Resumé Fredrik Järnefelt

RESUME / CV – FREDRIK JÄRNEFELT Sales and marketing development, implementation and management for companies with a defined challenge and mission to increase revenues.

PERSONAL INFORMATION Name Karl Fredrik Armas Järnefelt Date sil [email protected] LinkedIn se.linkedin.com/in/fredrikjarnefelt Phone +46 708 170 180 Nationality Swedish Address Grev Turegatan 40, 114 38 Stockholm, Sweden

MY VALUE PROPOSITION You will get an experienced proactive businessman with a strong entrepreneurial drive and an unlimited affection to increase revenues and build sustainable business growth. With creative development of sales concepts, sales structures and routines, together with effective sales driven marketing, the next level of growth will be obtained. Strategies are important, but worthless if not implemented on operational level and adopted by the organisation, and most important – must be challenged in a fast moving environment. During my career, with both successes and setbacks, I’ve gained insight and a deep understanding of what drives business success; how to create results with limited resources, the importance of personal leadership based on the situation and how to engage co-workers, the importance of a common vision to reach and exceed the goals. With my personal engagement, drive and experience, you will gain a co-worker who delivers results to challenging business goals, in a fast and changing company. This resume will give you a first glimpse of my background, experiences. Hopefully you will also get a picture of what my capacity could do to your organisation to meet your challenges and targets. Yours sincerely, Fredrik Järnefelt

“Impossible is just a big word thrown around by small men who find it easier to live in the world they've been given than to explore the power they have to change it. Impossible is not a fact - it's an opinion. Impossible is not a declaration - it's a dare. Impossible is potential. Impossible is temporary - Impossible is nothing!” - Muhammad Ali

STRENGTHS

• Over 20 years track record in B2B sales, sales driven marketing and solution selling. • Built, refined and managed teams of successful sales professionals, putting in place procedures

to enhance the efficiency in the sales process. • Extremely hands on manager that supports his team by getting out there in the marketplace/field

to create and close new business….and of course to sustain concrete understanding of costumers needs and situations.

• Experience working towards many different branches and developing business values to different stakeholders.

• Flexible and can manage fast changes with an ability to adopt and developed creative sales strategies that increase revenues and brand awareness in the B2B marketplace.

• Experience in develop new sales concept in tight cooperation with other departments (tech, products, marketing etc.) and fast launching and positioning new product offerings/solutions in the market.

• International experience by building up branches in Nordic, UK, US and partnerships other countries.

• A strong entrepreneurial personality. Ability to see new opportunities fast, and with a wide range of experience analyse and find keys for success on a strategic level down to operational activities.

COMPETENCES

• Leadership – Build, lead and motivate groups and individuals. How to change leadership constantly on the basis of the personal and/or company situation.

• Business development – Identify new business and revenue models. To drive activities from strategy to operation. Experience to develop strategic documents such as business-, marketing- and sales plans.

• Sales – Develop structures and routines for effective sales, both for the individual and the company. Optimize the sales process on the basis of resources, culture and personalities.

• Marketing – Developing communication that delivers result to the bottom-line. Worked with most disciplines; internet, pr, events, sponsorship, direct marketing etc.

QUALITIES

• Driven – Actions give results! Like changes and can easily adjust and act from new conditions and situations.

• Attitude – Positive thinking and seeing things from the bright side. Easy to enthusiasm and love when co-workers feel stimulated and happy with their situation.

• Analytic – Can see things from many angles and from that analyse the consequences and affects in a short and long term perspectives.

• Determined – Fast decisions with framework and plans to concrete follow-up and evaluation.

KEYWORDS

Sales, marketing, development, change, challenge, solution selling, growth, P&L, management, concept, value, sales driven marketing, entrepreneur, CRM, self driven, leadership, structure, content marketing sales leads, field work, routines, models, c-level negotiations, processes, reports, network, …

EXPERIENCES 2003 - ......................Sales & Marketing Agency, CEO & Consultant/advisor

Give, Reaktion, Creddly, Screen9, Trigd, Jobbfabriken, Hyper Island, Twosixtynine 2001 – 2003 .............Prime Public Relations, Sales Director & Consultant 1999 – 2001 .............AD2YOU Marketing, CEO & Co–founder 1999 – 2000 .............DNG e-solutions, CEO & Co–founder 1998 – 1999 .............Lexivision/INS, head of interactive communication & consultant 1997 - 1998 ..............921 Interactive, CEO & Co–founder 1993 – 1997 .............Opinionmedter Nordic, CEO & Founder 1992 – 1993 .............Annonskontakten/Motorbörsen, Sales Director

2003 – Present - The Sales & Marketing Agency, CEO & Consultant/advisor Based on my experiences I identified a big business opportunity within the service/knowledge/ consulting industry. The lack of effective sales concepts, structures, processes and routines for sales, marketing and business development was massive. A problem to make project leaders, consultants etc. to deliver sales and at the same time have 70%+ factoring clients. That was the fundamentals to start The Sales & Marketing Agency (Sälj & Marknadsbyrån). With focus on B2B companies in the SME sector it was easy to deliver a concrete solution to their needs with a clear value proposition – to help companies increase their revenues with creative, development of sales concepts, structure and routines from the teams and supporting sales driven marketing. Clients vary from management firms, start-ups, HR-consultants, IT-consultants, law firms, pr- and advertising agencies. Many had the challenge to go from product selling to solution selling. Some customers that I acquired within my assignments for my clients: Trygg Hansa, SkandiaMäklarna, BMW, Dialect, Telia, Opel, Vardia, Plantronics, Hellen Miller, Tele2, Microsoft, Bo BerggrenOfferta.nu, Honda, Scantest, Mitsubishi, etc., More information on request.

Some cases and assignments within The Sales & Marketing Agency

Give AB – Sales development and market testing – Assignment of three days/week Give AB is a mobile gifting/incentive portal (also available as white label) for B2B and B2C large scale gifting as well as mobile apps for business gifting and C2C. Gift broker for digital gifts & mobile gift cards distributed to consumers on several markets, hence also driving traffic to online and offline retailers. The challenges are to get thru several traditional market channels and implement the solution into clients ongoing day to day operations.

Reaktion AB – Concept and development content marketing – Assignment fulltime 18 month Reaktion AB is a communication agency focusing on sales driven communication. The business areas are to develop sales- and marketing concepts to fill our customers need to reach, communicate and convert their target groups into customers. The main area has been within developing content marketing concepts with focus on different needs and situations in the targets groups. Some examples: • Enklaflytten.se – a unique concept and method to communicate with consumers that are in

the window of starting to think about moving, are moving or just moved. Over 100 000 readers.

• Mobilakontor.se – a portal that focus on decision makers that are interested in mobile how to work smarter mobile external or internal in the office. Over 50 000 readers after two months.

• Tjanstebilen.se – the only way for companies to communicate direct with drivers of company cars. Over 350 000 readers.

Creddly – Concept and business development – Assignment 4 days/week over 7 months A Swedish start-up aiming for a global position within social shopping, and direct mobile commerce. The concept integrates all media and sales channels with to point of purchase. Strong association with other social media platforms to build volume and transparency. For more info, www.creddly.com, and/or download the app from Appstore/Googleplay. More information on request.

Screen9 – Business development – Assignment full time 6 months Screen 9 (www.screen9.com) is a subsidiarity to the well-known international Picsearch AB (publ) for global images search. With its advanced SAAS platform for video administration, distribution and functionality, the company offers enterprises the most comprehensive solution on the “online video platform market”. The company need was strategy, tactical and operative structure and routines to grow, gain market share and market position. The most important issue was how to go from selling a product to sell business values, i.e. solutions selling. For current clients we built up structures on how to address and develop the client stock, prevent kern, and increase revenues per account. The final delivery was a sales concept with processes, routines, a new CRM system, sales force insights and learning’s, method’s for building statistics, clean and reliable KPI:s, client program for communication, up-selling, build barriers for kern, building close relations to KAM and Screen9.

Trigd.com – COO, business development – Assignment full time 6 month Trigd.com (www.trigd.com) is an online social dating network, like Facebook, but for finding and evolving in new relationships. It's about meeting new people with a complete focus on the social experience and real time interaction. As COO I worked with business planning. Negotiations with media partners and securing the Swedish launch by closing a deal with one of Sweden’s largest online media house.

Jobbfabriken–Businessconsultant–Assignment3days/weekfor6monthsJobbfabriken is one of the largest organizations managing occupations for long term unemployed in Sweden. With five offices and 650 active individuals, 45 employees, 1000 who passed through us and 133 who have reached the job market and are employed again. For more information: www.jobbfabriken.se. Due to the fast growth that Jobbfabriken experienced from start, the management needed to develop better structures and definitions of internal work processes and key performance indicators. During tree month Fredrik worked with co-workers, management and members in the group to define and make processes more efficient and adjusted to the members.

HyperIslandExecutive–InternationalSalesDirector–Assignmentfulltime24monthWorld leading life-long learning for professionals & talent all around the world within interactive media. Since 1996 Hyper Island has educated some of the most sought after students in the world. For more info – www.hyperisland.com The Hyper Island Executive offer was in a start-up face. My focus was to develop sales strategies to rapidly grow the business throw sales and manage the change to an exceptional sales organisation in a non-sales environment. During my time we increased sales from 20 to 70 MSEK, established offices in UK and US, all with an intact growth margin.

StockholmSchoolofEconomics–businessdevelopmentcoach–Seriesofworkshopsduring12monthsThey had a 2-year project regarding boosting smaller companies value proposition focusing on sustainability. I worked as a consultant helping them to transform their value proposition, structure and knowledge for selling a value instead of a product.

Twosixtynine–SalesManagerandconsultant–Assignmentfulltime12monthTwosixtynine is a management firm focusing on helping large organisations to create long term and best of practice revenue development. The comprehensive methodology and work process “Art of Sales” makes leaders and sales personal best of brands throw a well-defined leadership structure. Art of Sales is a well-defined process and methodology, but a complex case to explain and attract clients to. The problem was how to show the effect of Art of Sales throw the hole organisation, and how everything had an effect and purpose to the hole. Beside to work in real cases I developed a presentation process that explained the hole picture.

Other clients – ask for detailed information - Sevenco Management AB – one of the oldest management firms in Sweden. - Placera Personal – one of the fastest growing companies in the staffing/recruiting industry. - Prinfo Scandinavia – one of the largest within graphic production in Scandinavia - alaTest – one of the biggest sites for test comparisons - Lagerling & Partners (now MAQS) – a well known traditional business law firm - Knut Communication – a challenger in the event industry - Ordning & Reda – a Swedish design concept established in 14 countries.

2001-2003 Prime Public Relations, Sales Director & Consultant As sales manager I was responsible to organize and develop Primes sales, which included sales strategies, client analysis, sales coordination, new business and sales activities. I also was responsible for development of a business plan for a new subsidiary. During my time Prime increased the sales with over 20%. As consultant I work mostly with clients in the service sector in a role as account manager and adviser. My role is wide and includes; sales, agreements and contracts, project management and consulting etc. Some clients I been involved with is, Bostream (a part of Telenor), Business Objects, etc. Areas of competence: business development, communication strategies etc. My strengths at Prime is primarily my experiences to understand our client’s business and what’s actually drives their business forward. My personal goals with Prime was to get a deeper understanding of the new media landscape, and how it could be used as an effective tool to increase revenues in business to business sales. The reason that I left Prime was that I saw the possibilities for Sales & Marketing Agency.

1999 – 2001 AD2YOU AB, CEO, co-founder, shareholder, member of the board AD2YOU was a start-up company within the .com arena with a new business concept and a new business model. AD2YOU focused on e-mail marketing and new media consultation. Through a close one-to-one relation with a qualified member base, AD2YOU offered all advertisers a rich target group selection and a customized channel for sending e-mail and interactive advertisements. The advertiser was charged only for interaction and activated ads, which ensures a maximum return on media investment (ROMI). The work included development of business-, marketing- and financing plans. Establish and secure financing rounds, strategic partnerships. Responsibility for personnel (15 employees) and recruitments. My personal challenge in this company was to build up a solid revenue model for the concept, create a good working environment for the personal, secure our revenues from clients and partnerships and prepare the company for a fusion with other companies.

1999 – 2001 DNG E-solutions AB, CEO, co-founder, shareholder, board member. DNG Group, one of Scandinavia’s largest communications groups with focus on relationship marketing. Within DNG´s focus we built a subsidiary company with focus on digital relationship marketing. The work included: development of business plan and model, methods, personnel (11 employees) etc. Also business development and project management for key accounts. My reasons that starting this company was to find the right environment to build effective relationship marketing by combining traditional channels with new channels. Some customers; Vasakronan, Capona, Swedish Match, Elsäkerhetsverket, Ericsson etc.

1998-1999 Lexivision/ins AB, head of interactive communication A communication agency that had a department for interactive communication with 15 employees. The department had negative results and my job was to change that. After development of new business plan, business model and reorganization, the department was profitable after three months. My work included both responsibility for results, personnel, key account management, consulting and project management. My personal reason taking this job was the opportunity to use leader experiences with focus on results, to reorganize and to change a negative result to a positive.

1997-1998 921 Interactive AB, CEO, co-founder, shareholder, member of the board Start-up of a new web agency. We were one of the first agencies that focused on websites built on databases with easy-to-use administration interfaces. Responsibilities: development of business plan and communication strategies, financing, marketing, personnel (12 employees), etc. The company was sold to another web agency. My challenge in this company was to be a part of the IT-era, obtain knowledge within the area, and to lead personal in other professions.

1993-1997 Opinionmeter Nordic AB, CEO, founder, owner member of the board Established a new digital tool for customer surveys in the Nordic market. Negotiated with the inventor in US to get the general licensee program for Scandinavia. Developed the concept to fit to the Nordic market and established it. Formed a sublicense agreement and started up in Norway and Finland. Sold the company after four years to the sublicense in Norway. My goal was to get experience and knowledge in importing, business development, marketing, build Nordic relationship etc.

1992-1993 Annonskontakten AB (Medströms Förlag) Sales manager Responsible for sales and business development for Sweden’s largest used-car magazine. As new on the labour market I wanted to get experiences in primary sales.

OTHER CAPABILITIES AND EXPERIENCES • Board work – experience in building, reporting and answering to a board and stockholders. • Founding – experience in attracting, closing VC deals in several levels. • Management & law firms – worked with McKinsey Worldwide and several larger law firms. • Social responsibility – worked close with companies to explore what the definition mean in reality,

on the operational level. • Sustainable business development – was one of the head external consultants in a project within

Handels Högskolan. The aim was to find possible angels on how to change a traditional business model/offer to an offer based on CSR.

• FoundersAlliance – Scandinavian business network for founders and CEO:s

• Successful boat racing career. As the driver and team manager we won most races. We were one of the most sponsored team on the circuit and made real business value to our sponsors thru extensive sponsor plans. Some of the winnings; Swedish Champion, Nordic Champion, 2nd European Championship, 7th World Championships, Five-time winner of Roslagsloppet.

EDUCATION • Diploma in Marketing Economics – Strategy, at Bergh’s School of Communication, (2 years) • Diploma in Sales & Marketing – B2B, at Bergh’s School of Communication (1 year) • Diploma in Sales from Electrolux Business School (1 year) • Many qualified courses/seminars continually during the years within leadership, solutions selling,

marketing, sales, online/offline, insights in branches, etc.

LANGUAGES • Swedish – native language • English – fluently

INTERNET & IT-PROFICIENCY • Deep insight, understanding and experience of using internet/mobile/email as business drivers. • Knowledge and insight how to build concepts and platforms using digital channels as a channel

for direct sales and sales driven marketing • Advanced user of Win/Mac/IOS, Office, LinkedIn, Biznode and different CRM platforms as,

Salesforce, Zoho, etc. • Insight and understanding how IT can build internal and external business values and

how to transform BV to requirements. • Deep proficiency in using internet as a tool for creating business.

PERSONAL INFORMATION • Live in central Östermalm and have a country house out in the archipelago. Love the differences

of city and country life. I always have different carpenter projects. • Divorced and living halftime with my nine-year-old daughter. Excellent relationship with her

mother/ex wife who lives around the corner. • Have a great life with a lot of activities and social events. Always open for new experiences – you

never know until you tried. • Enjoys, and wants to believe that I’m a quite good in the kitchen. Really appreciating a rainy

Sunday in the kitchen cooking a casserole. • Love to travel – been in most continents and values to take part of local cultures and traditions, as

well to have a weekend trip to New York, London, Paris, etc. • Value some time for myself watching Formula1 or MotorGP. • Appreciates a round of golf with the right company and good weather • Scuba diving when abroad, want clear water, sharks or something else that’s inspiring. • I love to go outside my own comfort zone…. get insights and experiences that develops myself.

Carpe Diem