Anna Herbst - Founder and CEO

Q: Where is Anna based?

Anna is based in Mannheim, Germany and can operate in on-site , hybrid , and remote work models.

Q: What languages does Anna speak?

Anna speaks the following languages: German (Native), English (Advanced), Spanish (Intermediate), French (Elementary), Chinese (Elementary) .

Q: How many years of experience does Anna have?

Anna has at least 16 years of experience. During this time, Anna has worked in at least 8 different roles and for 6 different companies . The average length of individual experience is 2 years and 1 month . Note that Anna may not have shared all experience and actually has more experience.

Q: What is Anna's latest experience?

Anna's most recent position is Founder and CEO at Upward Dynamics – Anna Herbst Strategy Consulting .

Q: What companies has Anna worked for in recent years?

In recent years, Anna has worked for Upward Dynamics – Anna Herbst Strategy Consulting , Sun Chemical Colors & Effects GmbH , and BASF Colors & Effects GmbH .

Q: Which industries is Anna most experienced in?

Anna is most experienced in industries like Chemical , Construction , and Professional Services .

Q: Which business areas is Anna most experienced in?

Anna is most experienced in business areas like Marketing , Strategy and Planning , and Project Management . Anna also has some experience in Sales , Business Intelligence , and Information Technology (IT) .

Q: Which industries has Anna worked in recently?

Anna has recently worked in industries like Chemical and Professional Services .

Q: Which business areas has Anna worked in recently?

Anna has recently worked in business areas like Strategy and Planning , Business Intelligence , and Information Technology (IT) .

Recommended expert

Mannheim, Germany

Experience

Jul 2025 - Present

7 months

Founder and CEO

Upward Dynamics – Anna Herbst Strategy Consulting

Strategy consulting for SME with focus on future-readiness
Transformation process guidance
Building strategic resilience across strategy, culture and structure

Jan 2022 - Mar 2025

3 years 3 months

Global Head of Strategy & Business Excellence, Color Materials

Sun Chemical Colors & Effects GmbH

Lead and develop global team of 7
Develop and implement a global strategy for Color Materials
Establish portfolio evaluation and customer segmentation
Market intelligence including trend monitoring to derive new business models
Lead and facilitate digital transformation of business management
Maintain and enhance digital training platform for Sales and Product training
Coordinate cross-industry market communication and internal communication

Dec 2019 - Dec 2021

2 years 1 month

Ludwigshafen, Germany

Global Integration Lead Business Management

BASF Colors & Effects GmbH

Coordination of and contact for all merger-control related topics
Global workstream lead to prepare integration of business processes
Development of individual industry strategies and overall corporate strategy

Oct 2018 - Nov 2019

1 year 2 months

Ludwigshafen, Germany

Global Center of Excellence

BASF Colors & Effects GmbH

Project Management Office for end-to-end supply chain project
Global workstream lead for business-related part of the project
Internal consultant for business process optimization working closely with supply chain, commercial functions, and technical service

Jul 2016 - Sep 2018

2 years 3 months

Singapore

Regional Segment Management for Commercial Construction, Performance Materials Asia Pacific

BASF South East Asia Pte Ltd

Guide country organizations in Asia (10 sales teams) on business priorities, target setting, margin management and value selling, value chain marketing
Actively engage with key customers in Asia (travel up to 30 – 40%)
Drive segment management and new business development for polyurethane products for commercial construction
Analyze key markets (trends, value chain, main players, competition)
Define, roll-out and monitor segment strategy & pricing for profitable growth
Initiate and oversee commercial part of innovation management (R&D)

May 2013 - Jun 2016

3 years 2 months

Singapore

Regional Communications Manager, Performance Materials Asia Pacific

BASF South East Asia Pte Ltd

Developed and implemented a strategic communication concept for construction industry including value chain approach and differentiated key messages
Lead all design-related activities including close cooperation with designers to leverage product aspects and approach new target groups
Planned, organized and executed major trade fairs and customer workshops

May 2011 - Mar 2013

1 year 11 months

Cologne, Germany

Corporate Marketing Manager for Masterbatches for Plastics

BASF Color Solutions Germany GmbH

Implemented and monitored the company strategy and developed a corporate brand strategy leading an international project team
Developed and executed marketing plans, held workshops with major brand owners and trained the sales force
Steered all external communication, trade fairs and customer seminars

May 2008 - Apr 2011

3 years

Ludwigshafen, Germany

Regional Marketing and Sales Manager Eastern Europe - Africa - Western Asia for Plastic Additives

BASF SE

Managed regional sales force, oversaw budget of €80 million p.a.
Engaged with key customers (travel up to 50%)
Prepared and supported regional strategies for Africa, Russia and EAWA region, marketing and customer concepts, organized local industry workshops, represented region at customer classification workshops for complete division
Served as interface and single point of contact between region and headquarters, sales, supply chain and logistics

Summary

Established, self-driven business leader with deep expertise in the chemical industry, particularly in polymers, polyurethane, masterbatch, pigments, and additives. Proven track record in strategy development, driving innovation, launching new products, and shaping effective marketing and pricing strategies. Skilled at connecting the dots across functions to unlock synergies, always with a clear focus on customer needs. Experienced in identifying opportunities through trend and market monitoring, and in developing new (digital) business models. Focused on people development and participative leadership.

Skills

Intercultural Teams
Sales Excellence
Change Management
Excellent Networking And Communication Skills

Languages

German

Native

English

Advanced

Spanish

Intermediate

French

Elementary

Chinese

Elementary

Education

Oct 2005 - Sep 2007

Steinbeis University Berlin

Master of Business Administration · Business Administration · Berlin, Germany · 1.4

Feb 2003 - Jul 2003

Universidad Las Palmas de Gran Canaria

Spain

Sep 2000 - Jul 2005

University of Hildesheim

Master of Arts · International Information Management · Hildesheim, Germany · 1.8

Certifications & licenses

Strategize Like A Futurist

Copenhagen Institute for Futures Studies & Hyper Island

Leading In A Transforming World

INSEAD

Strategy In The Age Of Digital Disruption

INSEAD

Innovation In The Age Of Disruption

INSEAD

Organisation Design Masterclass Programme (ODC Certified)

European Organisation Design Forum (EODF)

Leading Organisations In Disruptive Times

INSEAD

Co-Active Coaching Certificate

BASF SEA Pte Ltd in cooperation with CTI

Advanced Negotiation Skills

Scotwork

Profile

Created

December 2025

Last Update

January 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Anna based?

Anna is based in Mannheim, Germany and can operate in on-site, hybrid, and remote work models.

What languages does Anna speak?

Anna speaks the following languages: German (Native), English (Advanced), Spanish (Intermediate), French (Elementary), Chinese (Elementary).

How many years of experience does Anna have?

Anna has at least 16 years of experience. During this time, Anna has worked in at least 8 different roles and for 6 different companies. The average length of individual experience is 2 years and 1 month. Note that Anna may not have shared all experience and actually has more experience.

What roles would Anna be best suited for?

Based on recent experience, Anna would be well-suited for roles such as: Founder and CEO, Global Head of Strategy & Business Excellence, Color Materials, Global Integration Lead Business Management.

What is Anna's latest experience?

Anna's most recent position is Founder and CEO at Upward Dynamics – Anna Herbst Strategy Consulting.

What companies has Anna worked for in recent years?

In recent years, Anna has worked for Upward Dynamics – Anna Herbst Strategy Consulting, Sun Chemical Colors & Effects GmbH, and BASF Colors & Effects GmbH.

Which industries is Anna most experienced in?

Anna is most experienced in industries like Chemical, Construction, and Professional Services.

Which business areas is Anna most experienced in?

Anna is most experienced in business areas like Marketing, Strategy and Planning, and Project Management. Anna also has some experience in Sales, Business Intelligence, and Information Technology (IT).

Which industries has Anna worked in recently?

Anna has recently worked in industries like Chemical and Professional Services.

Which business areas has Anna worked in recently?

Anna has recently worked in business areas like Strategy and Planning, Business Intelligence, and Information Technology (IT).

What is Anna's education?

Anna holds a Master in Business Administration from Steinbeis University Berlin and a Master in International Information Management from University of Hildesheim.

Does Anna have any certificates?

Anna has 8 certificates. Among them, these include: Strategize Like A Futurist, Leading In A Transforming World, and Strategy In The Age Of Digital Disruption.

What is the availability of Anna?

Anna is immediately available part-time for suitable projects.

What is the rate of Anna?

Anna's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.