Interims Senior Marketing Executive / Head of Brand / Sustainability Expert

9/2019 – 3/2020

Lead of the Sustainability Project Group; Lead of the overarching Brand Strategy, Development of a Sustainability Strategic Framework for the Group

Markenmanagement

4/2019 – 8/2019

Development a Brand differentiator for KIA in the European market, lead of all integrated European Brand and communication initiatives/car launches

Kommunikationsstrategie

1/2019 – 3/2019

Development of the BtoB and BtoC Brand and Marketing Strategy for Europe.

Marketing (allg.)

1/2016 – 12/2018

 Setup the Brand, Marketing, Media and Product Strategy Department from sketch.
 Translated the Mid Term Plan into a sustainable Brand-Strategy, Marketing Framework, Marketing Platform and Guidelines to drive the Brand and consistency in Marketing Strategy in all channels especially Digital and Brand Experiences.
 Data Monitoring to develop the Target Segmentation and Brand Strategy
 Successfully optimized FMI Strategy and established Global Media Guidelines and Thresholds to boost the revenue growth and Media transformation towards digital.
 Development of the Electrification Rollout Strategy.
 Lead all Global digitally focused marketing Initiatives and development of core KPI’s to measure success.
 Established the Global Marketing Centre of Excellence and a Hub Structure in US and China to optimise the communications strategy and media globally and in the regions.
 Digital transformation with focus on personalized and data driven marketing and lighthouse projects of emerging technologies (AI) and their commercial applications
 Introduced and lead of a customer panel to improve customer insights and pain points of customer journey. Based on the outcome improved the INFINITI online platform to improve effectivity and conversion.
 Introduction of Design/Future Thinking Processes to improve the innovative output of the Marketing Department.
 Lead Intelligent content development project in the Middle East to optimize personalized content development for every funnel stage and significantly improve lower funnel data.
 Mentoring of the Start Ups in the Global Accelerator Program in Hong Kong

Kommunikationsstrategie, Marketing (allg.), Mediaplanung

4/2011 – 11/2015

 Drove the development and execution of all international integrated car launch campaigns to position the company within competitive markets.
 Ensured alignment of campaign strategy with Global Automotive marketing strategy and business priorities.
 Created, implemented, and measured the impact of global integrated marketing campaigns with a strong focus on digital/social.
 Acted as the global resource and Centre of Excellence for Automotive marketing content, design and campaign practices that support global and regional marketing strategies.
 Partnered with regional marketing leaders to ensure alignment and share best practices.
 Led the global team of content and creative marketers who serves as a shared resource within the Automotive marketing team.
 Monitored and measured campaigns’ Return on Investment (ROI) to ensure implementation of successful promotional campaigns and programs.
 Achieved the VW best car manufacture in Cannes 2013 and led the first successful Facebook lighthouse project.

Kommunikationsstrategie

12/2008 – 1/2011

 Established and positioned the modern lead boutique agency within competitive markets through consistent application of strategic business planning, effective marketing campaigns, and key business development initiatives.
 Led the staffing initiatives to select, recruit, and hire all personnel for the agency, 6 to 25 permanent employees.
 Successfully repositioned o2 Germany (mobile network) + gained new users for o2 by leveraging solid business development acumen.
 Won and fostered key business relationships with C-level executives to ensure continuous business growth.
 Directed development and deployment of key business strategies and plans to ensure alignment with long-term and short-term business objectives.
 Drove the marketing strategy and Sales B2B and B2C to strengthen company’s position within competitive markets.
 Introduced strategic and tactical action plans to increase revenues two-fold and leverage existing utilization to surpass all current industry standards.

Marketing (allg.)

10/2000 – 11/2008

Global Client Service Director NIVEA, Hansaplast + New Yoghurt Brand in Europe
• Strategic lead of all Global Skin Care and Hansaplast Accounts incl. the steering of the network and the regional hubs.
• Development of a new Functional Yoghurt Brand incl. Packaging, Design, Product and Communication Strategy
• Responsibility to lead APAC and LATAM region.
• Development of all global key initiative campaigns.
• Development of key consumer insights and innovation ideas for all major product and communication initiatives in in the skin care and Yoghurt Segment
• Lead of the communication strategy of the new flagship store of NIVEA in Hamburg as Light House project to improve the Brand Experiences.
• Lead the POS/shopper marketing team to improve the instore experience and conversion rates in the German business.
• Developed new Marketing Platform of Hansaplast and regional rollout to lead the successful turnaround of the Brand.
• Lead the strategic and communicative re-positioning of NIVEA Cream in Europe to boost sales.
Regional Client Service Director APAC at TBWA Bangkok
• Revamped the agency/client relationships in Thailand and creative output to boost brand recognition and sales.
• Lead of all communication initiative of Burger King in Thailand
• Positioned NIVEA in Bangkok as fastest growing skincare Brand in the APAC region.
• Lead the development and introduction of the Brand campaign platform and strategy in Thailand and the APAC region.

Kommunikations-Konzepte