Sandra (Vera) G.
Brand & Business Growth Leader | Strategy, Innovation, Transformation
Experience
Jul 2021 - Mar 2023
1 year 9 monthsLucerne, Switzerland
Chief Marketing Officer & Public Relations, Member of the Management Board
Phenogy
- Led full transformation from Cleancell to Phenogy, including rebranding and strategic repositioning
- Developed brand architecture, corporate identity, and communication strategy
- Created investor pitch deck with compelling growth and market narrative
- Developed and introduced innovation process and culture principles for scale-up readiness
- Shaped strategic messaging and stakeholder alignment in cross-functional environments
Aug 2020 - Present
5 years 5 monthsSenior Associate Europe
XPotential Ltd.
- International strategy consultancy specializing in brand-led business development, sustainable growth, and organizational transformation
- Advise mid-sized companies and global corporations across Europe on how to drive transformation and unlock growth through a holistic approach combining brand strategy, innovation, organizational development, and leadership enablement
- Brand strategy & positioning
- Consumer & market insights, business intelligence
- Innovation strategy & go-to-market execution
- Sales & shopper marketing, category activation
- Organizational development & change management
- Executive, team & leadership coaching
- Strategic workshop facilitation & cross-functional co-creation
- Selected clients: Beiersdorf AG (NIVEA, Eucerin, Hansaplast), Melitta Group, Cofresco, Karl Kühne KG, Leifheit AG, Bolton Adhesives
Jan 2018 - Feb 2020
2 years 2 monthsJohannesburg, South Africa
Managing Director - Bioderma, Institut Esthederm
NAOS South Africa
- Full P&L and strategic responsibility for transforming NAOS South Africa from a distributor model into a fully owned affiliate
- Defined and implemented a 5-year business strategy with full financial accountability (€3M revenue)
- Built and developed a cross-functional team (30+) across sales, marketing, operations, and training
- Installed KPI-driven performance systems and streamlined commercial and operational processes
- Established a training academy to build product knowledge, sales capabilities and growth mindset
- Achieved double-digit revenue growth and positioned NAOS as a top-tier dermocosmetic brand in South Africa
Oct 2015 - Dec 2017
2 years 3 monthsDubai, United Arab Emirates
Regional Trade & Marketing Director – Bioderma (MENA & Indian Subcontinent)
NAOS Middle East
- Managed commercial growth and led trade and marketing strategy for a €46M business across the MENA region and Indian Subcontinent
- Developed and executed integrated 360° marketing strategies across retail, pharmacy and medical channels
- Accelerated digital marketing, developed influencer strategy and drove omnichannel brand visibility
- Built a regional training academy to strengthen marketing excellence and leadership pipeline
- Planned and launched the Iran affiliate including team setup, leadership onboarding and marketing operations
- Negotiated strategic commercial agreements and optimized go-to-market execution
- Achieved 70% growth in sun care and number one market position in core markets
Sep 2013 - Sep 2015
2 years 1 monthHamburg, Germany
International Head of Go-to-Market (Senior Global Launch Activation Manager)
Beiersdorf
- Global responsibility for developing go-to-market strategies to activate international product re-launches
- Designed and rolled out a new global go-to-market framework including sell-in storytelling and retail playbooks
- Aligned product development with market needs via strategic input to global brand and innovation strategy teams
- Optimized launch activation processes to drive market impact, consistency, and executional excellence
- Led the development of trade arguments, placement recommendations, and POS campaigns across international markets
Sep 2012 - Aug 2013
1 yearHamburg, Germany
Senior Consumer & Customer Marketing Manager for Eucerin Germany
Beiersdorf
- Led 360° marketing across retail, pharmacy and medical channels for a €60M business
- Managed a team of six
- Drove market leadership in body care and expanded share in other categories
- Strengthened brand presence in pharmacy and medical channels
- Introduced more effective cross-functional collaboration
Jan 2011 - Aug 2012
1 year 8 monthsDurban, South Africa
Group Brand Manager Sub-Saharan Africa for Body & Deo
Beiersdorf
- Regional brand leadership for NIVEA across Sub-Saharan Africa with full responsibility for portfolio, innovation, pricing, and 360° communications strategy
- Managed a cross-functional team of eight Brand Managers
- Annual revenue responsibility of €46M
- Gained market share by advancing from number five to number three in body care and achieved double-digit growth in deodorants
- Successfully engaged the emerging Black middle class consumer segment
- Acted as strategic advisor to all Beiersdorf Emerging Markets on NIVEA Body Care development
- Led execution of the regional 100 Years of NIVEA anniversary campaign
Apr 2007 - Jan 2011
3 years 10 monthsHamburg, Germany
International Brand Manager Face Care
Beiersdorf
- Global responsibility for selected face care product ranges covering portfolio management, pricing, innovation pipeline, and 360° communication
- Led a team of four
- Initiated the development of the iconic round NIVEA logo as part of the brand evolution
- Led the 2D and 3D design relaunch of face care ranges within the global NIVEA redesign with Yves Béhar at fuseproject
- Drove integrated brand building across product, design, and consumer communication
Jan 2006 - Dec 2007
2 yearsHamburg, Germany
International Account Director
TBWA
Jan 2005 - Dec 2006
2 yearsBerlin, Germany
Internship in Operational Marketing Execution Strategy
Coca-Cola Erfrischungsgetränke AG
Jan 2004 - Dec 2005
2 yearsBerlin, Germany
Project Leader
German Award for Business Communication (DPWK)
Jan 2004 - Dec 2005
2 yearsBerlin, Germany
Student Research Assistant
University of Applied Sciences HTW
Jan 2000 - Dec 2003
4 yearsFrankfurt am Main, Germany
Account Executive
Saatchi & Saatchi
Jan 1999 - Dec 2000
2 yearsBielefeld, Germany
Junior Account Executive
JK Advertising Agency
Summary
Senior executive with 20+ years of international experience across corporate, mid-sized, and start-up environments – in marketing, sales, general management, and business consulting.
I drive brand-led growth, scalable strategies, and meaningful transformation – from global brand leadership and go-to-market excellence to leading business operations across EMEA.
As a consultant, I support organizations in strategy, brand development, innovation, and organizational transformation.
Languages
German
NativeEnglish
AdvancedEducation
University of Applied Sciences HTW
Bachelor of Arts · Business Communication Management · Berlin, Germany
Certifications & licenses
Certified Coach For NI Neurosystemic Integration®
Verena König
Certified Resilience Coach
Institut für Bildungscoaching
Certified Systemic Business Coach
Systemisches Institut Hamburg
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