Hamburg, Hamburg, Germany
I believe the best commercial decisions start with category understanding - not gut feel. Over the past three years, I've worked both sides of that equation: advising FMCG brands including FRoSTA and Loacker on consumer segmentation and media investment using Nielsen and GfK data at JOM Group - and building Heimatgut's international retail presence from scratch, growing the business from near-zero to mid-six figures across 8+ markets and securing listings at Erewhon (US), dm (Poland & Hungary), Dagrofa (Denmark) and MacKenzie Gray (Lebanon). What drives me is the space where consumer insight meets category development and commercial strategy - understanding shopper behaviour, identifying category white space and translating that into assortment, pricing and portfolio decisions that work for both brand and retailer. Open to conversations around category strategy, international retail expansion, or FMCG growth.
• Built and led the commercial and category strategy across 8+ international markets, translating consumer insights and competitor positioning into localized assortment and pricing decisions. • Scaled international revenue from a five-figure baseline to a six-figure base within 12 months through structured market analysis and strategic retail partnerships across 5 core markets. • Delivered a 15x+ growth in international revenue by securing major retail listings at Erewhon (US), dm (Poland & Hungary), Dagrofa (Denmark) and MacKenzie Gray (Lebanon) based on tailored commercial cases. • Aligned commercial, brand, and operational teams on international execution while reporting directly to the CEO.
• Designed Heimatgut’s international go-to-market framework from scratch, evaluating over 20 markets across Europe, Asia, and the US for category fit and competitive white space. • Turned market analysis into actionable pricing and positioning strategies, which successfully landed five retail listings across four international markets within nine months. • Built a structured pipeline of 70+ international retail partners, systematically prioritizing targets based on market potential, channel fit, and category relevance.
• Developed data-driven audience segmentations for FRoSTA across Germany and Austria using Nielsen and GfK panel data, translating consumer insights into strategic media investments for budgets up to €30m. • Steered the strategic media launch for FRoSTA’s market entry in Austria, establishing the brand's position as a challenger in a new market through targeted initial budget allocations. • Delivered comprehensive competitive analyses and category positioning frameworks, presenting strategic recommendations monthly to FRoSTA’s senior management. • Advised blue-chip clients including FRoSTA, Loacker, Provinzial, and Barmenia on media strategy while successfully supporting end-to-end new business pitches.