Frederik Klitvad

10+ years of international experience across retail, energy, and mobility. I help businesses turn customer insight, loyalty, and partnerships into measurable growth, stronger retention, and scalable commercial models.

Countries Lived In

Markets Covered

CLV Uplift Delivered

0 %

Partner P&L Responsibility

£ 0 m

Working across markets, sectors, and business models has shaped how I think about growth.

I’ve spent the last decade in roles where commercial success depends on understanding customers properly, not just what they buy, but what drives retention, value, and long-term behaviour. That perspective has taken me across loyalty, CRM, partnerships, and customer strategy, but always with a commercial lens: How to turn insight into better decisions, stronger performance, and more scalable customer-focused models.

I’m a result-driven and growth-focused global marketing leader specialising in loyalty, CRM and digital. With a decade of global experience covering 27 markets and sectors spanning from premium omnichannel-retail to the energy industry. Expertise in crafting, optimising and delivering marketing strategies and proven track record of delivering impactful results on topline, bottom-line and program ROIs through innovative approaches, strategic and operational leadership, and building high-performing teams. All while navigating complex stakeholder relationships and driving customer-centric initiatives.

Having lived in three countries and worked with over 28 different markets, I build a robust understanding of how to implement marketing strategies locally as well as globally, with expert knowledge within Digital, Loyalty & CRM.

What I Do

Customer value and retention

I help businesses better understand the value of their customers, not just in the short term, but over time. That includes using loyalty, CRM, and customer insight to improve retention, strengthen engagement, and support better commercial decisions.

Partnerships and commercial ecosystems

I’ve worked across partner-led business models where growth depends on aligning customer value, proposition design, and commercial outcomes. That includes building and improving programmes that create value for both the customer and the business.

Performance and decision frameworks

I build the frameworks that help businesses measure what matters. From KPI structures to value models and reporting, my focus is on turning complex customer and commercial data into something that supports action and better decisions.

Strategy into execution

I work across both strategic direction and practical delivery — from shaping global frameworks to helping markets turn them into something useful, realistic, and scalable in practice.

My Journey Abroad

Over the past decade, I’ve 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: 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 — not as a reset, but as a chance to bring that experience home.

Brands and businesses I’ve worked with

My experience has been shaped through work with global and partner-led brands across retail, energy, mobility, and customer programmes.

Selected work and perspectives

The rise of fake loyalty programmes
Why short-term discount mechanics are often mistaken for loyalty strategy, and why that creates weak customer value over time.

Nectar Esso Partnership
A case study in partner-led loyalty, focused on how commercial objectives and customer value can be aligned in practice.

A strong customer programme is still a loyalty programme
A perspective on what happens when the loyalty layer becomes less visible, and why strong customer programmes often still rely on the same underlying loyalty mechanics.

Community and voluntary work

A strong sense of duty and community has stayed with me well beyond work. Over the years, I’ve 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 from the veterans

In 2023 I was recognised with the The Board of the Nordic Veterans Medal of Honour for “Longstanding efforts for national veteran work”.

The Board of the Nordic Veterans Medal of Honour has been a royal recognised award since 2008 under the designation N.V.F.M.3.

A journey to discovery

As a marketeer a passion for CRM, Loyalty & Data, yet without a masters degree, I quickly realised my opportunities in Denmark was limited, leaving me to seek opportunities abroad.

2013 : I moved to Rotterdam, Netherlands for a project role with Shell
2014 : I moved to London to join the shirtmaker Thomas Pink, LVMH

Combining passions

In 2014, I managed to combine two passions of mine, formal menswear and marketing, specifically CRM, Loyalty, and Data.

I began my career in London with Thomas Pink, the renowned shirtmaker and part of the LVMH group.

After nearly two years, I transitioned to Nectar, the UK’s largest coalition loyalty program, to deepen my expertise in Loyalty, CRM, and Data.

My bread & butter

Building meaningful connections between brands and customers

Loyalty programs are crucial for building strong zero and first-party data sets, which are essential for effective CRM and customer engagement.

By capturing data through loyalty initiatives, brands can deliver personalized experiences that keep customers coming back.

This creates a circular process where loyalty drives data, and the data fuels deeper engagement, reinforcing the loyalty program and fostering long-term relationships between brands and customers, resulting in increased Customer Lifetime Value

Mini Case Studies

Loyalty Value Proposition & Loyalty Programs

Zero Party and First Party Data

Customer Engagement, CRM & Data Activation

From military service to voluntary service

Following my military service in the Royal Danish Lifeguards, I continued service in a diffrent way, through volunteering

2011 : I joined the board of the Royal Danish Lifeguards Business Network (Gardernetværk)

2021 : During COVID-19 I was asked by the Danish Home Guards Northern Sealand district to help rebuild their social media presence

2022 : I joined the board of the Royal Danish Lifeguards Association in the Great Britain