Astrid graduated from the Norwegian School of Economics and Business Administration in 1990. She joined Philips Lighting Asia Pacific, where she started a sourcing activity for lighting fixtures. Astrid built this into a new business category supplied to Philips sales organisations worldwide.

In 1997-98 Astrid relocated to Philips’ Corporate head office in the Netherlands, joining the management team of one of the most ambitious corporate purchasing reengineering projects the industry had seen.

Back in Asia in 1999, she led several strategic alliance projects and corporate strategy projects for Philips Domestic Appliances, and held strategic marketing functions for appliances covering Europe and global markets. In 2004 Astrid joined the newly formed Consumer Health Care Solutions division as Senior Director for Asia, investigating and introducing new categories and acquisitions.

Astrid left Philips in January 2006 to spearhead Shure Personal Audio’s expansion into Asia and launched their high performance earphone line throughout the region.

For almost two decades, Astrid has worked with internal and external partners all over Asia Pacific, including Australia, China, India, Indonesia, Japan, Malaysia, New Zealand, Pakistan, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam, and has traveled extensively to these areas.

Astrid started Nordic Concepts in 2007 to apply her marketing and business development expertise to Nordic SMEs.