Pernelle Krogh

Enigma
DISC Type : cid

CMO - Country Marketing and Consumer & Customer Insights Manager at IKEA

Region Zealand, Denmark

Overview

Pernelle Krogh is the Chief Marketing Officer at IKEA Denmark, with over two decades of experience in brand positioning, media strategy, and consumer insights. She focuses on maximizing marketing effectiveness and has led major projects like the IKEA Family CRM implementation. Pernelle studied at Reklameskolen, the School of Advertising in Copenhagen.

She was instrumental in the award-shortlisted "IKEA KØBENHAVN" campaign, which involved furnishing small public spaces around Copenhagen in 1: 1 scale to demonstrate space-saving solutions.

Personality Overview

Fast Follower

Hard To Convince

Persuasive & Assertive

They are generally strong communicators and are not easy to convince.  They are likely to ask many questions and look heavily for supporting proof as well as information. They can sound friendly and charming but can quickly change gears to become inquisitive and probing

Topics They Care About

Marketing Effectiveness
Focuses on delivering more value with tighter budgets and believes in the 60/40 rule of balancing long-term brand building with short-term activation.
Retail Innovation
Passionate about new store formats, such as the Copenhagen city store and Plan & Order Points, to adapt the retail experience to urban environments.
Customer Loyalty
Led the successful implementation of the IKEA Family CRM program, focusing on rewarding members and enhancing personalized communication to improve ROI.

Media Appearances

Pernelle has no verified media appearances

Work History

12-2024
CMO - Country Marketing and Consumer & Customer Insights Manager at IKEA
5-2024 - 12-2024
Country Integrated Media Manager at IKEA
11-2023 - 4-2024
CMO - Acting Country Marketing and Consumer & Customer Insights Manager at IKEA
11-2021 - 11-2023
Country Integrated Media Manager at IKEA
12-2019 - 11-2021
Country Customer Engagement & Loyalty Leader at IKEA

Education

1999 - 1999
MBA Courses from McMaster University
2001 - 2001
Education details unavailable from Medielinien, Reklameskolen / School of Advertising Copenhagen

More Information

Social Presence :

Prographics :

Exp : 24 Location : Region Zealand, Denmark Job Level : Leadership Designation : CMO - Country Marketing and Consumer & Customer Insights Manager at IKEA
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Insights For Selling To Pernelle

During A Call Or A Meeting

DO's

  • Leverage 'negging', or the art of asking negative questions like "you must not be convinced yet..."
  • Build rapport slwly without rushing, it will come handy to handle hard questions later
  • Use a combination of data as well as stories for your pitch, a ppt might not be necessary

DONT's

  • Don’t rely excessively on your relationship with them to win the deal even if you come to form one
  • Don’t brush off any concerns, take all questions seriously. They are easily deterred
  • Avoid making offhand commitments, understand the root of their concerns first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Pernelle is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Pernelle

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Pernelle move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Pernelle take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Pernelle

Personality Compatibility


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