Interimmanager Marketing, Freelance Marketing & Strategie

10/2018 – 4/2019

- Full responsibility for all marketing functions for KFC within YUM! Restaurants
International, driving brand over time and sales over night + part of the
management team
Re-positioning of the brand for the BU through deep insight & research
approaches while staying true to the global brand framework
- Development of a new communication platform including various channels
- Development of a new visual food display approach
- Introduction of a divers marketing calendar planning approach including
promotions (value, product)
- Re-organisation of marketing processes including decision making, excellence in
execution and cross-functional development & execution of projects
- Re-Structuring of the broader marketing team, talent acquisition, people
development & coaching
- Complex lead of a team of 9 people with different functions and seniorities
(new product development, marketing)

Innovationsmanagement, Markenbildung

5/2017 – 8/2018

- Development & professionalisation of the strategic planning approach
- Strategic groundwork, broad range of in-depth studies & analysis for multiple
brand (re)-positionings, (re)-targeting approaches, brand-, and NPD campaigns mainly for food & beverage brands and new business pitches
- Lead of innovation process including project management for food & beverage clients from ideation to launch
- Collection, compilation and re-work of industry trends, case studies, competitor analysis
- Editor -in-chief & management of the online-magazine Jadorefood.de/Urban
Pioneer including trend-scouting, writing & coordination of the team, re-launch & professionalisation of the Blog
- Management of a team of 3 project managers

Strategische Kommunikation, Kundenanalyse, Strategisches Marketing, Texter

9/2014 – 9/2016

- Strategic development & definition of the brands’ mid and long-term plans,
development of portfolio strategy (brand/category/mix) & its translation into
clear objectives and action plans, vision & ambition.
- Built-up and implementation of the annual Marketing Plan.
- Coordination of the advertising, media and promotional plans and agencies
including a special focus on digital.
- Drive consumer & market understanding, lead positioning, brand universe builtup and TVC development.
- Definition & implementation of the innovation strategy in cooperation with the global teams, NPD launch plans.
- Frequent and complex innovation management with local lead.
- Build and track budgets, monitor and improve P&L and ROI.
- Complex Management of 2 different job profiles (Marketing & Trade
Marketing), different seniorities and 3 different brands (local & international)

Business Marketing, Innovationsmanagement, Markenbildung

6/2013 – 8/2014

- Contribution to Mini Babybel® mid-, and long-term plans for the developed
countries including definition of strategic axis/priorities
Leading renovation & innovation projects, from ideation, insight planning to
launch phase while coordinating R&D teams, external partners and quali/quanti
researches.
- Support of zones/countries in exploring new geographical markets for the
Brand and building solid business plans
- Management of the Marketing Mix: renovation of portfolio, packaging &
communication platforms
- Ongoing support and strategic advice provided to the local marketing teams
- Animation of the brand community across the region, fostering integration,
synergistic initiatives, and sharing of best-practices.
- Animation & organisation of periodic meetings with countries, industrial team
- Management of a junior brand manager

Innovationsmanagement, Markteintrittsstrategien, Marktforschung / -analyse, Strategisches Marketing

4/2012 – 5/2013

- Development of the European strategy for synergies in communication,
activation, renovation projects including mid/-long term brand planning
- Set- up of a new promotion process & implementation of a promotional
Strategy while leading a multi-functional/-country team
- Lead for the regional digital roll-out
- Ongoing support and strategic advice provided to the local marketing teams.
- Animation of the brand community across the region encouraging integration, synergistic initiatives and sharing of best-practices.
- Job training & coaching of an assistant brand manager
- Budget controlling

Kommunikation (allg.), Strategische Kommunikation

2/2011 – 3/2012

- Roll out new brand positioning & new target group defined
- Short to long- term marketing- and media planning
- Representation of the German interests in European projects (e.g. Promotion
roll-out, variety strategy, research & product development)
- top down management of all activities (e.g. communication platform incl. digital strategy, 360° promotion planning)
- Online planning, execution & evaluation (esp. Facebook, Online Marketing)
- Responsibility for development, execution & evaluation of below & above the
line activations (copy development, promotions, pack- and product adaptations, Online & PR-activations)
- Initiation of several Trade Marketing projects including a new placement
strategy for improved visibility in store
- Lead of cross-functional teams dealing with different projects (e.g. promotion
calculations, BTL-campaigns, customer-individual promotions)
- Job training & coaching of a Junior Brand Manager
- Budget controlling

Business Marketing, Digital Marketing, Social Media Marketing

4/2009 – 1/2011

- Short-and midterm marketing- and media planning
- Representation of the German interests in European projects (e.g. new product development, European pack design development, copy development)
- Responsibility for development, execution & evaluation of below & above the
line activations (TV-Spot adaptations, promotions, pack- and product
adaptations, sampling, online & PR-activations)
- Planning & launch of ltd. editions for the chocolate bars segment (Snickers
Maximus)
- Analysis & reporting to the Portfolio Manager of the above-named brands
- Representation of the marketing team in strategic working groups dealing with projects of the Impulse-Channel (Sales)
- Lead of cross-functional teams dealing with different projects (e.g. BTLcampaigns, couponing, customer-individual promotions)
- Participation in strategic projects in cooperation with the consultancy Bain &
Company
- Job training & coaching of Junior Brand Managers as well as recruiting & direct line management for interns
- Budget controlling

Business Marketing, Markenbildung, Marketing- / Vertriebsanalyse

11/2007 – 4/2009

Tracking & analysis of KPI; volume, share, pricing, distribution, promotional
activity.
- Support and coordination of trade & consumer-oriented projects: design,
packaging, visuals, sampling programs, promotions, advertising
(broadcast/print/online).
- Tracking and reconciling the brands’ BTL budget.
- Line Management for an intern

Analyse der Markt- / Wettbewerbsposition