Florian Dieterle - Project Manager Marketing

Q: Where is Florian based?

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

Q: What languages does Florian speak?

Florian speaks the following languages: German (Native), English (Advanced), French (Elementary) .

Q: How many years of experience does Florian have?

Florian has at least 67 years of experience. During this time, Florian has worked in at least 21 different roles and for 16 different companies . The average length of individual experience is 2 years and 11 months . Note that Florian may not have shared all experience and actually has more experience.

Q: What is Florian's latest experience?

Florian's most recent position is Project Manager Marketing at Dr. Wolff Group .

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

In recent years, Florian has worked for Dr. Wolff Group , Dornbracht Armaturen , Georg Menshen , Essity , and Zwiesel Glas (Schott Zwiesel) .

Q: Which industries is Florian most experienced in?

Florian is most experienced in industries like Food and Beverage , Manufacturing , and Professional Services . Florian also has some experience in Education , Chemical , and Healthcare .

Q: Which business areas is Florian most experienced in?

Florian is most experienced in business areas like Marketing , Product Development , and Strategy and Planning . Florian also has some experience in Project Management , Research and Development (R&D) , and Customer Service .

Q: Which industries has Florian worked in recently?

Florian has recently worked in industries like Food and Beverage , Manufacturing , and Professional Services .

Q: Which business areas has Florian worked in recently?

Florian has recently worked in business areas like Marketing , Product Development , and Strategy and Planning .

Recommended expert

Düsseldorf, Germany

Experience

Feb 2025 - Present

1 year

Project Manager Marketing

Dr. Wolff Group

Internationalization of brand processes and communication for Alpecin, Bioniq, Linola, Plantur and Vagisan
Innovation project for entering a completely new segment
Development of brand content: UGC, visual brand story for hair care
Implementation of AI tools and consumer insight systems/customer centric mindset

Sep 2023 - May 2024

9 months

Project Manager Brand Experience

Dornbracht Armaturen

Project management of the Milan showroom: concept, planning and execution including the opening event
Development and implementation of the partnership strategy "Brand in Space"
Brand projects: brand experience, corporate, artificial intelligence (AI), sustainability, ESG

Oct 2022 - Jun 2024

1 year 9 months

Head of Marketing/Communications

Georg Menshen

€180 million in sales
Brand development (brand mission) and international brand building
Social media development: creation of content and channel strategies
Employer branding: development of foundational elements
Trade fair projects including the leading fair Interpack and the re-staging of the brand in the B2B environment
Change management and establishment of crisis communication and internal communication processes
Development of sustainability concepts and sustainability communication, ESG

Nov 2021 - Sep 2022

11 months

Project Manager Brand & Content

Dornbracht Armaturen

€150 million in sales
Strategic brand development and operational implementation of the new brand design (brand portal, Frontify)
Development of sustainability strategy and implementation of sustainability concepts
Social media strategy: development and execution 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)

Apr 2021 - Sep 2021

6 months

Global Brand Innovation Manager

Essity

€12 billion in sales
Initiation and execution of innovation projects and sustainability initiatives
Tempo relaunch 2022 '3-in-one' (product management and innovation governance)
Project management of the stage gate innovation process
Creation of business cases and calculation of potentials
Concept and product development; facilitation of innovation workshops
Trend research and generation of consumer insights
Sustainability projects: development of sustainable products, packaging and systems
Communication development including purpose

Oct 2020 - Mar 2021

6 months

Project Manager

Zwiesel Glas (Schott Zwiesel)

Sales of 100 million euros
Further development of the strategic brand platform/positioning for B2B and B2C based on world market leadership in HORECA and B2B
Led agency pitch and search for a new lead agency
Developed market research/consumer insights and segmentation
Advised marketing organization and operational campaign implementation

Jan 2020 - Present

6 years 1 month

Co-Founder Innovation Network

Foodhub NRW

Rethinking nutrition

Nov 2017 - Jun 2019

1 year 8 months

Project Manager

Carl Zeiss AG

Sales of 6 billion euros
Project management/change management in corporate brand & communication (brand communication, investor relations, internal and external communication)
Interim head of brand management communications (in-house agency with 15 staff): online, print, and live communication development for eyeglass lenses, cameras, medical technology, measurement technology, and semiconductor technology
Relaunched international ZEISS website, including setting up web analytics
Redesigned brand experience and customer journey in selected areas
Various digital marketing projects (SEO/SEA)
Introduced international brand portal (guidelines, best practice examples, media assets)
Built brand support structure to ensure and support brand standards internationally
Organized international event/conference in quantum optics
Managed various trade shows and internal events (agile project management)
Launched new international visual and communication design campaign (brand image campaign)
Developed employer branding positioning
Created HR recruitment campaigns and acted as sparring partner in developing a digital learning platform

Oct 2015 - Jul 2016

10 months

Marketing Director

Weber Stephen Deutschland (Weber Grills)

Revenue responsibility of 180 million euros, leading 12 employees, budget of 10 million euros
Brand building and brand expansion
Developed and implemented European corporate, marketing, and communication strategy with the EMEA organization
Developed and implemented customer experience management/customer centricity
Reorganized and managed change in Weber Germany marketing
Established trade marketing and shopper marketing
Developed and implemented event, content marketing, and sponsorship concepts
Launched new website and started e-commerce
Various digital projects, social media, and brand activation
Coordinated sports marketing with Thomas Müller (FC Bayern) for TV commercials and events

Jan 2015 - Dec 2018

4 years

Düsseldorf, Germany

Support for building a B2B portal in the steel industry

marketSTEEL

Jan 2011 - Present

15 years 1 month

United Kingdom

Lecturer Digital Marketing, Change Management

University New Bucks

Feb 2010 - Sep 2010

8 months

Marketing Director

Weber Stephen Germany (Weber Grills)

Responsible for sales of 40 million euros, leading 10 staff, budget of 4 million euros
Built Weber as the No. 1 premium grill brand
Realigned brand management and product management to fit market conditions and growth
Assortment and pricing planning and execution, including trade and consumer promotional materials (dealer catalog, price lists, sell-in materials, magazine, POS materials)
Redesigned communication strategy, particularly launching TV ads from 2011
Online strategy SEO/SEM
Launched Grill Academy for end consumers
Managed service provider and agency search, including agency pitches
Innovation projects
Training concepts and sell-in presentations for sales

Jan 2008 - Dec 2025

18 years

Düsseldorf, Germany

Marketing, Strategy, Innovation

Independent Business Consultant and Interim Manager

Planning, organizing, and implementing Ideenfutter Expo (food startups) in H2 2024
Innovation workshops on circular economy and site consulting for the public sector in H2 2024
Brand alignment for Ledlenser flashlights 2022/2023
Optimized communication and marketing of a B2B packaging system 2020
Developed guiding principles for an outdoor and garden supplies manufacturer 2020
Optimized customer approach for B2B workwear retailers 2020
Setup work at Foodhub NRW/virtual trade fair project 2020
Planning and organizing Ideenfutter Congress 2020
Optimized campaign management for the B2B Feuerfest association 2019
Built and optimized customer experience for a B2B online platform 2017
Developed marketing approach for B2B Soennecken 2016
Realigned customer touchpoint management for Union Investment 2014/2015
Innovation consulting for Teekanne 2014
Innovation consulting for Ergobag 2013
Managed Chinese investors for the Carl Duisberg Society 2012
Strategy workshops for Weber Stephen (Weber Grills) since 2011
Marketing concept for the B2B printing business Mayspies 2010/2011
Realigned media platform online presence for eiskellerberg TV 2010
Marketing concept and realignment for Rotkäppchen-Mumm 2009
Innovation strategy and dealer concept for Corum 2008
Various innovation workshops (design thinking/business model canvas approach) since 2008

Jan 2004 - Dec 2008

5 years

Düsseldorf, Germany

Head of Marketing/PR/Database/Call Center

Weight Watchers Germany GmbH

Sales of 100 million euros including retail sales of licensed products, 15 million euro marketing budget, 15 core team members, 25 call center staff
Successfully expanded the core business through innovation in 2004 with strong double-digit growth rates
Built the Weight Watchers parent brand
Campaign management for TV, print, and online
Dialog marketing through mail and email
Online marketing and website
New customer acquisition and retention measures
Marketing support for developing new business areas
Introduced geo-marketing tools to optimize and leverage potential of new meeting locations
Database campaign management and implementation of new tools for media efficiency
Realigned PR into national and regional activities, including crisis PR
Successfully launched the monthly pass as an offline and online combination
Realigned long-term innovation policy
Conducted international pitches for media and advertising agencies
Realigned health care marketing and doctor and public affairs activities

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Marketing Frozen Foods/Ice Cream

Eismann Frozen Food Service (Nestlé Group)

Sales: 250 million euros in Germany, 3 million euro budget, 24 national staff, 7 international marketing managers
Realigned the entire organization and introduced product management
Developed new marketing positioning for the Eismann parent brand
Created 20 main catalogs per year nationally and internationally
Implemented international innovation teams
Direct marketing campaigns and customer segmentation
New customer acquisition and creation of customer retention measures
Product development linked to purchasing and quality management
Introduced about 100 new products per year
Realigned core and promotional assortments through drastic assortment reduction (30% fewer SKUs)
Realigned marketing trigger chain, campaign management, and CRM
Improved cost and structural efficiency of marketing services
Established a strategic pricing system

Jan 2001 - Dec 2003

3 years

Nieder-Olm, Germany

Head of Marketing / Strategic Projects for Spirits, Sparkling Wine and Wine in Grocery Retail and Hospitality

Eckes Spirituosen & Wein GmbH

150 million euros in sales (excluding taxes), marketing budget 15 million euros, 20 marketing staff, market research, product development
Realigned the spirits and sparkling wine business unit
Successfully expanded the branded business and launched new wine lines
Introduced an umbrella brand strategy, including defined brand architectures
Acquired three international distribution brands to launch the hospitality sales line
Redirected marketing and product development into innovation management
Developed strategies for business field expansion, including a business plan for the private label segment
Implemented value enhancement management and brand valuation in marketing and sales
Reorganized marketing/sales budget allocation

Jan 2000 - Dec 2001

2 years

Düsseldorf, Germany

International Director Knowledge Management

Henkel AG & Co. KGaA

Managed a European team of 12 in detergents, cosmetics and adhesives
Built and established a global knowledge management system for FMCG marketing and sales (best practice approach)
Drove the adoption of the knowledge management philosophy across marketing departments
Set up a best practice database with success factors for efficient marketing
Initiated organizational and process changes

Jan 1999 - Dec 1999

1 year

Düsseldorf, Germany

International Marketing Manager SBU Wool Detergents, Additives, Bleaches

Henkel AG & Co. KGaA

Responsible for sales of 135 million euros, marketing budget of 20 million euros, brands: international wool detergents Perwoll, Sil, Mir, Le Chat; led European teams of 12 marketing managers
Developed and implemented international marketing initiatives
Conducted marketing and product standardizations
Led the international relaunch of wool detergents in 12 countries by setting up pan-European project teams
From 1999, simultaneously initiated the establishment of knowledge management as a cross-functional project

Jan 1997 - Dec 1997

1 year

Düsseldorf, Germany

International Project Manager Business Intelligence

Henkel AG & Co. KGaA

Led a European team of 6, reporting directly to the executive board
Built a European management information system
Developed methods for marketing efficiency and advertising performance controlling
Increased overall return after implementing marketing ROI systems
Standardized external and internal country reporting across Europe

Jan 1993 - Dec 1993

1 year

Düsseldorf, Germany

Senior Product Manager for Weißer Riese and Spee

Henkel AG & Co. KGaA

Managed 3 staff, sales of 80 million euros, marketing budget of 7 million euros
Turned around Weißer Riese by introducing Megaperls, restoring the brand to 4th market position after years of decline
Developed strategy to expand Spee from an East German brand to a national brand, later achieving 3rd national position

Jan 1991 - Dec 1991

1 year

Düsseldorf, Germany

Product Manager Perwoll, Dato, Fewa

Henkel AG & Co. KGaA

2 employees, sales 35 million euros, marketing budget 5 million euros
Achieved market leadership for Perwoll after relaunch
Developed innovative specialty detergents

Jan 1990 - Dec 1990

1 year

Germany

Field Sales District Manager

Henkel AG & Co. KGaA

Planning and sales management in the retail and wholesale sector

Jan 1987 - Dec 1987

1 year

Düsseldorf, Germany

Marketing Assistant for household cleaner Der General

Henkel AG & Co. KGaA

On-the-job training / basic marketing training

Summary

"Customers today no longer just look for products or services, they look for experiences"

Many years of hands-on and strategic experience at national and international level as a leader and business consultant in marketing, sales, change management & sustainability in industry, trade and services (B2C/B2B)
Proven market success in growing and building new markets and brands as an employee (Henkel, Nestlé, Eckes, Weight Watchers)
Interim management at Weber Grill, Carl Zeiss, Zwiesel Glas, Essity (Zewa, Tempo), Dornbracht Faucets, Dr. Wolff, some with multiple assignments & extensions
Co-founder of the digital disruptive B2B platform start-up marketSTEEL and builder of the regional innovation network Foodhub NRW
Successful in developing and implementing innovative products, services and using new processes/methods (Design Thinking)
Entrepreneurial, goal- and efficiency-oriented work style, high empathy, strong communication skills, high analytical competence and a creative mindset
Trained as a trainer and in change management, NLP and coaching
Lecturer for the Master's program in Marketing, Innovation and Change Management

Skills

Successful Experience As A Leader, Consultant And Interim Manager In Marketing, Sales, Innovation And Change Management From Product Manager To Marketing Director (National/international) In Corporations And Mid-sized Companies, Many Years Of Leadership With Teams Of 5 To 25 People
Strategic And Operational Leadership Of Existing Business Areas As Well As Their Expansion And The Development Of Innovative Business Models, Products And Services; Sustainability
National And International Experience In Strategic And Operational Brand Management For B2c And B2b
Brand Building And Strategic Management Of Brands (Positioning, Brand Architecture, Brand Extension, Marketing Mix, Ci/cd Guidelines)
Development And Implementation Of Long-term Brand And Business Strategies Through Numerous Product Launches And Relaunches (National, International)
Development And Execution Of Numerous 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 Management For Different Countries Including Budget Allocation
Digital Marketing: Sea/seo, Social Media, Marketing Automation And Ai Applications
Management Of Communication Campaigns: Pr, Content Marketing, Influencer Marketing
International Rollout Of Marketing And Sales Tools For Efficiency Measurement
Optimization Of Customer Journey, Customer Touchpoints And Experience Management
Development And Implementation Of Innovative Crm, Trade Marketing And Sales Concepts
Establishment And Leadership Of Multi-functional And Multi-national Teams, As Well As Project Management
Reorganization And Realignment Of Marketing Departments And Change Management
Building Strategic Market Research (Consumer Insights Management, Performance Metrics)
Development Of Strategic And Operational Hr And Employer Branding Concepts

Languages

German

Native

English

Advanced

French

Elementary

Education

Oct 1983 - Jun 1987

Ludwig-Maximilians-Universität München

Diploma in Business Administration · Business Administration · Munich, Germany

Oct 1970 - Jun 1983

Grundschule/Gymnasium München-Ottobrunn

German high school diploma · Ottobrunn, Germany

Profile

Created

January 2024

Last Update

September 2025

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Frequently asked questions

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

Where is Florian based?

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

What languages does Florian speak?

Florian speaks the following languages: German (Native), English (Advanced), French (Elementary).

How many years of experience does Florian have?

Florian has at least 67 years of experience. During this time, Florian has worked in at least 21 different roles and for 16 different companies. The average length of individual experience is 2 years and 11 months. Note that Florian may not have shared all experience and actually has more experience.

What roles would Florian be best suited for?

Based on recent experience, Florian would be well-suited for roles such as: Project Manager Marketing, Project Manager Brand Experience, Head of Marketing/Communications.

What is Florian's latest experience?

Florian's most recent position is Project Manager Marketing at Dr. Wolff Group.

What companies has Florian worked for in recent years?

In recent years, Florian has worked for Dr. Wolff Group, Dornbracht Armaturen, Georg Menshen, Essity, and Zwiesel Glas (Schott Zwiesel).

Which industries is Florian most experienced in?

Florian is most experienced in industries like Food and Beverage, Manufacturing, and Professional Services. Florian also has some experience in Education, Chemical, and Healthcare.

Which business areas is Florian most experienced in?

Florian is most experienced in business areas like Marketing, Product Development, and Strategy and Planning. Florian also has some experience in Project Management, Research and Development (R&D), and Customer Service.

Which industries has Florian worked in recently?

Florian has recently worked in industries like Food and Beverage, Manufacturing, and Professional Services.

Which business areas has Florian worked in recently?

Florian has recently worked in business areas like Marketing, Product Development, and Strategy and Planning.

What is Florian's education?

Florian attended Ludwig-Maximilians-Universität München for Business Administration.

What is the availability of Florian?

Florian is immediately available full-time for suitable projects.

What is the rate of Florian?

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