Lars Mikkelsen

Wildcard
DISC Type : csi

VD (Country Director) | JDE Peet’s & JOBmeal | Sweden & Finland at JDE Peet's

Copenhagen, Capital Region of Denmark, Denmark

Overview

Lars Mikkelsen is the Country Director for JDE Peet’s & JOBmeal in Sweden and Finland, managing a business of over €250 million with a team of approximately 450 employees. An alumnus of Copenhagen Business School, his expertise lies in commercial excellence, business turnarounds, and restructuring.

He has a distinct focus on optimizing route-to-market strategies and improving cost-to-serve efficiency to drive commercial performance.

Personality Overview

Curious But Skeptical

ROI Driven

Requires Proof

They are unlikely to ever become strong champions even when the conversations are going well; you should focus on cultivating other champions  They are often friendly and nice, but can sometimes suprise you with their piercing questions  They typically tend to be late adopters even when they seem friendly and excited about what you have to sell

Topics They Care About

Commercial Excellence
His profile highlights expertise in commercial excellence, including revenue growth management, category management, and sales force optimization across the Nordics.
Business Turnarounds
He lists turnarounds and restructuring as key specialties, indicating a focus on transforming business operations for greater efficiency and profitability.
Go-to-Market Strategy
A core competency mentioned is Route to Market (RtM), showing an interest in optimizing how products and services reach the end customer.

Media Appearances

Lars has no verified media appearances

Work History

2025
VD (Country Director) | JDE Peet’s & JOBmeal | Sweden & Finland at JDE Peet's
2023 - 2025
Commercial Director Nordics at JDE Peet's
2020 - 2023
Commercial Director, Denmark & Sweden at JDE Peet's
2018 - 2020
Management Consultant (Part of Bain & Company) at QVARTZ
2017 - 2018
Commercial Advisor at Danish Crown Foods

Education

2003 - 2005
MSi from Copenhagen Business School
8-2000 - 7-2003
BSc from Copenhagen Business School

More Information

Social Presence :

Prographics :

Exp : 24 Location : Copenhagen, Capital Region of Denmark, Denmark Job Level : Mid-senior Designation : VD (Country Director) | JDE Peet’s & JOBmeal | Sweden & Finland at JDE Peet's
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Insights For Selling To Lars

During A Call Or A Meeting

DO's

  • Focus on immediate action-items rather than the larger goals
  • Share testimonials from known people and give multiple examples of product value
  • Ask them questions to understand their needs better while staying affable

DONT's

  • Don't ask them to move fast, let them take their time and digest all the information
  • Don’t overhype the product/pitch, keep it measured
  • Avoid winging it with them particularly, answer a question only if you know the answer well

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lars is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Lars

  • They are likely to give you a clear answer without taking you around in circles. However, if you share a good relationship, they might not be so forthcoming.

Insights For Deal Planning

    How fast (or slow) will Lars move?

  • They like to perform full analysis and can take time to make any decision.
  • Can Lars take some risk or not?

  • They weigh all decisions systematically and are unlikely to take many risks.

You And Lars

Personality Compatibility


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