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Søren Fuhr is the Head of Product at Able. Søren is responsible for the digital transformation of able from a decade-old service business running on landline phones and MS Access to a product-driven organization with a flexible and cost-efficient technical infrastructure.

Fuhr established the company's first Product team and recruited key engineering/design talent. Søren wrote the Product Strategy brief, incl. technical analysis, functional requirements, cost analysis, and related business opportunities for a migration of the company infrastructure to a new digital platform (based on AWS Serverless, GraphQL & React). Søren also secured approval from the Board for a €50k Proof-of-Technology version of the platform, which was delivered in 8 weeks.

As part of the company's rebranding, Fuhr led the digital transformation of the company's web & mobile clients (iOS, Android), marketing email automation services, and migrated the Customer Care team from MS Outlook to Zendesk. Søren was also the Product Owner on key Operations projects, incl automation of the company's billing and accounting system (migration from MS Access to a C#.NET based solution), migration of server hosting environments and a new CRM system integrated with the Order Management System.

Despite acceptance and pre-approval from the Board for an €800k project in 2020 to deliver a production version of the product to market, unforeseen financial & market challenges in Q4'19/Q1

Søren Fuhr reports to Peter Dahm Frederiksen, CEO. They work with Ken Bindner - Sales Manager, Katrine Rasmussen - Head of Operations.