Commercial leadership
Market planning, launch readiness, customer prioritisation, budgets and cross-functional execution in complex healthcare environments.
View the commercial lens
Nikolaj Wendt · Commercial leadership · Pharma
Commercial leadership that makes transformation deliver.
I turn market, customer and field insight into launch readiness, focused execution and scalable customer engagement across Nordic and European organisations.
Nordics + Europemulti-market commercial scope
€1M+annual commercial budget managed
~80%six-month T1/T2 oncologist coverage
>120%increase in tracked HCP website traffic
The leadership proposition
One profile.
Two lenses.
I turn market, customer and field insight into launch readiness, focused execution and scalable customer engagement. My transformation experience is how I make commercial priorities executable across markets.
Commercial transformation
Operating models, CRM, governance and adoption that turn strategy into consistent execution across markets and functions.
View the transformation lensSelected work
Evidence over adjectives.
Six cases showing how commercial priorities, launch excellence, AI and transformation come together in measurable multi-market execution.
Built a four-market launch-readiness model that turns strategy into accountable execution.
Created a common approach to launch planning across Denmark, Sweden, Norway and Finland while adapting execution to different healthcare systems, access conditions and levels of market maturity.
- Connected market assessments, forecasts, business cases, budgets and integrated brand planning to country roadmaps and priorities.
- Established readiness reviews, pre-launch indicators, milestones and decision points across Commercial, Medical, Market Access, Regulatory, Compliance and field teams.
- Used scenarios, advisory boards and HCP and patient insight to challenge assumptions, expose gaps and trigger corrective action.
Made AI useful for launch decisions — without replacing accountable judgement.
Applied generative AI to accelerate analysis and improve decision support across four Nordic rare-disease markets, with human validation built into the operating approach.
- Synthesised historical launch information with market, customer, regulatory and commercial intelligence.
- Used scenario development to test assumptions, identify knowledge gaps and clarify implications for launch readiness and market priorities.
- Assessed use cases against business value, data readiness, scalability, compliance and human accountability before adoption.
Built Nordic launch and customer-engagement capability across four markets.
Led commercial excellence, CRM and launch enablement across Denmark, Sweden, Norway and Finland, aligning Commercial, Medical, Market Access, Regulatory, Compliance and field teams.
- Established CRM and Veeva PromoMats workflows, governance and reporting from the ground up.
- Connected customer journeys, segmentation and KPIs across web, approved email, webinars and field engagement.
- During my first eight months, total HCP website traffic grew by more than 120% versus cumulative traffic recorded from launch until my arrival, measured in Matomo.
Turned oncology priorities into focused Nordic market execution.
Translated regional oncology priorities into Nordic launch, lifecycle and stakeholder plans across four markets, connecting segmentation, field priorities, customer engagement and performance management.
- Independently managed an annual €1M+ budget for campaigns, materials and customer-engagement activities across four Nordic markets.
- Achieved approximately 80% six-month engagement coverage across Nordic Tier 1 and Tier 2 oncologists.
- Held formal line responsibility from 2023 to 2025 for an Associate Brand Manager and a student assistant.
Shaped a common European CRM core while protecting genuine local needs.
Led all business-side elements of a Salesforce-based Veeva CRM rollout across the Nordics, Germany, France and Spain, with additional support to Benelux and Portugal.
- Led requirements, fit-gap decisions, business prioritisation, UAT, rollout readiness, training and adoption.
- Standardised customer data, segmentation, consent, field activity and reporting across affiliates.
- Applied a standard-first approach, allowing local variation where business, regulatory or healthcare-system requirements justified it.
Led marketing, customer experience and digital transformation as one commercial agenda.
Held responsibility for people, commercial planning, budgets, agencies, customer growth and performance management.
- Led teams across marketing, customer experience and digital delivery.
- Introduced CRM, marketing automation, segmentation, customer journeys and management dashboards.
- The transformation was followed by approximately 70% more customer registrations for adviser conversations in 2022 than in 2021.
Capabilities
Strategy is only valuable when the organisation can execute it.
Launch & portfolio strategy
Market assessment, readiness, scenarios, business cases, priorities and performance.
AI & decision support
Use-case prioritisation, structured synthesis, human oversight and value realisation.
Commercial transformation
Operating models, roadmaps, governance, CRM and business-technology alignment.
Leadership & engagement
Customer strategy, field enablement, matrix influence, adoption and behavioural change.
How I work
From priority
to performance.
- 01Set the commercial priority
Start with the market, customer and business decision - not the channel or system.
- 02Design the operating response
Define ownership, processes, data and capabilities around the decision.
- 03Mobilise markets and functions
Create enough common structure to scale while protecting what must remain locally relevant.
- 04Measure adoption and value
Track whether people use the capability and whether execution improves.