16.10.2025 aktualisiert
100 % verfügbar
Consultant / Brand Strategist / Business Model Designer
Darmstadt-Eberstadt, Deutschland
Weltweit
MasterÜber mich
Ich bin als Gründer zweier erfolgreichen Agenturen (conv[inc]e in Silicon Valley, elbkind in Hamburg) bekannt und decke drei Bereiche ab: - Markenstrategie & CX (u.a. Philip Morris, P&G…) - Digitaler Wandel (u.a. TAMM Abu Dhabi, Underberg) - Projektmanagement (u.a. NIVEA, 1&1)
Skills
KundenbeziehungsmanagementBusiness ModelSocial Media MarketingWirtschaftMarketingMarktanteilPreisstrategienSoziale MedienAuswahl von ZielmarktMarkenbildungCoaching und Mentoring
People know me as the founder of two successful advertising agencies - and as one of Germany's foremost experts on Marketing and Strategic Branding. My work is based on classic economic science, insights from Neuro- and Motivational Psychology, and includes a focus on decision research, word-of-mouth-mechanisms and Social Marketing.
I use my knowledge
- as a brand strategist to the Fortune 500 (i.e. Procter&Gamble, Eli Lilly, Nestlé, Toyota...)
- as a brand/project manager to large family companies (Underberg, Viessmann...)
- to consult start-ups
My campaigns have won one Golden Effie, two Effie finalist spots, several entries into the JDW (Jahrbuch der Werbung), a bevy of minor prizes, and are regularly quoted in books and ad magazines. My main goal is to create ROI-positive “Growth Brands" with maximum impact, a clear story, an efficient touchpoint journey for consumers, and built-in evangelism. To achieve that, I analyze product features, USPs, competitive landscape and target group insights... and then set up campaigns that leverage strengths and eliminate weaknesses. I find “new users”, “new uses” and make brands relevant in people’s everyday lives - thus creating desire, loyalty/fandom and ultimately market share. This is true for anything from chewing gum to OTC pharmaceuticals.
Sprachen
DeutschMutterspracheEnglischMuttersprache
Projekthistorie
Main Problem:
The digital marketing strategies/tools in Germany's market for heating and homeenergy
systems were severely outdated - and out of touch with customer expectations.
Viessmann in particular tracked a solid #3 among the "Big 3" (Buderus, Vaillant,
Viessmann) when it came to brand engagement, being seen as an innovator, social
media interactions and central brand service quality.
Task / challenge (together with 7 other consultants):
- Setting up a new Social Media Strategy, involving Viessmann Marketing-, Product
Management- and Customer Service departments regarding digital change
- Building communities and social media channels (Blog, reseller and installer
community, Facebook, Twitter, Instagram) und editorial planning per channel
- Setting up content marketing and web properties with other companies from the
building sector to address "modernization lag". Results are "Allianz pro
Nachhaltigkeit" and various coops with car companies to reach the classic home
builder target group.
Results:
- Viessmann rises from rank 3 to rank 1 in BIG Social Maturity Ranking
- Large increase in customer loyalty and happiness regarding
- installation experiences
- service quality
The digital marketing strategies/tools in Germany's market for heating and homeenergy
systems were severely outdated - and out of touch with customer expectations.
Viessmann in particular tracked a solid #3 among the "Big 3" (Buderus, Vaillant,
Viessmann) when it came to brand engagement, being seen as an innovator, social
media interactions and central brand service quality.
Task / challenge (together with 7 other consultants):
- Setting up a new Social Media Strategy, involving Viessmann Marketing-, Product
Management- and Customer Service departments regarding digital change
- Building communities and social media channels (Blog, reseller and installer
community, Facebook, Twitter, Instagram) und editorial planning per channel
- Setting up content marketing and web properties with other companies from the
building sector to address "modernization lag". Results are "Allianz pro
Nachhaltigkeit" and various coops with car companies to reach the classic home
builder target group.
Results:
- Viessmann rises from rank 3 to rank 1 in BIG Social Maturity Ranking
- Large increase in customer loyalty and happiness regarding
- installation experiences
- service quality
Founder of an agency with now close to 50 employees, responsible for Management,
Client Consulting and Client Branding Strategies.
Responsible for all "Connected Branding" aspects of client's campaigns, as well as
the scientific foundations of advertising and media strategies.
Involved with winning 1 Golden Effie for client Ritter Sport (Relaunch of their
Olympia brand), 3 entries into the JDW Jahrbuch der Werbung (including Newcomer
Agency of the Year) and several smaller honors (including "Marketing Bell" of
Marketing Club Hamburg etc.).
Also, developing viral campaigns and/or seeding strategies for international clients
like Diesel Jeans ("XXX SFW" video), Samsung (Omnia "Unpacking" videos), or
Skype ("Laughter Chain").
Countless Paid Workshops about the topics "Neuromarketing" and "Viral
Marketing" at companies like Glaxo Smith Kline, GMX, Miami Ad School and
Karwendel. Lectures at Universities, including Heidelberg, Münster, Stuttgart,
Pforzheim...) and Press Interviews (u.a. W&V, Horizont, ADZine, Werbeblogger sowie
TV-Interview "heute Journal").
Making sure that viral measures are based on the best available psychology ("What
is contagious?"), yet congruent with existing Brand Images and Brand Dimensions.
Developing "symphony strategies" to combine Buzz, Internet Video, classic PR,
widgets, social media, classic advertising channels (!) and other platforms for
maximum long-term impact.
Sold my own stake in the agency to the other founders in 2012.
Client Consulting and Client Branding Strategies.
Responsible for all "Connected Branding" aspects of client's campaigns, as well as
the scientific foundations of advertising and media strategies.
Involved with winning 1 Golden Effie for client Ritter Sport (Relaunch of their
Olympia brand), 3 entries into the JDW Jahrbuch der Werbung (including Newcomer
Agency of the Year) and several smaller honors (including "Marketing Bell" of
Marketing Club Hamburg etc.).
Also, developing viral campaigns and/or seeding strategies for international clients
like Diesel Jeans ("XXX SFW" video), Samsung (Omnia "Unpacking" videos), or
Skype ("Laughter Chain").
Countless Paid Workshops about the topics "Neuromarketing" and "Viral
Marketing" at companies like Glaxo Smith Kline, GMX, Miami Ad School and
Karwendel. Lectures at Universities, including Heidelberg, Münster, Stuttgart,
Pforzheim...) and Press Interviews (u.a. W&V, Horizont, ADZine, Werbeblogger sowie
TV-Interview "heute Journal").
Making sure that viral measures are based on the best available psychology ("What
is contagious?"), yet congruent with existing Brand Images and Brand Dimensions.
Developing "symphony strategies" to combine Buzz, Internet Video, classic PR,
widgets, social media, classic advertising channels (!) and other platforms for
maximum long-term impact.
Sold my own stake in the agency to the other founders in 2012.