Katharina Neumann
Consultant Multibrand Strategy & Activation
Experience
Sep 2022 - Apr 2023
8 months Hamburg, Germany
Consultant Multibrand Strategy & Activation
Hamburg Süd / A.P. Moller - Maersk
- Responsible for developing and globally implementing brand and marketing strategies for various corporate brands.
- Achievements:
- Revision of brand strategies (positioning, brand core, brand pillars, etc.).
- Preparation and support for worldwide roll-out.
- Definition of marketing and CRM strategy, development of marketing plan for the new positioning including communications and campaign management.
- Creation and implementation of migration plans as part of the corporate 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 development, implementation, and launch of innovations and new products.
- Achievements:
- Development and launch of new products and assortment category.
- Revision of packaging and design.
- Sales increase of 13% through innovations and assortment relaunch.
- Optimization of the new product development process (idea generation to market launch).
- Realignment of responsibilities and interfaces (R&D, packaging, regulatory, quality, production, procurement, supply chain, finance).
Nov 2020 - Jan 2021
3 months Cologne, Germany
Consultant/Corporate Strategy Development
GlobalG.A.P.
- Advising and supporting the CEO and divisional boards in revising the corporate strategy.
- Achievements:
- Revision of purpose, positioning, and corporate strategy.
- Development of cornerstones for the growth strategy, moderated strategy process at board level.
- Alignment of 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)
- Advising the management board on transforming into a future-ready organization, aligning the holding and individual companies with a focus on organization, IT, and HR topics.
- Achievements:
- Restructuring of the organization regarding future viability and relevant business processes.
- Support through change management measures.
- Initiation of digital transformation processes, introduction of a new ERP system, and definition of workflows.
Apr 2019 - Jul 2019
4 months Germany
Consultant/Business Model, Brand, and Marketing Strategy Revision
Private Equity (NDA)
- Advising shareholders to secure the investment and exploit business potential.
- Achievements:
- Realignment of purpose, positioning, and business model.
- Implementation of initial levers for season ’19 and creation of a roadmap for further growth over the next two years.
Jan 2014 - Present
11 years 7 months Düsseldorf, Germany
Strategy Consultant, Interim Manager & Marketing Executive
Consult-2-Impact Katharina Neumann und Market Excellence Group
Jan 2011 - Dec 2014
2 years Düsseldorf, Germany
Principal
Keylens Management Consultants
- Acquisition, management, and execution of marketing and sales-oriented consulting projects from strategy to operational implementation in retail, consumer goods, and services sectors.
- Focus on growth strategy, brand strategy, marketing/sales strategy, marketing performance programs, as well as marketing organization and processes.
- Leadership of project and client teams as well as client partner agencies.
- Sample projects:
- Optimization of media spend / 10% savings of the global media budget (three-digit million €), consumer goods.
- Optimization of the international strategic marketing planning process, tourism.
- Increase in lead generation (>10%) and customer retention (>5%), insurance.
- Optimization of corporate market research division, telecommunications.
- Evaluation and development of a new business field (franchise concept), healthcare/medical technology.
Jan 2002 - Dec 2008
6 years Düsseldorf, Germany
Partner
Brand Builders Strategieberatung (later Keylens Management Consultants)
- Leadership and execution of brand consulting projects from strategy definition to operational implementation.
- Focus on brand management, growth strategies, marketing strategy, communications, market research, and marketing organization.
- Establishment and leadership of the Analytics & Research/Knowledge Management division.
- Project management and leadership of client-specific teams of up to 40 people as well as client partner agencies (design, ATL/BTL, online, CRM, PR).
- Sample projects:
- Marketing masterplan with a total efficiency increase (+10%).
- Private label strategy profiling retail brand and significant increase in revenue & profitability.
- Corporate branding strategy and implementation.
- Business unit strategies and restructurings for SBU Home and SBU Consumer Electronics.
- Transformation and strategic realignment of the company with revenue growth (>15%).
- Strategies to optimize the SBU home automation (+22% revenue/new business).
- Brand relaunch and realignment with revenue increase (>10%).
- Service quality optimization for better customer experience (+8%).
Jan 1998 - Dec 2003
4 years Ingelheim am Rhein, Germany
Director Marketing DACH/Acting Managing Director Germany
Scotts Celaflor GmbH
- Acting Managing Director (07-12/2001 in addition to Marketing Leadership): Restructuring Germany (120 employees), successful cost optimization program, works council negotiations, and close coordination with European and Global Headquarters.
- Head of Marketing DACH with full P&L responsibility; €100 million turnover and functional management of marketing for AT/CH (7 employees).
- Achievements:
- Business expansion into new categories and channels; double-digit sales growth and market position No. 2 in Germany.
- Shift from trade-oriented to consumer-centric marketing.
- Acquisition of the Substral brand and integration into international business.
- Realignment of product/brand portfolio and introduction of a master brand strategy.
- Development of a future-proof brand/product portfolio and fully loaded innovation pipeline.
- Expansion of the professional business segment including business plan.
Jan 1991 - Dec 1999
9 years Düsseldorf, Germany
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 full P&L responsibility.
- Sales responsibility up to €60 million; leadership of up to 6 employees.
- International experience through positions in Italy and Germany.
- Achievements:
- Development and launch of a new brand, expansion into an international master brand.
- Double-digit sales increases through innovative detergents and cleaning products (formulations, USPs, packaging, design).
- Development and execution of international brand campaigns (ATL/BTL).
- Introduction of methods 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, analyses, strategic marketing, and operational measures to drive sustainable corporate growth.
Proven track record in expanding 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-centric, 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
Native
English
Advanced
Italian
Intermediate
Education
Oct 1985 - Jun 1991
Freie Universität Berlin
Diplom-Kauffrau · Business Administration · Berlin, Germany
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