Mikkel E. Frost

Dear Anja Bruun Meineche,

I am writing to express my profound interest in the AI & CRM Manager position at Danske Spil. Having closely followed Danske Spil's commitment to responsible innovation and its pivotal role in Danish society, I am particularly drawn to the opportunity to contribute to an organization that balances competitive entertainment with significant societal impact. My career has been dedicated to building and optimizing digital marketing ecosystems, with a strong emphasis on leveraging data and AI to drive measurable business outcomes – a philosophy that aligns perfectly with your vision for an AI-first CRM foundation.

Your ambition to move beyond the status quo and build something new, designing ways of working around AI from day one, resonates deeply with my professional drive. I am not someone who waits for AI to become mainstream — I actively invest thousands of kroner in the latest AI tools and updates the moment they launch. From Gemini Canvas and Claude CoWorker to Manus and OpenClaw, I am a committed first-mover who believes that hands-on experimentation with cutting-edge AI is the only way to truly understand its commercial potential. This is not a professional interest; it is a personal obsession.

At 3Match, I operated in a role that directly mirrors the CRM AI challenges you describe. I built and optimized multi-channel customer journeys, designed AI-driven segmentation strategies that took models out of the lab and into live campaigns, and managed complex campaign architectures across multiple touchpoints. I worked with use case design and implementation — from identifying high-value segments to deploying personalized messaging that delivered measurable performance lifts. I was responsible for operationalizing data into commercial decisions, running continuous A/B tests, and ensuring every campaign was structured for scalability and measurable impact.

I understand that Danske Spil faces the challenge of transitioning from traditional approaches to an AI-native ecosystem, operationalizing complex models, and balancing aggressive engagement KPIs with responsible gaming. My experience directly addresses these challenges. At AYAVA, I grew revenue from 190,000 DKK to 1,000,000 DKK per month in four months through data-driven strategy and continuous optimization. At Adentify, I manage performance marketing across diverse client portfolios with budgets exceeding 500,000 DKK monthly, driving digital growth through data-driven advertising and continuous optimization.

My passion for AI extends beyond professional application. I genuinely follow developments daily, experiment on my own, and get excited when something new changes what is possible. This curiosity, combined with a commercially focused and execution-driven mindset, makes me confident in my ability to contribute significantly to Danske Spil's strategic goals. I am a builder, eager to create and implement the next generation of AI-powered CRM that will define the future of player engagement.

Thank you for considering my application. I welcome the opportunity to discuss how my skills and experience can directly support Danske Spil in pioneering an AI-first CRM organization.

Sincerely,
Mikkel E. Frost