Düsseldorf, North Rhine-Westphalia, Germany
Lead Schwarzkopf’s global In-Culture Marketing strategy, shaping how the brand shows up across pop culture, entertainment, music, fashion, and sport to build long-term cultural relevance and equity. Own the full Brand Ambassador & Talent Partnership ecosystem — from scouting and cultural research to selection, contracting, strategic briefing, creative development, and ongoing relationship management. Drive high-impact partnerships with global talent (e.g., actors, musicians, athletes and creators), steering campaign strategy, production oversight, comms roll-out, and amplification of major PR and cultural moments. Led Schwarzkopf’s first major music-festival collaboration at Primavera Sound, including onsite activation, content creation and talent involvement, establishing a blueprint for future culture-driven partnerships. Contribute to Schwarzkopf’s overarching brand direction, including global positioning, communication strategy, narrative development and brand-equity building. Manage, coach and develop a team, fostering a culture of creative excellence and cross-functional collaboration across marketing, comms, PR and external agencies.
Led the global Schwarzkopf Masterbrand identity across Professional and Consumer, steering the development of a cohesive visual world — including Hair Visual Identity, Tone of Voice, Styleguide and long-term Pack Vision. Drove the strategic repositioning of the Masterbrand by shaping the global Marketing Model, Portfolio Architecture, Brand Purpose, Claim Development and communication framework, including the creation of a new cross-channel platform. Oversaw the global color portfolio relaunch (including Brillance and Natural & Easy) and led the end-to-end relaunch of Oleo Intense and Schwarzkopf Styling in the UK and France, covering concept development, pack design and market activation. Managed and developed a team consisting of one Brand Manager and one intern, fostering a collaborative, high-performance environment across brand, design and cross-functional partners.
Contributed to the conception and launch of the first Schwarzkopf Experience Store in Berlin, taking full ownership of the Heritage, Sustainability and Color zones and shaping an immersive brand experience. Led the development of three Schwarzkopf Limited Editions for the German market (1898 Powder Shampoo, Martha Hair Perfume, Shampoo Bar), including end-to-end product creation and campaign development for social media. Steered Schwarzkopf’s Social Purpose initiative “Million Chances” in collaboration with the Corporate Social Responsibility team — from concept creation and consumer testing to event planning and activation. Managed and coached one intern while mentoring a Junior Brand Manager, supporting capability building and cross-functional collaboration.