Brand & Marketing Strategy Advisor

KEY CLIENT & PROJECT EXAMPLES (CONTRACT):

ORKLA Healthcare "Möller's" (11/2024 - ongoing)

• Development of a global brand platform for “Möller’s” (Omega-3 supplementation) to empower growth from portfolio extensions and untapped geographies
• Translating the global positioning into portfolio architecture and coherent creative

ETERNA Mode GmbH (07/2024 - 09/2024)

• Developing the cornerstones for a long-term brand rejuvenation that appeals to modern fashion shoppers without alienating legacy customers
• Developing first pathways to simplify an excessively complex product range architecture

Mazda Motor Europe (05/2022 - 01/2024)

• Development of a new brand platform for European markets to elevate brand relevance, audience engagement and distinctiveness
• Assessment and recalibration of creative agency collaboration for efficient deployment

British American Tobacco (02/2018 - 03/2024)

• Numerous projects across risk reduced products and innovations, such as "tobacco heating", "vaping" and "modern oral"
• Project samples: development of master playbooks for the CEN region as well as go-to-market approaches and supporting local markets with toolkits for launch

Shell Int. & Shell DE (03/2021 - 06/2022)

• Strategic lead for a campaign development in the context of Shell's transformation into a net zero integrated energy provider (client: Shell International)
• Development of a change & communications strategy to facilitate all corporate relations messaging in the context of the energy transition into renewables (client: Shell DE)

Upfield (07/2021 - 01/2022)

• Rejuvenating the biggest and most long-standing portfolio brand "Rama" in a challenging and highly competitive market environment
• International brand footprint development and translation into creative/packaging guidelines

Welthungerhilfe (02/2021 - 11/2021)

• Facilitation of a brand redesign process inside-out to support the growing global presence in a meaningful and distinctive way

Porsche / PIA Group (09/2020 - 12/2020)

• Supporting a cross-functional client & agency team (PIA) to redesign the communication organisation and its workflows in line with content requirements (formats and touchpoints) to streamline the creative asset production process and its deployment

UNICEF (11/2018 - 07/2020)

• Leading the process to carve out UNICEF Germany's brand footprint for enhanced comprehension and emotional engagement with the private donor base
• Guiding implementation through development of campaigning framework & tools

Lidl International (01/2018 - 03/2020)

• Numerous projects with Lidl "Non-Food" international across diverse topics
• Project samples: development of a new campaigning model (asset development), sustainability communications, portfolio architecture, product innovation, etc.

Vodafone (12/2014 - 04/2017)

• Strategic agency lead (Scholz & Friends Group) for Vodafone Germany (B2C & B2B) covering all projects evolving from "Brand Strategy & Insights" client team
• Exposure to full breadth of the product & services portfolio (mobile, broadband, TV, etc.)

Mercedes Benz China (01/2014 – 12/2014)

• Strategic agency lead (BBDO) for Mercedes-Benz Greater China
• Project samples: brand campaign development, launch / relaunch of several car lines such as AMG GT, S-Class Maybach, E-Class and SMART in alignment with Mercedes-Benz HQ

Extensive reassessment the RWE brand foundation to inspire a relevant and engaging creative expression in a "low-interest" commodity industry (utility companies)

Strategic planning lead across car lines and global markets

Projects samples:

• Evolvement of the brand equity model
• Assessment and optimisation of range architecture (car line glossary)
• 4Matic campaign development
• GLK-class launch
• SL-class "big facelift"

• Strategic guidance on brand and campaign developments for DWS Investment (Deutsche Bank's mutual funds provider)
• Strategic agency lead Germany for localisation of an evolving global brand strategy in collaboration with Vodafone and JWT HQ's London