Benjamin Pagel
Independent Marketing Strategy Advisor
Experience
Independent Marketing Strategy Advisor
Self-employed
Review and development of a coherent brand portfolio architecture across meat- and plant-based products for an upcoming brand identity and packaging refresh (Rügenwalder Mühle 04/2025 - present)
Business strategy development for a future-proof meat-based portfolio pillar (legacy business) (Rügenwalder Mühle 04/2025 - present)
Development of a global brand platform for “Möller’s” (Omega-3 supplementation) to empower growth from portfolio extensions and untapped / underdeveloped geographies (Orkla “Möller’s” 11/2024 - 05/2025)
Translating the global positioning into portfolio architecture and coherent creative (Orkla “Möller’s” 11/2024 - 05/2025)
Developing the cornerstones for a long-term brand rejuvenation that appeals to modern fashion shoppers without alienating legacy customers (ETERNA Mode 08/2024 - 10/2024)
Developing first pathways to simplify a highly complex product range architecture (ETERNA Mode 08/2024 - 10/2024)
Supporting the company owner (Mindful Capital Partners) at evolving and streamlining a compelling corporate story to address prospective distribution partners and investors (KLAPP Skin Care 06/2024 - 07/2024)
Development of a new brand platform for European markets to elevate brand relevance, audience engagement and distinctiveness (Mazda Motor Europe 05/2022 - 01/2024)
Assessment and recalibration of creative agency collaboration for efficient deployment (Mazda Motor Europe 05/2022 - 01/2024)
Numerous projects across risk reduced products and innovations, such as “tobacco heating”, “vaping” and “modern oral” (British American Tobacco 02/2018 - 03/2024)
Development of master playbooks for the CEN region as well as go-to-market approaches and supporting local markets with toolkits for launch (British American Tobacco 02/2018 - 03/2024)
Strategic lead for a campaign development in the context of Shell’s transformation into a net zero integrated energy provider (Shell International 03/2021 - 06/2022)
Development of a change & communications strategy to facilitate all corporate relations messaging in the context of the energy transition into renewables (Shell DE 03/2021 - 06/2022)
Rejuvenating the biggest and most long-standing portfolio brand “Rama” in a challenging and highly competitive market environment (Upfield 07/2021 - 01/2022)
International brand footprint development and translation into creative/packaging guidelines (Upfield 07/2021 - 01/2022)
Facilitation of a brand redesign process inside-out to support the growing global presence in a meaningful and distinctive way (Welthungerhilfe 02/2021 - 11/2021)
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 (Porsche / PIA Group 09/2020 - 12/2020)
Leading the process to carve out UNICEF Germany’s brand footprint for enhanced comprehension and emotional engagement with the private donor base (UNICEF 11/2018 - 07/2020)
Guiding implementation through development of campaigning framework & tools (UNICEF 11/2018 - 07/2020)
Numerous projects with Lidl “Non-Food” international across diverse topics including development of a new campaigning model (asset development), sustainability communications, portfolio architecture, product innovation (Lidl International 01/2018 - 03/2020)
Strategic agency lead for Vodafone Germany covering Brand Strategy & Insights across mobile, broadband, TV etc. (Vodafone 12/2014 - 04/2017)
Strategic agency lead for Mercedes-Benz Greater China on brand campaign development and launch / relaunch of AMG GT, S-Class Maybach, E-Class and SMART (Mercedes Benz China 01/2014 - 12/2014)
European / Worldwide Planning Director
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 Petcare brands (12/2007 - 12/2009)
Covered 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
Strategic Planning Director
Jung von Matt
- Conducted extensive reassessment of the RWE brand foundation to inspire relevant and engaging creative expression in a low-interest commodity industry
Independent Strategic Planning Director
Self-employed
Strategic Planning Director
Jung von Matt
Strategic planning lead across car lines and global markets
Evolved the brand equity model, assessed and optimised range architecture; developed 4Matic campaign, GLK-class launch and SL-class “big facelift”
Strategic Planning Director
Scholz & Friends Group
Developed “Zewa” master brand strategy, portfolio and communication approach across Western and Central Europe
Led portfolio and marketing strategy development for Mars Snackfood’s European Nutrition for Health & Wellbeing hub
Guided strategic across Tchibo product categories, markets (DACH & Central-Eastern Europe) and communication channels
Senior Strategic Planner
J. Walter Thompson
Provided strategic guidance on brand and campaign developments for DWS Investment
Led localisation of a global brand strategy in collaboration with Vodafone and JWT HQ London
Consultant / Senior Consultant
BBDO Consulting
Shaped internal positioning and roll-out of Daimler’s global eBusiness incubator DCX.NET
Executed brand repositioning of E-Plus and developed through-the-line communications
Evaluated and optimised Deutsche Bank group brand architecture across customer offerings
Industries Experience
See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.
Experienced in Advertising (14.5 years), Telecommunication (13.5 years), Automotive (12 years), Cosmetics (12 years), Energy (12 years), and Fashion (12 years).
Business Areas Experience
The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.
Experienced in Marketing (26.5 years) and Strategy (26.5 years).
Summary
Navigating through the “messy middle” – where strategy tends to die. Helping brands and businesses to overcome the disconnect between shiny vision and operational reality. Partnering with leaders who need the architecture to make things happen.
Key Ingredients: 1) Commercial Creativity: Balancing brand magic with P&L logic. 2) Rigorous Simplification: Removing the headache of excessive corporate complexity. 3) Applied Strategy: Pinning down what really matters and get it done.
Skills
Good Listener With Some Empathy To Understand Consumer And Client Needs Across Cultures, Markets And Business Functions.
Well-structured Generalist With An 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.
Listen First.
Filter Out The Noise; Get Done What Really Matters With Some Pragmatism.
Humanity, Psychology & Seeking "Truth".
Sustainability In A Liberal Society.
Ai In Business And Society.
Motorbikes, Fitness & Nutrition.
Languages
Education
Cologne University
Diploma in Business Administration · Business Administration · Cologne, Germany · 2,2 / top fifteen percentile
Julius-Maximilians University Wurzburg
Diploma in Business & Economics · Business & Economics · Würzburg, Germany · 2,6
Friedrich-Koenig Gymnasium Wurzburg
Secondary School Exam · Würzburg, Germany · 1,9
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