Meet Skypuzzler’s Marketing Manager, Josephine Sornsena Åxman
Skypuzzler’s Marketing Manager, Josephine Sornsena Åxman, oversees all Skypuzzler’s marketing activities and external communications, including press relations and events. With a solid academic background in business administration and economics, Josephine combines her commercial background with technical capabilities, from developing and managing the company’s website to analysing digital performance data. She ensures brand consistency, sharp messaging, and effective marketing and communication strategies that deliver a measurable impact across all channels.
This is the fourth release of our Meet the Team series, where Josephine Sornsena Åxman takes us along on her everyday work at Skypuzzler.
What is your educational background?
I’m actually one of the few in Skypuzzler, and possibly in the entire drone industry, without a technical, engineering, or aviation background. In fact, I’m from that one Danish university, which is probably the most despised in the local tech community. But I do have an excuse, though. For many years, I thought that I should pursue music and art. While I didn’t want a purely humanities-based education, I knew I wanted to stay connected to the creative field. So I chose to combine it with a commercial perspective and completed a Bachelor’s degree in Business Administration and Service Management with a focus on Arts & Culture.
Along the way, I discovered a strong interest in the intersection of business and human behaviour, particularly in customer behaviour, as well as in working with data and understanding the impact of digitalisation and technology on people, organisations, and markets. Music and art were no longer the focus, and I went on to complete a Master’s degree in Economics & Business Administration (Cand.Merc), specialising in Sales Management, with a focus on digital commerce and omnichannel strategy. My curiosity about behaviour and data even led me to take a minor in Behavioural Neuroscience and Economy. Exploring decision-making processes and the ways companies can apply them was particularly eye-opening. Beyond my academic background, I have always had a keen interest in space and technology. It eventually led me to the European Space Agency Business Incubation Centre Denmark (ESA BIC Denmark) as a marketing manager. This was great; I could combine my interest in space and tech with my commercial skills. That combination paved the way to my current role at Skypuzzler.
As you might have guessed, I’m a full-blood CBS’er, with both a Bachelor’s and a Master’s degree from Copenhagen Business School (CBS). But rest assured, I’m far from the typical business-school stereotype.
What aspect of your role as Marketing Manager do you find most rewarding?
It’s both rewarding and challenging to promote such a complex and impactful product. I’ve spent considerable time understanding the intricacies of our solution to effectively communicate its advantages to different customer segments. Navigating between the traditional aviation industry and the rapidly evolving drone industry is truly multifaceted. You have to constantly adapt to change on every level, from strategic direction to practical execution. Yet, following these advancements and sharing them with the world is genuinely exciting. In times like these, I believe we in the drone industry also have a responsibility to show how drones can enhance the quality of life across multiple sectors, including healthcare, agriculture, offshore, logistics, and beyond. Being able to spread that knowledge and contribute to something greater is what I’m truly proud of.
Describe a typical day working for Skypuzzler
Fortunately, Skypuzzler encourages work-life balance and flexibility, so a typical day for me involves either working from my own office at home or going to the main office on Østergade in Copenhagen. I enjoy being in the main office, as you can really tell that people are passionate about their respective fields of work. The flat structure is reflected in leadership’s presence in the office, where you can always find them and discuss whatever you feel like discussing. I particularly like the fact that it’s possible to have a noteworthy influence in significant areas of the organisation. Being the only person working with marketing also requires much cross-functional collaboration, especially with the tech department, because we need to ensure alignment between product development and what is actually shared with the rest of the world.
Task-wise, no two days are similar, as there’s always something new to be done. Whether it’s analysing digital performance, managing website projects, coordinating events, handling press outreach, or producing content, all tasks are necessary to maintain Skypuzzler’s presence and brand across the industries. This also indicates that most of my work deliverables are quite visible, so I get plenty of opinions and feedback. I really appreciate it, all of it, though the most useful are the constructive ones.
After a day at the office, I like (to)
Needlework (Knitting and Crocheting)
Let me be frank, a regular desk job can be dull sometimes. That’s why I find it inspiring to go home and create something tangible with my hands. One of the simple joys is wearing a sweater or scarf I’ve knitted myself or placing a coaster I have crocheted on the table.
Piano
I enjoy both playing the piano and composing my own piano pieces, particularly classical. The piano has been a faithful companion since I was five. At one point, I even considered attending the classical music conservatory, but when I realised I’d have to practice eight hours a day, I feared it would drive me completely insane. I decided to keep music as a hobby instead, and honestly, I’m glad I did: I still love playing – and my sanity is intact.
Exploring music
I have more than 600 playlists on my streaming platform (No, I’m not kidding). I can spend hours exploring new music and curating playlists so I won’t forget a single track. I really listen to everything: from pop (yes, I’m a Swiftie) to black, death, heavy, and industrial metal (I’ve been to Copenhell five times) to classical compositions to obscure avant-garde. For the record: I built Skypuzzler’s new website while listening intensely to Slayer and Slipknot. I hope it improved the site. Let me know otherwise – (constructive) feedback is welcome.
