Rud Pedersen has appointed Sofie Ustrup as the new Managing Partner of its business in Denmark. She will take over from Jens Hjorth-Larsen on 1st October 2026.
Sofie Ustrup has been part of Rud Pedersen for two years and has led the Healthcare team in Copenhagen. During that time, she has delivered significant results, tripled the value of the healthcare business and demonstrated clear leadership. Following this strong performance, the Board of Directors and the partners have appointed her as the new Managing Partner of the Group's Danish subsidiary.
"Sofie's appointment reflects the strength of our Danish business and the depth of talent we have across Rud Pedersen. She combines commercial understanding, sector expertise and a clear sense of how public affairs and strategic communications can help clients navigate complex issues. I look forward to working with her as she leads Rud Pedersen Denmark into its next phase and continues to strengthen our role as a trusted adviser to clients in the Nordic region and across Europe," says Morten Rud Pedersen, Group CEO of Rud Pedersen.
"Sofie has consistently shown that she can deliver strong results for clients and for the business. Since becoing partner in 2025, she has broadened her commercial focus across Rud Pedersen’s business in Denmark and demonstrated a strong understanding of organisation, management and client needs. We are confident Sofie will build on our company’s strong culture while continuing to develop the business," says Chairman of the Rud Pedersen Denmark Board Martin Løntoft.
Sofie Ustrup has extensive experience in public affairs and strategic communications, particularly in the pharmaceutical industry, where she has handled both Danish and international roles. Throughout her career, she has worked at the intersection of business, politics and policy, helping organisations to navigate complex regulatory environments.
"I am very much looking forward to taking on this new role and to continue developing our close collaboration with my partner colleagues and extremely talented people across the company," says Sofie Ustrup.
She continues: "Rud Pedersen Denmark is in a strong place today, both professionally and culturally. My ambition is to build on that foundation, develop our advice in line with our clients' changing needs and draw on the strength of being part of a European consultancy. We will continue to provide high-quality advice while remaining a place where the most talented people want to build their careers."
Until 1st October, Sofie will be working closely with Jens Hjorth-Larsen and the Danish partner group to ensure a smooth handover.