Katharina Neumann - Consultant Multibrand Strategy & Activation

Recommended expert

Düsseldorf, Germany

Experience

Sep 2022 - Apr 2023

8 months

Hamburg, Germany

Consultant Multibrand Strategy & Activation

HAMBURG SÜD/ A.P. Moller - Maersk

Responsible for developing and implementing global brand and marketing strategies for various group brands
Revised brand strategy (positioning, brand essence, brand pillars, etc.) and prepared/accompanied the global roll-out
Defined marketing and CRM strategy and developed a marketing plan including communication and campaign management to establish the new positioning
Created a migration plan for various brands as part of the group restructuring

Aug 2021 - Apr 2022

9 months

Düsseldorf, Germany

Interim Management Innovation & Product Portfolio

LIKE MEAT/ The Livekindly

Overall responsibility for optimizing the product portfolio including developing, implementing and launching innovations and new products
Developed and introduced new product categories and items
Redesigned packaging including design
Achieved +13% revenue growth through innovations and the relaunch of the existing range
Optimized the new product development process from idea generation to successful market launch, including realigning responsibilities and interfaces (R&D, Packaging, Regulatory, Quality, Production, Purchasing, Supply Chain, Finance)

Nov 2020 - Jan 2021

3 months

Cologne, Germany

Consultant / Corporate Strategy Development

GLOBALG.A.P.

Advised and supported the CEO and board members on revising the corporate strategy
Reviewed purpose, positioning and company strategy, including defining the key pillars to realize the growth strategy
Facilitated the strategy process at board level and aligned the board and top management on a common direction through intensive stakeholder management

May 2019 - Oct 2019

6 months

Potsdam, Germany

Consultant / Restructuring and Management of the Digital Transformation Process

Private equity company (NDA)

Supported and advised the management board in transforming the holding and individual companies into a future-ready organization, focusing on organization, IT and HR topics
Restructured the organization in terms of structures, relevant business processes and systems to ensure future viability
Supported change management activities
Initiated the digital transformation process, including implementing a new ERP system and defining workflows

Apr 2019 - Jul 2019

4 months

Germany

Consultant / Business Model, Brand and Marketing Strategy Revision

Private Equity (NDA)

Advised the shareholders to secure the investment and unlock the company's business potential
Realigned purpose, positioning and business model to explore new growth opportunities
Implemented initial levers for Season '19
Created a roadmap for further expansion and growth over the next two years

Sep 2018 - Jan 2019

5 months

Germany

Expert / Innovation Excellence Workshop Series

Consumer Goods/Non-Food (NDA)

Support and advise executive management and department heads to optimize the rate of successful innovations and time-to-market
Redefine and successfully implement the innovation process
Increase the innovation rate

Apr 2018 - Jul 2018

4 months

Stuttgart, Germany

Consultant / Development of Customer Experience Management Strategy

CREDITPLUS BANK

Support and advise division management in identifying and defining structural and content measures to optimize the customer experience
Identify levers to strengthen customer focus and competitive differentiation
Develop a Customer Experience (CX) concept and an action plan to set up a new cross-functional Customer Experience Management role

Nov 2017 - Mar 2018

5 months

Remscheid, Germany

Consultant / Development of Data Driven Marketing including Performance Measurement and Control

VAILLANT GROUP

Support and advise the Commercial Director and marketing divisions in developing and implementing data driven marketing
Build a key metrics system for marketing and sales
Develop and roll out a precise, standardized performance monitoring system across all countries with KPIs and ROI measurement
Ensure full commitment from all stakeholders and country organizations

Jul 2017 - Aug 2017

2 months

Berlin, Germany

Consultant / Development of Future Concept for Lifestyle/Outdoor Brand

WEBER STEPHEN (EMEA)

Support the board and VP Marketing in defining the strategy for the brand’s future lifestyle concept
Conduct extensive market, customer, and trend analyses and create a future map
Develop strategic options to advance the brand and secure buy-in from key stakeholders

Apr 2017 - Aug 2017

5 months

Remscheid, Germany

Consultant / Optimization and Operationalization of Annual International Marketing and Budget Planning

VAILLANT GROUP

Project lead for realigning and implementing efficiency improvements in planning all marketing activities
Restructure international marketing planning and redefine the planning process at the global level
Introduce a planning and budgeting tool
Create a foundation for optimizing marketing effectiveness and efficiency with improvements up to 30%
Ensure full commitment from all parties (headquarters and country organizations)

Apr 2016 - Jul 2016

4 months

Berlin, Germany

Consultant / Revision of brand & marketing strategy and operationalization within international marketing planning

WEBER STEPHEN (EMEA)

Supported and advised the board and department heads to ensure a consistent brand presence and efficient approach in international market operations (EMEA)
Transformed from a decentralized to a centrally controlled structure for EMEA marketing and budget planning
Refined the brand and marketing strategy taking country-specific conditions into account
Laid the groundwork for optimizing marketing effectiveness and efficiency, achieving increases up to 15%

Oct 2015 - Feb 2017

1 year 5 months

Berlin, Germany

Consultant / Restructuring marketing and establishing central marketing for EMEA

WEBER STEPHEN (EMEA)

Responsible for restructuring marketing as part of the global reorganization
Established the Central Marketing division in an international context and restructured the marketing departments in eight country organizations
Established operating and collaboration models for headquarters and local markets
Overhauled central marketing processes
Selected, developed, and coached a new SVP Marketing

Apr 2015 - Sep 2015

6 months

Ingelheim am Rhein, Germany

Consultant / Realignment of strategic marketing and budget planning

WEBER STEPHEN

Supported and advised the board on optimizing and improving the efficiency of EMEA-wide marketing activities
Improved the content and structure of the planning process, including redefining the collaboration model between regions
Synchronized marketing activities and leveraged synergies and efficiency potential by developing joint initiatives

Nov 2014 - Apr 2015

6 months

Frankfurt, Germany

Consultant / Expanding competitive edge and strengthening brand reputation through customer/brand experience optimization

UNION INVESTMENT

Advised the executive board and head of marketing on developing brand perception and expanding premium market leadership
Designed cross-functional customer journeys with updated service design concepts across touchpoints (NPS +6 pts.)
Optimized customer journey management
Established an internal brand ambassador program to strengthen customer focus, brand profiling, and internal brand engagement

Feb 2014 - Apr 2014

3 months

Düsseldorf, Germany

Expert / Product portfolio optimization and category relaunch

ARLA FOODS

Advised and supported the marketing department in revising and defining the future product portfolio
Developed and managed a future-proof brand portfolio and product concept for one of the key SBUs

Sep 2012 - Dec 2013

1 year 4 months

Düsseldorf, Germany

Principal

KEYLENS MANAGEMENT CONSULTANTS

Leading and executing marketing- and sales-oriented consulting projects from strategy to operational implementation in the retail, consumer goods, and services sectors
Key areas: growth strategy, brand strategy, marketing-/sales strategy, marketing performance programs as well as marketing organization and processes
Practice Leader Marketing Performance & Efficiency
Leading project and client teams as well as client partner agencies
Examples: optimizing media spend (10% savings), optimizing international marketing planning processes, increasing lead generation (>10%) and customer retention (>5%), optimizing corporate market research, reviewing and developing a franchise concept in the healthcare/medical technology sector

Mar 2012 - Sep 2012

7 months

Cologne, Germany

Consultant / Interim Manager / Strategic Realignment including Marketing Restructuring

PROMARKT (REWE)

Full responsibility for designing and implementing the strategic realignment (project lead followed by interim head of marketing role)
Development and successful implementation of a comprehensive brand relaunch including new positioning, branding and 360° marketing and advertising concept
Restructuring of the marketing department and securing full board commitment to the business case for revitalizing the retail brand

Dec 2011 - Mar 2012

4 months

Hamburg, Germany

Consultant / E-Commerce Strategy Development

PEEK & CLOPPENBURG

Advising the executive board on developing the e-commerce strategy including options for implementation
Designing a holistic cross-channel marketing approach and creating a detailed roadmap for implementation

Sep 2011 - Dec 2011

4 months

Hamburg, Germany

Consultant / Marketing Restructuring and Enhancing Marketing Effectiveness and Efficiency

PEEK & CLOPPENBURG

Project lead for realigning marketing
Restructuring marketing and redefining the communication strategy with clear target group messaging and an effective marketing mix
Shaping the retail brand profile and increasing overall marketing efficiency by 10–15%

Dec 2010 - Oct 2011

11 months

Bremen, Germany

Consultant / Strategic Realignment including Restructuring of the International Marketing & Sales Organization

BEGO GROUP

Project lead of a customer-centric corporate transformation and full responsibility for revising the corporate strategy to realize growth potential
Restructuring the international marketing and sales organization including structure, roles, responsibilities (RACI) and core processes
Introducing and building a new global marketing department including role profiles and job descriptions
Developing and implementing a corporate and brand strategy with a new architecture and a double-digit increase in customer satisfaction compared to the previous year

Sep 2009 - Jul 2010

11 months

Wiesbaden, Germany

Project Manager / Introduction of New Intranet Platform and SharePoint Migration

R+V VERSICHERUNGEN

Led the project to implement a functional concept from a previous sales optimization project
Created the project plan including time, cost, and resource planning, as well as detailed work packages
Led project committees and served as liaison to the project sponsor, the Sales and IT Board
Structured and managed the creation of sales-relevant content (blueprint) and ensured on-schedule implementation despite high time pressure and limited resources

Apr 2008 - Jun 2009

1 year 3 months

Wiesbaden, Germany

Consultant / Restructuring the Sales Organization to Increase Impact and Efficiency

R+V VERSICHERUNGEN

Advised and supported the Sales Board and Head of Marketing in the reshaping to boost sales efficiency
Implemented a target-group and needs-oriented information culture along with corresponding communication concepts, processes, and tools
Achieved measurable productivity increase in the field sales organization and sales partners (1 additional customer meeting per day)
Increased sales organization satisfaction by 23%
Restructured the field sales support organization and developed a functional concept for digital sales information

Aug 2007 - Aug 2008

1 year 1 month

Cologne, Germany

Consultant / Development and Implementation of a Multidimensional Brand/Marketing Performance Control System (Brand Score Card)

GALERIA KAUFHOF

Led the project to develop and implement a multidimensional brand/marketing performance control system (Brand Score Card)
Developed and launched the Brand Score Card for continuous performance monitoring of all private labels using financial, customer, and market data
Established a cross-functional learning approach for continuous optimization, including defining processes across all areas (Marketing/CRM, Purchasing, Sales, Controlling)

Mar 2007 - Jul 2007

5 months

Hamburg, Germany

Interim Head of Marketing

STAPLES

Full responsibility for the marketing department (Advertising, CRM, and Market Research) with ten staff (three direct reports)
Realigned the marketing department in terms of content, organization, and structure
Increased sales by 18% compared to the previous year
Laid the foundation for extensive optimization of marketing effectiveness and efficiency with improvements up to 20%

Apr 2002 - May 2007

5 years 2 months

Düsseldorf, Germany

Partner

BRAND BUILDERS Strategy Consulting (later KEYLENS)

Led and executed brand consulting projects from strategy definition to operational implementation in retail, industry, and services
Focused on brand management, growth strategies, marketing strategy, communications, market research, and marketing organization
Built and led the Analytics & Research/Knowledge Management division
Project-managed and provided technical leadership for client-specific teams (up to 40 people) and partner agencies (Design, ATL/BTL, Online, CRM, PR)
Examples: Marketing master plan (+10% efficiency), private label strategy, corporate branding, SBU restructurings, company relaunch (+15% revenue/+11 NPS), home automation strategy (+22% revenue), service quality (+8% NPS)

Oct 1999 - Mar 2002

2 years 6 months

Ingelheim am Rhein, Germany

Interim Managing Director Germany & Head of Marketing DACH

SCOTTS CELAFLOR GmbH

Interim Managing Director (07–12/2001) in addition to leading marketing: restructuring Germany (120 employees), cost optimization program, works council negotiations, reporting to European and global headquarters
Head of Marketing DACH with P&L responsibility (€100M revenue) and 18 team members in Germany, plus professional leadership of marketing in Austria/Switzerland (7 people)
Achievements: double-digit revenue growth and No. 2 market position in Germany, shift to consumer-centric marketing, acquisition of the Substral brand, launch of a master brand strategy, innovation process and future-proof portfolio, development of the Professional Business business plan

Apr 1991 - Sep 1999

8 years 6 months

Marketing Manager / Senior Product Manager / Key Account Manager

HENKEL KGaA / HENKEL Italia S.r.l.

Brand and product management with a focus on innovation, consumer insights, campaign development, and P&L responsibility (up to €60M revenue), leading a team of up to six people
Development and launch of a new international master brand
Double-digit revenue increases through innovative specialty detergents and cleaning products (formulations, USP, packaging, design)
Development and execution of international ATL/BTL brand campaigns
Introduction of international methods/models for measuring marketing efficiency (ROI)

Summary

Experienced marketing expert with a background as a management consultant, interim manager and marketing executive, with proven expertise in developing and implementing growth strategies. Combines insights, analysis, strategic marketing and operational measures to drive sustainable business growth. Demonstrated track record of strengthening market position and delivering effective solutions that have immediate impact and contribute to long-term success. Skilled in optimizing and transforming marketing organizations into customer-focused, innovative and growth-oriented teams. Passionate, empathetic and hands-on manager who drives project success and fosters collaboration for shared value. Over 12 years of leadership experience overseeing up to 5 departments with 25+ employees.

Skills

Growth Strategy & Business Development
Brand Strategy & Activation
Strategic & Operational Marketing
Consumer/customer Insights Management
Innovation & Product Management
Marketing Organization & Processes
Project Management
Stakeholder Management
Strategic Mindset With Strong Analytical Skills And A "Get-things-done" Attitude
Excellent Communicator Who Interacts At All Levels And Has Very Good Presentation Skills
Empathetic Leader And Coach With Proven Ability To Motivate, Guide And Develop Teams
Cross-functional Collaboration And Collaborative Management Of External Partners (E.g., Creative Agencies)
Strategy Development Models
Okr Management Method
Change Management
Process Optimization
Workshop Facilitation
Business Model Canvas/design Thinking
Ms Office; User-level Ms Project, Asana, Jira, Google Analytics, Selected Ai Tools
Consumer Goods & Retail
B2c Services
B2b Services & Industries

Languages

German

Native

English

Advanced

Italian

Intermediate

Education

Oct 1985 - Jun 1991

Freie Universität Berlin

Diploma in Business Administration · Business Administration · Berlin, Germany

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WEBER STEPHEN

Consultant / Expanding competitive edge and strengthening brand reputation through customer/brand experience optimization

UNION INVESTMENT

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ARLA FOODS

Principal

KEYLENS MANAGEMENT CONSULTANTS

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PEEK & CLOPPENBURG

Consultant / Marketing Restructuring and Enhancing Marketing Effectiveness and Efficiency

PEEK & CLOPPENBURG

Consultant / Strategic Realignment including Restructuring of the International Marketing & Sales Organization

BEGO GROUP

Project Manager / Introduction of New Intranet Platform and SharePoint Migration

R+V VERSICHERUNGEN

Consultant / Restructuring the Sales Organization to Increase Impact and Efficiency

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Consultant / Development and Implementation of a Multidimensional Brand/Marketing Performance Control System (Brand Score Card)

GALERIA KAUFHOF

Interim Head of Marketing

STAPLES

Partner

BRAND BUILDERS Strategy Consulting (later KEYLENS)

Interim Managing Director Germany & Head of Marketing DACH

SCOTTS CELAFLOR GmbH

Marketing Manager / Senior Product Manager / Key Account Manager

HENKEL KGaA / HENKEL Italia S.r.l.

Summary

Skills

Languages

Education

Freie Universität Berlin

Diploma in Business Administration · Business Administration · Berlin, Germany

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