Katharina N.
Consultant Multibrand Strategy & Activation
Experience
Sep 2022 - Apr 2023
8 monthsHamburg, Germany
Consultant Multibrand Strategy & Activation
Hamburg Süd / A.P. Moller - Maersk
- Responsible for developing and implementing brand and marketing strategies globally for various corporate brands.
- Achievements:
- Revised brand strategies (positioning, brand essence, brand pillars, etc.).
- Prepared and supported the global rollout.
- Defined marketing and CRM strategy and developed marketing plan for the new positioning, including communications and campaign management.
- Created and implemented migration plans as part of the corporate restructuring.
Aug 2021 - Apr 2022
9 monthsDüsseldorf, Germany
Interim Management Innovation & Product Portfolio
Like Meat / The Livekindly
- Full responsibility for optimizing the product portfolio, including developing, implementing, and launching innovations and new products.
- Achievements:
- Developed and launched new products and a new product category.
- Redesigned packaging and design.
- Increased sales by 13% through innovations and a portfolio relaunch.
- Optimized the new product development process (from 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 division boards in revising the corporate strategy.
- Achievements:
- Updated purpose, positioning, and corporate strategy.
- Developed key pillars for the growth strategy; facilitated a strategy process at board level.
- Aligned the board and top management on a common path through intensive stakeholder management.
May 2019 - Oct 2019
6 monthsPotsdam, Germany
Consultant/Restructuring and Management of the Digital Transformation Process
Private Equity Company (NDA)
- Advised management on transforming into a future-proof organization, aligning the holding company and subsidiaries with a focus on organization, IT, and HR topics.
- Achievements:
- Restructured the organization for future readiness and relevant business processes.
- Supported through change management measures.
- Initiated digital transformation processes, implemented a new ERP system, and defined workflows.
Apr 2019 - Jul 2019
4 monthsGermany
Consultant/Revision of Business Model, Brand and Marketing Strategy
Private Equity (NDA)
- Advised shareholders on securing the investment and maximizing business potential.
- Achievements:
- Realigned purpose, positioning, and business model.
- Implemented initial levers for the 2019 season and created a roadmap for further growth over the next two years.
Jan 2014 - Present
11 years 10 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
- Acquisition, leadership and execution of marketing and sales consulting projects from strategy to implementation in retail, consumer goods and services
- Focus on growth strategy, brand strategy, marketing and sales strategy, marketing performance programs, and marketing organization and processes
- Leading project and client teams and clients' partner agencies
- Sample projects:
- Optimized media spend, saving 10% of a global media budget of hundreds of millions of euros, consumer goods
- Streamlined the international strategic marketing planning process, tourism
- Increased lead generation by more than 10% and customer retention by more than 5%, insurance
- Optimized the corporate market research division, telecommunications
- Reviewed and developed a new business area (franchise concept), healthcare and medical technology
Jan 2002 - Dec 2007
6 yearsDüsseldorf, Germany
Partner
Brand Builders Strategieberatung (later Keylens Management Consultants)
- Leading and executing brand consulting projects from strategy definition to operational implementation
- Focus on brand management, growth strategies, marketing strategy, communication, market research, and marketing organization
- Built and led the Analytics & Research/Knowledge Management division
- Led client-specific teams of up to 40 people and clients' partner agencies (design, ATL/BTL, online, CRM, PR)
- Sample projects:
- Marketing master plan that increased overall efficiency by 10%
- Private label strategy profiling a retail brand and significantly boosting sales & profitability
- Corporate branding strategy and implementation
- Business unit strategies and restructurings for SBU Home and SBU Consumer Electronics
- Company restructuring and strategic realignment with revenue growth of over 15%
- Strategies to optimize the Home Automation SBU (+22% sales/new customer business)
- Brand relaunch and repositioning with sales growth over 10%
- Service quality optimization for a better customer experience (+8%)
Jan 1999 - Dec 2002
4 yearsIngelheim am Rhein, Germany
Director of Marketing DACH/Acting Managing Director Germany
Scotts Celaflor GmbH
- Acting Managing Director (07-12/2001 in addition to leading marketing): restructured operations in Germany (120 employees), led a successful cost optimization program, negotiated with the works council, and aligned closely with the European and global headquarters
- Head of Marketing DACH with full P&L responsibility; €100M revenue and functional leadership of marketing for Austria/Switzerland (7 employees)
- Achievements:
- Expanded business into new categories and channels, achieving double-digit sales growth and securing 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
- Redesigned the product/brand portfolio and introduced a master brand strategy
- Developed a future-proof brand/product portfolio and a filled innovation pipeline
- Expanded the professional business division, including developing the business plan
Jan 1991 - Dec 1999
9 yearsDüsseldorf, 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
- Revenue responsibility up to €60M; led up to 6 employees
- Gained international experience in roles in Italy and Germany
- Achievements:
- Developed and launched a new brand, expanding it into an international master brand
- Achieved double-digit sales increases through innovative detergents and cleaning products (formulas, USPs, packaging, design)
- Developed and executed international brand campaigns (ATL/BTL)
- Introduced 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, analysis, strategic marketing, and operational measures to drive sustainable business growth.
Proven track record of building 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 creation.
Over 12 years of leadership experience overseeing up to 5 departments with 25+ employees.
Languages
German
NativeEnglish
AdvancedItalian
IntermediateEducation
Oct 1985 - Jun 1991
Freie Universität Berlin
Diploma in Business Administration · Business Administration · Berlin, Germany
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