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Trade Marketing | Shopper Marketing | Category Management | Commercial Marketing

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  • 01.04.2024

Kurzvorstellung

Knapp 20Jahre Erfahrung in FMCG unterstützen Sie gern zu allen Themen der folgenden Bereiche:

Trade Marketing | Shopper Marketing | Commercial-/Vertriebsmarketing |Category Management | Projektmanagement | Business Development

Qualifikationen

  • Business Development
  • Category Manager
  • Einzelhandel (Retail)
  • Handelsmarketing
  • Marketing- / Vertriebsanalyse
  • Marketing (allg.)
  • Strategisches Marketing

Projekt‐ & Berufserfahrung

Freelancer
Bosch Siemens Hausgeräte GmbH, Remote
8/2022 – offen (1 Jahr, 9 Monate)
Konsumgüterindustrie
Tätigkeitszeitraum

8/2022 – offen

Tätigkeitsbeschreibung

• Trademarketing 360° Kampagnenexekution
• Umsetzung von Cashback- und VkF-Aktionen
• Schnittstellen-Management, Abstimmung mit internen und externen Stakeholdern
• Agenturbriefing (Klassik/Digital)
• Projektmanagement
• Erstellung digitaler Bewerbungsstrecken / Werbemittel sowie Print-Werbemittel für den PoS
• Einholung und Bewertung von Angeboten, Auslösung von Bestellungen, umfassendes Controlling inkl. Abrechnung von Barter-Deals
• Erstellung von Vertragswerken und Teilnahmebedingungen für die Endkunden in Abstimmung mit der Rechtsabteilung
• Handling digitaler Touchpoints und Website Tools (Links/CMS/Landing Pages/Website Stages)
• Aktions-Controlling: Überprüfung Ausspielung aller vereinbarten Maßnahmen und kontinuierliches KPI- Tracking (Einlösequoten, Click Rates, Add-to-Carts)

Eingesetzte Qualifikationen

Marketing (allg.)

Freelancer
Foodloose GmbH, REMOTE
1/2022 – 4/2022 (4 Monate)
Konsumgüterindustrie
Tätigkeitszeitraum

1/2022 – 4/2022

Tätigkeitsbeschreibung

Entwicklung und Umsetzung einer POS-Display Strategie für die Kanäle Drogerie/ Biofachhandel

Eingesetzte Qualifikationen

Marketing- / Vertriebsanalyse

Shopper & Channel Development Manager (Festanstellung)
Heineken Deutschland GmbH, Berlin
10/2014 – 12/2021 (7 Jahre, 3 Monate)
Konsumgüterindustrie
Tätigkeitszeitraum

10/2014 – 12/2021

Tätigkeitsbeschreibung

• Development of Trade & Shopper Marketing vison & framework for Heineken
Germany with aim to increase Trade & Shopper Marketing competencies
within the organization
• Implementing Trade & Shopper Marketing Strategies for On/Off-Trade whilst
following the defined Path to purchase and developed Shopper Marketing &
POS principles
• Development of revised commercial planning cycle in 2018 and owner of
Commercial Board Meetings
• Development of strategic channel plans for On/Off-Trade across all brands
and categories via analysis of channel & customer data in close collaboration
with Sales & Marketing
• Subsequent development of channel strategies for Heineken Germany
(On/Off-Trade) 2018-2021
• Shopper Research
• POSM Management in line with pictures of success as well as ROI, including
forecast planning
• Lead of Trade Marketing & Line management for two direct reports based on
Heineken Leadership expectations
• Overall Budget responsibility for Trade & Shopper Marketing Budget

Eingesetzte Qualifikationen

Analyse der Markt- / Wettbewerbsposition, Handelsmarketing, Marketing- / Vertriebsanalyse, Strategisches Marketing

Trade Marketing Manager Northern Europe (Festanstellung)
Viacom, Berlin
9/2012 – 9/2014 (2 Jahre, 1 Monat)
Medienbranche
Tätigkeitszeitraum

9/2012 – 9/2014

Tätigkeitsbeschreibung

• Development of Trade Marketing strategy for Northern Europe with focus on
generating synergies and realizing cost efficiencies
• Alignment of Trade Marketing activations of all individual territories within
Northern Europe cluster with overall international company strategy
• Concept development and implementation of Trade Marketing activations on
Northern Europe level such as MTV European Music Awards and Nuremberg
ToyFair as well as Insights Event series
• Line Manager for one direct report and 4 dotted line reports
• Budget responsibility

Eingesetzte Qualifikationen

Marketing- / Vertriebsanalyse, Strategisches Marketing

National Trade Marketing Manager Stills, Sparkling & Energy (Festanstellung)
Coca-Cola Amatil Australia, Sydney
5/2010 – 8/2012 (2 Jahre, 4 Monate)
Konsumgüterindustrie
Tätigkeitszeitraum

5/2010 – 8/2012

Tätigkeitsbeschreibung

• Development and implementation of ’Stills, Sparkling & Energy´ based,
aligned and integrated Trade Marketing programs across all channels
(Grocery, Convenience & Petroleum and Immediate Consumption) to increase
brand presence, market share and to improve customer satisfaction
• Alignment of TCCC Brand plans and CCA business objectives to deliver
annualized NAB (Non Alcoholic Beverages) EBIT
• Development and implementation of campaign specific and permanent POS
in co-operation with Shopper Marketing team according to Shopper
Marketing principles and path to purchase strategies
• Collaboration with Channel, Customer and State Marketing teams to leverage
state programs and their execution based on national programs including
relevant communication to sales force
• Marketing lead of OE POS Fulfilment project in 2011 to reduce wastage across
the Trade Marketing Division whilst improving ROI and efficiencies in DME
• Manage DME (SAP) for key programs with focus on achieving maximum return
on investment
• Line Manager for Marketing Graduates within Trade Marketing team and
dotted line reports within State Marketing teams

Eingesetzte Qualifikationen

Handelsmarketing, Marketing- / Vertriebsanalyse, Strategisches Marketing

Assistant Brand Manager (Festanstellung)
PPG ANZ, Sydney
4/2009 – 4/2010 (1 Jahr, 1 Monat)
Konsumgüterindustrie
Tätigkeitszeitraum

4/2009 – 4/2010

Tätigkeitsbeschreibung

• A Brand Health Analysis was developed with the data available in order to
evaluate the brand and to then identify key opportunities to move forward
• A new brand architecture that resembled those key opportunities was
developed.
• A deletion process was put in place in collaboration with other departments
e.g. Technical Department and Supply Chain in order to start implementing
new brand architecture.
• The brand plan for 2010 was developed and approved, focus for 2010 being
the rationalization of the White Knight portfolio.

Eingesetzte Qualifikationen

Klassisches Marketing, Produktmanagement

Junior Business Development Manager (Festanstellung)
Coca-Cola GmbH, Berlin
6/2004 – 9/2007 (3 Jahre, 4 Monate)
Konsumgüterindustrie
Tätigkeitszeitraum

6/2004 – 9/2007

Tätigkeitsbeschreibung

• Launch of new Juice brand Fruitopia in Germany with differentiating
“Vitality” proposition
• Development and implementation of new package design concepts incl.
Label development in collaboration with design agency
• Development of ATL communication (TVC, Print) in collaboration with Senior
Brand Manager/ agencies
• Development of BTL communication including Sampling, activation of
immediate consumption at POS and secondary display flights
• Development of HoReCa portfolio including packaging design to expand
distribution into HoReCa
• Representing Germany in international innovation projects to channel
synergies on European market and to work on 2nd generation products
• Budget Management of Fruitopia (5 Mio Euro) using SAP/R3
• Development of business plan 2007 including channel activation (retail and
away from home markets, e.g. REWE, Metro, Edeka, Schwarz Group) for
BONAQA Fruits
• Launch of new BONAQA variant Lime-Raspberry in order to maintain 3
equally strong variants in portfolio under very tight budget and time frames

Eingesetzte Qualifikationen

Klassisches Marketing, Markenmanagement, Produktmanagement

Praktikum Brand Management (Festanstellung)
Coca-Cola GmbH, Berlin
3/2003 – 5/2004 (1 Jahr, 3 Monate)
Konsumgüterindustrie
Tätigkeitszeitraum

3/2003 – 5/2004

Tätigkeitsbeschreibung

• Competitor analysis for Nestea/ Nescafé Xpress, Lift, Mezzo Mix using A.C.
Nielsen and internal data
• Weekly sales reports for the manager of Marketing Non-Carbonated
Beverages department
• Collaboration of the development of the 2004 business plan
• Development of cooperation and sponsoring plans
• Collaboration with agencies regarding development of communication
concepts for print and TV campaigns
• Development of POS (Point of Sale) materials, e.g. sales folder

Eingesetzte Qualifikationen

Analyse der Markt- / Wettbewerbsposition, Markenmanagement

Zertifikate

Certified Category Manager (GS1)
2020

Über mich

An experienced, qualified and strategic thinking Trade & Shopper Marketer with inter-national FMCG Marketing & Sales experience. Focused on achieving business objectives cost effectively, customer and shopper centric by utilizing Revenue/ Category Manage-ment, Marketing Strategies and Shopper Marketing expertise in cross functional set up.

Weitere Kenntnisse

certified Category Manager (GS1)

Persönliche Daten

Sprache
  • Deutsch (Muttersprache)
  • Englisch (Fließend)
Reisebereitschaft
National
Arbeitserlaubnis
  • Europäische Union
  • Schweiz
Home-Office
bevorzugt
Profilaufrufe
533
Alter
47
Berufserfahrung
21 Jahre und 1 Monat (seit 03/2003)
Projektleitung
15 Jahre

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