Barcelona, Catalonia, Spain
International executive offering a global perspective and 20+ years of experience working in Insights, Marketing and Business Growth. He held senior roles in General Management, Sales, Business Development and Key Account Management, as well as Brand and Trade Marketing, Marketing Strategy, Planning and Insights functions, working both in leading global FMCG companies; BAT and currently in pladis Global, as well as in leading global Market Research and Insights companies; Kantar and MetrixLab. Bernd is a renowned and award-winning expert in Brand Equity/Health Tracking, Creative Development, Advertising and Media Effectiveness research and measurement, and highly experienced in Market Understanding, Product Development, Shopper, Packaging and Sales Activation research. His professional focus is serving top-tier, global companies, helping them grow their business, brands, people, and corporate wealth.
• Key responsibilities include Consumer and Market Insights (CMI) and data analytics across Europe & Developing Markets e.g. Australia and Africa, business transformation and mastering of commercial, brand, communication and innovation research, analytics, insights and strategy formulation, covering e.g. Demand Spaces, Market Data and Intelligence, NPD Research and Brand Equity/Health Tracking, to enable more effective business intelligence and drive accelerated growth of pladis’ portfolio of iconic global brands, e.g. McVitie’s, Ülker and Godiva, and local jewels, e.g. BN, Verkade and Sultana.
• Responsible for Cluster/Country strategy and revenue growth, against financial plan, client relationships and impact across all business units and solutions. • Lead growth acceleration of the Spanish business. • Lead global strategy, senior relationships, budget management and coordination for Global Key Accounts - with a focus on clients in e.g., Food and Beverages, Consumer Health and Digital Advertising. • Global Client Co-Lead for a leading company in global drink industry.
• Group Head responsible for driving Unit growth, sales, and financial management at Kantar Millward Brown in Spain. Member of the Board. • Managing a sales and client management team of 30 FTEs and 6 senior directors reporting. • Commercial strategy, marketing and product portfolio management, and new business development. • Client management and key account management; direct responsibility for leading development of key clients - with a focus on clients in e.g., FMCG, Restaurants and Financial Services.
• Lead development and maintenance of key international client portfolio at Kantar Millward Brown in Spain - with a focus on clients in e.g., FMCG, Financial Services and Telecom. Member of the Growth Team. • Drive the achievement of the company’s vision, strategy and objectives, through building of high performing teams. • Development and deployment of best practice products/leverage expertise in the areas of Branding, Communication and Media.
• Lead development and maintenance of key international client portfolio at Kantar Millward Brown in Germany and Switzerland - with a focus on clients in e.g., Financial Services (Global lead). • Drive the achievement of the company’s vision, strategy and objectives, through building of high performing teams. • Development and deployment of best practice products/leverage expertise in the areas of Branding, Communication and Media.
• Lead functions of Consumer, Shopper, Brand, Market & Business Information management and Insights generation at central office and operational divisions of BAT Iberia i.e. Mainland Spain, Portugal, Canary Islands and Andorra. • Lead Annual Strategy and Budget Cycle at BAT Iberia, driving marketing strategy formulation, communication and business reporting. • Management of Retail Audits. • Route to Market strategy development for Mainland Spain. • Development and deployment of Consumer Dialogue model. Member of European drive team. • Management of Strategic and Operational Tracking research i.e., category segmentation, brand performance monitors, media planning and effectiveness measurement of consumer/retailer engagement programs.
• Direct and drive TM&D Strategy and Planning at BAT Iberia, including retail classification, trade coverage planning and resource allocation, field force training and TM&D system development. • Mastering and co-ordination of Monthly Sales and Operational/Cycle Planning for the Iberian markets, including commercial transformation, demand forecasting and marketing activity planning.
• Lead Marketing Information management and Retail Marketing development at BAT Northern Europe Area, supporting central marketing functions in Area office and OpCo's i.e. The Netherlands, Belgium, Switzerland, UK and the Nordics (Scandinavia and Baltic States). • Re-organization of market research/business intelligence departments, following the merger with Rothmans International in 1999. • Development of Category Management best practices for the Group, working with lead market USA and platform deployment in The Netherlands. Member of the Global governance team.