Rotraud Diwan - Director Employer Brand Strategy

Q: Where is Rotraud based?

Rotraud is based in Hamburg, Germany and can operate in on-site , hybrid , and remote work models.

Q: What languages does Rotraud speak?

Rotraud speaks the following languages: English (Advanced), Spanish (Intermediate), French (Intermediate) .

Q: How many years of experience does Rotraud have?

Rotraud has at least 32 years of experience. During this time, Rotraud has worked in at least 8 different roles and for 7 different companies . The average length of individual experience is 3 years and 2 months . Note that Rotraud may not have shared all experience and actually has more experience.

Q: What is Rotraud's latest experience?

Rotraud's most recent position is Director Employer Brand Strategy at Hi! Employer Strategies GmbH .

Q: What companies has Rotraud worked for in recent years?

In recent years, Rotraud has worked for Hi! Employer Strategies GmbH .

Q: Which industries is Rotraud most experienced in?

Rotraud is most experienced in industries like Advertising , Professional Services , and Automotive . Rotraud also has some experience in Construction , Information Technology (IT) , Media, and Entertainment and Publishing .

Q: Which business areas is Rotraud most experienced in?

Rotraud is most experienced in business areas like Marketing , Human Resources (HR) , and Strategy and Planning . Rotraud also has some experience in Project Management , Operations , and Quality Assurance (QA) .

Q: Which industries has Rotraud worked in recently?

Rotraud has recently worked in industries like Professional Services , Automotive , and Construction .

Q: Which business areas has Rotraud worked in recently?

Rotraud has recently worked in business areas like Human Resources (HR) , Marketing , and Project Management .

Recommended expert

Hamburg, Germany

Experience

Oct 2023 - Present

2 years 5 months

Director Employer Brand Strategy

Hi! Employer Strategies GmbH

Switched to part time in an expert role due to family situation

May 2019 - Sep 2023

4 years 5 months

Managing Director / Employer Brand Evangelist

Hi! Employer Strategies GmbH

Consult on and develop measures to connect HR with brand / communication during a significant global change of ERP software (SAP) implementation
Set up a global employee survey and implement eNPS as core KPI
Support change management with a people perspective and communication
Connect employer brand with global change management
Support change communication with a strong people-brand-led change narrative
Support the implementation of a global DEI department reinforcing the existing grassroots movement of LGBTQ+ communities
Develop a concept for and facilitate the first global DEI conference at Axel Springer
Consult on strengthening the non-gender aspects of diversity and setting up a dedicated department to run diversity initiatives across all global entities
Global employer brand development (EVP) and internal brand activation for Vibracoustic (automotive)
Development of a global employer brand for McMakler, incl. internal activation by employee app
Recruiting campaign for IT experts joining McKinsey
Recruitment campaigns for Arvato Systems (IT)
Awareness campaigns for Bundesverband Farbe, Gestaltung, Bautenschutz

Aug 2018 - Apr 2019

9 months

Director Employer Brand Consulting

ressourcenmangel GmbH

Set up an employer brand consulting unit as a spin-off from the agency
Employer brand development, internal and external brand activation, and change communication for TransnetBW (energy) in a phase of general restructuring, dynamic growth, cultural change, and corporate brand relaunch

Sep 2016 - Jul 2018

1 year 11 months

Vice President Creative & Brand Consulting

TMP Worldwide Germany GmbH (now Radancy)

Responsible for global employer branding projects for companies such as Clariant, Danfoss, Infineon, Kühne+Nagel, Linde, Osram
Support for global business development
Support for local management in Hamburg
Strategic management tasks within the global TMP leadership team, e.g. setting up collaborative remote teamwork processes

Nov 2013 - Aug 2016

2 years 10 months

Director Employer Brand Strategy

TMP Worldwide Germany GmbH (now Radancy)

Delivery of global employer branding projects for companies such as Accenture, Dassault Système, Thales, Vibracoustic
Responsible for strategic brand consulting and implementation projects, as well as projects focusing on internal communication, recruiting and talent management, for example, moving all internal communication, task management, and e-mails to one internal social platform for a leading German logistics company
Set up the business unit “planning / brand consulting” for the German office
Support for business development as an employer branding expert
Strategic management tasks within the global TMP leadership team

Apr 2012 - Oct 2013

1 year 7 months

Creative Director

TMP Worldwide Germany GmbH (now Radancy)

Head of the creative team
Responsible for establishing the creative department
Set up quality management for creative client projects
In charge of successfully intensifying the collaboration between the European TMP network (London, Paris, Hamburg) and the US headquarters

Oct 2001 - Mar 2012

10 years 6 months

Founder and owner

c-drei strategic communication

Strategic marketing communication and brand consulting
Brand management / brand development / HR marketing
Development of marketing / communication strategies for clients like CineCentrum, Deerberg Versand, Hamburger Abendblatt, Museum für Kunst und Gewerbe Hamburg, Stadt Verden, Zeit Verlag

Dec 2000 - Sep 2001

10 months

Zürich, Switzerland

Interim Online Marketing Manager

Pixelpark Switzerland AG

Development of online communication strategies, online marketing concepts, website concepts, information architectures, and UX concepts for clients such as Swisscom or CreditSuisse

Mar 2000 - Nov 2000

9 months

New York, United States

Freelance Creative Director

Development of brand values and brand story for Personal Affairs (fashion brand)

Jan 1994 - Feb 2000

6 years 2 months

Creative Director

Freelance

Development of strategy, ideas, and copywriting for network agencies such as BBDO (Dr. Oetker, Tui), MSB+K (Porsche, Whiskas), RappCollins (Sony, Vodafone), Jung v. Matt (Axel Springer), Ogilvy Interactive (Lufthansa)

Summary

Employer brand expert with over 20 years of professional experience and particular strengths in a people-centered approach to HR, brand communication and organizational development.

Brings a professional creative background for bridging the gap between strategy and implementation of Employer Value Propositions (EVP) for multinational companies.

Leadership experience in international teams and remote leading situations.

Training and experience as an executive coach.

Skills

Microsoft 365
Adobe Suite
Cms (Wordpress / Typo 3)
Collaboration Tools (Ms Teams, Zoom, Slack, Trello, Miro, Asana)

Languages

English

Advanced

Spanish

Intermediate

French

Intermediate

Education

Mar 1993 - Jun 1999

University of Applied Sciences Hamburg / HAW

Communication Design Diploma · Communication Design · Hamburg, Germany

Aug 1987 - Aug 1989

School for foreign language secretaries

Language secretary German, English, French, Spanish · Language secretary German, English, French, Spanish · Hamburg, Germany

Aug 1978 - Jun 1987

Bismarck-Gymnasium

Abitur · Hamburg, Germany

Certifications & licenses

B Corp Leader / Sustainability consulting

Organization design

osb-i, Wien

Systemic Business Coach / Executive Coach / Mediator

coatrain, Hamburg

Profile

Created

September 2023

Last Update

March 2025

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Rotraud based?

Rotraud is based in Hamburg, Germany and can operate in on-site, hybrid, and remote work models.

What languages does Rotraud speak?

Rotraud speaks the following languages: English (Advanced), Spanish (Intermediate), French (Intermediate).

How many years of experience does Rotraud have?

Rotraud has at least 32 years of experience. During this time, Rotraud has worked in at least 8 different roles and for 7 different companies. The average length of individual experience is 3 years and 2 months. Note that Rotraud may not have shared all experience and actually has more experience.

What roles would Rotraud be best suited for?

Based on recent experience, Rotraud would be well-suited for roles such as: Director Employer Brand Strategy, Managing Director / Employer Brand Evangelist, Director Employer Brand Consulting.

What is Rotraud's latest experience?

Rotraud's most recent position is Director Employer Brand Strategy at Hi! Employer Strategies GmbH.

What companies has Rotraud worked for in recent years?

In recent years, Rotraud has worked for Hi! Employer Strategies GmbH.

Which industries is Rotraud most experienced in?

Rotraud is most experienced in industries like Advertising, Professional Services, and Automotive. Rotraud also has some experience in Construction, Information Technology (IT), Media, and Entertainment and Publishing.

Which business areas is Rotraud most experienced in?

Rotraud is most experienced in business areas like Marketing, Human Resources (HR), and Strategy and Planning. Rotraud also has some experience in Project Management, Operations, and Quality Assurance (QA).

Which industries has Rotraud worked in recently?

Rotraud has recently worked in industries like Professional Services, Automotive, and Construction.

Which business areas has Rotraud worked in recently?

Rotraud has recently worked in business areas like Human Resources (HR), Marketing, and Project Management.

What is Rotraud's education?

Rotraud attended University of Applied Sciences Hamburg / HAW for Communication Design.

Does Rotraud have any certificates?

Rotraud has 3 certificates. These include: B Corp Leader / Sustainability consulting, Organization design, and Systemic Business Coach / Executive Coach / Mediator.

What is the availability of Rotraud?

Rotraud is immediately available part-time for suitable projects.

What is the rate of Rotraud?

Rotraud's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.