Florian Dieterle

Project Manager Marketing

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Düsseldorf, Germany

Experience

Feb 2025 - Present
11 months

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

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
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

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