Corinna Schmidt
Strategic Brand and Change Consultant
Experience
Dec 2024 - Mar 2025
4 monthsDüsseldorf, Germany
Strategic Brand and Change Consultant
Targobank
- The bank was in a phase of brand and change optimization and needed external support to improve its internal processes and structures. I was brought in to advise on brand management strategy, provide crisis intervention, and develop change measures.
- Strategic advising of the brand leadership on brand strategy and change processes
- Analysis of existing processes, resources, and interfaces within the team and with internal and external stakeholders
- Development and implementation of recommendations for process optimization and efficiency gains
- Project and change management to successfully implement measures
- Selection and management of external service providers to ensure smooth delivery
- Optimization of internal processes and interfaces through detailed analyses and targeted recommendations, successfully implemented
- Effective strategic advice to brand management, speeding up and improving decision-making processes
- Successful management of external providers and agencies, leading to more efficient workflows and higher-quality results.
May 2024 - Present
1 year 3 monthsBerlin, Germany
Communications and Marketing Expert, Change Consultant
Deutsche Rentenversicherung
- The Deutsche Rentenversicherung is undergoing one of Germany’s largest IT transformations. I was engaged to guide the change communication strategy and shape its execution. (Mandate via SopraSteria SE, IT consulting)
- Strategic advising of the communications and marketing staff unit
- Developing communication initiatives and content for internal and external audiences
- Creating targeted communication campaigns and initiatives
- Implementing, evaluating, and refining campaigns and communication measures
- Supporting large internal stakeholder events with communication services
- Leading the campaign for the new IT system rollout, including management and evaluation
- Successfully guided the first two releases with targeted change communication
- Developed and implemented an organization-wide communication strategy that positively influenced the internal and external perception of one of Germany’s biggest IT transformations (€800M, 600 staff and consultants)
- Improved internal communication and perception of the change process by introducing new content formats (e.g. newsletter, social intranet, live communication)
- Created extensive C-level presentations (committee communications) on the transformation approach, contributing to strategic decision-making.
Apr 2023 - Dec 2023
9 monthsFrankfurt, Germany
Strategic Corporate and Change Communication Consultant
DB Systel GmbH
- DB Systel was optimizing its internal corporate communication. I was tasked with analyzing communication strategies, creating new formats, and managing internal campaigns to boost efficiency.
- Analyzed and optimized internal communication channels for reach, quality, acceptance, and innovation
- Conducted requirements workshops with stakeholders to define strategic communication needs
- Developed a company-wide communication strategy, including creative formats (text, video, audio) for social media (LinkedIn, C-level)
- Created a communication concept and roadmap to implement strategic corporate content
- Project and change management for internal campaigns to improve time tracking rates
- Campaign planning, creative concept, rollout, including evaluation and tracking
- Presented and aligned the communication strategy with stakeholders and C-level
- Optimized internal channels through data-driven analyses and strategic recommendations
- Successfully implemented new formats (text, video, audio) to convey strategic content more effectively
- Increased internal acceptance of communication measures, especially via LinkedIn social media
- Ran an effective internal campaign that led to measurable improvements in time tracking participation
- Presented the communication strategy to C-level, strengthening strategic communications.
May 2022 - Dec 2022
8 monthsFrankfurt, Germany
Interim Senior HR Marketing and Project Manager, Trusted Employer Brand Advisor
BNP Paribas Group
- BNP Paribas Group was refining its employer branding and talent marketing. I was hired to advise the Executive Board strategically, develop employer branding campaigns, and lead the Top Employer Award 2023 project.
- Strategic advising of the Executive Board and HR leadership on employer branding, talent marketing, and recruiting
- Developing and executing employer branding and talent marketing campaigns, including online and video formats
- Analyzing and optimizing the employer brand across all online and offline touchpoints, with recommendations for 12 subsidiaries
- Boosting reach and providing strategic advice for digital employer branding channels (social media, career website, VR formats)
- Project management and overall leadership of the Top Employer Award 2023, coordinating national and international stakeholders
- Creative and strategic guidance for the Germany career website relaunch to better position the employer brand
- Won the Top Employer Award 2023, leading the entire project strategically
- Optimized employer brand and strategy for 12 subsidiaries with tailored recommendations
- Increased the employer brand’s reach and digital visibility through online campaigns and website relaunch
- Enhanced employer brand positioning by introducing new video formats (image films, testimonials, VR videos)
- Provided strategic advice to the Executive Board, optimizing long-term recruiting and internal mobility initiatives.
Sep 2021 - Feb 2022
6 monthsBerlin, Germany
Interim Senior Change Communication Expert, Deputy Head of Communications and Change
Deutsche Rentenversicherung
- As part of the pre-project “EULE,” Deutsche Rentenversicherung faced major digital IT transformation challenges. I was engaged to lead change communication strategy, develop a communication plan, and steer large change projects. (Mandate via SopraSteria SE, IT consulting)
- Strategic advising of program leadership on change communication for digital transformation
- Deputy head of the change communication unit, responsible for the communication strategy
- Developed and implemented change communication strategies for various internal and external audiences
- Created a product narrative (vision, mission, strategy) for consistent positioning of the digital program
- Project management and oversight of large-scale change communication projects
- Developed a brand strategy and brandbook for unified branding of the digital program
- Designed and executed communication campaigns and initiatives, including content creation and stakeholder communication
- Managed events and external service providers (agencies, print shops)
- Successfully developed and executed a change communication strategy that effectively supported the IT transformation
- Produced a clear product narrative (vision, mission, strategy) that made the digital transformation tangible
- Positioned the digital program effectively with a holistic brand strategy and brandbook
- Increased internal stakeholder buy-in through targeted change campaigns and communication measures
- Improved stakeholder communication with interviews, content strategies, and creative campaigns
Jul 2020 - Dec 2023
3 years 6 monthsMettmann, Germany
Interim Senior Marketing and Communication Expert, Trusted Advisor in Restructuring and Change
Fondium Group
- Fondium Group was undergoing a comprehensive restructuring and change process affecting competitiveness, sustainability, and digitalization. I was hired to advise the executive and HR leadership strategically, develop communication strategies, and lead large projects in internal/external communication and brand development.
- Strategic advising of executive and HR leadership on internal and external communication during restructuring and change
- Developed a brand-focused communication architecture to strengthen competitiveness and trust among internal and external audiences
- Crafted vision and mission statements to sharpen the product narrative and guide brand strategy
- Led change and communication projects in digitalization, competitiveness, and sustainability
- Project lead for the company website redesign, including development of a new content strategy
- Conducted workshops and training for leaders and top management to improve internal communication
- Managed external providers (agencies, videographers, copywriters, editors) for high-quality communication deliverables
- Successfully developed and implemented a new corporate communication strategy that improved internal acceptance and external perception
- Guided the restructuring and change process with targeted communication measures that boosted competitiveness
- Optimized internal communication for leaders through workshops and training that raised change capabilities
- Repositioned the corporate brand effectively with a website redesign and improved content strategy
- Managed stakeholder relationships to optimize collaboration between internal teams and external providers.
Jun 2018 - Jan 2020
1 year 8 monthsMarkdorf, Germany
Interim Senior Marketing and Brand Manager EMEA/Asia, Trusted Brand Leadership Advisor
J. Wagner GmbH
- J. Wagner GmbH was expanding internationally and needed support for marketing and brand management in EMEA and Asia. I was tasked with optimizing marketing strategy, leading global sales campaigns, and strengthening brand presence through targeted initiatives.
- Strategic advising of EMEA/Asia marketing and sales leadership on brand management and international market positioning
- Developed and executed marketing strategies, including market analyses, customer journey mapping, and communication planning
- Managed the brand for the decorative finishing product range, including strategic positioning and sales support
- Planned and implemented marketing communications, including social media, PR reports, and trade press relations
- Led the global rollout of the “The Unstoppables” sales campaign, including campaign management and content production
- Organized and supervised photoshoots and video shoots for product and brand communication
- Managed events and projects for brand and sales events to strengthen the corporate brand
- Oversaw external providers (agencies, print shops, videographers, copywriters, editors, photographers) for consistent brand communication
- Achieved successful international brand alignment and expansion through targeted marketing and sales measures
- Optimized brand strategy and communication, strengthening market position in EMEA
- Executed a successful global rollout of the “The Unstoppables” campaign, with high reach and positive B2B feedback
- Increased brand presence and customer engagement with effective social media and content strategies
- Delivered large-scale events and sales activities that drove brand awareness and customer loyalty.
Oct 2016 - Jan 2018
1 year 4 monthsHanover, Germany
Interim Senior Marketing and Brand Manager, Trusted Brand Strategy Advisor
Wienerberger GmbH
- Wienerberger GmbH was refining brand and market positioning for multiple product lines and needed external expertise to optimize brand strategies and develop a unified communication approach. I was brought in to conduct market analyses, oversee brand and sales campaigns, and strengthen B2B social media presence.
- Strategic advising of strategic marketing, product management, and communications leadership on brand positioning
- Conducted market and portfolio analyses, including customer journey studies, to optimize market approach
- Developed and executed market strategies and communication concepts for corporate and sub-brands
- Planned, rolled out, and managed an image campaign for the corporate brand, including project leadership and execution
- Created brand and sales strategies for Kamtec, Poroton, Koramic, and Argeton brands
- Managed the corporate brand and sub-brands, including campaign management and execution
- Developed a B2B social media strategy, including content management and creation
- Project management and coordination of photoshoots and video shoots for communication and sales campaigns
- Managed trade show and event activities, and optimized point-of-sale materials for retail
- Oversaw external providers (agencies, print shops, videographers, copywriters, photographers) for a consistent brand message
- Successfully realigned the corporate and sub-brand strategies, strengthening market position
- Optimized customer journey and market outreach with data-driven insights and strategic recommendations
- Launched and delivered an image campaign that significantly improved brand recognition and corporate image
- Boosted brand presence and customer engagement with a targeted B2B social media strategy
- Executed large-scale events and trade shows that enhanced customer loyalty and brand visibility.
Aug 2016 - Present
9 yearsDüsseldorf, Germany
Executive Interim Manager, Strategic Consultant, Owner
Schmidt-Interim, Interim Marketing & Change Management
- Strategic consulting, project management, and interim management for marketing, communications, and change mandates. (See detailed project list below)
Sep 2015 - Mar 2016
7 monthsSabbatical
- Built my freelance practice
Feb 2014 - Aug 2015
1 year 7 monthsBeringen, Switzerland
Head of Business Unit Industry
BBC Bircher SmartAccess AG
Oct 2010 - Dec 2013
3 years 3 monthsPfullendorf, Germany
Head of Marketing Communications
Geberit Germany
Apr 2010 - Sep 2010
6 monthsZürich, Switzerland
Key Account Manager (investors, general contractors, and architects)
Inhaus AG
Nov 2008 - Feb 2010
1 year 4 monthsNürtingen, Germany
Agency Director, Creative Director
Agentur ID im Dialog GmbH
Feb 2008 - Feb 2010
2 years 1 monthNürtingen, Germany
Head of Marketing and Communications
Birk GmbH
Mar 2007 - Feb 2008
1 yearSingen, Germany
Agency Director, Creative Director
Formart
Jul 2004 - Feb 2007
2 years 8 monthsSingen, Germany
Head of Marketing and Communications
SeminarPool GmbH (today: platzhirsche.net)
Nov 2002 - Jun 2004
1 year 8 monthsMarburg, Germany
Junior Art Director
Prinz & Partner
Jul 2001 - Oct 2002
1 year 4 monthsMarburg, Germany
Full-Time Intern (40 hrs/week)
Prinz & Partner
Summary
With over 20 years of experience in marketing, communications, and change management, I take on senior project and leadership roles. I develop strategic communication and branding initiatives, guide transformation processes, and lead cross-functional teams through change phases. As an interim manager and project lead, I drive companies through growth and restructuring – with clear strategies, effective communication, and hands-on execution – always collaborative, never top-down!
Roles:
- Strategic Consultant for Change Communication
- Interim Manager Marketing & Brand Leadership
- Head of Marketing and Communications (interim/project-based)
Areas of Expertise:
- Change Communication & Transformation Support (digitalization, restructuring, employer branding)
- Brand Strategy & Brand Management (marketing, employer brand, rebranding, product narratives)
- Communication and Campaign Management (internal & external communication, social media, PR)
- Project Leadership & Executive Coaching (complex projects, C-level consulting, leadership coaching)
Industries:
- IT & Digitalization (IT consulting, digital transformation)
- Finance & Public Sector (banks, pension insurance)
- Industry & Automotive Suppliers (mechanical engineering, construction, surface technology)
Languages
German
NativeEnglish
Advanced Education
Oct 2001 - Jun 2003
Academy for Sales Management
Communications Business · Kassel, Germany
Conference of Academies for Communication, Marketing, Media e.V.
Bachelor Professional in Marketing Communications · Marketing Communications · Bad Vilbel, Germany
Stiftsschule St. Johann, Humanist Gymnasium
Abitur · General University Entrance Qualification · Amöneburg, Germany
Certifications & licenses
Bachelor Professional in Marketing Communications
Conference of Academies for Communication, Marketing, Media e.V.
State-Certified Communications Specialist
State School Authority, Kassel
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