Trade Marketing | Shopper Marketing | Category Management | Commercial Marketing

10/2014 – 12/2021

• 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

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

9/2012 – 9/2014

• 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

Marketing- / Vertriebsanalyse, Strategisches Marketing

5/2010 – 8/2012

• 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

Business Marketing, Marketing- / Vertriebsanalyse, Strategisches Marketing

4/2009 – 4/2010

• 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.

Klassisches Marketing, Produktmanagement

6/2004 – 9/2007

• 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

Klassisches Marketing, Markenbildung, Produktmanagement

3/2003 – 5/2004

• 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

Analyse der Markt- / Wettbewerbsposition, Markenbildung