Experience

Built on
evidence.

More than two decades of turning customer and digital data into measurable business outcomes.

My career spans Customer Experience, web analytics, experimentation, global analytics platforms and data governance.

Across each role, the common thread has been the same: build reliable measurement, understand what the data is telling us, and make it useful to the people who need to act on it.

Selected experience

From online research
to Customer Experience.

2025 — Present
Tryg Forsikring
Lead CX Analyst
  • Own CX Analytics for Tryg Privat, the group’s private-customer business.
  • Built the reporting framework for customer-journey touchpoints across phone contact, onboarding, online, relationship and exit.
  • Helped define the weighted methodology behind Tryg Privat’s overall CX CSAT score.
  • Lead free-text sentiment and Voice of Customer analysis using Qualtrics and Discover.
  • Translate complex analysis into clear, action-oriented evidence packages for initiative owners across pricing, claims and communication.
2019 — 2024
Tryg Forsikring
Lead Digital Analyst
  • Led a complete rebuild of Tryg’s web data layer and analytics architecture using Tealium and Adobe Analytics in three months.
  • Implemented a new Marketing Channel Tracking framework enabling real-time attribution reporting and ROAS insight.
  • Democratised access to data so agile teams could independently follow, report and act on A/B test results.
  • Defined the blueprint for insight and metric standards adopted by Tryg’s corporate online board.
  • Launched Tryg’s first sentiment-analysis and CX-data-visualisation initiative.
2014 — 2019
Pandora
Digital Analytics Manager
  • Led CRM digital analytics and product-recommendation strategy across the Pandora group.
  • Implemented Adobe Analytics Premium and Target across 70 brand sites and 14 webshops, capturing billions of real-time data points.
  • Led the global rollout of data democratisation across group and local marketing teams.
  • Migrated CMS-hardcoded analytics and remarketing scripts to Tealium TMS, improving time-to-market and site performance.
70brand sites
14webshops
Globalanalytics platform ownership
2010 — 2014
Telenor eBusiness
Senior Web Analyst
  • Owned data collection, data validity and management reporting for online sales and customer service.
  • Delivered end-to-end implementation of Adobe Analytics, Test & Target and Adobe Survey on telenor.dk.
  • Doubled conversion rate for online sales in a highly competitive Danish telecom market.
  • Improved customer-service NPS from 32 to 65 through analytics-driven decisions.
  • Documented more than €10 million in annual cost savings and 120% ROAS on paid advertising.
32 → 65customer-service NPS
€10m+annual cost savings
120%ROAS on paid advertising
2006 — 2010
De Gule Sider / European Directories
Online Analytics Manager & Business Development Manager
  • Led end-to-end Adobe Analytics implementation for degulesider.dk.
  • Defined ROI and KPI standards across eight European markets.
  • Documented a cross-channel sales uplift potential of DKK 500 million.
2001 — 2006
TNS Gallup Interactive Denmark
Online Research & PR Consultant
  • Led public online media research for Denmark and Norway.
  • Trained more than 150 clients.
  • Published more than 100 analytics articles in Børsen Medie Marked.

Let’s talk.

Aarestrupsvej 11
5230 Odense M
john@skjolden.dk