Lasse Knutsen

Results-driven executive with more than 20 years of experience in sales leadership, strategy and business management. Track record of building commercial teams, developing distribution networks and delivering change across international companies and Norwegian businesses. Combines full P&L accountability with hands-on execution and a people-focused leadership approach.

Managing Director at Hedengren Security AS (2024-12 – Present)

• Overall accountability for operations, strategy, financial performance, people and business development.
• Implemented initiatives contributing to a positive operating result in 2025 following a very weak 2024.
• Leading commercial development, efficiency improvements and Nordic collaboration in the security technology sector.

Head of Sales, Projects & Estimation at Hedengren Security AS (2021-10 – 2024-12)

• People management responsibility for 16 employees across sales, projects and estimation.
• Contributed to record results in 2022 and improved cross-functional structure and collaboration.

Sales Director at Hår1 Kjeden AS (2017-02 – 2020-08)

• Increased member companies by 36%, helping make the network Norway’s largest professional hairdressing chain.

Managing Director at Biba Import AS (2014-09 – 2017-07)

• Established wine imports from Italy and acquired the Essie Professional (L’Oréal) agency.
• Developed distribution to 225 salons, overseeing sales, operations and training.

Sales Director at L’Oréal Norge AS (2012-08 – 2014-08)

• Led one sales manager and 11 sales consultants, with accountability for growth, recruitment, budgets and execution.

Sales Manager at L’Oréal Norge AS (2006-08 – 2012-07)

• Managed six sales consultants for L’Oréal Professionnel across multiple Norwegian regions.

Sales Consultant at L’Oréal Norge AS (2000-11 – 2006-07)

• Sold Kérastase products to the professional hairdressing market.

Transition to Advanced Team Management – University of Cranfield (2011)

Module 2 – L’Oréal Sales Academy (2010)

Sales Academy – L’Oréal Sales Academy (2007)

Transition to Team Management – L’Oréal Paris (2006)