Ulrikke Eidem

Bringing regional marketing teams into a single international function has been a major focus of Ulrikke Eidem’s work at Kinly. As director of field marketing, she leads activity across the UK, Netherlands, Norway and US, creating shared processes while allowing teams to adapt to local markets.

One of the clearest examples is Kinly Inspire. Eidem helped take the initiative from a successful local event to a customer engagement platform delivered across multiple countries, using a repeatable framework while retaining local relevance. She has also strengthened Kinly’s customer storytelling programme, working with sales teams and customers to increase the use of case studies across markets.

Eidem says the move from leading one market to managing internationally changed how she thought about leadership. Working across countries, cultures and time zones required her to focus less on her own execution and more on creating clarity, trust and the conditions for others to succeed.

She is particularly passionate about improving the representation of women in senior AV roles. Eidem argues that recruitment, mentoring, leadership development and sponsorship all have a role to play, but also stresses the importance of women actively supporting and advocating for one another.

For her, one of the most rewarding signs of success is seeing people she has recruited and developed grow in confidence, responsibility and recognition.