Signe Lai Clausen

Examiner
DISC Type : cs

Commercial Director Nordics at Espresso House Group

Copenhagen Metropolitan Area, Denmark

Overview

Signe is the Commercial Director for the Nordics at Espresso House Group, where she has grown over a decade from a coordinator role. She is an expert in developing loyalty programs, digital marketing, and brand management. Her Masters from Copenhagen Business School included research on building brand trust in digital environments.

Ambitious and passionate, Signe thrives in fast-paced, collaborative settings where ideas are constantly evolving. She is described as a positive and engaging colleague, considered the "personality hire of the century, " who excels at building relationships and implementing new initiatives across the organization.

Unique fact: She celebrated her 10-year anniversary with Espresso House Group by taking on her new role as Commercial Director Nordics.

Personality Overview

Overcautious

Tough To Convince

Late Adopter

The only way to convince them is by showing them examples and ample proof.  They tend to be clear about their needs and limitations and are unlikely to promise too much. They do not like taking risks at all and go for proven options in the end.

Topics They Care About

Digital Brand Trust
Co-authored her Master's thesis on how organizations can build and maintain consumer trust through digital communication to foster positive brand attitudes.
Customer Loyalty
Previously managed Espresso House's loyalty program, growing it to 2. 3 million members across five different European markets.
Strategic Partnerships
Drives brand excitement through large-scale collaborations, such as recent campaigns with Universal Pictures for the movie "Wicked" and prominent digital influencers.

Media Appearances

Signe has no verified media appearances

Work History

6-2025
Commercial Director Nordics at Espresso House Group
10-2023 - 5-2025
Head of Digital Marketing at Espresso House Group
2-2023 - 10-2023
Digital Marketing Manager at Espresso House Group
10-2022 - 2-2023
Loyalty Manager at Espresso House Group
4-2021 - 10-2022
Digital Sales Coordinator at Espresso House Group

Education

2019 - 2021
Master's Degree from Copenhagen Business School
2016 - 2019
Bachelor's Degree from Copenhagen Business School

More Information

Social Presence :

Prographics :

Exp : 15 Location : Copenhagen Metropolitan Area, Denmark Job Level : Mid-senior Designation : Commercial Director Nordics at Espresso House Group
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Insights For Selling To Signe

During A Call Or A Meeting

DO's

  • Expect them to be vague in response to your questions, ask firmly and pointedly
  • First of all, focus on building their confidence by sharing examples, case studies etc.
  • Be firm in your communication and stay in control

DONT's

  • Don't be very accepting if that is your natural style, stay firm
  • Avoid getting into storytelling mode, especially when they ask specific questions
  • Don't use phrases like 'do not worry', 'i promise' etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Signe is

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

  • Often, they don't say no, or keep going about it in circles.

Insights For Deal Planning

    How fast (or slow) will Signe move?

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

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

You And Signe

Personality Compatibility


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