Alessandra Doëll
Authoress
Experience
Jan 2020 - Dec 2022
2 yearsAuthoress
- Authoress of 2 books.
Jan 2020 - Dec 2022
2 yearsFreelance Communication Strategist
- Developed communication strategies for four start-ups:
- SW
- Coating Lab
- Lawyer Patent Services
- Engineering Projects
Apr 2013 - Feb 2021
7 years 11 months Balzers, Liechtenstein
Head of Communication Oerlikon Balzers, Head of Communication Surface Solutions Division (since 2014), & Head of Group Branding
Oerlikon Balzers AG
- Corporate Communications:
- Development and implementation of the Branding Strategy.
- Brand management, maintenance and protection.
- Global trade show concept.
- Further development of CI/CD, implementation in all communications at image and product level (including web).
- Image and technical articles, press releases, interviews.
- Development and implementation of a social media strategy for brand and product communication.
- Set up a customer magazine in print and digital.
- Marketing Communication:
- Above-the-line and Below-the-line (global).
- Concept for global showrooms for single-brand and multi-brand.
- Development and implementation of communication for digitalization.
- Implementation of the central brand strategy at product level.
- Development of communication concepts for worldwide use including POS and trade shows.
- Equipment design and naming for technologies, coatings, equipment and services including legal coordination.
- Global budget responsibility.
- Coordination and monitoring of all international activities.
- Competition and market analysis.
- Annual communication meetings.
- Customer Relationship Management:
- Development and establishment of the integrated CRM concept worldwide.
- Data asset management including sales support tools.
- Implementation of individual target group–oriented CRM measures, e.g. eNewsletter, download manager, direct mailings, customer portal.
- Internal Communication:
- Continuous internal communication (people announcements, newsletters).
- Development of a global concept for white- and blue-collar workers (no PCs).
- Development of a pyramidal communication structure.
- Set up motivational concept for COVID-19 communication.
Oct 2005 - Jul 2012
6 years 10 months Au, Switzerland
Director Communications, Voice of the Company
Leica Geosystems AG
- Responsible for 4 teams (20 employees).
- Corporate Communications:
- First only for Leica Geosystems, then for all brands within the Hexagon Geosystems Division (about 25).
- Monitoring the license agreement for Leica Geosystems.
- Development and roll-out of the Branding Strategy.
- Brand management of all multi-brands.
- Development of CI and CD, roll-out into all communications at image and product level, including web.
- Development and roll-out of a social media strategy for image and product communication.
- Marketing Communication:
- Above-the-line and Below-the-line worldwide.
- Implementation of the central brand strategy at product level.
- Development of communication concepts for worldwide use including POS and exhibitions.
- Support of product design including legal aspects.
- Product naming including legal aspects.
- Budget responsibility.
- Coordination and monitoring of all international activities.
- Competition and international market analysis.
- Organization of annual marketing communication meetings.
- Customer Relationship Management:
- Development and implementation of the worldwide CRM concept.
- Set-up and roll-out of the consumer database.
- Implementation of single target group–oriented CRM activities, e.g. e-newsletter, download manager, direct mailings, customer portal.
- Technical Documentation:
- Streamlining of company-wide type designations.
- Integration of user manuals into CD.
- Implementation of software for CD, ensuring appropriate manual adaptation between different brands.
Oct 2004 - Oct 2005
1 year 1 month Au, Switzerland
Director Marketing Communication, S&E Division
Leica Geosystems AG
Jul 2003 - Aug 2004
1 year 2 months Frankfurt, Germany
Strategic Counselor
Gruppe Advertising Agency
- Provided strategic counseling for Tourism Tunisia.
Jul 2003 - Aug 2004
1 year 2 monthsStrategic Counselor
Stilbezirk Werbeagentur
- Provided strategic counseling for Cullmann AG (photo accessories).
Jul 2003 - Aug 2004
1 year 2 months Trento, Italy
Strategic Counselor
Superpoli Supermarkets
- Provided strategic counseling.
Oct 1998 - Jul 2003
4 years 10 months Nuremberg, Germany
Manager International Communication
Grundig AG
- Responsible for 4 employees.
- Above-the-line and below-the-line worldwide:
- Development of central brand strategy, CD, CI manual.
- Development of marketing concepts for worldwide setup.
- Development of target group strategy.
- Budget responsibility for worldwide MarCom budget (€20M).
- Coordination of all international advertising activities.
- Control and approval of all advertising activities worldwide.
- Competition and market analysis.
- Roll-out of communication strategy worldwide.
- Biannual marketing communication meetings.
- Customer Relationship Management:
- Development and roll-out of the worldwide CRM concept.
- Set-up and expansion of the consumer database.
- Roll-out of target group–oriented CRM activities, e.g. newsletter, downloads, direct mailings, SMS campaigns, e-campaigns, events with dealer integration, etc.
- Fine Arts (high-end line):
- Cable-free, bidirectional TV and hi-fi system.
- Concept for the worldwide launch (ATL & BTL).
- Nomenclature:
- Streamlining of company-wide type designations.
- Development of a general naming concept based on the target group strategy and setup of nomenclature for all products.
Nov 1997 - Aug 1998
10 months Nuremberg, Germany
Account Director
Gabler GmbH Advertising Agency
- Account Director until the subsidiary closed.
- Responsible for account management (concept, budgeting, counseling) for client NKD (discount retailer).
Apr 1993 - Oct 1997
4 years 7 months Frankfurt, Germany
Account Director
Gruppe GmbH Advertising Agency
- Account Director.
- Responsible for account management (concept, budgeting, counseling) for clients:
- Hohes C
- Eckes Granini
- Chaumes GmbH/Haute Fromagerie GmbH
- Alcisa, Senfter (Italian sausages)
- Canada Tourism
- Auto Direkt, Leben Direkt (insurances)
- Delta Pronatura (cleaning products, cosmetics)
- DEG Deutsche Entwicklungs- und Investitionsgesellschaft
- Crossworld (international agency network)
Aug 1992 - Mar 1993
8 months Holzkirchen, Germany
Freelance Account Executive, Production
Matsushita Electronics
- Freelance account executive, production.
Oct 1987 - Jul 1992
4 years 10 months Munich, Germany
Copywriter, Assistant to Managing Director; Account Executive, Graphics, Production, New Business; Account Executive
H.T.P. GmbH Advertising Agency
- Copywriter, assistant to managing director.
- Account executive, graphics, production, new business.
- Account executive, concept, production (since 1990).
- Concept, budgeting, production for clients including:
- Richard Hengstenberg
- MADAME (women’s magazine)
- McDonald’s Inc.
- Radio Gong 2000
- Abenteuer & Reisen (travel magazine)
- OWP Design (eyewear)
- Hoepfner (beer), Arnegger Alkoholfrei (non-alcoholic beer)
- CD/CI development for clients:
- Electronic Partner
- Messe München
- Metro
Oct 1986 - Sep 1987
1 year Munich, Germany
Set-up of the Advertising Department
MCM Cosmetic Perfumes
- Set-up of the advertising department.
Jan 1986 - Sep 1986
9 months Munich, Germany
Copywriting, Graphics, Account Executive, Production
Young & Rubicam Advertising Agency
- Copywriting, graphics, account executive, production (until the subsidiary closed).
- Support in budgeting and production for clients:
- BMW Motorrad AG
- Triumph International (lingerie)
- Hennessy (champagne, spirits)
Jul 1983 - Dec 1986
2 years 6 months Munich, Germany
Internship - Advertising Department
Augat USA GmbH
- Internship in the advertising department.
Jan 1982 - Jun 1983
6 months Munich, Germany
Internship - Editorial & Graphics
Journal Verlag Magazine
- Internship in editorial and graphics.
Summary
I stand for INTEGRATED COMMUNICATION, where internal and external, image- and product communication, digital, printed and social activities reflect the identity of the brand, follow the same strategy and deliver the same relevant messages. TARGET GROUP thinking is the base of every step undertaken; defining the content, the wording and the channel. Communication is a SERVICE delivered to the company and to the stakeholders. I deliver this service based on scientific rules, on professional processes and on empathy and understanding. The company’s BRAND must have a sharp positioning and an emotional loading and then "communicates" to all stakeholders in a human way. Clarity, coherence, continuity, safety and INTEGRITY are the cornerstones of my communication and in leading a team. TRUST is the core value I give and expect from my management and my colleagues. Building stable and happy teams is of crucial importance to always keep the momentum and the pace. Communicating CULTURE CHANGE - especially within acquisitions - requires a sensitive, open and pro-active information - internally as externally.
Languages
German
Native
Italian
Native
English
Advanced
French
Intermediate
Spanish
Elementary
Education
Oct 1982 - Feb 1990
Ludwig Maximilian University
Master of Arts · Communication Sciences, Market and Advertising Psychology, Linguistics and Literature · Munich, Germany
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