Roger K.
🔥 Leadership when structures fail – I build marketing & sales systems that truly work | AI for clarity & scaling
Experience
Aug 2023 - Oct 2024
1 year 3 monthsInterim Project: Realignment of a Marketing Department
Anonymos Company
- Supplier of electronics, automation and infrastructure.
- 12,000 employees.
- Analysis and solution of a serious capacity problem.
- Stabilization of the team by inspirational leadership.
- Recruiting of a new performing team.
- Development of a business unit marketing model for 6 BUs within a global matrix organization (product marketing).
- Establish a global marketing set-up, strategy and roadmap for sales and distribution (field marketing and global trade marketing).
- Analysis after one week.
- Measures that address the cause are effective after three weeks.
- Brought people back from burn-out.
- Established a business oriented marketing set up, instead of central HQ marketing.
Jan 2022 - Dec 2024
3 yearsAutomated identification of business opportunities from data sets
Andritz AG
- Pattern recognition, cross/upselling opportunities from SAP, Installed Base and CRM.
- Plant Engineering Pulp & Paper.
- 29,000 employees.
Jan 2022 - Dec 2024
3 yearsAutomated offer tracking to secure business opportunities
Andritz AG
- Revenue from untracked low-volume offers in the double-digit millions.
- Plant Engineering Pulp & Paper.
- 29,000 employees.
Jan 2022 - Dec 2024
3 yearsIntroduction of digital marketing in the marketing organization
Andritz AG
- Performance marketing, marketing automation incl. KPIs; sales processes.
- Plant engineering Pulp & Paper.
- 29,000 employees.
Jan 2022 - Dec 2024
3 yearsAnalysis and troubleshooting of a dysfunctional marketing department
Anonymos Company
- Stabilization of team situation, confidence-building measures, new management culture, inspirational leadership.
- Electronic industry.
- 12,000 employees.
Jan 2022 - Dec 2024
3 yearsRealignment of marketing area
Anonymos Company
- Introduction of global product and trade marketing; optimization of processes and interfaces.
- Electronic industry.
- 12,000 employees.
Oct 2021 - Aug 2023
1 year 11 monthsGraz, Austria
Director Marketing & Communication Pulp & Paper Services
Andritz AG
- Pulp and paper production plants.
- 29,000 employees.
- Global marketing for service business, volume approx. 1.5 billion OI success Won/Lost Opportunities.
- 19 employees in AT, DE, FI, SK + 3 Regionals in USA and China.
- Development of customer-focused digital sales strategies.
- Development of performance marketing incl. KPIs.
- B2B lead generation with marketing automation.
- CRM incl. application development, apps, processes.
- CRM application development for automated identification of business opportunities from SAP, CRM and external data sources.
- Establishment of Marketing-Sales Triangle (Sales-Regional MKT-Performance MKT): Marketing now part of EMEA Sales Team.
- Lead Gen process to measure success Won/Lost Opportunities.
- Excellent leadership assessment of solid line employees.
Jan 2021 - Sep 2021
9 monthsExternal Marketing Manager (Vacancy Bridging)
- Development of a marketing strategy for companies in the Robotics, wood industry and a management consultancy.
Jun 2018 - Dec 2020
2 years 7 monthsBuchen, Germany
Head of Corporate Marketing & Communication
Weiss GmbH
- Supplier of components for automation technology such as rotary indexing tables, transfer systems, linearmotor stages, delta robots.
- Industries: Automotive, Life Science, Electronics, Machines.
- 550 employees, 17 locations worldwide.
- Turnover 2018: 110 million euros.
- 4 employees HQ, 3 Regional Marketing Manager, USA, China, APAC.
- International (digital) marketing strategy.
- Lead generation and preparation of marketing automation.
- CRM strategy (Saleforce).
- Social media strategy.
- All communication instruments online and offline.
- New brand claim developed: Every Motion Starts With WEISS.
- Establishment of marketing organization in India / Asia Pacific.
- Establishment of a GDPR compliant lead management process.
- Relaunch website with virtual 360° 3D booth and ERP-supported CAD configurator for qualified lead generation.
May 2017 - May 2018
1 year 1 monthIndependent Marketing Consultant and Training
- Marketing projects for strategy and event.
- Certified further education as Sales Process Master (Lean Six Sigma in sales, key account management, Scrum).
- Graduation: 88 out of 90 points.
Sep 2016 - Apr 2017
8 monthsKarlsruhe, Germany
Head of Marketing
b.i.g. Gruppe
- Project management, technical building services engineering and facility management.
- Development of a marketing strategy and brand relaunch.
Mar 2010 - Jun 2016
6 years 4 monthsEppingen, Germany
Head of Marketing & Communication
Dieffenbacher GmbH Maschinen- und Anlagenbau
- Plant manufacturer for wood-based panels, recycling and automotive.
- 1,800 employees, 17 locations on all continents.
- 2015 revenue: 490 million euros.
- Led 9 marketing employees.
- International marketing and communication strategy.
- Team development and optimization of marketing processes.
- Change communication.
- Content strategy as the key to customer communication.
- International trade shows (20 per year, ranging from 30 to 1,000 sqm).
- PR and professional articles for the international trade press.
- Corporate publishing (customer magazines, newsletters).
- Creation of technical films, animations and reports.
- Organization: 10% efficiency increase in marketing processes.
- PR: 45% increase in impressions in 2016 due to effective content concept, overtaking the market-leading competitor.
- Change: turnaround of an at-risk change process through a creative communication concept.
- Leadership: very good assessment in the 2014 employee survey: professionalism 95%, empathy 87%, leadership 92%.
May 2007 - Feb 2010
2 years 10 monthsSpeyer, Germany
Head of Marketing
INP Deutschland GmbH
- Engineering company for power generation.
- 250 employees, 6 locations worldwide.
- Development of corporate design, brand, campaigns, trade shows.
- Brand: new name, new logo. After one year known as the "Orange" in the industry.
Nov 2005 - Apr 2007
1 year 6 monthsMannheim, Germany
Senior Consultant New Media
Trio-group Communication & Marketing
- Classically oriented agency group (120 employees).
- Key account: New Media BASF.
- Email campaigns and online shops.
- Online marketing: B2B email campaigns with up to 50% success rate.
Jun 1999 - Oct 2005
6 years 5 monthsStuttgart, Germany
Managing Director and Owner
Nullsiebenelf Medien GmbH
- New media-focused advertising agency (5 employees).
- Database applications (online and offline).
- Customers: Hugo Boss, DaimlerChrysler, IT companies.
- Awarded at the BMWi multimedia start-up competition in 1998.
Summary
Marketing is not just advertising, marketing is an attitude. As an experienced and hands-on B2B marketing manager, I generate new business opportunities for my companies. With over 25 years of experience in global senior management positions, I know how digital sales and marketing processes need to work today in order to generate maximum revenue. To this end, I realign, develop and train marketing organisation so that teams can develop their full potential. The result: a motivated and skilled marketing team, a strong presence, closer customer loyalty and more turnover for your company.
- Strong and inspiring leader and mentor for the performing team instead of a bossy diva
- Sophisticated and effective marketing strategies and plans instead of uncoordinated actionism and low customer loyalty
- Profitable use of your CRM system instead of lost business opportunities
- Creative and interlinked marketing and sales campaigns that work instead of insignificance and loss of sales
- Inspired and motivated teams that pull together instead of a disoriented workforce
Languages
German
NativeEnglish
AdvancedEducation
Oct 1994 - Jun 1998
HS Pforzheim
Diploma · Industrial Designer · Pforzheim, Germany
Hohenzollern grammar school Sigmaringen
A-levels · Sigmaringen, Germany
Certifications & licenses
Sales Process Master
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