I'm a charmingly direct Norwegian Viking, a Marketing Academy Alumni, keynote speaker and named the Marketing Society’s Young Marketing Leader in 2016.
Currently at Chelsea FC developing their first global youth marketing strategy.
Key achievements;
> Junior Gunners won best Fan Engagement Programme in Sports, Sports Business Awards 2017
> Young Marketing Leader 2016, Marketing Society
> Marketing Academy Alumni
> Silver in Made for Mums Toy Awards for the Junior Gunners App.
> JG App shortlisted for Best Digital Platform at the BT Sports Industry Awards 2017
Projects
- Article: How marketers are closing the mentoring gap(Article originally published by Marketing Week) New research shows women are less likely to have a mentor than men, so how are female – and male – marketers closing the mentoring gap? Finding a mentor can prove challenging. Does it have to be someone in your organisation or sector? How do you approach them? What if they say no? Many questions can stand in the way of people finding the right mentor to help enhance their career. In fact, new research from Paymentsense shows 33% of men surveyed have a mentor compared to 28% of women. Of those who do have mentors, men report having more 3.7 mentors on average compared to 2.5 for women. These statistics do not surprise Lucy Ward, creative brand director at Trouva, the online ecommerce platform for independent retailers, and one of Marketing Week’s 100 Disruptive Brands. “A lot of my female friends say to me ‘you’ve got all these mentors, how did you do it?’. I don’t think any of my male friends have ever asked me that. I think it’s because you have to be quite pushy to find these people,” she explains. “It’s having that layer of skin where you can say it doesn’t matter if they don’t get back to me, they’re not rejecting me. And I think sometimes women are a bit fearful of pushing that hard and a little unsure of what they’re really meant to be asking.” What a lot of people don’t necessarily realise is quite how much mentors get out of mentoring others, so it’s not an intrusive ask. - Anne-Lise Johnsen, Arsenal FC Gavin Sheppard, marketing director at Smart Energy GB, believes that often informal networks of mentors are more male skewed due to the fact there are still more men in the upper echelons of marketing. “I guess there is a broader problem, not specifically with mentoring, but with the number of women in top level marketing jobs and therefore the number of informal mentors that women have access to in those top-level networks,” Sheppard reflects. Youth marketing product manager at Arsenal FC and Marketing Academy graduate, Anne-Lise Johnsen, believes that while there should be more mentors in general, it would be good to see more female mentors coming forward. “I do genuinely believe that in general more people should become mentors and that includes females. It really is nice to meet someone who was in your position 20 years ago, it’s very inspirational,” she explains. Johnsen recognises that in general one of biggest barriers to women finding a mentor is the fact there is no established or official mentoring network, meaning it can feel “cringy” to reach out and ask a stranger for their time. However, understanding that the benefits run both ways could break down some barriers. “What a lot of people don’t necessarily realise is quite how much mentors get out of mentoring others, so it’s not an intrusive ask,” says Johnsen. “A lot of leaders love to give back and be part of someone’s journey and that type of knowledge about what benefits the mentor gets is not really that common among most people.” For full article, see more here.
- Junior Gunners App(Article originally published by Marketing Week, 2016) Arsenal in engagement push as it launches first Premier League app for kids Arsenal is the first Premier League club to launch an app specifically for young supporters as it makes ‘fans of the future’ a key priority. Arsenal has become the first Premier League club to launch an app aimed specifically at young supporters as it looks to boost engagement and loyalty and give kids another reason to support the club. The app is part of a growing focus at the club on its so-called ‘Junior Gunners’ – those aged between 0 and 16 who will be the “fans of the future”. Arsenal already has more than 36,500 Junior Gunners members, the most of any Premier League club, and is looking to attract more to the club through a focus on digital engagement. “Our young fans are the fans of the future. Football supporters tend to choose their team at a very young age so we hope by launching this app that when kids come to choose their team hopefully they will choose Arsenal,” Anne-Lise Johnsen, Arsenal’s youth product manager, told Marketing Week. The app, created by digital agency Koko, allows users to create their own avatar, receive up-to-date content on upcoming fixtures, squad lists and results and play games. Those games include ‘Pocket Player’ – a tamagotchi-style game where players must train, feed and rest an Arsenal Player – as well as ‘Squad Boss’, which allows kids to manage their own six-a-side team throughout the season and compete with friends.
- Junior Gunners app win Sports Business AwardThe Junior Gunners membership scheme has won ‘Best Fan Engagement Programme’ at the inaugural Sports Business Awards. Founded in 1984, the Junior Gunners membership is all about engaging with the club’s fans of the future through a range of competitions, events, matchday activations and most recently through the Junior Gunners app. In August 2016, Arsenal became the first Premier League football club to launch a fully interactive children’s app specifically for its young supporters. It has been extremely popular among our young supporters, particularly the game ‘Pocket Player’ which features digital avatars of Arsenal first-team and Ladies players. It has also helped the club to engage more our young fans, particularly overseas. Anne-Lise Johnsen, Youth Product Manager, said: "We are very proud to win this award for our Junior Gunners membership scheme. "It follows the launch of our new Junior Gunners app in August last year which really helped elevate the experience and engagement the club has with our young fans of the future. It has already proved to be very popular among our members and young Arsenal fans globally." For more information on the Junior Gunners membership scheme, please visit: www.alwaysaheadofthegame.com/junior
Projects credited in
- This International Women’s Day, meet the 200 Women Redefining the Creative Industry in 2018Discover our 2020 list here This International Women's Day, we asked influential icons to nominate 10 trailblazing women who they believe are redefining the creator landscape. The result? A unique and incredible list of 200 trailblazing women breaking barriers and inspiring change! Only 36% of jobs in the creative sector are currently filled by women. At the top of the tree there’s an even bigger problem - women make up only 11% of Creative Directors. In an attempt to change this, our month-lo165
Work history
Senior Manager, Global Youth MarketingChelsea Football Club
London, United KingdomFull Time
Responsible for the development and implementation of the global fan engagement strategy aimed at the youth audience.