Benjamin Pagel
Independent Marketing Strategy Advisor
Experience
Apr 2025 - Present
4 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Rügenwalder Mühle
- Review and development of a coherent brand portfolio architecture across meat- and plant-based products for an upcoming brand identity and packaging refresh.
- Business strategy development for a sustainable meat-based portfolio pillar (legacy business).
Nov 2024 - May 2025
7 monthsNorway
Independent Marketing Strategy Advisor // glu-works.com
Orkla 'Möller's'
- Development of a global brand platform for "Möller's" (Omega-3 supplementation) to empower growth from portfolio extensions and untapped / underdeveloped geographies.
- Translating the global positioning into portfolio architecture and coherent creative.
Aug 2024 - Oct 2024
3 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Eterna Mode
- Developing the cornerstones for a long-term brand rejuvenation that appeals to modern fashion shoppers without alienating legacy customers.
- Developing first pathways to simplify a highly complex product range architecture.
Jun 2024 - Jul 2024
2 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Klapp Skin Care
- Supporting the company owner (Mindful Capital Partners) at evolving and streamlining a compelling corporate story to address prospective distribution partners and investors.
May 2022 - Jan 2024
1 year 9 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Mazda Motor Europe
- 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.
Jul 2021 - Jan 2022
7 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Upfield
- 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.
Mar 2021 - Jun 2022
1 year 4 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Shell Int. & Shell DE
- 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).
Feb 2021 - Nov 2021
10 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Welthungerhilfe
- Facilitation of a brand redesign process inside-out to support the growing global presence in a meaningful and distinctive way.
Sep 2020 - Dec 2020
4 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Porsche / PIA Group
- 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.
Nov 2018 - Jul 2020
1 year 9 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
UNICEF Germany
- 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.
Feb 2018 - Mar 2024
6 years 2 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
British American Tobacco
- Numerous projects across risk reduced products and innovations, such as "tobacco heating", "vaping" and "modern oral".
- Development of master playbooks for the CEN region as well as go-to-market approaches and supporting local markets with toolkits for launch.
Jan 2018 - Mar 2020
2 years 3 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Lidl International
- Numerous projects with Lidl "Non-Food" international across diverse topics.
- Development of a new campaigning model (asset development), sustainability communications, portfolio architecture, product innovation, etc.
Dec 2014 - Apr 2017
2 years 5 monthsGermany
Independent Marketing Strategy Advisor // glu-works.com
Vodafone Germany
- Strategic agency lead (contracted via 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.).
Jan 2014 - Dec 2014
1 yearChina
On-siteIndependent Marketing Strategy Advisor // glu-works.com
Mercedes-Benz Greater China
- Strategic agency lead (contracted via BBDO) for Mercedes-Benz Greater China.
- 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.
Dec 2007 - Nov 2013
6 yearsDüsseldorf, Germany
European / Worldwide Planning Director (Mars Inc.)
BBDO Worldwide
- Worldwide Planning Director on Mars Inc. cat brand portfolio (Whiskas, Sheba, Perfect Fit) (01/2010 - 12/2013).
- European Planning Director on Mars Petcare Europe covering brands such as Sheba, Cesar, Perfect Fit, Frolic, Catsan (12/2007 - 12/2009).
- Covering the full breadth and depth of brand & marketing management in close partnership with senior global leadership client-side.
- Enabled the agency to secure additional client business worth double-digit millions.
Jun 2007 - Nov 2007
6 monthsHamburg, Germany
Independent Strategic Planning Director (Contract)
Jung von Matt
- Extensive reassessment the RWE brand foundation to inspire a relevant and engaging creative expression in a "low-interest" commodity industry (utility companies).
Sep 2006 - May 2007
9 monthsHamburg, Germany
Strategic Planning Director
Jung von Matt
- Strategic planning lead across car lines and global markets.
- 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”."
Jan 2004 - Aug 2006
2 years 8 monthsHamburg, Germany
Strategic Planning Director
Scholz & Friends Group
- Strategic agency lead on the development of "Zewa" master brand strategy, portfolio- and communication approach across Western- and Central-Europe across category segments (toipa, hankies, paper towels).
- Strategic agency lead on portfolio and marketing strategy development for Mars Snackfood's European 'Nutrition for Health & Wellbeing' hub (agency counterpart to Mars Inc. portfolio director).
- Strategic agency lead across Tchibo product categories (food & non-food), markets (DACH & Central-Eastern Europe) and communications channels.
Jul 2002 - Dec 2003
1 year 6 monthsFrankfurt, Germany
Senior Strategic Planner
J. Walter Thompson
- 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.
Jun 1999 - Jun 2002
3 years 1 monthDüsseldorf, Germany
Consultant / Senior Consultant
BBDO Consulting
- Shaping the internal positioning and roll-out of Daimler's global eBusiness incubator "DCX.NET" to accelerate and synchronise the company's digital transformation activities.
- Extensive brand repositioning of "E-Plus" (KPN's German mobile network provider) and subsequent development of through-the-line communications.
- Deutsche Bank group brand architecture evaluation and optimisation in line with expanding customer facing offerings across diverse audiences ("Deutsche Bank" vs. Deutsche Bank 24" vs "MaxBlue").
Summary
Good listener with some empathy to understand consumer and client needs across cultures, markets and business functions. Well-structured generalist with a decent ability to combine data analytics with intuition, experience and creativity. Able to get to the sweet spot in a quick and efficient way.
- Giving direction in complex environments
- Brand development that translates into creative marketing excellence
- Great storytelling
- Building sustainable client partnerships
- Troubleshooting and change facilitation in times of disruption and/or crisis
Languages
German
NativeEnglish
AdvancedFrench
Advanced Education
Oct 1995 - Dec 1998
Cologne University
Diploma in Business Administration, Marketing Management, Social-Psychology & Consumer Behaviour, Product & Procurement · Cologne, Germany · 2,2 / top fifteen percentile
Oct 1993 - Jul 1995
Julius-Maximilians University Wurzburg
Diploma in Business & Economics · Würzburg, Germany · 2,6
Sep 1984 - Jul 1993
Friedrich-Koenig Gymnasium Wurzburg
Secondary School Exam · Würzburg, Germany · 1,9
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