Welcome

to Sunrise

What makes us different

Most agencies specialize in a single component of commercial activity, such as branding, campaigns or CRM implementation. At Sunrise, we unite all three to help companies secure holistic commercial impact. We help ambitious brands stand out, grow and navigate change by combining brand strategy, marketing solutions and CRM activation into one seamless journey.

The problems we solve

We often meet companies that have key elements in place yet still aren’t meeting their sales ambitions. The three main issues we see are:

Not a good enough or up-to-date understanding of ever-changing market criteria or their target group

Lack of brand cohesion to meet market and customer demands

Missing an effective activation strategy for the brand, sales and CRM

How we can help you

We resolve these issues to help companies grow their sales through the following:

Brand transition
We gather insights, segment your audience, identify opportunities and develop concepts and communication.

Marketing transition
We create tailored marketing and content strategies and develop campaigns and always-on activation that align with the demands of your customers.

Sales transition
We combine our sales excellence with a deep expertise of HubSpot to create customised, data-driven CRM solutions.

The results you can expect

A cohesive brand that stands out and resonates with your target audience to drive engagement and growth.

A marketing and always-on strategy that aligns with your customers’ needs to ensure your brand stays relevant, competitive and top of mind.

A CRM solution that streamlines sales processes, enhances customer engagement and fuels revenue growth.

Our approach

Our unique problem-solving ability is driven by a dedicated, three-part approach to taking on your commercial challenges. We call it INA. Whether your challenge calls for all three-parts or just one of them, we employ our INA approach in close collaboration with your team to drive commercial success.

Investigate
We examine how well you understand the market, your customers and their buying journey

Navigate
We ensure your commercial strategy to has a clear direction that encompasses brand, marketing and sales

Activate
We help activate your strategy and create commercial effect across your channels

Who we help

We work primarily with B2B companies to navigate challenges within brand, marketing and sales, but we also have expertise and experience helping B2C brands tackle the same challenges.These challenges include:

Navigating expansion
Repositioning
Merger & acquisition
Rebranding
New brand platform
Product launch
Marketing performance issues
Changing market trends
Low awareness or preference
Entering new markets
Shifting go-to-market strategy
Scaling CRM and automation
And more…

Who will help

Partners

Simon Hertz Partner & CEO

Simon Hertz is an experienced marketing strategist and business leader with a strong track record of helping ambitious companies translate complexity into clarity—and strategy into results. As Co‑Owner and CEO of Sunrise A/S, he draws on more than 15 years of experience advising leading brands across sectors on how to build effective marketing that drives commercial growth.

Before joining Sunrise in 2010, Simon played a key role at Kunde & Co., one of Scandinavia’s top marketing consultancies, where he helped shape brand and go-to-market strategies for some of the region’s most prominent businesses. This foundation gave him a deep understanding of how to align brand, customer experience, and performance across the full marketing spectrum.

At Sunrise, Simon has led strategic engagements for a diverse range of clients—from large B2B organizations to fast-moving consumer brands—delivering everything from segmentation and repositioning projects to integrated marketing strategies and organizational transformation. His work is known for combining insight-driven thinking with pragmatic execution that moves the needle commercially.

Beyond client work, Simon plays an active role in shaping Sunrise’s culture and capabilities, developing talent, and serving as a strategic sounding board for boards and leadership teams. He also holds advisory roles, including at A.C. Perch’s Thehandel.

Strategic, commercially sharp, and grounded in real-world experience, Simon helps organizations cut through complexity, align around what matters, and activate marketing that accelerates business performance.

Mikkel Heideby Partner & CCO

A trusted advisor to C-level and executive teams, Mikkel Heideby is Partner, where he helps ambitious companies align brand, marketing, and commercial efforts with overarching business goals. With over 20 years of experience across both agency and client-side roles, he brings a sharp commercial mindset and a deep understanding of how to build effective marketing infrastructures that drive tangible growth.

He works closely with leadership teams at some of Denmark’s most recognized brands—such as TDC, DFDS, VIPP, Accura, and Specsavers—helping them sharpen positioning, unlock digital potential, and activate marketing across complex customer journeys. A former marketing executive at TDC and senior consultant at agencies like Kunde & Co., Umwelt, and Black Rabbit, he has led the development of award-winning strategies and campaigns across industries ranging from consumer goods to professional services.

Known for his digital fluency and strategic edge, he has advised over 70 clients including Bodum, Malaco, Kompan, EDC, Falck, and Kræftens Bekæmpelse—always with a focus on commercial impact. His approach combines deep customer insight, digital strategy, and operational structure, enabling leadership teams to translate ambition into measurable marketing performance.

A frequent media contributor and expert commentator on DR (Danmarks Radio), he is often featured on national TV to speak on branding, marketing, lifestyle, and cultural trends. Strategic, commercially grounded, and insight-driven, he helps businesses clarify their go-to-market direction, build internal capabilities, and unlock new opportunities in a fast-changing digital landscape.

Lars Egtoft Partner & CFO

Lars Egtoft Nielsen is a seasoned business leader with deep expertise in strategic finance, agency operations, and commercial transformation. As Partner & CFO at Sunrise A/S, he plays a key role in guiding the agency’s financial strategy, investments, and organizational growth. With leadership roles at Sunrise since 2017, Lars has helped shape the agency’s expansion and operational excellence from the inside out.

Prior to joining Sunrise, Lars spent more than a decade at Kunde & Co., one of Scandinavia’s leading marketing consultancies. There, he held senior positions in both finance and operations, gaining invaluable experience working across large, complex client portfolios and high-performing teams. His time at Kunde & Co. gave him a strong foundation in how to balance creative ambition with commercial discipline—skills he continues to apply in his work today.

Lars brings a rare combination of financial acumen, strategic insight, and hands-on operational experience. He has also played an active role in the tech and startup ecosystem, including as board chair for Danish AdTech company Zuuvi, where he helped scale the business to DKK 10 million in annual recurring revenue within four years.

At Sunrise, Lars is instrumental in aligning business strategy with delivery, supporting sustainable growth across the agency’s consulting, creative, and activation units. He works closely with leadership and client teams alike to ensure financial transparency, smart resourcing, and long-term value creation.

Commercially minded, growth-oriented, and highly collaborative, Lars enables both Sunrise and its clients to scale with clarity, confidence, and control

Katrine Nordgaard Partner, Insights & Strategy

A trusted advisor to C‑level and executive teams, Katrine Nordgaard Vermehren is Partner & Head of Insights & Strategy at Sunrise, where she helps ambitious companies set the strategic direction for their brand and commercial efforts. With deep expertise in brand positioning, customer insights, and go-to-market strategy, she enables leadership teams to make confident, insight-driven decisions about where to play and how to win.

Since joining Sunrise in 2018, Katrine has built and led the agency’s consulting and insight capabilities – developing methodologies and advisory formats that create strategic clarity and drive commercial impact across global organizations. She enables companies to turn insights into competitive advantage by mapping customer journeys, segmenting markets, and defining ideal customer profiles, laying the foundation for sharper positioning, more relevant communication and digital activation. Through tailored co-creation processes, she guides executive teams and commercial units in setting the strategic direction for brand and marketing – ensuring alignment on positioning and messaging, while also defining the internal roles, responsibilities, and structures needed to deliver measurable results.

Katrine especially advises companies within shipping & logistics, manufacturing, tech, and finance, and has over the years guided leading brands such as Flügger, KOMPAN, Clever, Roche, DFDS, LEMAN, and Matas – supporting them define brand positions, focused commercial strategies, and communication platforms for measurable growth.

Strategic, insight-driven, and commercially sharp, Katrine turns business challenges into clear, data‑backed marketing strategies, empowering leadership teams to align around a shared strategic direction and accelerate growth and adapt in an evolving digital landscape.

Christoffer Kleding Partner, Content & Activation

A trusted advisor to C‑level and executive teams, Christoffer Kleding is Partner & Head of Content & Activation at Sunrise TcTa, where he leads bold, integrated strategies that turn content and social media into powerful business drivers. With a career rooted in both creative execution and strategic consultancy, Christoffer brings a vast understanding of media, digital ecosystems, and social platforms—ensuring that brand narratives not only engage, but convert and scale.

He joined Sunrise in 2018 as Head of Social, where he built and led a high-performing team that redefined the agency’s social and content capabilities. Since then, he has evolved into a key leadership figure, now serving as Partner & Senior Advisor. He has guided leading brands such as Mary Fonden, Cloetta, Lunar, Specsavers, GUBI, and Pilgrim—helping them integrate content, brand, and media strategies that deliver measurable performance.

Recognized as one of “The M Talents” by Dansk Markedsføring in 2020, Christoffer is known for bridging the gap between creative ambition and commercial impact. He emphasizes embedding content and activation into the core of an organization’s operations, ensuring that strategies create long-term value—not just short-term visibility.

Strategic, digitally fluent, and deeply collaborative, Christoffer turns complex digital challenges into actionable content and media solutions—empowering brands to lead in a fast-evolving landscape.

Jonathan Riis Gilmartin Partner, CRM & Activation

One of Scandinavia’s foremost experts on HubSpot, Jonathan Riis Gilmartin is Partner & Head of Activation at Sunrise, where he leads one of the agency’s most advanced and commercially impactful units. A globally certified HubSpot trainer—one of the youngest ever—Jonathan has built a powerhouse team delivering intelligent automation, scalable lead nurturing, and data-driven revenue growth.

With deep expertise in CRM, marketing automation, inbound marketing, and sales enablement, he helps organizations transform fragmented systems into cohesive, high-performing revenue engines. Since joining Sunrise in 2020, Jonathan has led major implementations across CRM, ERP, and e-commerce platforms like Shopify—delivering measurable impact for brands such as FRAMA and Copenhagen Capacity.

At the core of Jonathan’s approach is a strong commercial mindset. With a deep understanding of modern B2B sales processes, he designs and deploys systems that empower sales teams with the right tools, data, and content to close deals faster and more effectively. His work in sales enablement bridges strategy and technology—helping marketing and sales functions align around shared KPIs and streamlined workflows.

Promoted to Partner in 2023, Jonathan is known for turning complex operational and technical challenges into clear, actionable solutions that accelerate growth and performance.

Strategic, technically fluent, and commercially sharp, Jonathan empowers ambitious organizations to modernize their marketing and sales infrastructure—and drive sustainable, scalable success.

The team

Louise Kristiansen Associate Partner, Project Management

Jan Stistrup Boas Creative Director

Christina Pearl Heldt Hamø Senior, AI Adoption and System Designer

Steffen Buhl Borgstrøm Director, Tech & CRM

Mathias Holsaae Sales Director

Malene Illum Senior Consultant, Qualitative Insights

Thea Hedegaard Møller Senior Consultant, Insights & Strategy

Christian Cornelius Nielsen Consultant, CRM & Activation

Emma Wittendorff Senior Consultant, Content & Social Media

Lise Skakkebæk Larsen Senior Project Manager

Jakob Halkiær Larsen Content Creative

Line Lassen Copywriter & Content Creator

Matias Kristensen Paid & Performance Specialist

Puk Ebsen (Maternity leave) Senior Consultant, Strategy

Mads Munk Pedersen Senior Consultant, CRM & Activation

Amalie Sophia Kildegaard Associate Consultant, Content & Social Media

Karl Beckman Senior Copywriter

Anne Mose Mortensen Senior Art Director / Designer

Stine Norreen Senior Copywriter

Bue Peitersen Creative Director

Emma Olsson Senior Project Manager

Jane Freiberg Senior Project Manager

Martin Hlavacka Senior Full Stack Developer

Sophia Blomstrøm Senior Controller

Ken Jørgensen Senior Full Stack Developer

Rebekka Lorenscheit Financial Controller

Victoria Vinkel Student, Legal and Finance

Louis Raben Assistant Consultant – Tech & Activation

Filip Fabian Assistant Consultant – Tech & Activation

Natasja Holst Office Manager