Hamburg, Hamburg, Germany
High Experience in Brand Positioning & Strategy | Brand Development | Communication. Love for food paired with nutritional science background. International brand leading and innovation development. Rejuvenation & expansion of brands. Strong track record of successful brand activation with holistic or fully digital campaigns. Special strengths: - Creativity & Innovation. - Biochemistry Background enabling me to work close with R&D. - Strong ability to create advertising and brand activation with impact - Passionate leader who can motivate teams to deliver beyond expectations.
Building plant based innovations which stand out (like Eleplant, the best plant butter you have ever tried) along with the communication campaigns for it. Improving profitability. Digitalize B2B Marketing and and boost Westfalia and Optima Foodservice.
Leading the Export Team to open up new markets (US, South Africa, South Korea). Securing PL Contracts in Germany. Building the FS business in Italy. Growing European markets with no own MU in market.
Responsible for all marketing related decisions, portfolio, A&P budget, NPDs, media, digital approach, strategy, PR. LT member, co-responsible for the P&L Main achievements: 17% NS growth over 14/17 after 13% decline in 2013. 35% GP growth and 26% Ebitda growth over same period. Establishing coated fish from a medium sized boring category to a vibrant fast-growing sector (+80% over 2 years) via launching and continuously supporting relevant innovation (i.e. Lekkerbekjes and Kibbeling, Dutch fish monger favourites) Turnaround of the declining meals business to double digit growth.(20+%) 4 years in a row via re-launching the business and establishing a new support and design platform. Relaunch of pan meals (new more authentic recipes) and launch of microwave meals as 2nd range. The total frozen meals NS grew from 6,5 m€ to 15m€ by 2017. Frozen Category more than doubled its size! Building and implementing a digital strategy for the brand. Establishing a branded YouTube channel which is now the No1 YT channel amongst all NL Food brands, creating strong engagement with Fathers / men and a younger audience than via classic TV supported by SEO, SEA, website and digital ads. Building a model for successful branded content creation with Branddeli (TV station group) leading to strongly increased media effectiveness at low costs Convinced EXEC board to increase A&P by 55% to drive growth since 2013
Developed the strategy – where to invest, which portfolio, what kind of support, what order of market entries. Strategic assessment of the region and long-term investment plan. Main markets: Russia, CEE, Turkey
Entering a new category (poultry) with iglo across all continental markets. Developing the launch range, concepts, products, advertising. Successful launch across 6 European markets.
Leading the brand Whiskas across 15 European markets: deliver brand strategy, innovation & advertising. Turning the brand from decline back to growth by launching 2 new campaigns and a relevant innovation.