Oliver Glueck
CMO
Experience
Vice President Global Marketing
Torqeedo
Global Leadership in Marketing, E-Commerce, and Digital Sales at Torqeedo Electric Boat Drives
Reported directly to co-founder and CEO as well as subsequent C-level executives, member of the management team
Led a nine-person department and in-house design studio in developing and managing brand and corporate marketing activities for commercial applications and the premium leisure sector
Responsible for positioning and articulating the company's purpose, mission, vision, and sustainability achievements in both external and internal communications, resulting in a unique and industry-leading brand perception within the marine e-mobility community. Torqeedo became the top choice for boaters, achieving the highest brand awareness among pure marine electric motor manufacturers according to the BCG Consumer Survey in May 2023
Ensured strategic brand management across various departments and divisions, with responsibility for all brand-related key performance indicators (KPIs)
Positioned the Torqeedo brand in core boating industry segments and channels, as well as emerging new mobility areas, driving technological collaborations with notable partners such as BMW, Tyde, Candela, Frauscher, Group Beneteau, Zodiac, Tornado, VSR, Nautor Swan, Contest, Spirit, OCS, Saffier, America's Cup, Foiling, and other innovative market segments
Developed sponsorships and partnerships, managed international boat shows (e.g., boot Düsseldorf, Mets, Electric and Hybrid, Cannes, Genova), and steered premium events (Voile de St. Tropez, Palma Vela, and press events in Monaco, Miami, Milan, Starnberg)
Orchestrated the growth of brand and product awareness, leading to an increase in customer demand and revenue from €23.0 million in 2017 to €70.0 million in 2022
Identified key segments and target groups for product development, sales, aftermarket services, and communication strategies
Collaborated with cross-functional teams, including design, research and development, procurement, supply chain, product and program management, production, sales, service, and after-market, to define and achieve objectives
Planned the launch of a new web-shop, including the selection of service partners, aligned with a new ERP system for EMEA, North America, and APAC
Produced all creative communication assets, including content, platforms, and campaigns
Held responsibility for PR and media strategy, managing the media budget and planning, and fostering a strong media network
Provided leadership, direction, and management oversight for external marketing communications agencies and partners
Successfully managed budgets and leadership responsibilities as Vice President, overseeing four direct reports and a team of nine members. Coordinated efforts with the DEUTZ Management Board and DEUTZ Communications and Investor Relations
Head of Marketing Communications and Brand Strategy
Hyundai Motor Europe
Oversaw Hyundai Motor Europe's comprehensive brand strategy, marketing, and corporate positioning, including digital strategy, with a budget responsibility of €160 million for media and €20 million for production
Successfully drove total vehicle sales in 27 countries from 560,000 units in 2016 to 601,000 units in 2018
Elevated Hyundai's global brand value by 8.1% from 2016 to 2018, reaching a company record of US$13.5 billion, positioning Hyundai Motor as the 35th most valuable brand in the world for 2018
Orchestrated the world's first launch of Hyundai's electric powertrain, introducing models such as Ioniq (pure electric, hybrid, plug-in hybrid), Kona electric, and IX35 fuel cell
Led Hyundai's positioning, resulting in several successful marketing communications and digital marketing activities, as well as brand positioning for 27 European markets:
Launched Ioniq (new mobility concept and car model with three electric powertrains); facelifted I10 (A-segment), launched I30 hatchback, station wagon, hatchback (C-segment) and N-brand (performance cars), supported life cycle of Tucson (C-SUV), launched Kona (B-SUV) and prepared launch of Kona electric, sponsored FIFA and football clubs
Successfully developed the new Hyundai Motor Europe website front-end and back-end
Formulated and executed an integrated digital marketing approach, encompassing content, platforms, and campaigns, coupled with performance marketing strategies (e.g., Google, Meta).
Positioned Hyundai as a leader in new mobility areas, focusing on electric drives, fuel cells, and Advanced Driver Assistance Systems (ADAS)
Coordinated with the Korean headquarters on global strategy alignment and the implementation of new global corporate identity (CI) standards in Europe
Planned and implemented product launch communication strategies in alignment with product marketing and pricing objectives
Developed, implemented, and monitored the media strategy, including budgeting and planning
Managed all brand-related key performance indicators (KPIs) to ensure effective brand performance and growth
Directed, guided and managed external marketing communications agencies and partners
Provided high-quality support and services to 27 European markets and 10 European subsidiaries, addressing brand alignment, budgeting and planning
Led a team of 4 direct reports and 14 team members. Assumed interim VP Marketing responsibilities for 5 months, reporting directly to the President of Hyundai Motor Europe
Head of Marketing
Allianz Global Automotive, Allianz Worldwide Partners
Led the marketing strategy for Allianz Global Automotive, overseeing marketing and sales activities within key global partnerships, including BMW, pan-European collaboration with Ford, and national partnerships such as Opel, adressing to both B2B and B2C customers
Conceptualized Allianz Global Automotive as a premium partner for the New Mobility World at IAA 2015, strategically positioning the brand around themes like Connected Car, Automated Driving, E-Mobility, and Mobility Services
Established interface with Allianz Group, collaborating with Group Market Management on aspects like the Allianz brand, sponsoring, and digitalization. Worked closely with Allianz Worldwide Partners, focusing on Global Automotive, Global Assistance, and Global Health
Analyzed, planned, executed, and monitored comprehensive marketing initiatives, including internal and external communication measures, with a specific focus on public relations. Managed press relations for the CEO of Global Automotive and prepared CEO speeches for significant events such as the Handelsblatt Autogipfel 2014 in Munich and the Global Automotive Dialogue 2015 at BMW Welt
Directly reported to the CEO, with budget responsibility and oversight of four direct reports
Managing Partner
Millhaus GmbH
Overseeing operations, investments, and profitability as Managing Partner
Directing the development and implementation of business and sales strategy, new initiatives, project proposals, analysis, research, strategic presentations, conception, creation, production, project management, organization, and staffing
Successfully scaled the team from 3 to 30 members, leading the growth of a sustainable and profitable business
Provided strategic and creative consulting services, delivering market-oriented and innovative communication solutions for the automotive, transportation, action sports, fashion, and urban lifestyle sectors
Served as the lead agency for the international car-sharing launch of Drive Now by BMW, Mini, and Sixt. Additionally, acted as the lead agency for Mini in international action sports and oversaw all Fiat 500 below-the-line (BTL) activities in Germany
Established strategic and creative partnerships with major brands, including Fiat, Abarth, Jeep, BMW in Germany, Kia Design Center Europe, and international collaborations with Red Bull formats and Luxottica Ray Ban
Developed corporate communications strategy for Bavaria Yachts and public relations strategy for Specialized Bikes
Managed a diverse portfolio of clients, including Air&Style, Arnette, AvD Automobile Club of Germany, Audi, Burton, Head Snowboards, Lancia, Lexus, Nitro Circus, Oakley, Ratiopharm, Rixen Cableways, Samsung, Telekom, X-Games, Zimtstern, and Zoot
As a managing partner, had overall responsibility for the organization, with 18 direct reports
Sales Manager and New Business Manager
Millhaus
Expanded existing business relationships, developed new client business, analysis and research, strategic presentations, project proposals, client relationship building
Manager
Batten & Company (BBDO Consulting)
Strategic consulting, implementation of consulting projects for clients in the automotive, financial services and healthcare sectors
Brand Promotion, Head of Sponsorship, Olympic Winter Games
Fiat Auto
Held the key responsibility for sponsorship and sports marketing activities across the Fiat, Alfa Romeo, and Lancia brands
Led the sponsorship initiatives for prestigious entities such as Ferrari Formula 1 and Juventus Turin football, playing a crucial role in enhancing brand visibility and engagement
Developed a comprehensive communication strategy for leveraging Fiat Auto's sponsorship package for the Olympic Games. Maintained direct contact and responsibility with the Organizing Committee (TOROC) and various agencies involved, overseeing aspects such as ticketing, hospitality, sponsorship, branding, and communication programs. Managed initiatives such as the Fiat Freestyle Team, Jamaican Bob Team, Alfa Romeo Ski Racing Team, and Lancia Figure Skating featuring Isolde Kostner. Supervised the 2005 Olympic Pre-Games activities
Demonstrated effective budget management and accountability, overseeing the financial aspects of sponsorship and sports marketing activities
Led a team of 6 direct reports, fostering collaboration, and ensuring the successful execution of sponsorship and sports marketing strategies
Brand Promotion Fiat, Lancia, Alfa Romeo, Maserati
Fiat Auto
Led the Fiat Brand Promotion department, reporting directly to Fiat shareholder and executive management
Established internal structures and processes for the cross-functional Brand Promotion department covering Fiat Auto brands: Fiat, Lancia, Alfa Romeo, Maserati
Played a key role in the pre-development and launch of the new Fiat 500, contributing to its successful introduction to the market. Successfully orchestrated the full launch of the new Fiat Panda
Demonstrated strategic vision and leadership, aligning promotional efforts with overall business goals and brand positioning
Worked collaboratively with internal teams and external partners to ensure effective communication and consistent brand representation
Executed initiatives that enhanced the visibility and market presence of Fiat Auto brands, contributing to the overall success of the company
Brand Promotion, European Coordinator Below-the-Line (BTL) Brand Fiat
Fiat Auto
Spearheaded the development and implementation of a new Below-The-Line (BTL) business strategy for the Fiat brand, positioning the team as a hub of change within the company
Worked directly with Fiat shareholders and the executive board, contributing to strategic decision-making and brand evolution
Introduced an innovative marketing approach, fostering intensive collaboration with product management, high-level internal and external designers, and creatives. Provided motivation and coaching for internal employees, cultivating a culture of creativity and excellence
Oversaw the conception, planning, execution, and control of activities in diverse areas, including product and brand innovation, digital marketing, international automotive trade shows, events, sponsorship, product placement, co-marketing, merchandising, point of sale, direct marketing, and Customer Relationship Management (CRM)
Executed various activities, such as collaborating on the Microsoft Infotainment System based on Windows Embedded Automotive, Microsoft Xbox gaming initiatives, introducing new Fiat motor show stand concepts at Bologna 2004 and Geneva 2005, launching the Fiat Panda 2003 with an Above-The-Line (ATL) campaign, implementing the Fiat Love Mark campaign, and intensively utilizing partnerships with Ferrari, Maserati, and Juventus Turin
Successfully managed the entry into rally sport with the Fiat Punto, orchestrated the market launch of the new Fiat Punto, collaborated with the Triennale di Milano for the Fiat Café, launched the Fiat sweatshirt in cooperation with Hydrogen/Kappa, and managed the design thinking process for the presentation of the retro design show car Fiat Trepiùno (Fiat 500) at the 2004 Geneva Motor Show. Additionally, managed the design thinking process for the new Fiat 500 in collaboration with the design department
Held budget responsibility and managed a team of 8 direct reports, ensuring effective execution and achievement of strategic objectives
Project Manager Corporate Identity & CRM, After Sales
Fiat Auto
Defined and implemented a new corporate and dealer identity with uniform guidelines, creating a consistent image for all internal and external customers of the Fiat Auto brands
Managed external service providers, including brand consulting, strategic design, and architectural design consulting, ensuring alignment with the established guidelines
Worked closely with key interfaces, including sales strategy (encompassing dealer network development and strategic sales), marketing (involving brand and communication strategy), design, purchasing, and external service providers such as architects, Corporate Identity (CI), and advertising agencies
Conducted thorough analyses of the dealer situation and processes, leading to the planning and realization of pilot dealerships, showrooms, and service processes
Screened and selected international suppliers for signage, ensuring a global standardization of visual elements across dealerships
Facilitated training and mobilization efforts in various markets, ensuring the successful implementation of the new corporate and dealer identity
Held budget responsibility for the entire project and directly managed a team of 4 reports, overseeing their contributions to the successful execution of the initiative
Project Manager Innovation Teamsys Fiat Bank
Fiat Bank, Fiat Automobil
Held the role of Project Manager for Teamsys, an internal consulting unit dedicated to the analysis, research, design, development, implementation, and deployment of new innovative tools, projects, and services for Fiat Auto
Led diverse projects covering areas such as Customer Relationship Management (CRM), e-commerce, insurance, alternative propulsion systems, Corporate Social Responsibility (CSR), and used cars
Successfully managed the launch of the Fiat Natural Power (CNG) model in the German automotive market, contributing to the market presence of natural gas vehicles
Orchestrated Autonomy, a special CSR program focused on providing mobility solutions for disabled people. This involved the development of concepts, collaborations, and PR activities to enhance Fiat's commitment to social responsibility
Played a key role in the launch of the Fiat brand "Autoexpert" for used cars under the Autoexpert initiative, providing essential services for the project
Demonstrated effective budget management throughout the various projects, ensuring financial accountability
Managed a team of 3 direct reports, fostering collaboration and coordination for successful project execution
International Management Program Marketing and Sales
Fiat Auto
Completed international business courses covering economics, marketing, sales, communication skills, and leadership. Undertook an intensive Italian language course. Participated in immersive visits to Fiat plants, dealerships, the Fiat design center, and Italdesign Giugiaro
Junior Account Manager
Wunderman Cato Johnson (Wunderman Thompson), Y&R Inc
Junior Account Manager for client Fujifilm, executed full-service and digital initiatives as the lead agency for Fujifilm across 23 European countries and Asia
European Account Coordinator for Accenture (formerly Andersen Consulting) EMEAI, playing a key role in the development of Andersen Consulting's first global recruitment campaign
Account Freelance
BBDO Worldwide
Worked with clients such as Gillette and Duracell