OSCARNIELSEN BECHER

London / Horizon Strategy

Where the work is now

Joined Horizon Strategy in December 2024 as an Associate Consultant. Promoted to Consultant in January 2026, after 13 months.

Strategy delivery: market sizing, segmentation, GTM, competitive intelligence, pricing research, and executive-ready narrative for global technology clients. Engagements resolve ambiguous commercial questions into decision-ready materials for senior leadership. Technology domains spanned enterprise compute, AI, embedded and OEM systems, healthcare procurement, software, and B2B go-to-market.

Research: large-scale interview programmes from screener design through discussion guides, transcript synthesis, and evidence-grounded insight. AI-assisted workflows reduced insight cycle time by approximately 30%.

AI build layer: 6+ production RAG chatbots with full-stack ownership across ingestion, prompt design, custom-domain hosting, and gated access. Firmwide Claude tooling, onboarding materials, and scheduled competitive-intelligence digests. Internal GenAI course authored and delivered.

1. 01Built market sizing and segmentation work for a global technology client, using bottom-up modelling to identify and size underpenetrated opportunity spaces.
2. 02Developed fact-base and sales-mix analysis for an advanced-computing portfolio, helping quantify market shifts and inform product-mix decisions.
3. 03Designed and led large-scale expert and customer interview programmes, turning qualitative evidence into structured strategic insight.
4. 04Introduced AI-assisted transcription and synthesis workflows to reduce insight-cycle time and improve consistency across research workstreams.
5. 05Built GenAI and no-code automations for research workflows, reducing manual desk research effort and creating more scalable internal processes.
6. 06Consolidated and analysed large-scale company and competitor sales data under tight timelines, supporting senior decision-making and GTM investment cases.
7. 07Authored Horizon Strategy’s internal GenAI course and trained colleagues on practical adoption.

Commercial strategy

Market sizing, segmentation, GTM, competitive intelligence, and pricing research for global technology clients. Work includes bottom-up modelling, sales-data segmentation, conjoint study design, and MECE-framed verticals analysis. Outputs regularly reach C-level and senior leadership audiences.

Large-scale analysis

Company and competitor sales data consolidated in under three weeks as sole analyst. CEO-level materials built from raw data under live deadline pressure. TAM scoping across multiple verticals with full SKU, ASP, region, and country taxonomies.

Primary research

Designed and led large-scale interview programmes end-to-end: screeners, discussion guides, codebook development, transcript synthesis. Approximately 30 customer interviews across multiple segments. 20+ senior stakeholder interviews managed on a live engagement.

AI systems

6+ production RAG chatbots: ingestion, prompts, custom-domain hosting, gated access, guardrails, and admin/user-approval workflows. GenAI and no-code automations reduced manual desk research by approximately 50%.

Firmwide AI enablement

Claude tooling: voice-clone Skill, email-voice Skill builder, Claude rollout README, scheduled Slack intelligence digests. Internal GenAI course and onboarding materials for non-technical consultants.

London / Imperial College Business School

Strategy, analytics, applied research

MSc Strategic Marketing at Imperial College Business School, 2023-2024. Distinction overall. Dean's List. Top 1% of cohort.

Curriculum: strategic marketing, brand management, market research, consumer behaviour, marketing analytics, digital marketing, pricing strategy, entrepreneurship, emerging technologies in marketing, and services and CRM.

Machine Learning Applications in Marketing (first-class result): five-day intensive in R and RMarkdown. K-means clustering, customer lifetime value analysis, geographic sales visualisation, and commercial interpretation on real transaction data.

Digital Marketing: GA4, Google Analytics, and online analytics frameworks. SQL: data querying and structured data extraction added alongside the degree programme. Entrepreneurial Strategy: a team-built venture concept developed through five Harvard Business School case studies plus a full financial and operational model.

1. 01Graduated with Distinction from Imperial College Business School and was recognised on the Dean’s List.
2. 02Built an R-based customer segmentation analysis for the Champo Carpets case, using clustering, customer lifetime value analysis and geographic sales visualisation.
3. 03Completed a capstone report on heritage in luxury branding, examining how heritage can strengthen or constrain different types of luxury brands.
4. 04Delivered a consulting project for Aulysius, researching software use cases in luxury retail and developing a Monday.com-based CRM and waitlist-management concept.
5. 05Worked as a market research moderator, conducting Danish-language in-depth interviews for consumer and B2B research projects.
6. 06Established the Project Access Denmark partnership while working as an Imperial Student Ambassador.

Aulysius consulting project

Live consulting engagement for Aulysius, a technology consultancy specialising in workflow software implementation. Brief: identify software use cases in the luxury industry and build a working solution. Methodology: in-depth interviews with luxury company employees, including Watches of Switzerland staff. Solution: a Monday.com-based CRM and waitlist-management system for luxury retailers, built across seven feature clusters.

Student Ambassador

Directed five Masters and MBA open days. Established the Project Access Denmark partnership, creating a structured route for Danish applicants to access Imperial postgraduate programmes.

Market research moderation

Conducted 20 Danish-language B2B and B2C in-depth interviews for Arla and Colgate-Palmolive through Global Moderation Services, alongside the degree. Commercial research moderation requiring structured listening, adaptive probing, and qualitative synthesis in Danish and English.

London / King’s College London

The first London years

BSc Business Management at King's College London, 2020-2023. First Class Honours. 4.0 GPA. All 27 modules passed.

Three years of business study covering economics, strategy, marketing, accounting, financial reporting, leadership, organisational behaviour, and research methods. Analytical toolkit built across the degree: Porter's Five Forces, PESTLE, SWOT, corporate-growth frameworks, consumer behaviour, and quantitative analysis to strategic recommendation.

The dissertation: "The Consequences of Being Popular: Understanding and Managing the Effects of Demand-driven Scarcity on the Brand Equity of Rolex." 10,877 words. Netnography and six semi-structured interviews with UK-based Rolex consumers. Theoretical framework: Keller's Customer-Based Brand Equity model. The first piece in a three-project luxury and watches research arc that continues through Imperial and Aulysius.

1. 01Graduated with First Class Honours in Business Management.
2. 02Wrote an empirical dissertation on Rolex, demand-driven scarcity and brand equity.
3. 03Used netnography and semi-structured interviews to study how scarcity, waitlists, authorised dealers and the grey market shape customer perceptions.
4. 04Took Artificial Intelligence at Work, exploring AI and machine learning across organisations, professions, public systems, consumer services and governance.
5. 05Worked as Marketing & Operations Manager for King’s Capital Investment Fund, supporting analyst activity, funnel reporting and marketing operations.
6. 06Served as Marketing Manager for Nordic Society, helping deliver a sold-out intercollegiate event and significant social growth.

Degree curriculum

Economics (Micro 82, Macro 82), Strategic Management (79), Leadership: Theory and Practice (77), Principles of Marketing (77), Management Accounting (77), Financial Reporting (75), Communication in Organisations (75), Organisational Change (75), plus 18 further modules across three years.

Rolex dissertation

Studied how waitlists, authorised-dealer relationships, grey-market dynamics, and exclusivity interact at brand level. Findings modelled both the frustration side (distrust, grey-market damage, waitlist friction) and the desire side (exclusivity, status, post-purchase satisfaction) of demand-driven scarcity. Proposed a managerial framework for Rolex and its retailer network.

Volunteering

150+ hours across three years at KCL. Peer support, community engagement, and student-facing initiatives alongside the degree.

Nyborg / IB Diploma

First proper business research

IB Bilingual Diploma at Nyborg Gymnasium, 2018-2020. Total: 41/45. Extended Essay grade A. Theory of Knowledge grade A. Maximum EE+TOK bonus points.

Higher Level subjects: Business Management, English A (Language and Literature), Danish A (Literature), Economics. Standard Level: Mathematics, Chemistry.

Extended Essay: "The Rationale Behind Apple’s Pricing Strategy for the iPhone." An early investigation into premium pricing, consumer willingness-to-pay, and the structural logic of pricing power in consumer technology.

Business Management Internal Assessment: "Should Salling-Group apply competitive pricing as a means of boosting sales and thus increasing their retained profits?" Methodology: interviews with Salling Group’s CEO and CFO, a 100+ person customer survey, and a structured strategic recommendation. Grade: 7/7.

1. 01Completed the IB Bilingual Diploma in English and Danish.
2. 02Wrote an Extended Essay on Apple’s iPhone pricing strategy.
3. 03Completed a Business Management research project on competitive pricing at Salling Group.
4. 04Interviewed senior business leaders and surveyed more than 100 customers for the Salling Group project.
5. 05Led sponsorship and communications for MUNNY, supporting a large student conference.
6. 06Headed the Event Committee, leading a team responsible for school events.

Extended Essay (Grade A)

"The Rationale Behind Apple’s iPhone Pricing Strategy." Examined how Apple sustains pricing power across market tiers, an early introduction to premium positioning and value-based pricing in consumer technology.

Business Management IA (7/7)

"Should Salling-Group apply competitive pricing as a means of boosting sales and thus increasing their retained profits?" Primary research: C-suite interviews (CEO and CFO), 100+ customer surveys, and a fact-grounded strategic recommendation.

MUNNY: Communications Manager

Managed sponsorship outreach and funding for a 300+ delegate student conference. Exceeded funding target by +15%; secured 35% equipment discounts through direct negotiation.

Event Committee: Head

Led a 20-person team organising school events for audiences of 400+. Responsible for planning, logistics, coordination, and delivery.

Næstved / Herlufsholm

A short, structured year

Herlufsholm Skole, 2017-2018. A short boarding-school year sitting between an international childhood and the IB. I picked up the Herluf Trolle Legat for academic and social diligence, and a fair amount of independence along the way.

1. 01Attended Herlufsholm Skole, one of Denmark’s historic boarding schools.
2. 02Received the Herluf Trolle Legat, recognising academic and social diligence.
3. 03Built independence and structure in a boarding-school environment.
4. 04Transitioned from this chapter into the IB Bilingual Diploma at Nyborg.

Aarhus / Return to Denmark

Back in Denmark, still international

Aarhus International School, 2014-2017. The first time I lived in Denmark again after Hungary and Luxembourg — Danish day-to-day, international-school routine. I came back to Aarhus a bit later for some shadowing at Salling Group across legal, digital strategy and customer service.

1. 01MYP final profile: six 7s, two 6s and one 5 across the numeric May 2017 results.
2. 02Top marks covered English, interdisciplinary work, humanities, sciences, drama and physical education.
3. 03Re-established Denmark as a home base while continuing in an international academic system.
4. 04Later returned to Aarhus for Salling Group shadowing across legal, digital strategy and customer-service functions.

MYP grade profile

M17, May 2017: six 7s across English Language & Literature, Interdisciplinary, Integrated Humanities, Integrated Sciences, Drama and Physical & Health Education; 6s in French Language Acquisition and Personal Project; 5 in Mathematics; Community & Service satisfied.

Luxembourg City

Three languages, daily

International School of Luxembourg, 2012-2014. A shorter stretch, but the one where German and French settled into the background, and crossing borders for everyday things stopped feeling unusual.

1. 01Attended the International School of Luxembourg.
2. 02Continued the international-school route across Europe.
3. 03Built the language foundation that still sits in my professional profile today.
4. 04Experienced a highly international environment where mobility, languages and cultural adaptation were the baseline.

Budapest

First time abroad

American International School of Budapest, 2008-2012. Moving abroad at seven was the first time the map really opened up — a new country, a new school system, and somewhere in there a U.S. President's Award for Academic Achievement.

1. 01Moved from Denmark to Hungary at age seven.
2. 02Attended the American International School of Budapest.
3. 03Received the U.S. President’s Award for Academic Achievement.
4. 04Began the pattern of academic recognition across international contexts.
5. 05Built early adaptability through a new country, school system and language environment.

Copenhagen / Origin

Danish by origin. International by route.

Copenhagen is where it starts. Born there, first seven years there, Danish as a first language. Everything that came afterwards — Budapest, Luxembourg, Aarhus, Næstved, Nyborg, London — sits on top of that.

1. 01Born in Copenhagen and lived in Denmark for the first seven years of life.
2. 02Danish remained a native language and identity anchor.
3. 03Returned to Denmark for school, internships, mentorships and Danish-language research work.
4. 04Built an international route without losing the Danish foundation underneath it.