Ich unterstütze Unternehmen beim Übergang vom Verwalten hin zu aktiver Wachstumsführung - dort, wo die kommerzielle Strategie stagniert oder die Organisation mehr als nur eine oberflächliche Lösung benötigt. +30 Jahre Erfahrung. Ich komme nicht mit einem fertigen Rezept, sondern mit einer Diagnose.
Skills
Business-CoachingChange ManagementWachstumsstrategieMarketingInterim ManagementMarketing-KommunikationCoaching und Mentoring
About me
Consultant and interim manager with 20 years of marketing experience, both strategic and hands-on.
I am a dedicated initiator, passionate about leading teams, bringing out the best in everyone, and ensuring sustainable success. I specialize in brand, positioning and target group-oriented communication in a digital world, always keeping an eye on the competition and current trends.
Core Competences
Marketing & Strategy: Addressing and retaining the target audience with the right message
Strategic Consulting & Change Management: Innovation and transformation with a focus on growth
Interim Manager: Building and leading teams, stakeholder management
Project Management: Reliable coordination of cross-departmental teams
Digital: Selecting the appropriate channels in a world of information overload
Target-oriented leadership: Successfully developing and managing committed employees
Work History
2005 - Freelance Project Manager / Interim Manager / Consultant for Mercedes-Benz, Vodafone, Telefónica, OTTO, Unilever, Deutsche Telekom, Deutsche Bahn, etc.
2003 - 2005 Head of Marketing at Renault Deutschland AG
2000 - 2003 Senior Consultant at UGW AG, projects with Audi, Mercedes-Benz, Opel, DHL
1998 - 2000 Dealer Consultant in the field, Peugeot Sales Region Nord, Hamburg
1996 - 1998 Product Manager, responsible for 3 car lines, Peugeot Germany
Professional Education
Dipl.-Kfm. (Master of Business Administration), Saarbrucken University, majors: Marketing, Retail (1996)
Freelance Professor in Hamburg, Zurich, Stuttgart (2002 - 2006), Lecturer with Examination Entitlement on Marketing and Consumer Behavior at Luneburg University (2008 - 2013),
Objective: Shaping the transition of a company undergoing radical change after MBO
Brand repositioning from a low-price brand (Tele2) to a sustainable, value-based provider (new brand Amiva), naming, target group definition, marketing, sales, and online strategy, CI and wording development, building up a team of 10
Relaunch broadband business, initiation of cooperations, selection of external partners
Member of the management board, constant driver for change in all areas of the company
Marketing Strategy for Mobile Provider
Lebara Ltd., London (remote)
Telekommunikation
1000-5000 Mitarbeiter
Role: Proket Manager
Objective: Development and implementation of a network shift marketing strategy before, during and after the migration from Vodafone to Telefónica network
Stakeholder management Marketing, IT, CS, Legal, Finance (Lebara DE and Lebara Ltd., London), selection and management of external agencies and service providers
Competition monitoring, comm and trend monitoring (DE, int.), strategy derivation
Interim management of the international migration project team, crisis management
Digital Transformation for Global Chemical Corporation
Altana AG, Wesel/DE (remote)
Industrie und Maschinenbau
5000-10.000 Mitarbeiter
Role: Interim Head of Group Digital, Project Manager Digitization
Objective: Development of a digital strategy for all divisions of the group, derivation of a personnel and internal billing concept, leadership and expansion of the team
Reporting to C-level, coordination across the group (4 divisions, 22 LEs)
Identification of e-commerce growth fields, selection of agencies and implementation partners, development of internal competence by doubling the number of FTEs
Consulting the Executive Board in digital marketing, positioning and communication
Digital Transformation for US Market Leader Animal Healthcare
Elanco Inc., Greenfield/USA (remote)
Pharma und Medizintechnik
5000-10.000 Mitarbeiter
Program Manager
Objective: consolidation and advancement of six projects in the areas of digital, marketing and IT (e-commerce, campaigns, multichannel, data analytics)
Reporting to CDO, coordination with stakeholders, responsibility for reporting
Responsibility for the implementation of Jira, Confluence, SharePoint, and SalesForce Marketing Cloud, change management top-down worldwide
Consulting and coaching in the areas of strategy, product management, digital marketing, user experience, positioning, and communication
B2B Marketing for Global Software and Cloud Provider
SoftwareONE AG, Stans/CH (remote)
Internet und Informationstechnologie
5000-10.000 Mitarbeiter
Role: Project Manager
Objective: Setup of a global positioning for all business area towards different target groups/user personas, deriving a communication and campaign strategy
Assessment with relevant stakeholders from all over the world (90 national subsidiaries), establishing internal alignment in all business areas
Marketing strategy development based on the positioning, positioning map (including competitors), derivation of UX, imagery, and storytelling codes for campaigns
Digital Strategy for Mercedes-Benz Data Offer
Mercedes-Benz AG, Stuttgart (remote)
Automobil und Fahrzeugbau
>10.000 Mitarbeiter
Role: Project Manager
Objective: Creation of a B2B facing positioning of a new car data offer, development of messages based on from-scratch functionality and possible user stories
Identifying of stakeholders (developers, product managers, engineers), in-depth interviews, taking part in test drives and device setups of the new technology
Development of working hypotheses for a possible positioning, testing with stakeholders, creating internal/external presentation for go-to-market events
B2B Marketing and Communication for Energy Service Provider
RheinEnergie AG, Cologne/DE
Energie, Wasser und Umwelt
1000-5000 Mitarbeiter
Role: Project Manager
Objective: Development of marketing and sales strategy for different target groups and ensuring its implementation
Development of cross-selling strategy (B2B), planning, setting up processes, sales training, piloting, monitoring; stakeholder management; agency briefing/supervision
Elaboration of strategic and communicative positioning (B2C and B2B), target group definition, segmentation, corporate wording; revision of customer communication
Conception of B2B campaigns, training of sales team and tele sales team
Strategy and Creation Mercedes-Benz B2B Website
Daimler AG, Stuttgart
Automobil und Fahrzeugbau
>10.000 Mitarbeiter
Role: Consultant
Objective: Short-term development of an innovative web shop concept based on a successful MVP, coordination of corporate divisions, IT, legal, sales / channels
Expert discussions with stakeholders to evaluate expectations and ideas
Conception of positioning, structure, look-and-feel, UX, content, user journey to demonstrate the innovation leadership of Daimler AG
Development of branding, presentations and storylines for launch activities
Development of a roadmap until 2022 with different scenarios
Relaunch B2B Online Platform Rail
DB Cargo AG, Frankfurt
Transport und Logistik
5000-10.000 Mitarbeiter
Role: Project Manager
Objective: Coordination of stakeholders in different areas (including Deutsche Bahn Konzern) to complete work packages on time within a tight timeframe
Definition project plan, work packages, milestones
Professional advice and conception in the areas of branding, pricing, naming
Interim Management at a Digital Marketing Agency
ethority Global Network GmbH, Hamburg
Marketing, PR und Design
50-250 Mitarbeiter
Role: Interim Managing Director
Objective: development of the consulting service offers in digital marketing (stand-in for the CEO in his sabbatical)
Supervision of key accounts (50% of DAX companies are on the customer list)
Expansion of the consulting offer (brand strategy, content strategy, multichannel)
Holding workshops, impulses for the development of campaigns, creation of communication concepts, derived from marketing intelligence
Hands-on Digital Transformation for Leading Mail Order Player B2B
Schneider Versand (Klingel Group)
Konsumgüter und Handel
250-500 Mitarbeiter
Role: Interim Head of E-Commerce and Marketing
Objective: Development and implementation of new strategies for e-commerce and marketing for market leader B2B (promotional items, decoration)
Head of 20 employees, budget responsibility in the double-digit millions
Develop and implement new marketing strategies online and offline (drive-to-web, new advertising and sales forms)
Setting up new work and IT processes, selection of new employees and agencies
Transformation management after merger (Klingel Group)
New Offer Strategy for Health Product
SALUS Haus Dr. med. med. Otto Greither Nachf. GmbH & Co. KG
Konsumgüter und Handel
50-250 Mitarbeiter
Objective: Relaunch of positioning and branding, impulses for new forms of marketing
Analysis of organic food industry, positioning of key competitors, channel strategies and tea/coffee trends worldwide
Derivation of positioning approaches, possible search grids for product innovations and initial marketing and channel approaches
Idea workshop with employees from different departments
New Offer Strategy and Product Nomenclature Electronics B2B
TE Connectivity, Darmstadt/DE
Automobil und Fahrzeugbau
5000-10.000 Mitarbeiter
Objective: streamlining access of the product range (1.5 million articles) for (B2B) customers and employees through new structure and re-naming of product lines
Analysis of the product lines of all sectors (including acquisitions in the last 20 years)
Analysis of the competitive environment, comparison of other industries
Workshops with employees, sales partners, customers
Development of a new offer structure, naming of product groups
Product Definition and Go-to-Market Strategy for Chinese OEM
ICONIQ Motors
Automobil und Fahrzeugbau
500-1000 Mitarbeiter
Objective: Strategic positioning of a new vehicle concept, definition of requirements for vehicle development (pre-feasibility phase)
Definition and analysis of the target groups (Sigma), derivation of automotive needs
Competitive analysis (desk research and dealer visits in Beijing and Shanghai)
Derivation of product requirements (powertrain, dimensions, features, connectivity), from brand values and brand facets, discussion with client, development partner Magna Steyr and potential suppliers for the vehicle platform (e.g. Nissan)
Feasibility studies, management workshops, coordination of go-to-market studies
Handover to Magna Steyr Asia for technical development
Setup Customer Acquisition Multichannel for B2B Platform
Wer liefert was? GmbH, Hamburg
Internet und Informationstechnologie
50-250 Mitarbeiter
Role: Senior Campaign and Channel Manager (interim)
Objective: Establish processes to cross-link sales / marketing activities in all channels
Setup new CRM system, process definition
Conception of a new argumentation line for Campaigns and Field Sales
Coordination of all Multichannel sales activities via Field Sales, Tele Sales, Direct/Online Marketing (E-Mail-Campaigns, Website, Landing Pages)
Interface management with Tele Sales, Field Sales, Agencies
Conception and realization of workshops
Go-to-market Strategy for De-centralized Energy Network
Beegy GmbH, Munich (BayWa/MVV Energie)
Energie, Wasser und Umwelt
50-250 Mitarbeiter
Role: Project Manager
Objective: Positioning of a not self-explanatory offering in an inhomogeneous market with new target groups ("prosumers")
Analysis of the competition and related industries, evaluation/systematization of (latent) customer needs (focus groups, use of existing market research)
Development of brand strategy, product offerings and go-to-market strategies
Approaches for visuals, claims, imagery, wording and episodes (storytelling)
CRM Platform Redesign for Telco Market Leader
Koninklijke KPN NV, Den Haag/NL
Telekommunikation
5000-10.000 Mitarbeiter
Role: Project Manager
Objective: Merging different CRM systems in the group
Coordination of an interdisciplinary project team, responsibility for two Scrum teams
Development of user stories for different target groups with complex specifications
Development of functional specifications, business cases, presentations
Objective: Significant increases in efficiency through simplification of the offer (potential for savings on marketing, sales and support costs across all channels)
Tariff portfolio analysis including options, services, flats, discounts
Creation of complex scenarios, alternative business cases, forecasting and reporting (reduction / simplification, migration)
Initiation of strategies and measures (IT / CC / campaigns) for tariff migration, (re-) design of processes, cross-divisional coordination and implementation
Continuous screening of alignment with business case, if required design and implementation of countermeasures
Strategic Brand Positioning Otto.de
OTTO (GmbH & Co KG)
Konsumgüter und Handel
5000-10.000 Mitarbeiter
Objective: Refresh of the positioning according to results of extensive market research since 2012 (see below)
Workshops on communication status with internal stakeholders and agencies
Evaluation of the competition performances vs. resource based view
Positioning variance analysis in motivational target systems, internal validation
Synthesis in a multi-dimensional perceptual brand matrix using MBTI dimensions
Creation of a handbook for strategic imagery, training departments and agencies
User Experience for SaaS Solution
Datev eG
Banken und Finanzdienstleistungen
1000-5000 Mitarbeiter
Objective: Designing an interface to be intuitive to use (for different target groups)
Requirement analysis, evaluation of user profiles / audience matrix, creation of use cases
Developing business concepts for new SaaS solution, also mobile/apps
Workshops with designers/IT, derivation, presentation and discussion of different designs/information density depending on job description and role in the company
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