Foot in the door
Led by a love of music, Tobias – a Danish national – began his radio career at a local station when he was a teenager. Years passed, he progressed, and after a stint as a DJ on Denmark’s number one commercial radio brand The Voice, he worked his way up into management and programming. Then, in 2012, he went on to become the COO of the radio division at Discovery Network in Denmark. “It was a great position”, says Tobias, “It gave me the opportunity to pursue the strategic and administrative side of the business rather than the creative side that I’d focused on for so long”.
A few years later, the Discovery Network was acquired by Bauer, an international media group. Tobias sensed opportunity. But he realised that to raise his career even higher, he would have to make be able to document his abilities and get more global business understanding and tools. Says Tobias, "No one comes knocking on the door and asks if you would like an international job in London. It only succeeds if you work hard and offer yourself.”
He knew that success would depend on thorough preparation. So to fill the remaining gaps in his understanding and build the holistic business mindset required, he enrolled to participate on CBS’s EMBA programme.
Executive level education
The mix of conventional business disciplines and skills such as innovation and entrepreneurship offered by the programme appealed to Tobias and enabled him to develop a different – and very valuable – perspective on business. Additionally, with its focus on cutting-edge knowledge, equipping participants to make immediate impact and nurturing global outlooks, he also found that most of the programme related to his job, and empowered his ability to perform it.
As the course progressed, the insights Tobias gained began sparking ideas about the digital future for commercial radio; ideas that soon evolved into possible commercial directions for Bauer Media. Says Tobias, “I created and rolled out a CSR strategy for Bauer in Denmark as part of the CSR course. I also wrote my master’s thesis, known as the Integrated Strategy Project, on growing the radio business in a digital market. It’s still the basis of the company’s digital strategy in Denmark.”
With refreshed confidence and his mind filled with bright possibilities, Tobias flew to London six months before the end of his EMBA to tell then-CEO Paul Keenan that he would like to work there. The gamble paid off. He secured a promotion and soon began working in his new role at Bauer Media Group's headquarters in London. Says Tobias, "If I hadn't taken the EMBA, I might not have had the backbone to do it."
New career chapter
With 61 million weekly listeners across nine countries, Bauer Media Audio is Europe’s leading digital commercial radio broadcaster and audio operator. In the UK alone, the company operates over 120 commercial, local, national and digital stations. In his role as Senior VP Tobias managed an 80-strong digital team and collaborated with management in every market where Bauer Media has a presence to drive the group's digital, consumer-oriented audio business. The new subscription product developed under his leadership was first rolled out in the UK and later in the Nordic countries.
International experience
In addition to raising his career to a new level, securing the promotion also unlocked another opportunity for Tobias: to work internationally. It was one he’d always wanted. Says Tobias, “London is somewhere that my wife and I have always loved. Not only did my EMBA give me the boosted confidence and fresh ideas I needed to land my job there, but its global focus prepared me for working overseas, in culturally diverse teams and leading international projects. With my sharpened skillset, I felt like moving to the UK to take this next big step was an experience I wouldn’t regret.
“Participating on the programme started a real journey for me. Both professional and personal. Walking down Regent Street and Bond Street every morning with my wife, Gitte, really added to the amazing sense of adventure. Of achievement, too.”
Just getting started
In 2022, Tobias returned to Denmark where he continued to develop the company’s international subscription business in addition to a position as COO for Bauer Media in Denmark. But it wasn’t long before opportunity in London came calling for a second time. So again, Tobias caught a flight to present his case for a promotion, and again he succeeded. Says Tobias, “My current role involves the digital transformation of Bauer Media Audio to move from being a pure broadcast business to an international audio business. I’m working with teams from right across the business.” He adds, “The EMBA definitely played a big part in getting me here and, on top of the educational value, showed me the value of being challenged.”
