Global digital marketing and technology firm Valtech has appointed Morten Sorensen as business director and head of its digital marketing and commerce Practice in Australia.

Sorensen joins the Sydney office from Denmark, where he was an account director and senior Adaisor at Valtech’s Aarhus office. A commercial, digital marketing, commerce and customer experience expert, he has spent over 12 years rolling out digital projects and helping International clients such as Lantmannen Unibake, Bestseller, Danske Commodities and Leaseplan.

Prior to working at Valtech, he held senior management roles at online marketing agency No Zebra and software provider DynamicWeb. He has also co-founded two digital marketing companies, and lived and worked in Denmark, Germany and South-eastern Europe.

Valtech ANZ GM Chris Flintoft said that the appointment of Sorensen leveraged the organisation’s global expertise and scale to bring new skills to the Australian market: “Beer and classic furniture design aren’t the only great exports to come out of Denmark. Morten is a key hire for us, bringing with him vast technical and product expertise as well as in-depth knowledge of best practice globally. He will lead the establishment and growth of a new digital marketing and commerce practice in Australia – building on our existing stellar work with clients such as CBA, QANTAS, Hoyts, FOXTEL and Telstra.

“The ability for our Sydney office to call on specialist expertise from practitioners like Morten is part of a new suite of opportunities for us as part of Valtech’s growing worldwide business. We’re excited to be able to bring new ideas and approaches to the Australian market, and help both our existing and new clients chart new courses on the digital frontier,” he said.

Sorensen is the first senior management hire for Valtech in Australia following the acquisition of Sydney-headquartered video-on-demand and connected objects startup Neon Stingray in August this year. He will spearhead the adoption of Valtech’s Agile marketing approach and have a particular focus on working with major marketing cloud providers such as Adobe and Hybris.

He commented: “It is great to be joining Valtech in Australia at a pivotal time in its evolution, and to help connect startup innovation culture with our global intelligence and capabilities. My passion is to help brand owners and market leaders navigate the digital landscape, and take their digital strategy to the next level.

“I have first hand experience of how this has helped major brands evolve in Europe, and look forward to helping Australian businesses do the same.”

Sorensen will officially take up his role on 5 January 2015.