Interview

Sara Mundt Petersen
Head of Digital Marketing & CRM – TUI

Sara is an enthusiastic and goal-oriented leader with a deep passion for digital transformation and customer-centric marketing. With a solid background in the digital and mobile space, she strives to collaborate with companies that understand the importance of every digital touchpoint and prioritize the customer's best interests in every decision. Sara is known for her strong drive, positive attitude, and ability to generate creative ideas based on thorough analyses. Her commitment and passion for helping businesses grow make her an invaluable resource in every project she undertakes.

Which areas of Martech will be the focus of your efforts in the coming year?

In the coming year, it is clear that success in Martech is built on a combination of the right competence, smart processes, technological innovation, data-driven insights, and not to forget: creativity!
For me, these areas are not separate but interconnected to create a whole where each part strengthens the other.

Firstly, having the right people in place is fundamental. Martech is evolving rapidly and requires teams with both technical and business understanding, as well as curiosity and a desire to constantly learn. A culture where learning through experimentation and continuous analysis is central, and where analysts and creatives work side by side—as I often say, let them dance tango! This dynamic allows us to meet our customers' needs with a blend of creativity and precision.

One of my key focus areas is creating workflows that allow us to quickly test and scale when it works. I love experiments, whether it’s A/B testing, control groups, or exploring new ways to use data. By following a data-insight-action model, we can quickly identify what works and scale it up.

Regarding technology, I am particularly excited about the potential of conversational search. It will redefine how we work with SEO, SEM, and CRM by taking the insights we gain from customer interactions and using them to create even more relevant experiences. Technology should always be an enabler, not a limitation—and here it will be crucial to find solutions that create real customer value.

Ultimately, it’s all about data, insights, and creative actions based on that. Owning and acting on first-party data will be an absolute necessity moving forward to meet our customers with offers and services that truly hit the mark.

What are the biggest challenges you've encountered in trying to achieve the goals behind the Martech investments?

There are always challenges, but that’s where we find the greatest opportunities as well. Some of the most common obstacles include skill shortages, technical integration, and ensuring data quality. Martech is a field where the pace of development is rapid, requiring us to constantly stay on our toes, both recruiting and continuously developing employees to stay ahead. Continuous education and fostering a culture of curiosity are key here.

Technical integration is another major challenge, especially when managing a complex system environment. Getting different Martech tools to work seamlessly with existing systems is not just a technical challenge but also requires us to have the right processes in place to manage data flows and security. But it’s also part of the charm of this work—finding solutions that make the complex simple.

Finally, it is always a challenge to link our efforts to concrete business results. It’s easy to focus on the technology, but in the end, every investment must show value—not only in terms of increased sales but also in how we improve the customer experience and build long-term loyalty.