Florian Dieterle - Project Manager Marketing

Düsseldorf, Germany

Experience

Feb 2025 - Present

6 months

Project Manager Marketing

Dr. Wolff Group

Internationalization setup and mindset for Alpecin, Bioniq, Linola, Plantur, Vagisan
Standardization of international communication development processes
Creation of brand content: UGC, brand story for hair care, oral care, skin care
Establishment of consumer insight systems, customer-centric mindset and AI tools
Revenue €500 m

Jul 2024 - Dec 2025

6 months

Düsseldorf, Germany

Innovation Workshops on Circular Economy and Public Sector Location Consulting

Jul 2024 - Dec 2025

6 months

Düsseldorf, Germany

Planning, organization and execution of Ideenfutter Expo (food startups)

Sep 2023 - May 2024

9 months

Project Manager Brand Experience

Dornbracht Armaturen

Project management for Milan showroom: concept, planning, execution and opening event
Development and execution of cooperation strategy "Brand in Space"
Brand projects: brand experience, corporate, artificial intelligence, sustainability, ESG
Revenue €150 m

Oct 2022 - Jun 2024

1 year 9 months

Head of Marketing and Communications

Georg Menshen Packaging Industry

Brand development (brand mission) and international brand build-up
Social media development: content strategy and channel strategy
Foundation of employer branding
Trade show projects including Interpack and brand redesign in B2B
Change management and establishment of crisis and internal communication processes
Development of sustainability concept and communication, ESG
Revenue €180 m

Jan 2021 - Dec 2023

2 years

Düsseldorf, Germany

Brand Alignment

Ledlenser

Brand alignment for flashlights

Nov 2021 - Sep 2022

11 months

Project Manager Brand & Content

Dornbracht Armaturen

Strategic brand development and implementation of new brand design (brand portal, Frontify)
Development of sustainability strategy and implementation of sustainability concepts
Social media strategy: planning and implementation including templates
Content strategy and content marketing strategy for premium luxury brand
Project management for change management and transformation processes
Development and execution of technical content (product information, data, videos)
Revenue €150 m

Apr 2021 - Sep 2021

6 months

Global Brand Innovation Manager

Essity

Initiation and execution of innovation and sustainability projects
2022 relaunch of Tempo 3-in-1 (product management and innovation steering)
Project management of stage-gate innovation process
Creation of business cases and potential calculations
Concept and product development, innovation workshops
Trend research and consumer insights
Sustainability projects: development of sustainable products, packaging and systems
Communication strategy including purpose
Revenue €12 b

Oct 2020 - Mar 2021

6 months

Project Manager

Zwiesel Glas (Schott Zwiesel)

Further development of strategic brand platform and positioning B2B/B2C based on global market leadership in HORECA and B2B
Agency pitch and selection of new lead agency
Market research, consumer insights and segmentation
Marketing organization consulting and campaign execution
Revenue €100 m

Jan 2020 - Dec 2020

1 year

Düsseldorf, Germany

Optimization of communication and marketing of B2B packaging system

Jan 2020 - Dec 2020

1 year

Düsseldorf, Germany

Planning and organization of Ideenfutter congress

Jan 2020 - Dec 2020

1 year

Düsseldorf, Germany

Optimization of customer outreach

B2B workwear distributor

Jan 2020 - Dec 2020

1 year

Düsseldorf, Germany

Setup and project management of virtual trade fair

Foodhub NRW

Jan 2020 - Dec 2020

1 year

Düsseldorf, Germany

Mission statement development

Outdoor and garden supplies manufacturer

Jan 2019 - Dec 2020

1 year

Düsseldorf, Germany

Optimization of campaign management

B2B refractory association

Nov 2017 - Jun 2019

1 year 8 months

Project Manager

Carl Zeiss AG

Project and change management in corporate brand and communication (brand communication, investor relations, internal and external communications)
Interim head of brand management communications (in-house agency with 15 staff): online, print and live communications for eyewear, cameras, medical and measurement technology, semiconductors
International website relaunch, setup of web analytics
Redesign of brand experience and customer journey in select areas
Various digital marketing projects (SEO/SEA)
Launch of international brand portal (guidelines, best practices, media assets)
Build brand support structure for global brand standards
Organize international quantum optics conference event
Manage trade shows and internal events (agile project management)
Launch of new international visual and communication design campaign
Setup employer branding positioning
HR recruitment campaigns and support for digital learning platform development
Revenue €6 b

Jan 2016 - Dec 2017

1 year

Düsseldorf, Germany

Development and optimization of customer experience

B2B online platform

Jan 2015 - Dec 2016

1 year

Düsseldorf, Germany

B2B marketing approach

Soennecken

Oct 2015 - Jul 2016

10 months

Marketing Director

Weber Stephen Germany (Weber Grills)

Revenue responsibility €180 m
Led 12 staff
Budget €10 m
Brand building and expansion
Development and execution of European corporate, marketing and communications strategy with EMEA org
Development and implementation of customer experience management and customer centricity
Reorganization and change management of Weber Germany marketing
Setup of trade and shopper marketing
Development and execution of event, content marketing and sponsorship concepts
New website and e-commerce launch
Various digital and social media projects and brand activations
Coordination of sports marketing with Thomas Müller (FC Bayern) for TVC and events

Jan 2015 - Dec 2019

4 years

Düsseldorf, Germany

Co-Founder

Marketsteel

Support in building a B2B portal for the steel industry

Jan 2014 - Dec 2015

2 years

Düsseldorf, Germany

Realignment of customer touchpoint management

Union Investment

Jan 2014 - Dec 2015

1 year

Düsseldorf, Germany

Innovation consulting

Teekanne

Jan 2013 - Dec 2014

1 year

Düsseldorf, Germany

Innovation consulting

Ergobag

Jan 2011 - Dec 2013

1 year

Düsseldorf, Germany

Support for Chinese investors

Carl Duisberg Society

Jan 2010 - Present

14 years 7 months

High Wycombe, United Kingdom

Lecturer Digital Marketing and Change Management

University of Buckingham, UK

Jan 2010 - Present

14 years 7 months

Düsseldorf, Germany

Strategy Workshops

Weber Stephen (Weber Grills)

Feb 2010 - Sep 2010

8 months

Marketing Director

Weber Stephen Germany (Weber Grills)

Revenue responsibility €40 m
Led 10 staff
Budget €4 m
Positioning Weber as #1 premium grill brand
Realignment of brand and product management for growth
Assortment and pricing planning with retailer and consumer materials (catalog, price lists, sell-in, magazine, POS)
New communication strategy with TV start from 2011
Online strategy SEO/SEM
Launch of Grill Academy for consumers
Agency selection and pitches
Innovation projects
Training concepts and sell-in presentations for sales

Jan 2009 - Dec 2011

2 years

Düsseldorf, Germany

B2B printing business marketing concept

Mayspies

Jan 2009 - Dec 2010

1 year

Düsseldorf, Germany

Redesign of media platform and website

Eiskellerberg TV

Jan 2009 - Dec 2009

1 year

Düsseldorf, Germany

Marketing concept and realignment

Rotkäppchen-Mumm

Jan 2008 - Present

17 years 7 months

Düsseldorf, Germany

Various innovation workshops (Design Thinking and Business Model Canvas)

Jan 2008 - Dec 2009

1 year

Düsseldorf, Germany

Innovation strategy and dealer concept

Corum

Jan 2004 - Dec 2009

5 years

Düsseldorf, Germany

Head of Marketing, PR, Database and Call Center

Weight Watchers Germany

Weight loss products and services
Revenue €100 m including retail license sales, marketing budget €15 m, core team 15, call center 25
Successful expansion of core business through innovation in 2004 with strong double-digit growth
Brand building for Weight Watchers umbrella brand
Campaign management for TV, print and online
Dialogue marketing by mail and email
Online marketing and website
New customer acquisition and loyalty programs
Marketing support for new business development
Introduction of geo-marketing tools to optimize and exploit new meeting locations
Database campaign management and launch of new media efficiency tools
PR realignment for national and regional activities including crisis PR
Successful launch of monthly pass combining offline and online
Long-term innovation strategy realignment
International pitches for media and ad agencies
Realignment of health care marketing and medical/public affairs activities

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Marketing Frozen Foods and Ice Cream

Nestlé Germany/Eismann Direct Frozen Food Sales

Revenue €250 m in Germany, budget €3 m
24 national and 7 international marketing managers
Organization restructuring and introduction of product management
New marketing positioning for Eismann umbrella brand
Production of 20 main catalogs per year nationally and internationally
Implementation of international innovation teams
Direct marketing campaigns and customer segmentation
New customer acquisition and loyalty measures
Product development with purchasing and quality management
Introduction of about 100 new products per year
Realignment of core and promotional ranges with a 30% SKU cut
Redesign of marketing trigger chain, campaign management and CRM
Improved cost and structural efficiency of marketing services
Established strategic pricing system

Jan 2001 - Dec 2004

3 years

Nieder-Olm, Germany

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

Eckes Spirituosen & Wein

Revenue €150 m (excluding tax), marketing budget €15 m, 20 staff in marketing, research and product development
Realignment of spirits and sparkling wine division
Successful brand expansion and new wine lines
Launch of umbrella brand strategy with defined architecture
Acquisition of three international distribution brands for hospitality line launch
Marketing and product development realignment into innovation management
Strategy development for business expansion including private label business plan
Implementation of value management and brand valuation in marketing and sales
Reallocation of marketing and sales budgets

Jan 1999 - Dec 2002

2 years

Düsseldorf, Germany

International Director Knowledge Management

Henkel AG & Co. KGaA

Led European team of 12
Detergents, cosmetics and adhesives
Built and established a global knowledge management system for FMCG marketing and sales (best practice)
Embedded knowledge management philosophy in marketing teams
Created best practice database with success factors for efficient marketing
Initiated organizational and process changes

Jan 1998 - Dec 1999

1 year

Düsseldorf, Germany

International Marketing Manager SBU Wool Detergents, Additives, Bleaches

Henkel AG & Co. KGaA

Revenue responsibility €135 m, budget €20 m
Brands: Perwoll, Sil, Mir, Le Chat
Led European matrix team of 12 marketing managers
Developed and implemented international marketing initiatives
Conducted marketing and product standardizations
Paneuropean relaunch in 12 countries via project teams
Launched knowledge management as a cross-functional project from 1999

Jan 1997 - Dec 1998

2 years

Düsseldorf, Germany

International Project Manager Business Intelligence

Henkel AG & Co. KGaA

Led European team of 6, reported directly to board
Built European management information system
Developed methods for marketing efficiency and ad performance control
Increased ROI with marketing ROI systems
Standardized external and internal country reporting across Europe

Jan 1992 - Dec 1997

4 years

Düsseldorf, Germany

Senior Product Manager for Weißer Riese and Spee

Henkel AG & Co. KGaA

Managed 3 staff, €80 m revenue, €7 m budget
Turnaround of Weißer Riese through introduction of Megaperls, regained #4 market position
Strategy to expand Spee from East German to national brand, later #3 nationally

Jan 1991 - Dec 1992

2 years

Düsseldorf, Germany

Product Manager Perwoll, Dato, Fewa

Henkel AG & Co. KGaA

Led 2 staff, €35 m revenue, €5 m budget
Achieved market leadership for Perwoll after relaunch
Developed innovative specialty detergents

Jan 1990 - Dec 1991

1 year

Germany

Field Sales District Manager

Henkel AG & Co. KGaA

Sales planning and control for retail and wholesale

Jan 1987 - Dec 1989

3 years

Düsseldorf, Germany

Marketing Assistant Household Cleaners Der General

Henkel AG & Co. KGaA

On-the-job training and basic marketing training

Düsseldorf, Germany

Co-Founder Innovation Network

Foodhub NRW

Rethinking nutrition.

Summary

Successful work as an executive, consultant and interim manager in marketing, sales, innovation and change management from product manager to marketing director (national/international) in corporate and mid-sized companies, many years of leadership experience with 5 to 25 team members
Strategic and operational management of existing business areas as well as expansion and new development of innovative business models, products and services; sustainability
National and international experience in strategic and operational brand management B2C and B2B
Brand building and strategic brand management (positioning, brand architecture, brand extensions, marketing mix, CI/CD guidelines)
Development and implementation of long-term brand and business unit strategies across numerous product launches and relaunches (national, international)
Development and execution of many brand and communication campaigns above and below the line (direct marketing, catalog marketing, trade shows, live communication, customer magazines) including agency management and sales integration
International marketing planning and control including budget allocation
Digital marketing: SEA/SEO, social media, marketing automation, AI applications
Management of PR, content marketing and influencer marketing campaigns
International rollout of marketing and sales tools for efficiency measurement
Optimization of customer journey, touchpoints and experience management
Development and implementation of innovative CRM, trade marketing and sales concepts
Establishment and leadership of multifunctional, multinational teams and project management
Reorganization and realignment of marketing departments and change management
Setup of strategic market research (consumer insights, performance metrics)
Development of strategic and operational HR and employer branding concepts

Languages

German

Native

English

Advanced

French

Elementary

Education

Oct 1983 - Jun 1987

LMU Munich

Diplom-Kaufmann · Business Administration · Munich, Germany

Oct 1970 - Jun 1983

Primary and Secondary School Munich-Ottobrunn

Abitur · Ottobrunn, Germany

Certifications & licenses

Change Management

Coaching

NLP

Trainer

Similar Freelancers

Discover other experts with similar qualifications and experience

Verified Expert

Corinna Picker