clearly support this from a marketing perspective; enabling Nilfisk Group and Sales Regions to accelerate sales growth. The position gives a unique opportunity to further strengthen the Insights & Analytics function, and set the direction of the future.

You lead a true marketing change and play a key role in transforming the Marketing and Communications function in Nilfisk, by taking it to its next level in a truly international context. Working in a company with more than 40 product launches a year and with global HQ in Denmark makes it hard to find a place more interesting to work with insights and analytics. 

Experienced analytical marketeer able to transform data and insights to commercial value:
The ideal candidate holds a Master’s degree within business administration or marketing (e.g. Cand.merc. or MBA), alternatively economics or engineering. The Global Director, Insights & Analytics possesses the following experience and qualifications:

  • At least 5-10 years of successful customer insight and / or market research experience from either a large corporation or agency – ideally from both
  • Proven track record within driving customer insights and analytics across platforms and into relevant product concepts and successful marketing implementation – experience with delivering insights for R&D / product development will be a clear asset
  • Solid skills within in particular quantitative and qualitative research methods – in particular experience with data analytics
  • Experience in transforming marketing from an inside-out focus to a more outside-in focus based on insights
  • International experience and in preferably strengths within BtB industries
  • Experience with NPS is a clear advantage
  • People management experience is considered an advantage, but this could also be your first position with people management responsibility
  • Microsoft Office, in particular Excel skills on an advanced level
  • Fluency in oral and written English. Advantage with French, Italian or German language skills

Personal characteristics and competencies are extremely important for this position. Some of the most important are:

  • A Keen fact based and analytical approach to customer and market insights enabling you to deliver the right data analytics and tools to steer the organization in the right direction
  • Business acumen and commercial mindset making it easy for you to apply insights in a corporate context
  • Curious personality with great empathy and desire to understand others
  • An excellent communicator enabling you to provide insights
  • Strong interpersonal skills supported by an outgoing personality helping you to build cross-functional relations
  • A structured and reliable personality supporting you in planning and executing
  • A self-starter with high drive thriving in an international environment

Focus Recruitment
H.C. Ørsteds Vej 50 C, 5.
1879 Frederiksberg C
Tel: +45 70 20 92 15
Mail: info@focus-recruitment.dk