Katharina N.
Multibrand Strategy & Activation Consultant
Experience
Sep 2022 - Apr 2023
8 monthsHamburg, Germany
Multibrand Strategy & Activation Consultant
Hamburg Süd / A.P. Moller - Maersk
- Responsible for developing and rolling out brand and marketing strategies globally for various corporate brands.
- Achievements:
- Revised brand strategies (positioning, brand essence, brand pillars, etc.).
- Prepared and supported the global roll-out.
- Defined marketing and CRM strategy, developed the marketing plan for the new positioning, including communications and campaign management.
- Created and executed migration plans as part of the corporate restructuring.
Aug 2021 - Apr 2022
9 monthsDüsseldorf, Germany
Interim Manager Innovation & Product Portfolio
Like Meat / The Livekindly
- Full responsibility for optimizing the product portfolio, including development, implementation, and launch of innovations and new products.
- Achievements:
- Developed and launched new products and a new category.
- Redesigned packaging and design.
- Increased sales by 13% through innovations and a portfolio relaunch.
- Optimized the new product development process (idea generation to market launch).
- Realigned responsibilities and interfaces (R&D, Packaging, Regulatory, Quality, Production, Purchasing, Supply Chain, Finance).
Nov 2020 - Jan 2021
3 monthsCologne, Germany
Consultant/Corporate Strategy Development
GlobalG.A.P.
- Advised and supported the CEO and board members in revising the company strategy.
- Achievements:
- Updated purpose, positioning, and corporate strategy.
- Defined key pillars for the growth strategy and facilitated a board-level strategy process.
- Aligned the board and top management through intensive stakeholder management.
May 2019 - Oct 2019
6 monthsPotsdam, Germany
Consultant/Restructuring and Digital Transformation Management
Private Equity Company (NDA)
- Advised the executive team on transforming into a future-ready organization, aligning the holding and individual entities with a focus on organization, IT, and HR topics.
- Achievements:
- Restructured the organization for future readiness and relevant business processes.
- Supported with change management measures.
- Initiated digital transformation processes, implemented a new ERP system, and defined workflows.
Apr 2019 - Jul 2019
4 monthsGermany
Consultant/Business Model, Brand & Marketing Strategy Revision
Private Equity (NDA)
- Advised shareholders to secure their investment and maximize business potential.
- Achievements:
- Realigned purpose, positioning, and business model.
- Implemented initial levers for season ’19 and created a roadmap for further growth over the next two years.
Jan 2014 - Present
11 years 9 monthsDüsseldorf, Germany
Strategy Consultant, Interim Manager & Marketing Executive
Consult-2-Impact Katharina Neumann and Market Excellence Group
Jan 2012 - Dec 2013
2 yearsDüsseldorf, Germany
Principal
Keylens Management Consultants
- Acquired, led, and executed marketing and sales-oriented consulting projects from strategy to operational implementation in retail, consumer goods, and services.
- Focus on growth strategy, brand strategy, marketing/sales strategy, marketing performance programs, and marketing organization/processes.
- Led project and client teams as well as client partner agencies.
- Example projects:
- Optimized media spendings, saving 10% of the global media budget (three-digit million €), consumer goods.
- Streamlined the international strategic marketing planning process, tourism.
- Increased lead generation (>10%) and customer retention (>5%), insurance.
- Optimized corporate market research unit, telecommunications.
- Reviewed and developed a new business field (franchise concept), healthcare/medical technology.
Jan 2002 - Dec 2007
6 yearsDüsseldorf, Germany
Partner
Brand Builders Strategy Consulting (later Keylens Management Consultants)
- Led and executed brand consulting projects from strategy definition to operational rollout.
- Focus on brand management, growth strategies, marketing strategy, communications, market research, and marketing organization.
- Built and led the Analytics & Research/Knowledge Management unit.
- Managed client-specific teams of up to 40 people and client partner agencies (design, ATL/BTL, online, CRM, PR).
- Example projects:
- Developed a marketing masterplan that increased overall efficiency by 10%.
- Created a private label strategy to profile the retail brand and significantly boost sales and profitability.
- Designed and implemented a corporate branding strategy.
- Defined business field strategies and restructurings for SBU Home and SBU Consumer Electronics.
- Transformed the company strategically, increasing sales by over 15%.
- Developed strategies to optimize SBU Home Automation (+22% sales/new business).
- Relaunched and repositioned a brand, driving sales up by over 10%.
- Improved service quality for better customer experience (+8%).
Jan 1999 - Dec 2002
4 yearsIngelheim am Rhein, Germany
Director Marketing DACH / Acting Managing Director Germany
Scotts Celaflor GmbH
- Acting Managing Director (07-12/2001 in addition to leading Marketing): Restructured Germany (120 employees), ran a successful cost optimization program, managed works council negotiations, and closely coordinated with the European and Global Headquarters.
- Head of Marketing DACH with full P&L responsibility; €100M in sales and managed marketing for AT/CH (7 employees).
- Achievements:
- Expanded into new categories and channels; achieved double-digit sales growth and secured the #2 market position in Germany.
- Shifted from trade-oriented to consumer-centric marketing.
- Acquired the Substral brand and integrated it into the international business.
- Realigned the product/brand portfolio and introduced an umbrella brand strategy.
- Developed a future-proof brand/product portfolio and a filled innovation pipeline.
- Expanded the professional business field, including a business plan.
Jan 1991 - Dec 1999
9 yearsDüsseldorf, Germany
Marketing Manager / Senior Product Manager / Key Account Manager
Henkel KGaA / Henkel Italia S.r.l.
- Managed brands and products with a focus on innovation, consumer insights, campaign development, and full P&L responsibility.
- Responsible for up to €60M in sales; led teams of up to 6 people.
- Gained international experience in roles in Italy and Germany.
- Achievements:
- Developed and launched a new brand, growing it into an international umbrella brand.
- Delivered double-digit sales increases through innovative detergents and cleaning products (formulations, USPs, packaging, design).
- Created and executed international brand campaigns (ATL/BTL).
- Introduced marketing efficiency measurement methods (ROI).
Summary
Experienced marketing expert with a background as 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.
Proven track record in strengthening market position and delivering effective solutions that have immediate impact and contribute to long-term success.
Experienced 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 creation.
Over 12 years of leadership responsibility for up to 5 departments with 25+ employees.
Languages
German
NativeEnglish
AdvancedItalian
IntermediateEducation
Oct 1985 - Jun 1991
Freie Universität Berlin
Diplom-Kauffrau · Business Administration · Berlin, Germany
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