Mads is working for Visit Greenland since 2008, his current title is Senior Consultant Social Media. He is responsible for Visit Greenland's social media platforms (mainly Facebook, Twitter, Flickr, Youtube, Google+, LinkedIn, Vimeo) and he has a storytelling/poetic approach to social media marketing. Also, Mads is in the greenland.com development team. This means that Mads is focusing on content marketing (photo/video micro content) trying to connect with the users on a human level by investing himself and his passion for Greenland in the work. Mads is a former professional musician and performer and occasionally uses his musicality in the work for Visit Greenland.