Projects

BRAND MANAGEMENT AND TEAMLEAD DURING RE-STRUCTURING

An American corporation in the personal care category re-organized their European Marketing. This resulted in fluctuation in the teams, a revised brand strategy. I addition, the macro economical situation led to a heavy cost increase.

The Task

• Drive brand and communication strategy with a new agency
• Manage cost and P&L of portfolio
• Bring stability, confidence and structure to the newly established and diverse team
• Establish new ways of working - strengten cooperation with European and global teams
• Support and coach team members in ongoing projects

The Challenge

• High fluctuation within the team caused by re-organisation 
• Steep cost increase in raw material and production
• Onboarding new agency 

The result

• Stabilized team and fostered cooperation and exchange between team members
• Defined and executed strategy and objectives with new agency, found new communication channels providing higher reach and more efficient spend of media budget (improved ROI)
• Turnaround of profitability of a strategically important segment from margin dilutive to margin accretive

BUILDING A EUROPEAN MARKETING DIVISION

The client, an Asian food company, wanted to accelerate its growth in Europe. An important part of the growth strategy was to establish for the first time a Marketing division that should cover a broad spectrum for the European core countries: market research, data analysis, product concepting/innovation, portfolio planning, business modeling, new product launches, communication, product management, project management (international and multi-functional).

The Task

• Recruitment of team members
• Establish processes and structures
• Lead own projects (brand management, product development with R&D, communication concepts, digital media strategies, alignment with Asian headquarters)
• Lead the new Marketing division

The Challenge

• Adapt to European market and overcome cultural boundaries
• Manage ongoing brand re-launch and premiumization with an initially understaffed team
• Integrate the newly-established Marketing team in the existing company culture

The Result

• After 2 months the team was 50% complete, after 5 months 100% complete
• Ongoing projects were prioritized, completed successfully, resulted in an 18% volume uplift and a 5 percentage points brand awareness uplift.

LAUNCHING AN INNOVATIVE OWN-LABEL PRODUCT IN THE LUXURY BEAUTY SEGMENT

The objective of the client, a big player in the beauty segment, was to increase profitability with a newly-founded business unit for own label products.

The Task

• Concepting an innovative luxury skin-care idea and implement a ready-to-market product
• Contract drafting with the supplier
• Product development
• Packaging development
• Scaling the concept based on a second brand with a different positioning.

The Challenge

• Driving a complex, non-standard project in a new and not yet established business structure
• Spot on stakeholder alignment in limited timeframe

The Result 

• Finalized supplier contract
• Finalized packaging design with an agency
• Create training manual for employees
• Create FAQ catalogue for PR division
• Establish business relation with potential supplier for second brand

BRAND MANAGEMENT PAPER HYGIENE

A globally operating blue chip corporation in the paper hygiene segment was looking for support to bridge a vacancy.

The Task

• Support day-to-day business in international environment, incl.
• Evaluation of new business areas and present to leadership team
• Local adaptation and implementation of global Marketing strategies
• Prepare and participate in local and international leadership team meetings
• Product re-evaluation and defining new specs to save cost and remain competitive
• Improve a brand website to achieve higher SEO rankings in cooperation with an agency
• Support recruitment of new employees and successor

The Challenge

Drive various different projects and a wide range of tasks in a short time

The Result

• Developed Key Visual for local annual consumer campaign
• Evaluate various product concepts as a basis for decision to improve cost structure
• Re-launch a brand website with improved SEO ranking
• Found successor and handed over projects

BRAND MANAGEMENT LEAD FOR A BEVERAGE BRAND

A globally operating beverage company needed support to bridge the maternity leave period of an employee.

The Task

• Support in day-to-day business (brand management, product management, project management)
• Lead and coach the team (2 people)
• Drive ongoing projects forward
• Initiate new projects to grow the brand

The Result

• Developed and launched a new product variant that became number 3 in the brand portfolio after just 4 months.
• Digital marketing transformation: to better reach the target audience, the majority of media spend was shifted to digital channels. This drove brand awareness up by 7 ppts in just 6 months.
• Digital marketing campaign got listed as best practice example with Facebook.
• Launched a special edition in cooperation with a prestigious video games company, driving brand equity in new target audience