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Frederik Klitvad
Customer strategy and commercial growth leader with 10+ years of international experience across retail, energy and mobility. I turn customer insight into sharper decisions, stronger performance and scalable engagement. I connect strategy, transformation and execution.
Customer insight only matters when it changes a decision.
Across 27 markets, I have helped international businesses connect customer behaviour with commercial priorities. This includes value and retention, partnerships, operating models and market execution. My strength is translating complex evidence into clear choices, aligning senior stakeholders and building practical frameworks teams can execute. CRM and loyalty are capabilities within that work, not the destination.
My work sits at the intersection of customer strategy, commercial performance and transformation. I shape the direction, the decision framework and the path to delivery.
Having lived in three countries and worked across 27 markets, I know how to make global strategy useful locally and bring local realities back into senior decision making.
WHERE I CREATE VALUE
Customer Strategy and Insights
I turn customer behaviour, market evidence and commercial context into a clear view of where to play, what to prioritise and how to create sustainable customer value.
Commercial Performance and Decision Making
I build KPI frameworks, value models and management narratives that connect customer outcomes to revenue, retention and investment choices.
Customer Engagement and Journeys
I design the strategies and operating principles that improve journeys, propositions and engagement. CRM and loyalty are capabilities within that toolkit, not the strategy itself.
Transformation and Strategy Execution
I translate strategic direction into practical roadmaps, governance and ways of working, aligning senior stakeholders and market teams around delivery.
INTERNATIONAL PERSPECTIVE
Over the past decade, I have built my career across countries, sectors and business models, from Denmark and the Netherlands to more than 10 years in London. That experience has given me a broader commercial perspective and a strong understanding of how markets differ, how local realities shape execution and how global direction needs to work in practice.
It has also shaped how I lead. I am comfortable with complexity, used to aligning different stakeholders and focused on turning strategy into something practical. That is a big part of why returning to Denmark feels like the right next step. It is not a reset, but a chance to bring that experience home.
STARPACE is Copenhagen’s new scenic and social half marathon
Set at the iconic Kastellet and limited to 2,000 runners, STARPACE brings people together around a distinctive race experience while supporting soldiers and veterans.
As co organiser, I lead the full marketing engine for STARPACE, including brand strategy and positioning, CRM, social channels, campaign planning and participant communication. I also lead partner collaboration and activation before and during the event.
Brands and businesses I’ve worked with
My experience has been shaped through work with global businesses and commercial partnerships across retail, energy and mobility. Much of it has been where customer experience, commercial performance and transformation meet.
COMMERCIAL WORK AND PERSPECTIVES
When loyalty becomes a discount strategy
A commercial perspective on why discount led programmes erode margin without building durable customer value.
Turning partnership strategy into commercial value
The Nectar and Esso partnership shows how customer relevance, partner economics and market execution can be aligned in practice.
Customer value beyond the loyalty programme
What remains when the visible programme disappears, and how proposition, data and commercial decision making continue to create value.
Community and voluntary work
A strong sense of duty and community has stayed with me well beyond work. Over the years, I have remained actively involved in organisations linked to the Royal Life Guards community in both Denmark and the UK, including board roles and voluntary work. For me, that reflects values I also bring into my professional life: loyalty, consistency and a willingness to contribute where I can.
RECOGNITION FOR VETERAN WORK
In 2023, I received the Nordic Veterans Medal of Honour in recognition of my longstanding contribution to national veteran work.
The Nordic Veterans Medal of Honour has been recognised as a royal award since 2008 under the designation N.V.F.M.3.
