Florian D.
Project Manager Marketing
Experience
Feb 2025 - Present
9 monthsProject Manager Marketing
Dr. Wolff Group
- Internationalization of setup and mindset for Alpecin, Bioniq, Linola, Plantur, Vagisan
- Standardization of processes for international communication development
- Creation of brand content: UGC, brand story for hair care, oral care, skin care
- Establishment of consumer insight systems, customer centricity mindset, AI tools
- Revenue of 500 million
Jul 2024 - Dec 2024
6 monthsDüsseldorf, Germany
Innovation workshops on circular economy / site consulting for the public sector
Jul 2024 - Dec 2024
6 monthsDüsseldorf, Germany
Planning, organization and execution of Ideenfutter Expo (food start-ups)
Sep 2023 - May 2024
9 monthsProject Manager Brand Experience
Dornbracht Armaturen
- Project management of the Milan showroom: concept, planning and implementation, opening event
- Development and execution of the cooperation strategy "Brand in Space"
- Brand projects: brand experience, corporate, artificial intelligence (AI), sustainability, ESG
- Revenue of 150 million
Oct 2022 - Jun 2024
1 year 9 monthsHead of Marketing/Communication
Georg Menshen Verpackungsindustrie
- Brand development (brand mission) and international brand building
- Social media development: creating content and channel strategies
- Employer branding: developing foundations
- Trade show projects, including the main Interpack fair and reimagining the brand in a B2B environment
- Change management and establishment of crisis and internal communication processes
- Concept development for sustainability and sustainability communication, ESG
- Revenue of 180 million
Jan 2022 - Dec 2023
2 yearsDüsseldorf, Germany
Brand Alignment
Ledlenser
- Brand alignment for flashlights
Nov 2021 - Sep 2022
11 monthsProject Manager Brand & Content
Dornbracht Armaturen
- Strategic brand development and operational implementation of the new brand design (Brand Portal, Frontify)
- Develop sustainability strategy and implement sustainability concepts
- Social media strategy: development and implementation, including templates
- Development of content strategy and content marketing strategy for a premium luxury brand
- Project management for change management and transformation processes
- Development and implementation of technical content (product information, product data, videos)
- Revenue €150M
Apr 2021 - Sep 2021
6 monthsGlobal Brand Innovation Manager
Essity
- Initiate and execute innovation projects and sustainability approaches
- Tempo relaunch 2022 3-in-one (product management and innovation management)
- Project management / Stage Gate innovation process
- Creating business cases and calculating potential
- Concept and product development; leading innovation workshops
- Trend research and generating consumer insights
- Sustainability projects: developing sustainable products, packaging and systems
- Communication development including purpose
- Revenue €12B
Oct 2020 - Mar 2021
6 monthsProject Manager
Zwiesel Glas (Schott Zwiesel)
- Further development of the strategic brand platform and B2B/B2C positioning based on global market leadership in HORECA and B2B
- Conducting agency pitch and searching for a new lead agency
- Developing market research/consumer insights and segmentation
- Advising marketing organization and operational campaign implementation
- Revenue €100M
Jan 2020 - Dec 2020
1 yearDüsseldorf, Germany
Communication/Marketing Optimization for B2B Packaging System
Jan 2020 - Dec 2020
1 yearDüsseldorf, Germany
Planning and organizing the Ideenfutter congress
Jan 2020 - Dec 2020
1 yearDüsseldorf, Germany
Optimizing customer outreach
B2B dealer for workwear
Jan 2020 - Dec 2020
1 yearDüsseldorf, Germany
Set-up work/project virtual trade fair
Foodhub NRW
Jan 2020 - Dec 2020
1 yearDüsseldorf, Germany
Mission statement development
Outdoor/garden supplies manufacturer
Jan 2019 - Dec 2019
1 yearDüsseldorf, Germany
Optimizing campaign management
B2B refractory association
Nov 2017 - Jun 2019
1 year 8 monthsProject Manager
Carl Zeiss AG Technology Group
- Project Management / Change Management in corporate brand & communication (brand communications, investor relations, internal and external communications)
- Interim Head of the communications area in brand management (in-house agency with 15 people): development of online, print, and live communications for eyeglass lenses, cameras, medical technology, measurement technology, and semiconductor technology
- Relaunch of the international ZEISS website, including setup of web analytics
- Redesign of brand experience and customer journey in selected areas
- Various digital marketing projects (SEO/SEA)
- Introduction of the international brand portal (guidelines, best practice examples, media assets)
- Building a brand support structure to ensure and support brand standards internationally
- Organization of an international event / professional conference in the field of quantum optics
- Managing various trade fairs and internal events (agile project management)
- Launch of a new international visual and communication design campaign (image campaign)
- Establishment of employer branding positioning
- HR recruitment campaigns and sparring partner in the further development of the digital learning platform
- €6 billion in revenue
Jan 2017 - Dec 2017
1 yearDüsseldorf, Germany
Development, expansion, and optimization of customer experience
B2B online platform
Jan 2016 - Dec 2016
1 yearDüsseldorf, Germany
B2B marketing approach
Soennecken
Oct 2015 - Jul 2016
10 monthsMarketing Director
Weber Stephen Germany (Weber Grills)
- Responsible for €180 million in sales
- Leading 12 employees
- Budget of €10 million
- Brand building and expansion
- Development and implementation of the European corporate, marketing, and communications strategy with the EMEA organization
- Development and implementation of customer experience management / customer centricity
- Reorganization and change management for Weber Germany marketing
- Redesign of trade marketing and shopper marketing
- Development and implementation of event concepts, content marketing concepts, and sponsorship concepts
- New website launch and start of e-commerce
- Various digital projects, social media, and brand activation
- Coordination of sports marketing with Thomas Müller (FC Bayern) for TV commercials and events
Jan 2015 - Dec 2018
4 yearsDüsseldorf, Germany
Co-founder
Marketsteel
- Support in building a B2B portal for the steel industry.
Jan 2014 - Dec 2015
2 yearsDüsseldorf, Germany
Realignment of Customer Touchpoint Management
Union Investment
Jan 2014 - Dec 2014
1 yearDüsseldorf, Germany
Innovation Consulting
Teekanne
Jan 2013 - Dec 2013
1 yearDüsseldorf, Germany
Innovation Consulting
Ergobag
Jan 2012 - Dec 2012
1 yearDüsseldorf, Germany
Support for Chinese Investors
Carl-Duisberg Gesellschaft
Jan 2011 - Present
14 years 10 monthsHigh Wycombe, United Kingdom
Lecturer Digital Marketing, Change Management
University New Bucks UK
Jan 2011 - Present
14 years 10 monthsDüsseldorf, Germany
Strategy Workshops
Weber Stephen (Weber Grill)
Feb 2010 - Sep 2010
8 monthsMarketing Director
Weber Stephen Deutschland (Weber Grills)
- Sales responsibility of 40 million euros.
- Leading a team of 10 employees.
- Budget of 4 million euros.
- Building the Weber brand as the No. 1 premium grill brand.
- Realignment of brand management/product management and adjustment to the market situation and growth.
- Assortment and pricing planning and execution, including trade and consumer marketing materials (dealer catalog, price lists, sell-in materials, magazine, POS materials).
- Refocused the communication strategy, especially starting TV in 2011.
- Online strategy SEO/SEM.
- Launching Grill Academy for end consumers.
- Finding service providers and agencies, including agency pitches.
- Innovation projects.
- Training concepts and sell-in presentations for sales.
Jan 2010 - Dec 2011
2 yearsDüsseldorf, Germany
Marketing concept for the B2B printing business
Mayspies
Jan 2010 - Dec 2010
1 yearDüsseldorf, Germany
Realignment of the media platform's online presence
Eiskellerberg TV
Jan 2009 - Dec 2009
1 yearDüsseldorf, Germany
Marketing concept/realignment
Rotkäppchen-Mumm
Jan 2008 - Present
17 years 10 monthsDüsseldorf, Germany
Various innovation workshops (Design Thinking/Business Model Canvas approach)
Jan 2008 - Dec 2008
1 yearDüsseldorf, Germany
Innovation Strategy - Retail Concept
Corum
Jan 2004 - Dec 2008
5 yearsDüsseldorf, Germany
Head of Marketing/PR/Database/Call Center
Weight Watchers Deutschland GmbH
- Products and services for weight loss
- 100 million euros revenue including retail sales of licensed products, 15 million euros marketing budget, 15 core team members, 25 call center staff
- Successfully expanded core business after 2004 innovation with strong double-digit growth rates
- Building the Weight Watchers umbrella brand
- Campaign management: TV, print, online
- Dialogue marketing: mail and email
- Online marketing and website presence
- New customer acquisition and customer retention initiatives
- Marketing support for the development of new business areas
- Introducing geo-marketing tools to optimize and tap the potential of new meeting locations
- Database campaign management and introduction of new tools to improve media efficiency
- Realigning PR into national and regional activities including crisis PR
- Successful launch of a monthly pass combining offline and online
- Realigning long-term innovation policy
- Conducting international pitches for media and advertising agencies
- Realigning health care marketing and physician activities/public affairs
Jan 2003 - Dec 2004
2 yearsMettmann, Germany
Head of Marketing, Frozen Foods/Ice Cream
Nestlé Deutschland/Eismann Tiefkühl-Service Direktvertrieb
- Revenue: 250 million euros in Germany, 3 million euros budget
- 24 national employees, 7 international marketing managers
- Realigning overall organization and introducing product management
- New marketing positioning for the Eismann umbrella brand
- Creating 20 main catalogs per year nationally and internationally
- Implementing international innovation teams
- Direct marketing campaigns and customer segmentation
- New customer acquisition and creating customer retention measures
- Product development in coordination with purchasing and quality management
- Introducing around 100 new products per year
- Realigning core and promotional product ranges through drastic assortment reduction (-30% fewer SKUs)
- Realigning marketing activation chain, campaign management, and CRM
- Improving cost and structural efficiency of marketing services
- Establishing a strategic pricing system
Jan 2001 - Dec 2003
3 yearsNieder-Olm, Germany
Head of Marketing/Strategic Projects - Spirits, Sparkling Wine & Wine (Retail & Hospitality)
Eckes Spirituosen & Wein GmbH
- 150 million euros revenue (excluding taxes), 15 million euro marketing budget, 20 employees in marketing, market research, and product development
- Realigning the spirits and sparkling wine business unit
- Successful expansion of the brand business and new wine lines
- Introducing an umbrella brand strategy including defined brand architectures
- Acquisition of 3 international distribution brands to launch the hospitality distribution line
- Realigning marketing and product development in innovation management
- Developing strategies for business expansion, including drafting a business plan for private labels
- Introducing value enhancement management and brand evaluations in marketing and sales
- Realigning resource allocation for marketing and sales
Jan 2000 - Dec 2001
2 yearsDüsseldorf, Germany
International Director Knowledge Management
Henkel AG & Co. KGaA
- Managing a European team (12 people)
- Detergents/cosmetics/adhesives
- Building and establishing a global knowledge management system for marketing/sales in FMCG (best practice approach)
- Driving the knowledge management philosophy in marketing
- Establishing a best practice database with success factors for effective marketing
- Initiating organizational and process changes
Jan 1999 - Dec 1999
1 yearDüsseldorf, Germany
International Marketing Manager SBU Wool Detergents, Additives, Bleaches
Henkel AG & Co. KGaA
- Revenue responsibility: 135 million euros, marketing budget 20 million euros
- Brands: international wool detergents Perwoll, Sil, Mir, Le Chat
- Leading European teams (12 marketing managers) in a matrix structure
- Developing and implementing international marketing initiatives
- Carrying out marketing and product standardizations
- International relaunch of wool detergents in 12 countries through setting up pan-European project teams
- In parallel from 1999, building knowledge management as a cross-functional project
Jan 1997 - Dec 1998
2 yearsDüsseldorf, Germany
International Project Manager Business Intelligence
Henkel AG & Co. KGaA
- Leading a European team (6 people), reporting directly to the executive board
- Building a European management information system
- Developing methods for marketing efficiency and ad performance tracking
- Increasing overall return after introducing marketing ROI systems
- Standardizing external and internal country reporting across Europe
Jan 1993 - Dec 1996
4 yearsDüsseldorf, Germany
Senior Product Manager Weißer Riese and Spee
Henkel AG & Co. KGaA
- 3 employees, revenue 80 million euros, marketing budget 7 million euros
- Turnaround of Weißer Riese by introducing Megaperls, regaining the number 4 market position after years of erosion
- Strategy to expand Spee from an East German brand into a national brand, later achieving a national number 3 position
Jan 1991 - Dec 1992
2 yearsDüsseldorf, Germany
Product Manager Perwoll, Dato, Fewa
Henkel AG & Co. KGaA
- 2 employees, revenue 35 million euros, marketing budget 5 million euros
- Achieved market leadership for Perwoll after relaunch
- Developed innovative specialty detergents
Jan 1990 - Dec 1990
1 yearGermany
Field Sales District Manager
Henkel AG & Co. KGaA
- Planning and sales management for retail and wholesale
Jan 1987 - Dec 1989
3 yearsDüsseldorf, Germany
Marketing Assistant Household Cleaners Der General
Henkel AG & Co. KGaA
- On-the-job training/basic marketing training
Düsseldorf, Germany
Co-Founder Innovation Network
Foodhub NRW
- Rethinking nutrition.
Summary
- Successful role as a leader, consultant, and interim manager in marketing, sales, innovation and change management from Product Manager to Marketing Director (national/international) in large companies and SMEs, long leadership experience with teams of 5 to 25
- Strategic and operational management of existing business areas, including expanding and creating new innovative business models, products and services; sustainability
- National and international experience in strategic and operational brand management in B2C and B2B
- Brand building and strategic brand management (positioning, brand architecture, brand extension, marketing mix, CI/CD guidelines)
- Development and implementation of long-term brand and business strategies through multiple product launches and relaunches (national, international)
- Development and execution of many brand and communication campaigns above the line and below the line (direct marketing, catalog marketing, trade shows, live communication, customer magazines), including agency management and coordination with sales
- International marketing planning and control for countries, including budget allocation
- Digital marketing: SEA/SEO, social media, marketing automation, AI applications
- Management of communication campaigns: PR, content marketing, influencer marketing
- International rollout of marketing and sales tools for efficiency measurement
- Optimization of the customer journey, customer touchpoints, and experience management
- Development and implementation of innovative CRM, trade marketing and sales concepts
- Establishment and leadership of multifunctional and multinational teams and project management
- Reorganization and realignment of marketing departments and change management
- Setup of strategic market research (consumer insights management, performance metrics)
- Development of strategic and operational HR and employer branding concepts
Languages
German
NativeEnglish
AdvancedFrench
ElementaryEducation
Oct 1983 - Jun 1987
LMU Munich
Diploma in Business Administration · Business Administration · Munich, Germany
Oct 1970 - Jun 1983
Elementary/Secondary School Munich-Ottobrunn
German high school diploma · Ottobrunn, Germany
Certifications & licenses
Change Management
Coaching
NLP
Trainer
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