Annika Culling is a sales expert, headhunter and bridge builder between Germany and

Scandinavia. With more than 20 years of experience in sales, business development, and

recruitment, she focuses on complex products, international markets, and building sustainable customer and team relationships. 

For Annika Culling, sales and recruitment are two sides of the same coin. Successful market entry is not driven by products or strategies alone, but above all by the right people. Therefore, she consistently combines active sales and business development with professional talent recruitment. Expertise, cultural fit, language awareness, and personal attitude are just as important as experience and performance. 

At SØRENSEN – Connecting Markets, Annika Culling supports German companies both in sales and in building strong, culturally aligned teams in Denmark and Scandinavia. She combines enthusiasm for markets, products and customer development with an authentic, respectful approach and a genuine understanding of cultural differences, language and ways of working. 

​

Role & Responsibility at SØRENSEN – Connecting Markets

Since 2025 | Sales & Talent Recruitment Consultant | Partner

-Sales and business development for German companies in Scandinavia.

-Building strategic customer relationships and long-term partnerships

-Developing market entry and cooperation models.

-Recruiting talent with the right professional, language and cultural fit

-Bridging German structure and reliability with Scandinavia’s trust-based work culture.​

​​

Assessment & Qualifications 

Annika Culling is certified in the Assessio Test System and works professionally with: 

• People Test Personality (PTP) 

• People Test Logic (PTL) 

She uses these tools to make personality patterns, work style, motivation and cognitive abilities more visible and to support well-founded hiring decisions. They complement the personal interview and enable a holistic, fair and transparent evaluation. 

​

Curriculum Vitae 

• 1999 – 2002: Training as a dental assistant 

• 2002 – 2004: Work in the dental/medical field 

• From 2004: Training in communication design with a focus on sales and customer communication 

• 2004 – 2012: Sales, project management and leadership roles in the advertising and communication industry (Germany) 

• 2012 – 2016: Acquisition and managing director of a communication design agency 

• 2017: Relocation to Denmark 

• 2017 – 2022: Head of Sales DACH & Marketing at a Danish company with an international market 

• 2022 – 2024: Key Account Management DACH and international sales development 

• Since 2025: Sales, business development and cross-border talent recruitment at SØRENSEN – Connecting Markets 

​

Approach & Added Value 

Annika Culling stands for sales with substance and recruitment with humanity. She combines commercial thinking with cultural understanding and a clear focus on the individual. Sustainable growth happens where strategy, culture, language and human fit come together. 

​

Languages

• German: Native (written & spoken).

• Danish: Fluent / Professional (written & spoken).

• English: Fluent / Professional (written & spoken).

• French: Basic knowledge.