freiberufler Stratege für Brand, Marketing und Kommunikation auf

Stratege für Brand, Marketing und Kommunikation

  • 700‐780€/Stunde
  • 20099 Hamburg-Mitte
  • Europa
  • it  |  de  |  en
  • 10.06.2020


I am a highly experienced marketing and branding expert. My expertise lies in the development of brands that deliver sustainable business value and leverage new opportunities at the intersection of customer needs and technological possibilities.


  • Corporate Identity
  • Kommunikationsstrategie
  • Kundenanalyse
  • Kundenberatung
  • Markendesign
  • Markenmanagement
  • Strategisches Marketing
  • Unternehmensstrategie

Projekt‐ & Berufserfahrung

Director Brand Strategy
Martin et Karczinski, München
1/2020 – 4/2020 (4 Monate)

1/2020 – 4/2020


Responsible for all strategic content on the following two clients:

1. Multinational privately owned real estate company
- Brand strategy development for a re-purposed historical building at the heart of Munich
- Target group segmentation and profiling
- Customer Journey and experience development for 3 key target groups
- Definition of activation measures and roadmap

2. Premium international flooring manufacturer
- Touchpoint and media optimisation
- Detailing of new offer structure (previously developed with the client in 2018)
- Development of decisional guidelines for the integration of new offerings
- Communication strategy (incl. internal change communication) and definition of value propositions across all product lines

Eingesetzte Qualifikationen

Corporate Identity, Kundenberatung, Kommunikationsstrategie, Markenmanagement, Strategisches Marketing

Brand, Marketing and Communication Consultant
Design for Human Nature, Hamburg
1/2020 – 1/2020 (1 Monat)

1/2020 – 1/2020


Responsible for strategic content for an NGO against tobacco consumption
- Qualitative research design for smokers behaviour (incl. early hypothesis testing)
- Development of campaign scenarios based on key customer insights
- Definition of campaign-messaging and activation measures across key touchpoint

Eingesetzte Qualifikationen

Corporate Identity, Kundenberatung, Markenmanagement, Strategisches Marketing

Brand, Marketing and Communication Consultant
Visable - ex "Wer liefert was?", Hamburg
2/2019 – 12/2019 (11 Monate)

2/2019 – 12/2019


A. Support with launch of new Corporate Brand (Visable)
- Development of key sales materials (e.g. Sales presentation)
- Co-development of key activation measures (e.g. Brand Movie, internal engagement programme)
- Harmonization of brand architecture

B. Repositioning and activation of product brand "Wer liefert was"
- Band strategy development
- Definition of verbal assets: Naming, Claim development (incl. testing with prototypes and recommendation)
- Content strategy, messaging and key activation measures
- Brand engagement and training programme

C. Brand communication plan and media optimisation
- Recommendation for media budget allocation (incl. scenario evaluation)
- Definition of communication objectives, KPIs and key activities for each brand
- Campaign testing incl. management of media & advertising agencies

D. Customer segmentation and profiling "Wer liefert was"
- Project lead with cross-functional teams: UX, product owners, marketing and business development
- Research conception and design (incl. management of research agency)
- Data-analysis and customer segmentation
- Customer profiling including validation through external focus groups & customer workshop

Eingesetzte Qualifikationen

Corporate Identity, Kundenberatung, Kommunikationsstrategie, Markenmanagement, Strategisches Marketing

Brand, Marketing and Communication Consultant
DOLZER Maßkonfektionäre, Hamburg
1/2019 – 5/2019 (5 Monate)

1/2019 – 5/2019


- Segmentation and profiling of target groups
- Positioning and brand strategy development on a group level (incl. cross-functional workshop with C-level members and testing of positioning scenarios through prototypes)
- Brand strategy development for the division "Dolzer Corporate Fashion"
- Communication platform, content strategy and key activation measures

Eingesetzte Qualifikationen

Corporate Identity, Kundenberatung, Kommunikationsstrategie, Markenmanagement, Strategisches Marketing

Senior Brand Consultant
Martin et Karczinski, München
8/2018 – 11/2018 (4 Monate)

8/2018 – 11/2018


Responsible for all contents in two projects for the following clients:
1. Premium international flooring manufacturer
- Optimization of product portfolio
- Cross-functional Workshop moderation
- Development & testing offer-structure scenarios
- Definition of activities and roadmap for implementation

2. International provider of co-working spaces
- Corporate positioning
- Definition and profiling of target groups
- Development of offer structure and reward program
- Testing of prototypes and recommendation

Eingesetzte Qualifikationen

Corporate Identity, Kundenberatung, Kommunikationsstrategie, Markenmanagement, Strategisches Marketing

Senior Brand Strategist (Festanstellung)
LANDOR Associates, Hamburg
9/2013 – 8/2018 (5 Jahre)

9/2013 – 8/2018


- Brand strategy and positioning for leading global brands (B2B/ B2C)
- Brand portfolio structures and nomenclature systems
- Brand experience development and implementation
- Strategic marketing & communication planning
- Brand-led innovation, digitalization and opportunity mapping
- Brand engagement & people activation

Key Clients:
Air Berlin, A.P. Moeller Maersk, Barclays, BASF, Berlitz, BMW, Bosch Siemens Home Appliances, Fujifilm, Gazprom, Generali, Johnson & Johnson, Kuehne + Nagel, M+W Group, Newtrition, NLMK, Procter & Gamble, Volkswagen.

Eingesetzte Qualifikationen

Corporate Identity, Kundenberatung, Kommunikationsstrategie, Markenmanagement, Strategisches Marketing

Communication Consultant
RiRi Group, Mendrisio
1/2013 – 4/2013 (4 Monate)

1/2013 – 4/2013


- Development of a multi-stakeholder communication strategy
- Definition and development of key activation measures
- Specific focus and development of trade show concept (Paris)

Eingesetzte Qualifikationen

Corporate Identity, Kundenberatung, Kommunikationsstrategie, Markenmanagement, Strategisches Marketing

Forschungsassistent (Festanstellung)
ZHAW - Zürich University of Applied Sciences, Zürich
8/2010 – 8/2011 (1 Jahr, 1 Monat)
Hochschulen und Forschungseinrichtungen

8/2010 – 8/2011


- Member of the lead-team within the EU project – Security on building sites
- Co-development of research focus, methodology and field-work
- Networking and data collection between CH, Vienna, Luxembourg
- Data analysis, insight gathering and strategic recommendations

Eingesetzte Qualifikationen

Angewandte Forschung

Instructor Officer (Festanstellung)
Schweizer Armee, Zürich
1/2006 – 7/2007 (1 Jahr, 7 Monate)

1/2006 – 7/2007


- Leadership of military units & teams (up to 50 people)
- Teaching of broad and specialized subjects (in three languages)
- Conception and adaptation of varied educational materials
- Planning and managing of cross-unit engagements and projects across multiple hierarchical levels
- Recruiting of candidates for the officer academy

Eingesetzte Qualifikationen

Personalentwicklung - Durchführungsplanung, Personalführung, Projektmanagement

Traineeships & Employee of Commerce (Festanstellung)
Ermenegildo Zegna, Mendrision
9/2000 – 5/2002 (1 Jahr, 9 Monate)

9/2000 – 5/2002


- Part of the “made-to-measure” account team Europe
- Co-development of marketing activities & event planning, Italy
- Support with supplier relationship management & accounting

Eingesetzte Qualifikationen

Kundenberatung, Markenmanagement


Corporate Communication & Management
M.SC. in Corporate Communication (Minor in Management) - Magna Cum Laude
Lugano, Schweiz
Übersetzen und Mehrsprachige Kommunikation
B.A. in Übersetzen und Mehrsprachige Kommunikation
Zürich, Schweiz

Über mich

L. is a highly experienced marketing and branding professional. His expertise lies in the development of brands that deliver sustainable business value while leveraging new opportunities at the convergence of customer needs and technology.

Currently, he is helping organizations and brands in the DACH region to redefine their purpose, improve marketing processes and create new ways of building closer relationships with their audiences in order to increase market potential and brand value.
With two university degrees from Swiss universities, L. spent several years working as a brand strategist with the leading international strategy and branding agency Landor. In this role, he was able to utilize and further develop a number of skills ranging from sociological research, translation and copywriting to marketing management, mentoring and consulting.

During his career, L. has supported many multinational organizations and brands such as BASF, Berlitz, Fujifilm, Generali, Kuehne + Nagel, Johnson & Johnson, Maersk, Procter & Gamble and Siemens. He has been instrumental in helping them define their purpose, develop and leverage their brand assets, engage their customers and employees, identify growth potential, and turn opportunities into new and attractive offerings.

L. believes that brands play a meaningful role in society. They have the power to excite people, help them to make more purposeful choices and ultimately improve the quality of their lives. With his firm commitment to understanding what truly drives people and their motivations, he draws on the expertise of cross-functional teams to ensure that new ideas, concepts and strategies have the power to create customer value with meaningful and sustainable business impact.

Persönliche Daten

  • Italienisch (Muttersprache)
  • Deutsch (Fließend)
  • Englisch (Fließend)
  • Französisch (Fließend)
  • Slowakisch (Gut)
  • Europäische Union
  • Schweiz
13 Jahre und 3 Monate (seit 06/2010)
8 Jahre


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