Sonja Bäck

Responsible for 1 000 products across patient handling and pressure ulcer prevention, with a focus on strengthening DHG's position across Nordic markets, with Nordic turnover, 23 meur in 2025. • Secured Nordic tender success by driving product developments, providing product expertise and ensuring regulatory and ESG compliance in offers. • Initiated and conducted DHG's first clinical study in the Nordics for a pressure ulcer mattress and launched multiple hospital reference projects in cooperation with Key Account Manager, to build evidence and generate demand ahead of future tenders. • Created marketing material, supported and trained the sales organization to drive business growth

Global Brand Manager in the Digestive Health and Foot Health Teams, leading the brand agenda for OTC, cosmetic products and medical devices: Scheriproct, Hemoproct, Nailner and CCS. • Initiated 4 New Product Development and 5 artwork projects, leading cross-functional and external teams • Contributed to 3-year global growth plans, budgets and forecasts • Started a brand range harmonisation of a portfolio lacking long term strategy, to secure future brand competitiveness, by analysing the markets, products, conducting consumer research and proposed improvements and changes • Quickly picked up knowledge about 3 new product portfolios and disease areas, gave support to global markets, created and held product trainings for new employees and international business partners • Acquired valuable insights about digital marketing and omni-channel marketing, specifically about Amazon

As the only marketing person in Sweden in a Nordic marketing team, I was responsible for marketing, branding and communication of the world’s most sold progressive lens, Varilux, and advanced eye exam instruments to opticians, optical chains and consumers in Sweden. At Essilor I: • Created and implemented marketing plans, marketing budgets, sales activities, communication and content for traditional and digital channels, with focus on differentiating premium spectacle lenses. I contributed to that we kept market shares on a very competitive market with a low-price focus • Adapted global sales and marketing material, as well as created local material for traditional and digital channels • Worked closely with Country Manager, Product Manager and the 4-person sales team to create and implement new initiatives that helped our customers succeed • Accomplished more than 10 product launches in close connection with the sales team and timely delivered marketing material to secure successful customer uptake • Led Nordic projects, customer trainings, planned and coordinated Nordic partner event with over 1 000 participants • Managed more than 20 fairs, events and customer trips that were highly appreciated by colleagues and customers • Conceptualized product and sales trainings to more than 200 customers, with rating 4,6 out of 5

Strategic and tactical responsibility for medical devices and cosmetic products such as Nalox, Dexem, Acnicyl and Linicin in the Nordic countries. Responsible for marketing activities ◾ product marketing budgets, marketing plans ◾ product launches, including market analysis, pricing, creation of product claims and design of packaging/artwork., ◾ implementation of various sales activities, i.e. TV campaigns and joint marketing campaigns at pharmacies. • In six months developed a new skin care product from concept to final product, also taking part in successful sell-in at pharmacies

Navigated the Nordic expansion into aesthetic dermatology with pharmaceuticals and medical devices for rejuvenation. Strategic, tactical and budget responsibility for the OTC products Basiron and Loceryl. • Acted as the first Nordic product manager in aesthetic dermatology at Galderma and successfully launched a competitor to Botox, on the Nordic market. With great teamwork, the product became market leader in Denmark within one year and is still on the market • Conducted a comprehensive analysis of the new aesthetic area, created launch plan, launch material and together with sales manager built a network of KOL’s and practitioners to secure a successful launch • Worked closely with the two aesthetic dermatology sales representatives and KOL’s to develop and execute customer trainings, workshops, road trips and events securing a base of loyal product ambassadors • Kept 90% market share on Basiron by focused TV and pharmacy campaigns and defended Loceryl sales by managing a switch from Rx to OTC.

Responsible for production of all promotional material in the Nordic languages, in close contact with product manager and external advertising agencies. Responsible for all market data, including implementing a market data tool (Qlikview) and continuous analysis of market data, which gave me a solid understanding and knowledge of analyzing business and sales numbers. Responsible for Galderma Nordic’s Nordic homepages. From development to continuous updates. Participated in sales training of the sales force.

Working as consultant at various companies: MARKETING ASSISTANT, Linklaters Lagerlöf Advokatbyrå AB EDUCATIONAL COORDINATOR, IHM Business School MARKETING ASSISTANT, Henkel Norden AB PROJECT ASSISTANT, Song Networks AB

Marketing and sales of power supplies.