Charli Bregnballe

Ecommerce Techonology Manager - Søstrene Grene

Tech leader for the ecommerce stack.

Head of Group Digital Development - Matas Group Digital

As Head of Digital Development at Matas Group, I lead several development teams across Lystrup and Pakistan as well as collaborating with external partners. I set the technology direction, drive an agile development practice, and advance a composable architecture grounded in domain-driven design principles. I have also championed an ambitious AI agenda across developers and the business to ensure the organization leverages new tools and AI technologies to stay ahead of the curve. I ensure alignment across teams through shared tooling, processes, and development standards, translating business strategy into scalable digital solutions with a strong focus on innovation, quality, and delivery excellence.

Area of focus:

• Unifying digital development across departments and subsidiaries with shared toolsets, coding standards, monitoring, logging and deployments.
• Implementing Infrastructure as Code on Azure to standardize and scale hosting environments.
• Building a strong collaboration model across all development teams through the Tech Lead Forum.
• Reducing dependency on external consultants by transferring key tasks and projects in-house.
• Expanding the Pakistan team and launching an internship program to strengthen internal capabilities.
• Data-driven CRO and personalization initiatives to improve relevance and user engagement across digital channels.
• Delivering new omnichannel capabilities enabling customers to buy online and collect in physical stores.
• Driving a people-first culture focused on innovation, autonomy, and deep work.
• Acting as AI Champion within Matas — ensuring AI tools are used to replace manual workflows, not just as customer support features.

Key Achievements:

• Completed True North leadership programme in 2025, strengthening my ability to build a motivating, trust-based culture and lead through change.
• Enabled stronger collaboration and cross-team delivery across departments.
• Grew the international team and built new internal career development pathways together with the tech leads.
• Reduced external consultancy costs through improved internal capabilities.
• Enhanced the digital customer journey through personalization, data-driven testing, and integrated online-to-store functionality.
• Supporting Matas' AI adoption beyond prototypes to real, measurable operational impact.
• Encouraging innovation within the teams, resulting in an AI content enricher capable of generating and translating personalized product descriptions aligned with brand tone and audience personas.

Team Lead Development - Matas Group Digital

In this role at Matas Group, I managed two highly agile development teams in Lystrup, focusing on delivery excellence, effective collaboration, and continuous improvement of development practices.

Area of focus:

• Unifying the technology stack across subsidiaries, ensuring consistent versions, frameworks, and hosting.
• Migrating to a new hosting partner to increase control, reduce complexity, improve reliability, and reduce cost.
• Streamlining and renegotiating software subscriptions to optimize cost and value.
• Ensuring GDPR compliance across all technical platforms and environments.
• Enhancing security measures and protocols to protect sensitive data and maintain compliance.

Key Achievements:

• Established a high-trust, collaborative environment where teams took collective responsibility for goals and outcomes.
• Cut hosting costs by two-thirds while improving system stability and performance.
• Eliminated the department’s biggest operational issue by transitioning to a modern hosting platform.
• Improved cost efficiency through subscription optimization and vendor renegotiation.
• Established a foundation for unified infrastructure and standards across the group.
• Strengthened delivery reliability and internal collaboration within development teams.
• Strong collaboration with the businesses, drive growth through innovation.

Head of Development - Novicell.dk

Currently, I work at Novicell, where I am a manager of 14 developers in the PHP department. We mainly work with Drupal with a wide range of different clients. Novicell is a digital consultancy company with around 400 people spread out in more than 6 countries, with offices in London, Amsterdam, Barcelona, and of course Copenhagen and Aarhus.

Head of IT - Kino.dk

At Kino.dk I am in charge of the operation and development of Denmarks biggest movie and cinema site, a top ~15 biggest sites in DK, with 7-9 million pageviews per month. One of my personal areas of focus has been to make a shift to more data-informed decision-making, both in daily work and in the innovation process. During my time at Kino, I've implemented several initiatives, to help the editors make better decisions, and also improve marketing with key insights and analysis. My main priority has of course been running and developing kino.dk, everything from data analyzing, SEO, strategy, IT security, marketing, and general maintenance. With the responsibility for the IT budget, I try to maximize the value for money by diving deep into the different areas of development.

Some of the projects I've made during my time at Kino:

• Developed a new iOS and Android app for Kino .
• Created the StreamingGuide.
• Create and execute a data strategy
• Deep google tag manager integration
• Implementation of GDPR
• Upgraded Kinos backend (drupal)

IT Project Manager at Public A/S

At Public, I was responsible for a range of clients and their web applications. Usually developed in either Episerver CMS or sometimes WordPress. The development department was located in the Philippines. It was very short employment where I was laid off due to restructuring of the company and shutting down of the IT/development part of the business.

IT Project Manager at Kunde & Co / E-Bureauet

I started working as an IT Project Manager for E-Bureauet after a successful internship in my 9th semester at University. I ended up writing my master's thesis while working. At E-Bureauet I made my debut as a project manager in a professional organization. I realized after a few months that my main struggle was communication with the developers. E-Bureauet had outsourced all their development to the Philippines. After some time with a few different ups and downs, I figured out that this could be the subject of my master's thesis. So I decided to write about "Project Managing of outsourced teams". I left Denmark and spend some months in the Philippines, working and writing.

I enjoyed working at E-Bureauet and learned a lot in the process. I used to be someone people listened to, but I quickly realized that in a big company, people are rarely interested in the junior project managers taking on things. Luckily I had a great boss in Carsten Düring, who both listened to my ideas and helped me improve. Note; E-Bureauet is Kunde & Co's development department.

Graduated from Aarhus University - Digital Design (Cand.it)

A degree in Digital Design is a strange choice since design-skill is a skill you won't find on my cv. I realized that I was drawn to the more technical elements and I started programming in my time off. During my time at University, I often found myself in positions where I would take a lot of responsibility and push things forward. I would often swap roles depending on where the group had a hole. Rarely as the designer though, since I was surrounded by designers who were better than me. I enjoyed working with creative people, both developers, UXers, designers, and so on. I would find myself as the glue that would make the different parts stick together. Often I would be the "public face" of the group or project. I always enjoyed doing talks, presentations, and being on stage. I ended up as some kind of technical generalist, with problem-solving as my main skill. The most important skill I acquired from university was the take on how to meet challenges head-on without necessarily having a solution right away. So working through the problem and eventually ending up with a solution is a natural process for me.

IKT & AMG at Aarhus University

I had this job during my time at the university. It was a great student job, where I got to work both with corporate IT, IT support, and teaching. I was given the opportunity to hold a range of courses for first-year students, where I would do an introduction to InDesign, Photoshop, and basic programming. I quickly realized that I enjoyed teaching and I experimented with both how I was teaching and the content. It was clear that humor was a great tool and I used it greatly to my advantage. It would help me get a casual learning environment, where the students freely were asking questions, but also keep them focused and motivated, without it being frivolous. I made sure the courses were everything else than boring :)

Nov 2011 - Aug 2012 : Co Founder at Natrabat

In the period when the deal sites were new and quickly gained traction, I started a small company with two friends. The company was called Netrabat and the concept was pretty simple; Good deals on drinks and/or entry tickets for concerts or clubs. We tried to target young people through a platform where bars and venues could advertise their events. Users were able to purchase "discount tickets" to the different venues, which would help the venues get customers.

The platform was a well designed webshop built in magento.