Kommunikation | Branding |Media | Strategie | Business Development | International

International erfahrener Kommunikationsstratege - Agentur, Kunden- und Consulting-Erfahrung. Langjährige Erfahrung in integrierter Marketing- und Media-Planung - von Audit bis zu Strategie und Umsetzung, auch über Ländergrenzen hinweg.

• Business Development
• Digitalisierung
• Go To Market
• Integrierte Kommunikation
• Internationalisierung
• Kampagnenplanung
• Markenpolitik1 J.
• Portfolio-Optimierung1 J.
• Prozessoptimierung
• Sales Management

I ‘grew up’ in global ad agency networks, then moved ‘client side’ – with successful projects as an independent / interim consultant thrown in for good measure. On both sides of the Atlantic, I have worked for and/or with Procter & Gamble, Mattel and Disney (mostly on international assignments) as well as such iconic and diverse brands as the Los Angeles Times, Singapore, DTS Audio, Taylormade or Kodak.

My mantra: When done right, marketing is a business development tool.

The audience is the guide: Differentiating between ‘old’ and ‘new’ media is so 2005 – pixel or ink, PR or event, word-of-mouth or advertising – communication is a means to an end.

Ultimately, be passionate about – and value! – brands: Everything pays into this account.

That said: I relish looking beyond the horizon. Innovation. Different angles. Working with sourcing, operations, R&D ... is where it starts to get extra interesting.

Most recently, as the international marketing lead for a premium medical aid manufacturer, my team launched an innovative stair walking aid direct-to-consumer. Post-acquisition we re-branded and developed the complete marketing toolset, from sales support to lead-generation via digital and traditional channels. We continually improved sales team utilization, tracked and optimized performance, adding puzzle pieces (like PR or 30” DRTV) along the way … and then applied this expertise to the next international market in short order.

In a retail environment I mentored a talented, but junior marketing team. Within months the team rose to the challenge; we improved workflows and initiated targeted outreach (digital and conventional) to ensure previously siloed efforts now work hand-in-hand (think: loyalty program data informs social media informs email newsletter informs direct mail).

As marketing lead for a German multi-national in the US … Branding, Sales & Retail Support, Digital / Social, New Product Development, Research, Positioning, Media / PR / Events … were all in a day’s work. Being scrappy, nimble, innovative and determined, the business grew from humble beginnings to national distribution. Inside three years, I shaped the products of this “well-funded start-up” into a well-rounded portfolio – taking an unknown brand’s product from 0 to 3,000+ retail outlets in just under 18 months certainly was challenging, at times overwhelming, never easy, yet an oddly fun and ultimately very rewarding experience.

And while I wholeheartedly agree with Stephen Covey to ‘seek to understand, before being understood’, I will add: Never lose your sense of humor.

- Langjährige Erfahrung in USA: Agentur, Consulting, Kundenseite
- Agentur: Globale Projektleitung / Kampagnen (auch Asien)
Go-to-Market:
Strategie, Umsetzung, Analyse, Optimierung
P&L-Verantwortung, Produktionsoptimierung, Inventarreduktion, Kostensteuerung und -kontrolle, Margenverbesserung, Innovation
- Marketingplan, Mediaplanung, Kampagnenplanung, Public Relations
- Klassische und Online-Medien, inkl. Performance Marketing
Vom Konzept zur Markteinführung:
Qualitative und quantitative Marktforschung, Brand Management, Corporate Branding & Design, Messen / Vorbereitung
Budgetplanung und -kontrolle (<1 bis 20 Mio. US$, auch international)
- Teamführung (inkl. Rekrutierung und Umstrukturierung)
- Leitung interdisziplinärer Teams (inkl. Einkauf, Vertrieb, F&E)
Vertrieb und Vertriebsunterstützung, Lead-Generierung
CPG, Medien, Unterhaltung, Digitale Postproduktion, Med. Hilfsmittel
Procter & Gamble, Kodak, Mattel, Los Angeles Times, Ehrmann AG, Disney, TOPRO, DTS Audio, Adidas, DELL, Sun Microsystems