Recommended expert
Sandra (Vera) Grohmann
Chief Marketing Officer & Public Relations | Member of the Management Board
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 6 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
- Defined and implemented a five-year business strategy with full financial accountability (€3M revenue)
- Built and developed a cross-functional team of over 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
- 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 over 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
- Designed and rolled out 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 yearGermany
Senior Consumer & Customer Marketing Manager for Eucerin Germany
Beiersdorf
- 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
- Gained market share, advancing from number five to number three in body care with double-digit growth in deodorants
- Successfully engaged 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
- Initiated the development of the iconic round NIVEA logo as part of the brand evolution
- Led 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 Refreshments 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, Germany
Account Executive
Saatchi & Saatchi
Jan 1999 - Dec 2000
2 yearsBielefeld, Germany
Junior Account Executive
JK Werbeagentur
Summary
Senior executive with 20+ years of international experience across corporate (Beiersdorf), mid-sized (NAOS), and start-up (Phenogy) 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 – and I am now looking for a leadership role where brands, people, and markets grow together.
Skills
- Strategic Brand, Marketing & Business Development
- International Leadership & Operational Excellence
- Innovation Strategy & Scalable Growth Models
- Organizational Development, Transformation & Change Leadership
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®, Holistic Integrative Trauma Work
Verena König
Certified Resilience Coach
Institut für Bildungscoaching
Certified Systemic Business Coach
Systemisches Institut Hamburg
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