Leadmore® is management and more leadership

Leadmore® is an executive advisory firm driven by Mads Middelboe and founded in 2009.


Helps among others SME:s, start-ups and private equity funds achieving faster and better results by striking the right balance between management and leadership, for example when it comes to strategy, execution and operations.


Mads Middelboe 2

 Mads Middelboe

 Executive Advisor & CEO 

Top skills

  • Board professionalization, SME:s and Private Equity
  • Board leadership 20+ years, 21 positions, 14 as chairman
  • Operational leadership 25+ years, 15 years CEO
  • European FMCG and Nordic Telecom
  • International, complex and digital value chains
  • Strategy, business development, operations and M&A
  • Executive coaching and mentoring 




More than 40  Danish and Nordic clients across a wide range of industries have since the beginning relied on Leadmore®.

  • Board work and advisory boards

  • FMCG, Food and Non-food, Telco and ICT industry insight for M&A projects, assessment of strategy, business plans, performance and management teams
  • Private equity journeys

  • Advice and practical cookbooks on Value-adding Leadership across industries

  • Cookbook based facilitation of business plans and strategy development

  • Sparring, mentoring and coaching for CEO's with a need to pressure test own thinking, and stay focused at high speed


Experienced in accelerating change and results


I have 10 years experience as Executive Advisor and professional board member. My personal and practical advice is based on more than 25 years of international management experience from European fast moving consumer goods and Nordic telecom services, including 15 years in CEO positions. Heavily experienced in proactively and quickly acquainting myself with complex business issues, planning for growth and turarounds, and not least executing through highly engaged and competent teams.


I have management and leadership experience with the full spectrum of publicly listed, private equity, family, partner, owner led companies and asscociations - both large and small and across a broad spread of B2C and B2B industries, e.g. Telecom, IT/software, Food, Packaging, Jewellery, Furniture, Advertising & Media, Market Research, Public Transportation, Culture & Entertainment.


In total 20+ years of board experience from 21 different board positions, of which 14 as Chairman. Currently holding 5 board seats, of which 3 as Chairman and 1 as Vice Chairman. As board profes-sional I have handled a yearly portfolio revenue of 4,6 billion DKK and 2.000 employees in the Nordics, England and Ireland. Furthermore, many years of board experience in Danish and European industry organizations.


Over the years I have worked with structured value-adding leadership and transformation management creating simultaneous top line growth and efficiency improvements. The main drivers have been  lifetime value segmentation, value-innovation, marketing and sales efficiency, end2end process optimization, competence development, as well as partnerships and outsourcing.


Business career summary

  • Executive Advisor since 2009. Board and advisory board positions among others within Telecom, IT/software, consumer foods, packaging, trading and manufacturing
  • Taught Management and Leadership at MMT Executive MBA program 2011 at DTU Executive School of Business
  • More than 40 Danish and Nordic clients have profited from my practical advice and board work. As examples, I have facilitated development and execution of strategies and new business models, leadership- and organizational development, CEO sparring and private equity journeys with successful acquisitions and exits
  • Up to and including 2008, management positions through 8 years with TDC A/S, latest Senior Executive Vice President, TDC Group Management Board Member and President & CEO TDC Nordic Mobile
  • Launched Plug & Play ADSL broadband to Danish consumers, 3G mobile broadband to consumers and businesses, as well as mobile services to businesses in Norway and Sweden. Achieved financial turnarounds on landline telephony and mobile, and consolidated TDC's mobile market share organically and through M&A
  • Before that, management positions through 15 years with SCA Hygiene Products AB, as Vice President, European Customer Management & Deputy Global Product Management, Vice President Sales West/South Europe, and CEO for the local Danish subsidiary
  • Defended profits vis a vis Procter & Gamble and Kimberly-Clark's European entires and the threat of price erosion due to European retailer's increased buying power. Executed several organizational transformations to strengthen both brand and trade equity, e.g. from a country based structure to a retailer structure with European Key Account Management
  • Many years of board experience in international companies, Danish and European industry organizations

Key skills summary

  • Active board and advisory board leadership
  • Value-adding Leadership: Simultaneous creation of ambitious top line growth and sustainable cost restructuring  by striking the right balance between the “what's” of management and the “how's” of leadership
  • Change Management: Transformation of  business models, value chains, cost structures, end2end processes, organisations, skills and commitment
  • B2B, B2C and retailing: Market- and customer understanding, branding, private labels, marketing, sales and distribution, channel management, retail co-operation, retailing and franchise management

Education summary

  • Master's degree in Economics & Business Administration and Marketing from Copenhagen Business School
  • A wide range of marketing-, sales-, strategy- and leadership programs from INSEAD and Harvard Business School








Additional information