Søren Borg

Examiner
DISC Type : cs

Director, Digital Commerce, Marketing & Brand at Ahlsell Danmark

Copenhagen, Capital Region of Denmark, Denmark

Overview

Søren Borg is a strategic leader at Ahlsell Denmark, driving the companys digital transformation as Director of Digital Commerce, Marketing & Brand. With a foundation in data and analytics from his Masters at Copenhagen Business School, he specializes in integrating technology and commercial strategy to create measurable growth in B2B e-commerce and omnichannel experiences.

Søren is a family man who humorously negotiated the ownership of an award nomination balloon with his two-year-old daughter. He is an active and respected voice in the Danish e-commerce community, contributing his expertise to industry awards and events.

His teams work at Ahlsell won gold for "Best Omnichannel Company" at the 2025 Dansk Erhverv E-handelsprisen.

Personality Overview

Overcautious

Process Oriented

Status Quo Seeker

The only way to convince them is by showing them examples and ample proof.  Being observant comes to them naturally. They are thorough and always follow a systematic approach.

Topics They Care About

Omnichannel Success
Led his team at Ahlsell to win a gold award for "Best Omnichannel Company" at the prestigious E-handelsprisen, a frequent topic in his public posts.
B2B E-commerce
Focuses on enhancing the digital customer journey for B2B professionals, aiming to make online purchasing faster and more intuitive than traditional methods.
E-commerce Awards
Serves on the selection committee for the Dansk Erhverv E-handelsprisen, demonstrating his commitment to recognizing and fostering excellence within the industry.

Media Appearances

Søren has no verified media appearances

Work History

6-2025
Director, Digital Commerce, Marketing & Brand at Ahlsell Danmark
4-2024 - 1-2026
Director, Digital Business Development at Ahlsell Danmark
6-2023 - 4-2024
Director, Digital Business Development at Sanistål A/S
10-2022 - 6-2023
Head of Digital Business Development at Sanistål A/S
3-2020 - 10-2022
Head Of Customer Experience at Lemvigh-Müller A/S

Education

2002 - 2008
Master of Science in Business Administration and Computer Science. (cand.merc.dat) from Copenhagen Business School
2012 - 2013
IAA Masterclass from International Advertising Association

More Information

Social Presence :

Prographics :

Exp : 22 Location : Copenhagen, Capital Region of Denmark, Denmark Job Level : Mid-senior Designation : Director, Digital Commerce, Marketing & Brand at Ahlsell Danmark
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Insights For Selling To Søren

During A Call Or A Meeting

DO's

  • Expect them to be vague in response to your questions, ask firmly and pointedly
  • Spend time addressing concerns around risk and change, they will have them even if they don't express them
  • Expect them to be slow and cautious, encourage them to ask more questions

DONT's

  • Don't use phrases like 'do not worry', 'i promise' etc.
  • Avoid getting into storytelling mode, especially when they ask specific questions
  • Don't push them too hard to make fast decisions, give them time

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Søren is

  • Low-risk, adoption by others are very important to them, followed by confidence in ROI.
  • Will you ever get a clear answer from Søren

  • They don’t say no often, they push out the decisions or keep going around in circles.

Insights For Deal Planning

    How fast (or slow) will Søren move?

  • They do not like to rush and therefore can be quite slow in their decision-making.
  • Can Søren take some risk or not?

  • They have little risk-appetite and prefer to take measured decisions.

You And Søren

Personality Compatibility


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