Pelle Hedman

Senior Management Consultant

pelle.hedman@a-cross.com

+44 7545 242 040

Biography

Per (°1967) or Pelle as he is called by friends and family, is a seasoned eBusiness expert with more than 15 years of Internet and eMarketing experience. The majority of the experience has been gained inside the pharmaceutical industry.

Pelle’s first position in the pharmaceutical industry was with Boehringer Ingelheim. Here he worked as Financial Controller in the Swedish affiliate starting in 1994. Moving from the finance side to marketing, Pelle managed and participated in numerous successful projects in sales force effectiveness, targeting, segmentation and strategic planning and analysis.

After a short assignment as Marketing Controller at Parke Davis Scandinavia, Pelle worked as a consultant in the Scandinavian pharmaceutical industry with projects in CRM, segmentation, marketing strategy and market analysis and research, delivering innovative solutions to major accounts.

During the Internet boom in the early 00’s Pelle joined an Internet start up specialised in multi channel CRM communication and online market research and customer communications. He managed online marketing projects with clients such as IKEA and SonyEricsson.

Having gained unique experiences in both the Internet and pharmaceutical industry Pelle returned to the pharmaceutical industry when he joined Eli Lilly in Scandinavia to develop Lilly’s online initiative and presence and to build online and multi channel solutions for the key Lilly brands. The work in Lilly Scandinavia included developing and launching a unique portal for psychiatrists and developing and implementing a Lilly specific platform for self directed detailing for all brands. The portal was successfully replicated throughout Scandinavia and the online detailing platform was replicated to numerous Lilly affiliates.

This assignment also included responsibilities to develop online strategies for the Lilly brands and to work with sales force effectiveness, market research and international projects to replicate local learning’s.

The success in Scandinavia led to an opportunity for Pelle to move to the United Kingdom and join the UK affiliate where he held a position as Marketing Innovation Manager UK and RoI. In this role he developed eMarketing solutions and strategies to increase customer value and interactions. This role also included acting as topic expert in European self-directed detailing, remote detailing and portal projects.

As a Marketing Innovation Manager he also worked with multi channel marketing solutions and building the Lilly brands online. He headed a team of marketers working closely with the brands to implement online marketing solutions.

In 2008 Pelle joined a digital agency as Strategy Director and developed innovative services, strategies and solutions online for key pharmaceutical clients and brands. Just before joining Across Pelle also gained deep knowledge and experience in remote detailing while working as Global Marketing Director with one of the global market leaders in the remote detailing software industry, Kadrige.

Pelle, with his Swedish background, loves snow and has always been a passionate skier. He now loves living in England, which has become his new home and enjoys spending time with friends and family, often by cooking and hosting dinner parties.

Rugby and cricket is becoming more interesting than football and Pelle is starting to enjoy talking about the weather as much as his English friends and family.