Andreas W.
Brand Strategy Specialist (Interim Management)
Experience
Brand Strategy Specialist (Interim Management)
Telefónica Deutschland / O₂
Managing a variety of projects in the Brand Strategy and Design team at the o2 headquarters
Leading and steering a pitch to select a new brand design agency
Developing a new corporate fashion collection for employees in o2 shops
Implementing company-wide new gender guidelines as part of corporate language
Designing and implementing a design router
Result: Successful completion of all assigned projects except the prematurely ended design router project
External Brand Strategy Consultant
MESTO
Breaking down the complex project into manageable sub-projects
Aligning project goals with the company and interviewing key stakeholders
Designing and facilitating interactive workshops with decision-makers and stakeholders
Developing the final brand strategy and recommending implementation in the change management process
Supporting the briefing and implementation process for the new corporate design in cooperation with a brand design agency
Result: Solid and future-oriented brand strategy, modernized logo and corporate design, comprehensively professionalized marketing especially in the digital area
External Brand Strategy Consultant
LEKI
Winning the pitch and planning the project in a structured way, including cost calculation and project management
Conducting interviews with internal and external stakeholders as well as customers
Planning and facilitating multi-day workshops to develop the brand strategy
Advising the owner and future managing director, supporting the brand design process in cooperation with mattweis
Result: Introduction of a new modern logo and corporate design in all markets, clearly defined positioning enabling more targeted marketing campaigns and contributing to stable revenue growth
Brand Strategist
mattweis GmbH
- Building and expanding brand strategy services
- Acquiring new business
Self-employed Brand Consultant and Interim Manager
BrandDoctor
- As BrandDoctor, I help brand product companies and brand entrepreneurs with strong brands to grow profitably.
Interim Managing Director
brandtouch°
- Expansion of the start-up business area
- Quality improvements in client consulting
External Brand Strategy Consultant
CAPMO
Planning, management, and strategic advice for the time-critical branding project for PAVE Group on behalf of the brand design agency mattweis
Organization of the brand discovery process in ten consecutive daily sprints with evening coordination meetings
After a successful presentation at the financing press conference, solidified the brand strategy including positioning and slogan together with the founders
Result: Since 2018, CAPMO has grown to over 100 employees, serves more than 2,000 clients with over 40,000 projects, achieved a successful Series B funding of 25 million euros in August 2021, and has established itself as the leading software provider for the construction industry in the German-speaking region
Management Supervisor
Heye & Partner Werbeagentur
- Profit-oriented management of the agency's second-largest consulting group after McDonald’s
- Responsible for the new business strategy
Brand / Marketing Consultant
- Consulting for branded goods companies and advertising agencies
- Interim management
Senior Partner
OIC | Management Consulting
- Brand architecture and change processes for the branded goods industry
- Agency selection processes
Managing Director, Consulting
RG Wiesmeier Werbeagentur
- Acquired various fashion brands as new clients
- Successfully retained existing clients
- Main point of contact for strategic questions from all clients
Management Supervisor
J. Walter Thompson
- Acquired and advised key international clients such as Kellogg’s, Kraft Foods, and Rollex
- Developed and expanded a consulting unit in Frankfurt
Account Director
Young & Rubicam
- Provided strategic consulting and project management for key agency clients
Account Manager
Kastner & Partner
- Managed projects for key agency clients
- Developed the Red Bull brand (CI, CD, packaging, communications)
Advertising Manager
INMAC Computer Supplies
- Optimized the mail-order catalog
- Executed key direct marketing campaigns
Junior Account Manager
Ogilvy & Mather Direct (Ogilvy One)
- Project management of various direct marketing accounts such as Shell and Lufthansa
External Brand Strategy Consultant
Join The Crew
Planning and timely implementation of all necessary measures
Designing, moderating, and analyzing four virtual focus groups with customers
Developing alternative positioning approaches and providing well-founded recommendations
Creating suitable slogan ideas through multiple feedback rounds and presenting targeted proposals
Result: Successful market positioning with a modern online presence, integration of "Hüttenleben" offerings as new categories "Trekking" and "Outdoor Mix", and partial use of the developed slogan
Summary
As an experienced brand, communications, and marketing professional as well as branding expert, I apply my expertise purposefully. With my strategic and analytical skills, I support companies in positioning their brand attractively, managing it for value creation, and showcasing it successfully.
During my many years working in well-known owner-managed and international advertising networks, I have developed successful communication strategies (B2C, B2B) for many famous brands in the areas of FMCG, fashion, lifestyle, retail, and services, and implemented them efficiently across the respective channels.
As "BrandDoctor" I regularly write articles on innovations, tools, and best practices in brand strategy.
- Strong analytical and conceptual skills
- Initiative, assertiveness, and high resilience
- Goal-oriented creativity
- Keen sense for copy, design, and communication
- Many years of experience in motivating and managing external creative service providers
- Action-oriented approach, process reliability, and pragmatism
- Team-oriented working style, flexibility, enthusiasm, and curiosity
Languages
Education
University of the Arts (UdK)
Diploma in Communication Management · Social and Business Communication · Berlin, Germany
Willi-Graf-Oberschule Gymnasium
Abitur · Berlin, Germany
Certifications & licenses
Online Marketing Manager (IHK)
IHK Education Center of the Stuttgart Region Chamber of Industry and Commerce
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