John G.
Interim Marketing Manager (Freelance)
Experience
Jan 2020 - Present
5 years 8 monthsBensheim, Germany
Interim Marketing Manager (Freelance)
John Guenther Consulting
- Focus: marketing strategy, international marketing, organizational transformation of marketing departments, improving marketing & sales collaboration, brand management, innovation management & agile leadership of complex marketing projects
- Projects to date:
- Project manager for global packaging relaunch in compression therapy (18 months)
- Projects in European marketing for a home & cleaning solutions company (3 months)
- Further training as certified business coach, trainer & change management consultant (5 months)
- Consulting project on business development and real estate management marketing (2 months)
- Lead for DACH communications / DE product management for incontinence (6 months)
Jan 2019 - Dec 2020
2 yearsTaunusstein, Germany
Regional Marketing Director EMEA
BRITA
- Coordinated marketing activities for nine BRITA country branches in B2C and B2B and led local marketing directors and their teams
- Developed and implemented the EMEA marketing strategy and translated it into local marketing plans and budgets
- P&L responsibility for the total marketing budget
- Created lead generation strategy based on email marketing and CRM data for professional water dispensers
- Strengthened the interface between central marketing and local marketing for better product management and optimized brand communication
- Co-developed the overall EMEA strategy and was a member of the Leadership Forum
Jan 2017 - Dec 2019
3 yearsWeinheim, Germany
Director Global Marketing
nora systems
- Led global brand, segment and product management (15 people) and oversaw regional marketing leads (20 people worldwide)
- Designed and executed global marketing activities and their regional adaptations
- Realigned marketing through simplified organization and more efficient processes, improved information flow + closer collaboration with sales, R&D and production
- Introduced an innovation management process; created stage-gate process and relevant tools in a cross-functional team, and developed strategic product roadmaps
- Repositioned the nora brand based on heritage & company values, ensuring a consistent global brand presence with a new brand model
- Performance marketing: launched website including ongoing SEO updates, KPIs & reporting
- Developed the nora social media strategy & tactics
- Member of the nora executive circle
Jan 2012 - Dec 2017
6 yearsMannheim, Germany
Regional Marketing Manager DACH Benelux
Essity
- Managed TENA product launches and targeted product development with global marketing / R&D based on regional requirements
- Launched innovative diagnostic products TENA Identifi & TENA u-test with new go-to-market approaches, pricing and compensation models
- Developed and executed market strategies in nursing homes, hospitals and homecare, and closely coordinated with the OTC/pharmacy channel on product launches and communication
- Led large-scale projects with institutional key accounts
- Managed pricing strategy project in the institutional channel and rolled out new price structures and systems in sales/inside sales over two years
- Established digital B2B communication for TENA
- Member of the Regional Leadership Team & Global B2B Marketing Board
Jan 2010 - Dec 2012
3 yearsMannheim, Germany
Marketing Manager Institutions DACH
Essity
- Led a team of five channel managers & sales analysts
- Marketed TENA incontinence products in nursing homes and hospitals
- Responsible for sales support and CRM databases
- Developed TENA value-added services
- Core member of the European go-to-market project (realigning the sales approach)
Jan 2009 - Dec 2010
2 yearsWitten, Germany
Head of Marketing
Völker Betten
- Built an international marketing department with three staff
- Strategically realigned all national and international marketing communication
- Focused on value-added strategies, developing and launching the Völker Care Concept (bundling all product and service elements in a digital customer tool)
- Built digital marketing: launched volker.com site in four languages, added digital elements & landing pages on dealer sites, created web videos for bed diagnosis and repair
- Worked closely with and managed contract dealers
Jan 2007 - Dec 2009
3 yearsNeustadt an der Donau, Germany
Head of Marketing Respiratory DE
Covidien
- Led an eight-person team of product managers and health economists
- Revenue and profit responsibility in the high double-digit million range for the ventilation & monitoring business unit in hospital & homecare channels
- Improved marketing processes by introducing unified project processes, closer sales collaboration in activity planning, effective sales launch activities, creating a detailed marketing strategy and annual marketing plans
- Successfully executed marketing activities and sales promotions
Jan 2004 - Dec 2007
4 yearsGermany
Key Account Manager TORK
SCA Hygiene Products
- Acquired new customers and grew existing accounts in southern Germany
- Strengthened relationships with strategic TORK retail partners and significantly increased sales
- Doubled sales of a major TORK customer in the automotive segment by changing contact methods and generating positive business cases
- Led four district managers
Jan 2002 - Dec 2004
3 yearsGothenburg, Sweden
International Business Project Manager TORK
SCA Hygiene Products
- Expatriate in Gothenburg, Sweden
- Led TORK value-added services: developed and successfully launched services in healthcare, food production and office buildings across Europe
- Created B2B category management tool
- Defined global TORK PR strategy & managed PR agency network
- Member of the TORK brand architecture project (new positioning & design of the range in three quality levels)
Jan 2000 - Dec 2002
3 yearsEuropean Marketing Manager Household Towels
SCA Hygiene Products
- Coordinated European kitchen towel brands and managed interfaces between country marketing and production in Mannheim
- Focused on growing branded and private label business
Jan 1998 - Dec 2000
3 yearsGroup Product Manager ZEWA
SCA Hygiene Products
- Strategically repositioned Zewa Wisch&Weg, lead country in the Europe-wide relaunch of branded kitchen towels (stabilized market share)
- Launched Zewa Clean&Soft facial tissue
- Set up a customer call center for all Zewa brands
- Managed two product managers
Jan 1995 - Dec 1998
4 yearsBremen, Germany
Brand Manager Kaffee HAG / Kaffee ONKO
Kraft Jacobs Suchard
- Strategically repositioned Kaffee HAG including a new pricing strategy
- Increased awareness: concepted & shot TV ads for Kaffee HAG (cup swap) & Kaffee ONKO (Don’t worry, drink ONKO)
- Developed and launched innovative sales promotions with 125g packs
Summary
Business graduate with 25 years of marketing experience in local, regional and global roles plus extensive sales skills
Main focus on B2B marketing with strong brand management skills
Excellent intercultural abilities; open and respectful communication and strong emotional intelligence
Hands-on manager with great team spirit and quick grasp
Pragmatic solutions, strong assertiveness and focus on results-oriented implementation
Languages
German
NativeEnglish
NativeFrench
AdvancedSwedish
AdvancedEducation
Oct 1989 - Jun 1995
University of Trier
Diplom-Kaufmann, focus on Sales/Market/Consumer · Business Administration · Trier, Germany
Oct 1980 - Jun 1989
Staatliches Gymnasium Kusel
Abitur · Kusel, Germany
Oct 1976 - Jun 1980
Clausen – Donsieders Primary School
Donsieders, Germany
Certifications & licenses
Certified Digital Marketing Training
Circus Street, London
Certified Business Coach, Trainer & Change Management Consultant
Certified Change Management Coach & Trainer
Acus Akademie, Munich
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