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Klaus Lennard Pedersen
Corner café with a glass front and an orange lamp

Klaus Lennard Pedersen

People. Markets. Results… because.

People first. Ownership and accountability. From nought to global. Develops, builds and leads. Sells, markets and distributes. To markets local and global. Protects and defends. From start-ups and SMEs to listed groups. Advises boards and advisory boards.

Write to Klaus
Coffee’s on me.
100+ B2C markets
50+ B2B countries
30+ countries visited in person
9 companies with direct responsibility
8 boards and advisory boards
4 cases, built or turned round, in 4 industries
2 stock market listings advised on
2 Børsen Gazelle awards2018–2019

In short

From classified-ad sales to the boardroom. Six international industry awards. Børsen Gazelle 2018 and 2019. Two stock market listings advised on. In three listed groups: Oslo, Frankfurt, Stockholm. P&L responsibility. From nought to 50+ B2B countries and 100+ B2C markets, 30+ of them with boots on the ground. Local, regional and global trade fairs. Building from scratch. Start-up to scale-up. Turnaround. Category building. Merger and integration. Acquisitions. Global patent and IP, lawsuit won. FDA registration. Distributors, wholesalers, retail, consumers. Global e-commerce. Marketplaces. Affiliate. White label. Digital platforms. Business AI. Print, TV, outdoor, online. MediaTech, AdTech, GameTech. MedTech, FinTech, EORtech.

Them and me

Human insight, high EQ, expertise and a healthy dose of self-belief can lead a long way. Said by those I have worked under, alongside and above: “... create a learning culture with room to think, where my colleagues and I were deeply motivated and engaged in our work” “The numbers for the Danish market really jumped up.” “It is to his credit that the company has won success and recognition from customers and partners all over the world.” “Deserves a large share of the credit for Defein’s continued success.” “Has a unique talent in business development.” “He’s a man of action and the company’s growth in Denmark is a testament to that” “Klaus successfully managed to build a team spirit across the organization in the Nordic countries” “Is an entrepreneur in the original sense of the word.” “Understood the customers’ problems and always had an eye for growth.” “Has a superb overview, is creative and has a knack for seeing things in perspective.” “Very well connected and knows how to make things happen.” “Klaus has been my mentor and coach for several years and he is the main reason I managed the role as CEO”

Where am I heading?

From start-up to growth, and companies in need of turning round. First and foremost with people first, and the trust to take and be given responsibility. With shared goals. As a leader, and perhaps co-owner, in SMEs or groups. With responsibility. In Denmark, the Nordics, Europe and beyond. Permanent or interim. Or as an adviser.

Need to talk a decision through?

Tell me your story and your options. I will bring my experience to our conversation.

Man in front of large screens showing digital media and outdoor advertising in a terminal hall

Experience

Responsible for colleagues, markets and results. I have built from scratch and turned companies back to growth. Sales, marketing, distribution, operations and finance. Often in SMEs, and with leadership responsibility in listed groups. Took part in acquisitions and a merger across the Nordic countries.

Coffee’s on me.

Assignments

Show:

Four cases

The companies, the work and the results.

Invoicery Denmark / Invoicery Group ABTurnaround

The company

Fintech company with an alternative working format for freelancers – a third model between employed and self-employed. Launched as Frilans Finans, listed in Sweden on the Spotlight Stock Market. 30,000+ affiliated freelancers and SEK 2 billion in revenue.

Invoicery · Country Manager Denmark

The situation

Invoicery Denmark: Founded in 2018. By 2023; low revenue and growth, a lack of structure, market knowledge, growth strategy and organisational coherence. A team of five. The model requires a strong concept, strong branding and high quality in support and service.

My responsibility

Country Manager Denmark with responsibility for all activities and overall financial responsibility in Denmark. Regional Manager Europe in Invoicery Group AB, in the group's EU management team.

What I did

  • Reorganisation and rebranding of the Danish activities – turnaround towards new growth.
  • In collaboration with group marketing, digital lead generation was built up from scratch: change of agency and platform, strengthened paid and organic marketing. The Danish organic approach became the model for the EU expansion.
  • New partnerships in B2B and B2C channels, including with the trade union ASE, and new membership of the Danish Chamber of Commerce (Dansk Erhverv) as an employer to establish political positioning.
  • Operational optimisation through integration with the head office in Sweden.
  • Selected by the group CEO for the management-level strategy group: analysis, strategy and recommendation to the board on Invoicery.com – one product, one brand, 22 EU countries.

The result

Denmark

  • Sales: SEK 15 → 45 million over three years.
  • Number of orders: +200%.
  • Average order value: +130%.
  • Return on advertising spend: +170%.
  • Quarterly sales growth: +230%.

Group and EU

  • Invoicery Group AB: 30,000+ affiliated freelancers and SEK 2 billion in revenue (2025).
  • Selected by the CEO for a C-level strategy group: analysis, strategy and recommendation to the board on Invoicery.com – one product, one brand, launched simultaneously in 22 EU countries. The group's recommendation to the board on Invoicery.com was approved, and the product went live in 22 EU countries.
  • Elected by colleagues to the House of Europe: an internal council responsible for strategic and tactical recommendations to the board.
DanaMedic / DanaLife ApSCategory building

The company

Medical company and products within intimate health. DanaMedic ApS (holding company) with the first-generation brand Jes-Extender; DanaLife ApS (subsidiary) with the second-generation brand MaleEdge.

DanaMedic & DanaLife – Global distribution

I have been at DanaMedic for two years before becoming a co-founder of DanaLife. DanaMedic stands strong as a medical company, brand and product, established by Danish doctors and surgeons. Jes Extender is the clinical core: an FDA-registered medical device in the USA, with documentation in order and sales to urologists, doctors, clinics and the hospital sector globally, focused on the treatment of Peyronie's disease.

The intimate sector wants to buy. Done correctly, we can move towards "sensual wellness" and intimate health. Done incorrectly, we risk alienating and losing the traditional customer segments in the healthcare sector.

We diversify the product portfolio to reach a new consumer segment and found DanaLife as its own profit centre. I am a co-founder with 20% of the company. The solution becomes two brands, two channels and two disciplines under one roof, each built separately. Two ways of speaking. Two ways of selling. In addition, we have a DanaMedic white-label product, Sizegenetics, for a B2B customer with its own brand and distribution.

DanaLife gets the new product MaleEdge: second generation, aimed at intimate health and the consumer side. New patent, new IP, new brand and a concept that reaches the adult industry and consumers directly. And we meet the taboo. Advertisers won't take the ads. Payment systems say no. Many countries have their own rules on what can even be said.

So I build the dealer chain from the ground up: distributors, dealers and retail, e-commerce, marketplaces and partner networks, country by country, to the adult sector worldwide.

The product is ready for several years while the patent process and the global IP registrations run their course: the MaleEdge patent from application to approval in selected markets, and the international registration of the MaleEdge and Jes-Extender trademarks. Only then are the patent and global IP in place. That ensures the sales chain is selling something competitors have to go through the courts to copy. The patent case is won in Germany. Counterfeit products from China appear, and our established trade agreements prevent erosion of brand value and sales.

Two deals speak to the value of the sales chain. We buy a global affiliate partner network that is already selling for us. We also buy back the white-label brand that has successfully sold our product under its own name.

Awards and nominations

Best Product · Best Retail Support · Best POS Activities · Best Long-time Seller · Outstanding Industry Services · Businessman of the Year 2019

Børsen Gazelle 2018–2019 · DanaMedic ApS, moderselskab

Alvern Media GmbHBuilding from scratch

The company

Inventor and patent holder (Fillboard) of an outdoor advertising medium on petrol pump handles at service stations. Delivers turnkey solutions to oil companies and advertisers: installation, sales, production, distribution and documentation.

Alvern Media · OOH at petrol stations

The situation

A new, patented media format. No market in Denmark. Expansion across the Nordics with high operational complexity.

My responsibility

Sales Manager Denmark, then Country Manager and Nordic Manager. Promoted twice in five years. Adviser to the group's CEO and CFO.

What I did

  • Denmark built from scratch to full national coverage.
  • Responsible for managing the Nordic markets.
  • Growth in distribution, revenue and team. Implementation of sales systems.
  • Member of the IPO-preparation management team and adviser to head office management for the listing on the Oslo Stock Exchange.
  • Agreements and long-standing customer relationships with, among others, Statoil, Shell, Esso, Q8, Preem, OK Benzin and Teboil.

The result

  • 3,000+ service stations across Denmark, Sweden, Norway and Finland.
  • 20% Nordic revenue growth to EUR 3 million+ annually; 15+ employees in Denmark, Sweden and Norway.
  • Reported to head offices in Norway, the USA and Germany.

Areas of responsibility

I have been responsible for people and for the numbers. In many industries and many countries.

Experience in years and the disciplines in numbers
  • Sales and commercial responsibility 15+ years
  • Leadership with line management 15+ years
  • International, global 15+ years
  • Building and turnaround in 4 industries 15+ years
  • Advisory, boutique 15+ years
  • E-commerce and digital trade 15+ years
  • Media (print, TV, outdoor, online) 15 years
  • Boards 15 years
  • IP, patents and regulation 14 years
  • Intimate health (DanaLife) 14 years
  • Listed groups, P&L responsibility From Denmark and the Nordics to HQ in NO, SE, DE and the USA10 years
  • Advisory boards 5 years
  • Merger and integration 3 years
  • Mentor for management 3 years
  • FinTech/HRTech (Invoicery) 3 years
  • Business development, EU projects 2 years
  • Top management: CEO, country manager, co-founder 15+ years
Titles

  1. Invoicery

    Country Manager Denmark and Regional Manager Europe. Turnaround: grew the Danish market by 200% in 3 years (from SEK 15 to 45 million), with a lean core team of 5.

  2. DanaMedic / DanaLife

    Adviser 2006–2008 on the second-generation brand MaleEdge. From 2008 co-founder and Managing Partner of DanaLife: concept, brand, patents, FDA, markets and sales.

  3. Own holding company

    Interim, advisory and board work for owner-managed companies in transition across Denmark, Sweden, Germany and the EU. Interim assignments: Newstel GmbH (EU) and 3rd Person ApS (EU).

  4. Alvern Media

    Sales Manager DK, Country Manager, Nordic head; also managing director and board member of Alvern Danmark A/S. A new media format built from scratch in the Nordics.

  5. Aller Press

    Responsible for major accounts. Weekly magazines, sales to large advertisers and agencies.

  6. Scandinavian Media & Satellite

    Media manager, sales. Advertising space on international TV and radio channels, broadcast by satellite to the Nordics.

  7. Berlingske Annoncecenter

    Sales consultant, then deputy head. Classified and editorial-page advertising, in-house sales training. The foundation: selling face to face.

  8. Weuse · TheRetailMarketers · Newstel

    Chair of the advisory board and mentor to the management at Weuse. Consultant on the Nordic markets for Germany’s TheRetailMarketers and Newstel.

  9. AOF København

    Project manager for business development. 16 concepts for new businesses in the graphics industry, under the EU Social Fund.

  10. Sabbatical

    A year off work, travelling in the Nordics, Spain and Portugal.

  11. CallCenterComparison

    Co-founder and adviser. A brokerage concept and platform for business-to-business customer service, built for Newstel GmbH.

  12. Ezen ApS

    Founder and adviser. Ezensual as an activity within Ezen ApS: global e-commerce in intimate health, Europe and the USA. A new company built for sale.

Boardroom with an orange accent

Board

15 years on boards. 5 years on advisory boards. Founder and co-owner in SMEs. Manager in listed groups. 10 years of P&L and reporting from Denmark and the Nordics to group management. Sales, operations, finance, funding, risk, acquisitions and merger. Trust and responsibility for those who turn decisions into results.

Coffee’s on me.

Boards

6 appointments · 15 years’ experience
  • Sabroe Selection A/SBoard member2 years
  • Defein ApSChairman of the board2 years
  • Dansk IværksætterforeningBoard member, policy positioning and advice on international scaling5 years
  • 3rd Person ApSBoard member, also interim3 years
  • DoubleClick Danmark A/SDirector and board member1 year
  • Alvern Danmark ApSDirector and board member3 years

Advisory boards

2 appointments · 5 years’ experience
  • WeuseChairman of advisory board4 years
  • Momsen & HoffAdvisory board member1 year

Leadership teams and councils

4 appointments
  • Invoicery Group ABSelected by the CEO. Regional Manager EU, member of a specially formed eight-person C-level strategy group for a new concept and launch in 22 EU markets
  • Invoicery Group AB, House of EuropeEmployee-elected, recommendations to the board
  • Alvern Media GmbHEuropæisk Ledergruppe, rådgiver for CEO ved børsnotering, Oslo

Advisory and interim work

Selected assignmentsMany years of advice and assignments for a wide range of businesses.Clients supported in Denmark, Sweden, Norway and the EU.
  • Alvern Media GmbHAdviser and interim
  • International Culinary Institut (ICA)Advisory, Germany and the Nordics
  • Newstel GmbHAdviser and interim
  • TheRetailMarketersAdviser
Man in a navy coat with a suitcase and phone on a rain-soaked square

Markets

Turnkey concepts for oil companies and media houses. In the Nordics, MediaTech: 3,000+ petrol stations with the largest oil companies. And AdTech: 1,400 B2B website customers, from small firms to large media houses. Internationally, MedTech and intimate health: global sales channels to clinics and consumers, digital marketplaces. Dealers and e-commerce. Responsibility from A to Z.

Coffee’s on me.

Where I have worked

B2B marketB2B, personally active

Nordics

  • Denmark
  • Sweden
  • Norway
  • Finland

Western Europe

  • England
  • Germany
  • Netherlands
  • Belgium
  • Austria
  • Switzerland
  • France
  • Spain
  • Portugal
  • Italy
  • Malta
  • Scotland
  • Ireland
  • Greece

Eastern Europe

  • Poland
  • Czech Republic
  • Bulgaria
  • Hungary
  • Romania
  • Turkey
  • Lithuania
  • Latvia
  • Estonia
  • Ukraine

Middle East and Africa

  • Morocco
  • Egypt
  • Jordan
  • Israel
  • Saudi Arabia
  • UAE
  • Iran
  • South Africa

Asia

  • Russia
  • China
  • Hong Kong
  • Japan
  • Thailand
  • Malaysia
  • Singapore
  • Indonesia
  • Philippines
  • Kazakhstan
  • India
  • Nepal
  • Taiwan
  • South Korea

Oceania

  • Australia
  • New Zealand

Americas

  • Canada
  • USA
  • Mexico
  • Colombia
  • Brazil
  • Chile

People and markets

“Well, if I must.” I was offered exclusive Indonesian coffee, Kopi Luwak, whose beans have first made a full journey through a civet. Tea and Maotai in China, vodka in Russia, skagenröra in Sweden and schweinshaxe in Germany. That, too, is part of the story of customers, dealers and negotiations across countries and cultures.

Countless customer meetings and trade fairs. Spring fairs in Thailand, summer fairs in Las Vegas, with moving walkways and casinos designed to keep their guests. Winter fairs in Denver and Siberia. Industry fairs from Moscow via Hanover to Los Angeles. Different cultures and habits, different ways of meeting and doing business. Many years of meeting people and markets, well beyond the countries on the map.

Intimate health brought conversations of its own: mechanical traction translated into biological signals in the tissue. The method and its documentation explained openly and respectfully. The taboos were part of the work. So was the trust.

Read the market-entry case →
Former colleagues talking round a high table

In others’ words

Group chief executives, colleagues, founders and partners. Their words on working with me. Media, advertising, financial services and medical products. Fashion and recruitment. Denmark, the Nordics, Germany and the United Kingdom.

Coffee’s on me.

Invoicery Group / Frilans FinansEORtech, FinTech

Maria Myung Herløw, Country Administrator, Invoicery Denmark – worked under me · Translated excerpt
Mathias Gehring Larsen, intern and later marketing employee, Invoicery Denmark – worked under me · Translated excerpt
Jonas Ridberg, COO New Markets, Invoicery / Frilans Finans – recruited me as Country Manager · Translated excerpt
Stephen Schad, CEO, Frilans Finans / Invoicery Group AB · Translated excerpt

DanaLifeMedTech

Monica Lerager Clausen, employee at DanaLife – worked closely with me · Translated excerpt

3rd PersonGameTech

Lars Loppnau, CEO, 3rd Person ApS – worked with me as mentor and advisor · Translated excerpt

The Trade CouncilEmbassy, Advisory

Per Kaag Andersen, The Trade Council – advisor at the embassy in London when 3rd Person entered the UK · Translated excerpt

AlvernOOH

Håkan Cedell, Nordic sales – worked with me at Alvern · Translated excerpt

The Retail MarketeersConTech

Christian Warning, founder of The Retail Marketeers – worked with me across countries · Translated excerpt

Internet industryMediaTech

Volker Budde, digital media – worked with me through the internet industry's early years · Translated excerpt

AdLINK Internet MediaAdTech

Camilla Lexberg, AdLINK Internet Media – reported directly to me · Translated excerpt

MOMSEN HOFF / DefeinDesign

Jane Momsen, founder of MOMSEN HOFF and Defein – had me as mentor and chairman of the board · Translated excerpt

Sabroe SelectionHR tech

Alice Sabroe, owner of Sabroe Selection – worked with me across companies · Translated excerpt
Two colleagues talking as they walk through an airport terminal at blue hour

About Klaus

Curiosity, good humour and a determination to move the business on. From the first customer to global markets. From employee to the board. With high EQ, I take the difficult conversations, when numbers dont add up, issues arise or projects fail. A focused eye for workplace wellbeing and a keen eye for talent. Everyone takes and is given responsibility. That is how I work. What are you facing?

Coffee’s on me.

What drives me

Leaders who dare to say “I don’t know”. Colleagues at every level who call it as it is. The person who takes responsibility where others hesitate. That gives energy and courage for the work. An honest apology belongs here too – including being able to offer one yourself.

Colleagues who discover they can do more than they thought. Showing honest trust so they can try, take responsibility and grow with the task. Everyone who wants to may lead from the front, and I am happy to do so myself. Letting go when a colleague is ready. Helping or tightening up when needed. A team that gets the credit. When someone I have led flourishes and becomes better than me. That is what delights me.

People who see the world differently make me curious. Different cultures and habits. Conversations with something to learn, where both leave a little wiser. Understanding each other well enough to create something together – that is what sends me to the next meeting.

A good deal, for everyone. Customers who come back again and again, from every corner of the world, every culture and at every hour of the day. The pleasure of getting an agreement to work and the partnership to continue. Then we roll up our sleeves again.

A good laugh in the middle of a difficult week.

Another view of me comes from a personality profile. In one assessment I was described with these nine words: entrepreneurial, developing, goal-oriented, strategic, people-focused, fair, inclusive, empathetic and holistic.

Open glass door to a bright room with bicycles outside at blue hour

Shall we talk?

A couple of lines is plenty to start. I reply myself.

Coffee’s on me.

Direct

Telephone
+45 53 63 92 18
Location
Copenhagen / North Zealand.
CV in DanishCV in EnglishSave contact card

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Privacy

Privacy. When you write via the form, I keep your name, your email address and your message. I use them only to reply to you. The data controller is Klaus Lennard Pedersen, kp@klauspedersen.com. The lawful basis is my legitimate interest in replying to your enquiry (GDPR Article 6(1)(f)). The information is held by my hosting and database provider and is not shared with anyone else. I delete it no later than 12 months after our last contact. You may ask for access, correction, erasure or restriction, or object to the processing. You may complain to the Danish Data Protection Agency (Datatilsynet).