Brand Manager at Colgate Palmolive
Sydney Area, Australia
- Current
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- Brand Manager at Colgate Palmolive
- Past
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- Category Marketing Manager at Sainsbury's Supermarkets / Young's Seafood
- Brand Manager at Unilever
- Nordic Project Leader at Unilever Nordic
- Finance Business Partner at Unilever
- Management Trainee/ Jr. Brand Manager at Unilever Foods, United Kingdom
- Consultant/Researcher at aStrategi
- Sales at Nordea
- Sales at American Express/SP Event
- Researcher at TNS Gallup (form. NFO Infratest)
- Education
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- NLP Academy
- School of Business, Economics and Law, Gothenburg University
- Göteborgs universitet
- Ecole France Langue (Paris) / Azurlingua (Nice)
- Swedish Army - Company Commander training/Kompanibefälskolan (KBS)
- Recommended
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3 people have recommended Magnus - Connections
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- Industry
- Consumer Goods
Magnus Celander’s Summary
I am an international marketer based in Sydney, Australia.
My professional experience covers working both on the retailer and on the supplier side. I thrive working with strategic challenges and developing/implementing business ideas, ideally on an international arena. My previous roles have focused on managing brands/categories across Sweden, Scandinavia, UK, and Europe.
I also have a passion for modelling excellence in all areas and enjoy helping people grow. I am a trained and certified Premier Practitioner in Neuro-Linguistic Programming (Classic and New Code) by NLP co-founder Dr. John Grinder. I have also trained with Carmen Bostic St Clair and NLP Master Trainer Michael Carroll.
Languages:
Swedish - mother tongue
English - fluent
Norwegian - fluent
Danish - fluent
French - semi-fluent (DELF2 certified)
German - solid understanding
Mandarin - beginner
Magnus Celander’s Specialties:
People, Strategy, International Marketing, Brand Development, Brand Management, Neuro Linguistic Programming (NLP), Change, Research, Analysis
Magnus Celander’s Experience
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Brand Manager
Colgate Palmolive
(Public Company; 10,001 or more employees; CL; Consumer Goods industry)
October 2008 — Present (1 year 2 months)
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Category Marketing Manager
Sainsbury's Supermarkets / Young's Seafood
(Public Company; 10,001 or more employees; Retail industry)
January 2007 — April 2008 (1 year 4 months)
Responsible for strategic development and execution of the marketing plan to grow the US$1 billion seafood business at Sainsbury's Supermarkets (850 stores, 16 million customers weekly, 300+ SKUs). Management of a US$1.5 million budget, briefing and negotiating contracts for advertising, PR, online, on-pack, trade marketing, POS material, promotional activities etc. Strategic input into NPD and packaging redesign.
Managed external relationships with suppliers, publishers, agencies (e.g. design, event, media, packaging, label, and print), industry bodies and NGOs. Internal stakeholder management of sales, procurement, supply chain, nutrition, category development, legal, PR, and IT teams.
Awards include:
Successfully planned and lead execution of the winning application for the prestigious "Seafood Retailer of the Year Award" -07.
Lobbied for and secured the UK's largest retailer donation to the Fishermen's Mission charity. Awarded "Best Fundraising Supermarket Chain" -07. -
Brand Manager
Unilever
(Public Company; 10,001 or more employees; UN; Consumer Goods industry)
July 2006 — November 2006 (5 months)
- New brand launch (AdeZ):
Successfully prepared Nordic vitality brand launch including business case, competitor analysis, and artwork coordination.
- Product relaunch (Milda):
Led brand campaign activities including national sampling events, PR activation online, and radio advertising. -
Nordic Project Leader
Unilever Nordic
(Public Company; 10,001 or more employees; UN; Consumer Goods industry)
July 2006 — November 2006 (5 months)
Corporate Business Development. Direct report to Unilever Nordic Executive Board.
1) Portfolio development strategy:
Successfully analysed Unilever's Nordic Foods business to develop a cross-category recommendation to reduce overall business complexity level and cost. Project scope: Sweden, Denmark, Finland and Norway.
2) Activation strategy:
Explored opportunities to maximise product and brand visibility at POS using secondary coolers in Sweden, Denmark and Finland. -
Finance Business Partner
Unilever
(Public Company; 10,001 or more employees; UN; Consumer Goods industry)
March 2006 — July 2006 (5 months)
Management Accounting. Key financial contact for marketing, sales and supply chain.
- Business case and financial reports development:
Developed pre/post-launch evaluations, activation campaigns, brand performance monitoring, category profitability analysis etc. Created innovative financial report formats to facilitate performance tracking of home- and personal care (HPC) portfolio. -
Management Trainee/ Jr. Brand Manager
Unilever Foods, United Kingdom
(Public Company; 10,001 or more employees; Consumer Goods industry)
August 2005 — February 2006 (7 months)
Pan-European Brand Development/Innovation Centre (Flora/Becel pro.activ)
- Relationship marketing: Built best practise manual. Led the design and development of new POS consumer material for 18 European countries.
- Advertising development: Led multi-disciplinary team and external agencies to create pack-shots and prepare mock-ups for pan-European TV advertising. Involved in creative process of TV ad from concept and casting discussions to roll-out.
- NPD/Performance monitoring: Assisted in preparations for new European product launches. Tracked brand vs. competitor performance by liaising with regional brand teams in European countries. -
Consultant/Researcher
aStrategi
(Management Consulting industry)
March 2004 — July 2005 (1 year 5 months)
(Project/part-time position)
Research consultancy. Global interviewing to gather market and customer insight data. Presented analysis and recommendations to Managing Director. -
Sales
Nordea
(Public Company; 10,001 or more employees; NDA; Banking industry)
August 2003 — August 2004 (1 year 1 month)
(Project/part-time position)
Promoted financial solutions aimed at the bank's private customers through sales activities and telemarketing. Trained new employees in customer engagement. -
Sales
American Express/SP Event
(Public Company; 10,001 or more employees; AXP; Financial Services industry)
January 2003 — July 2003 (7 months)
(Project/part-time position)
Promotional sales activities for American Express cards. Helped to improve and maintain healthy customer relations on site in malls, airports, train stations etc. -
Researcher
TNS Gallup (form. NFO Infratest)
(Privately Held; 51-200 employees; Market Research industry)
1998 — 1998 (less than a year)
(Project/part-time position)
Market research projects. Performed independent research, interviews and analysis. Presented conclusions and suggestions to Project Leader.
Magnus Celander’s Education
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NLP Academy
2008 — 2008
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School of Business, Economics and Law, Gothenburg University
MSc in Business Administration , International Marketing (major), Management (minor) , 1998 — 2004
- Activities and Societies:
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- Student representative on the Executive Board of the Business Administration Faculty.
- Co-founder & Vice President of S.P.E.C.T.R.E
- Head of IT/IT crew manager, GADDEN 2001
- Member of committee, International Checkpoint Gothenburg, 1999
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Göteborgs universitet
Chinese 2003 — 2003
Written and spoken Mandarin for beginners
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Ecole France Langue (Paris) / Azurlingua (Nice)
French 1999 — 2000
Language (communication skills & presentation techniques) and cultural studies.
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Swedish Army - Company Commander training/Kompanibefälskolan (KBS)
Military Education 1997 — 1998
Swedish Army Company Commander training (15 months).
Tutored leadership training (theoretical & practical). Solid grounding in company level tactics, leadership, people management, strategy and group psychology. Handpicked to join Battalion Command Centre.
Rank: 2nd Lieutenant.
