Troels T.-Strategic and Hands-On Product Leader
Check rate
Experience
Product & AI Transformation Consultant, Interim Product Lead
Tornmark.com
Independent consultancy for interim and fractional product leadership, product strategy and AI adoption.
- Interim Product Lead for iWedia (Switzerland), a TV software and device management company: product strategy, go-to-market and strategy workshops for an edge AI telemetry product running small language models on set-top box chipsets.
- Built an AI news research system with Claude Code (Next.js, Supabase, Railway, Vercel) that ingests multiple sources, drafts articles with an LLM and routes them through human editorial review.
Senior Product Manager, TV
YouSee
Product lead for YouSee PLAY, Denmark's largest operator TV service with 700,000+ subscribers, across apps and set-top boxes.
- Raised average viewing time to 12.5 minutes in January 2026, ahead of Netflix among Danish operator services and behind only TV 2 Play.
- Increased upsell conversion 15% year on year by moving roadmap decisions onto usage data.
- Cut time-to-sprint by a third and doubled quarterly delivery by aligning editorial, commercial, UX and development on shared OKRs.
- Cut backlog refinement time 40% by bringing generative AI agents into the product workflow, one of the first teams at YouSee to do so.
- Renewed the hardware portfolio, adding two Android/Google TV devices alongside the RDK set-top box estate.
- Concepted embedded AI with local LLMs on chip and handover to cloud, and next-generation IoT and smart home hub services.
- Advised C-level on digital strategy, content partnerships, regulatory constraints, vendor procurement and data ethics.
Product Manager, DRTV
DR (Danmarks Radio)
Product lead for DRTV, Denmark's largest public service streaming service. Roadmaps and OKRs for five development teams across editorial systems and iOS, Android and smart TV apps.
- Delivered DR's first board-approved three-year DRTV product strategy, built on the AELS goal framework (Acquisition, Engagement, Loyalty, Satisfaction) developed with the teams.
- Launched the new DRTV on all major platforms in November 2019.
- Grew engagement 20% year on year and deep catalogue consumption 50% through a metadata programme covering categorisation, semantic tagging and audience decoding, within DR's data governance rules.
- Kept the service stable through elections, COVID-19, UEFA EURO 2020, the 2022 Olympics and the 2022 FIFA World Cup.
- Delivered EU portability, WCAG accessibility and age restriction requirements as planned projects.
- Recruited and coached product owners, architects and UX designers, and managed vendor partners.
Digital Product Manager, tv2.dk & TV 2 Play
TV 2 Danmark A/S
Product lead for tv2.dk, Denmark's largest commercial news site, and the editorial side of TV 2 Play.
- Led the GDPR compliance programme across tv2.dk and TV 2 Play, delivered for the 25 May 2018 deadline, including the privacy site mit.tv2.dk.
- Took tv2.dk past 1,000,000 unique users in 2018.
- Delivered the long-read mixed-content format that became the base for TV 2's branded content revenue.
- Replaced the frontpage and upgraded the CMS and image tooling, including copyright clearing, for tv2.dk and TV 2 Play.
- Introduced roadmapping and cross-functional planning across editorial, ad-serving, metadata and frontpage teams.
Lead Product Manager, Cloud & Productivity
one.com
Product lead for webmail, calendar, and file and photo backup at a web hosting company moving into cloud services.
- Specified, designed and delivered Cloud File Manager, a new cloud backup product, in early 2015.
- Built the product management function from scratch: roadmap, customer impact scoring, MoSCoW and continuous delivery.
- Recruited and led 32 developers, UX designers and project managers across Copenhagen (12) and Dubai (20).
Founder & Director of Product
Lessonlane (EdTech startup)
- Built a digital compendium platform for teachers to plan learning journeys across text, video and tests.
- Ran product, business development, investor outreach and PR alongside a co-founder and lead developer.
Business Development Manager, Apps Ecosystem
Nokia Corp.
Thirteen years from software testing to operator account management and developer ecosystem work.
- Launched Lumia 920, 820 and 620 in the Nordics; managed developer, Microsoft and agency relationships across Denmark, Sweden, Norway and Iceland.
Senior Product Manager, Strategic Operator Accounts
Nokia Corp.
Thirteen years from software testing to operator account management and developer ecosystem work.
- Managed the smartphone portfolio for Vodafone, O2 and América Móvil; ran EMEA sales training in Dubai.
Product Manager, Customisation
Nokia Corp.
Thirteen years from software testing to operator account management and developer ecosystem work.
- Managed the customisation portfolio for Vodafone, T-Mobile and Telefónica.
Operator Feedback Manager, Quality
Nokia Corp.
Thirteen years from software testing to operator account management and developer ecosystem work.
- Routed operator quality feedback into R&D corrective action on software, hardware and mechanics.
Strategic Customer & Variant Specialist
Nokia Corp.
Thirteen years from software testing to operator account management and developer ecosystem work.
- Software customisation for Telefónica/O2 EMEA, including the Nokia 6131 NFC.
Software Test Engineer
Nokia Corp.
Thirteen years from software testing to operator account management and developer ecosystem work.
- Test cases for games and media apps on the 3310, 6230 and 6230i.
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Telecommunication, Media and Entertainment, Information Technology, Education, and Professional Services.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Product Development, Information Technology, Sales, Quality Assurance, Customer Service, and Marketing.
Summary
Holistic Product leader & change manager with 20+ years building digital products and services people love. Advising C-level and discussing architecture, I combine strategic vision, creativity, good data governance with hands-on execution and solid plans, now assisted by agentic AI in almost all aspects of the workflow.
I love advisory and consultancy as much as driving the product portfolio to the horizon. I bring extensive experience in leadership, team and organisational transformation in both commercial and in public service. I'm passionate about people, products and processes.
Digital expert in the answer economy, roadmapping for the agentic future and ensuring customer loyalty. And yes, I do market & user research, project planning, build agents & prototypes, working services and apps (with AI), powerpoints, business cases, workshops, gantt charts, infographics, system mapping, GTM and outreach strategy.
Skills
Product Management: Product Strategy, Roadmaps, Okrs, Discovery, Backlog Ownership, Data-Driven Prioritisation
Programme And Project Delivery: Building Optimal Processes And Driving Multi-Team Programmes, Regulatory Deadlines, Release And Vendor Management, Prince2, Safe
Commercial: Account Management, Pre-Sales Support, Go-To-Market, Business Cases
Technology: Software And Platform Architecture, Set-Top Box And Connected Tv (Rdk, Android Tv), Edge Ai, Cloud, Agentic Development With Claude Code
Leadership: C-Level And Board Advisory, Interim Leadership, Change Management (Apmg), Coaching Product Managers (Slii)
Ai And Development: Claude Code And Cowork, Google Ai Studio And Antigravity, Stitch, Lovable, Openai, Mistral, Perplexity, Copilot
Product And Delivery: Jira, Confluence, Monday.Com, Gantt Planning, Power Bi, Figma, Miro, Lucidchart
Office: Microsoft, Google And Apple Suites, Notebooklm
Languages
Education
IT University of Copenhagen
AI in Organisations · Copenhagen, Denmark
Aalborg University
Arts, Entertainment and Media Management · Aalborg, Denmark
University of Copenhagen
Bachelor of Arts · Nordic Languages, Communication, IT, Innovation & Management Philosophy · Copenhagen, Denmark
Certifications & licenses
APMG Change Management
SLII Leadership
Blanchard
Product Management Excellence
Nokia
Statistics
Experience
Global experience
Expertise
Qualifications
Frequently asked questions
Have questions? Find more information here.
Troels is based in Copenhagen, Denmark and can operate in on-site, hybrid, and remote work models.
Troels speaks the following languages: Danish (Native), English (Native), Norwegian (Advanced), Swedish (Advanced), German (Elementary).
Troels has at least 27 years of experience. During this time, Troels has worked in at least 12 different roles and for 7 different companies. The average length of individual experience is 2 years and 3 months. Note that Troels may not have shared all experience and actually has more experience.
Based on recent experience, Troels would be well-suited for roles such as: Product & AI Transformation Consultant, Interim Product Lead, Senior Product Manager, TV, Product Manager, DRTV.
Troels's most recent position is Product & AI Transformation Consultant, Interim Product Lead at Tornmark.com.
In recent years, Troels has worked for Tornmark.com, YouSee, and DR (Danmarks Radio).
Troels is most experienced in industries like Telecommunication, Media and Entertainment, and Information Technology. Troels also has some experience in Education and Professional Services.
Troels is most experienced in business areas like Product Development, Information Technology, and Sales. Troels also has some experience in Quality Assurance, Customer Service, and Marketing.
Troels has recently worked in industries like Media and Entertainment, Telecommunication, and Information Technology.
Troels has recently worked in business areas like Product Development, Information Technology, and Marketing.
Troels holds a Bachelor in Nordic Languages, Communication, IT, Innovation & Management Philosophy from University of Copenhagen.
Troels has 5 certificates. Among them, these include: APMG Change Management, SLII Leadership, and Certified SAFe® 4 Agilist.
Troels is immediately available full-time for suitable projects.
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Calculated based on our freelancers’ daily rates as of 23 Oct 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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