Rotraud Diwan
Director Employer Brand Strategy
Experience
Oct 2023 - Present
1 year 10 monthsDirector Employer Brand Strategy
Hi! Employer Strategies GmbH
- Switched to part time in an expert role due to familiy situation.
May 2019 - Sep 2023
4 years 5 monthsManaging 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 for Exyte Management GmbH (Engineering).
- Set up a global employee survey and implement eNPS as core KPI for Exyte Management GmbH (Engineering).
- Support change management with a people perspective and communication for Exyte Management GmbH (Engineering).
- Connect employer brand with global change management for Exyte Management GmbH (Engineering).
- Support change communication with a strong people-brand-led change narrative for Exyte Management GmbH (Engineering).
- Support the implementation of a global DEI department reinforcing the existing grassroots movement of LGBTQ+ communities for Axel Springer.
- 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 for Axel Springer.
- 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 Federal Association for Color, Design, and Building Protection.
Aug 2018 - Apr 2019
9 monthsDirector 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 monthsVice 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 monthsDirector 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 monthsCreative 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 monthsFounder and owner
c-drei strategische Kommunikation
- 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 of Arts and Crafts Hamburg, City of Verden, Zeit Verlag.
Dec 2000 - Sep 2001
10 months Zürich, Switzerland
Interim Online Marketing Manager
Pixelpark Schweiz AG
- Development of online communication strategies, online marketing concepts, website concepts, information architectures, and UX concepts for clients such as Swisscom or Credit Suisse.
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 1993 - Feb 2000
6 years 2 monthsFreelance Creative Director
- Development of strategy, ideas, and copywriting for network agencies such as BBDO (Dr. Oetker, TUI), MSB+K (Porsche, Whiskas), RappCollins (Sony, Vodafone), Jung von 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.
Languages
German
Native
English
Advanced
French
Intermediate
Spanish
Intermediate
Education
Mar 1993 - Jun 1999
University of Applied Sciences Hamburg / HAW
Diploma · Communication Design · Hamburg, Germany
Aug 1987 - Aug 1989
School for foreign language secretaries
Language Secretary · Hamburg, Germany
Aug 1978 - Jun 1987
Bismarck-Gymnasium
Abitur · Hamburg, Germany
Certifications & licenses
B Corp Leader / Sustainability consulting
Organization design
osb-i, Vienna
Systemic Business Coach / Executive Coach / Mediator
coatrain, Hamburg
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