Cologne, North Rhine-Westphalia, Germany
I’ve spent the past 8+ years building brands across FMCG categories and international markets—from chocolate and wine & spirits to dairy beverages—across Europe and Asia. What I enjoy most is bringing structure to complexity—connecting data, people, cultures and ideas into impacts.
• Own and build milk-based beverages category (branded and private label) in Germany and Austria. • Creat portfolio and commercial strategy of 5-year pipeline. • Lead a team of 5-7 persons in category strategy and brand marketing.
• New product innovation and portfolio strategy for Pernod Ricard Strategic International Brands in EMEA & LATAM • Innovating new spirits products from zero to hero (consumer insights analysis, ideation & conceptualisation, TLO) • Leading multifunctional project teams in transforming ideas into actionable launch • Working languages: English & Spanish
• Brand Communication and Digital Marketing of Callebaut Chocolate & Mona Lisa Decorations • Brand Building and New Product Development / Innovation projects • Lead various rebranding waves with a 360-degree global marketing mix · Refined brand essence and unique selling points per segment based on market insights and competitor analysis • Set up a brand communication plan and drove omni-channel campaigns (e.g. email marketing, gamification, SoMe) • Support in country business development strategy and key account penetration • Manage digital marketing and Social Media Platforms
Responsible for Barry Callebaut in Hong Kong & Macau Area Business Development & Trading Marketing • Design and implement sales and promotion plans with distributors’ sales force • Evaluate possibilities in key accounts and build tailor-made solution to enlarge portfolio distribution • Conduct customer mapping and drive route to market • Identify new potential clients and draw business proposals • Lead data analysis and channel analysis (hotel, bakery, pastry, ice cream, etc.) • Plan and execute marketing campaigns and training • Communicate on brand value and product launches
• Conducted category analysis on future consumption trends and competitor analysis on international development • Research on sustainability and corporate social responsibility • Blockchain technology in supply chain management of F&B industry
• Conduct marketing research on RTDs/high-strength premixes consumption trends and consumer habits • Focus group survey and propose price positioning • Performed competitor analysis • Developed distribution models and sales channels targeting Germany as a new market