BuildDirection
BuildDirection is a consultancy founded and led by Tina Snedker Kristensen.
In my work, I operate at the intersection of strategy, branding and sustainability initiatives, with the market as a guiding reference point.
About BuildDirection
I have more than 30 years of experience in marketing, communication and branding, including 27 years at Troldtekt, where I was responsible for establishing and developing the marketing, communication and sustainability functions.
Today, I work as a consultant in close dialogue with executive management teams and boards of directors.
Assignments are always tailored to the specific organisation and its strategic needs.
Services:
Branding strategy, sustainability strategy and cross-border positioning are the three pillars of my work.
Branding Strategy
I work with branding strategy as a strategic foundation for positioning, prioritisation and direction.
In my work, the focus is on creating clarity and consistency, enabling the brand to be applied strategically across the organisation and the market.
Sustainability Strategy
I work with sustainability strategy as part of the organisation’s overall strategic framework.
Here, the focus is on clarifying ambitions, choices and direction, ensuring that sustainability becomes meaningful, credible and applicable in practice.
Cross-border Positioning
II work with cross-border positioning across markets and national contexts.
I am based in Denmark and have particular experience from Germany, Scandinavia and Northern Europe, where national differences influence strategic positioning.
Danish-German Chamber of Commerce
BuildDirection is a member of the Danish-German Chamber of Commerce, which works to strengthen collaboration between Danish and German companies.
For Tina Snedker Kristensen, the membership provides access to a strong business network and insight into collaboration opportunities between Danish and German stakeholders – also within the building and real estate sectors.
Green Building Council Denmark
BuildDirection is a member of Green Building Council Denmark, which works to promote sustainability in the Danish building industry and administers the DGNB certification scheme in Denmark.
Tina Snedker Kristensen is a member of the technical committee for building materials and was elected vice chair in January 2026. The committee contributes professional knowledge and input on building materials in relation to DGNB certification.
Sustainovation – Knowledge Network for Sustainable Building
Tina Snedker Kristensen has been part of Sustainovation – a knowledge network for sustainable building – since its inception in 2015.
The network has a strong foundation in Northern Jutland (Denmark) and brings together companies, experts and organisations working with sustainable development in the building industry. Sustainovation serves as a platform for knowledge sharing, collaboration and professional dialogue.
AROS Board – Board Network
Tina Snedker Kristensen is a specialist member of AROS Board – a professional board network.
AROS Board works to strengthen professional boards and create strong networks between board members and companies. The specialist membership provides access to a professional community focused on leadership, strategy and board work.
Cradle to Cradle NGO
BuildDirection is a supporting member (Fördermitglied) of Cradle to Cradle NGO, which works internationally to promote circular economy and sustainable design based on the Cradle to Cradle principles.
The organisation is based in Berlin, where it runs the C2C Lab, and works for solutions in which products and materials are designed to circulate in healthy and circular systems.
