Company introduction
Firtal deserves a special mention here. I served as the full-time CMO for 2.5 years, starting with a team of five and ending with a team of 25. It was an incredible journey, and Firtal was later acquired by Matas. I couldn’t be prouder of the journey we shared, especially seeing how impressively Mikkel and Jesper drove their business forward. I learned so much from both of them—and a great deal about myself as well.
Before Firtal, I was accustomed to handling most things independently, but here we were so busy that it was essential to keep pushing the boundaries of growth. I’m proud to see how much we accomplished together. Managing a team taught me a lot about leadership, and looking back, there are things I would have done differently or passed on to others—but that’s the beauty of it. We grow and learn with experience.
Today, Firtal is part of Matas, and I’m proud to see Mikkel and Jesper achieve their dream of building one of Denmark’s most renowned e-commerce companies.
My approach to the case
My role at Firtal was unique compared to the other cases featured here. I was directly employed at the headquarters, first in Risskov and later in Lystrup, where I led the entire digital team, managed all employees, and steered sales in the right direction. I collaborated closely with their director, Jesper Hvejsel, on marketing budgets and was responsible for developing the team’s overall structure.
We transformed a previously unstructured environment, from hiring processes, task management, team events, employee handbooks, and deadlines, to a streamlined, organized system. I documented everything in Trello, Google Drive, and enhanced security for our logins using LastPass. Additionally, I created detailed guides for each digital department, including search engine optimization, link building, content writing, email newsletter strategies, and more.
These guides truly ignited interest in my blog posts as many of the interns I mentored suggested that I share these insights publicly. This led to numerous inquiries about teaching and ultimately motivated me to leave my position at Firtal to pursue my dream of becoming self-employed. I owe a huge thanks to Firtal and especially to both the team members and Mikkel and Jesper for their immense trust in me.
Get a no-obligation offer
I base my approach on your business. I analyze your data—how can we take your current revenue or size to the next level?
- Are there potential growth hacks?
- Is everything set up correctly?
- Where can we scale, and what can we cut back on?
These are the questions I ask myself and my clients, whom I truly consider as partners.
My journey with Micky Weis
Micky is highly competent and knowledgeable in e-commerce and digital communication. He communicates easily and effortlessly at eye level with his audience. Most importantly, he has his finger on the pulse of the digital world. Therefore, I can warmly recommend Micky as a digital collaborator and sparring partner!

Peter Litrup Steen
Head of Global Marketing, Hummel & Director of Marketing, PlayStation Nordic/Baltic