Zürich Metropolitan Area
Global Product & Innovation Lead | Strategic Marketing | Advanced Analytics | AI for Insights I turn customer insight and data into clear strategic decisions, scalable product portfolios and measurable growth across global consumer and industrial markets. I lead insight programs supporting executive decision-making in portfolio management, product development (NPD) and commercialization, combining qualitative and quantitative research, predictive analytics and AI to operationalize strategic KPIs and embed evidence into day-to-day business decisions. 𝗞𝗲𝘆 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗦𝗰𝗮𝗹𝗲 & 𝗰𝗼𝗺𝗽𝗹𝗲𝘅𝗶𝘁𝘆: 55 brands across 20 categories; 44 innovation projects and 150+ insight & analytics engagements • 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴 & 𝗮𝗱𝘃𝗶𝘀𝗼𝗿𝘆: Built and led a consulting cluster of four firms focused on global insight and retail strategy • 𝗘𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀: Developed and implemented Hilti’s advanced analytics platform supporting strategic portfolio and channel decisions • 𝗡𝗣𝗗 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Modernized global NPD process from standardized opportunity exploration and ideation to concept testing and post-launch evaluation • 𝗔𝗜 & 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝘀𝘆𝘀𝘁𝗲𝗺𝘀: Built LLM-supported knowledge and insight systems to scale discovery, reuse and decision support • 𝗚𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲 & 𝗮𝘂𝗱𝗶𝘁𝘀: Conducted audits in knowledge management, insight, research and analytics maturity, and translated findings into pragmatic roadmaps • 𝗖𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴: Delivered company-wide training in analytics, insight generation, innovation management and pricing 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 & 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸𝘀: Hypothesis-Led Problem Solving | Evidence-Gated Portfolio & NPD Decisions | Decision Governance & Executive Ownership Models 𝗧𝗼𝗼𝗹𝘀 𝗮𝗻𝗱 𝗺𝗲𝘁𝗵𝗼𝗱𝘀: Qualitative & Quantitative Research Techniques | Predictive modelling | Microsoft Fabric | SQL, VBA Beyond my core responsibilities, I actively contribute to a safe and supportive work environment, including serving as a qualified first aider — reflecting a hands-on leadership style and a strong sense of responsibility for people and workplace culture. I enjoy exchanging perspectives on strategy, innovation and analytics with senior leaders and practitioners.
Leading Hilti’s global CMI Product & Innovation team with end-to-end responsibility for embedding customer insight and analytics into portfolio management, innovation and product lifecycle decisions. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 & 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗶𝗺𝗽𝗮𝗰𝘁: Directed global insight programs shaping innovations across Power Tools, Tool Services and Construction Software • 𝗔𝗱𝘃𝗮𝗻𝗰𝗲𝗱 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 & 𝗳𝗼𝗿𝗲𝗰𝗮𝘀𝘁𝗶𝗻𝗴: Built and scaled Hilti’s analytics system to assess historical performance, forecast future outcomes and guide product and GTM decisions • 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 & 𝗽𝗿𝗶𝗰𝗶𝗻𝗴 𝗮𝗱𝘃𝗶𝘀𝗼𝗿𝘆: Advised senior leadership on pricing, volume and retail strategy to drive profitable growth • 𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻 & 𝗰𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Defined the strategic vision of the global CMI function, embedding insight-driven decision-making across business units
Partnered Fastening, Installation Systems, Fire Protection, Engineering Software & Services, and Energy & Industry to embed customer insight and analytics into innovation, product development and portfolio decisions. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 & 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀: Led global insight and analytics programs informing product innovation and portfolio choices across multiple business units • 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗴𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲: Managed international research partners, ensuring consistent quality and actionable outcomes across global initiatives • 𝗣𝗿𝗼𝗰𝗲𝘀𝘀 𝗮𝘂𝗱𝗶𝘁𝘀 & 𝗶𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁: Audited Hilti’s innovation development processes and recommended enhancements to increase efficiency, learning and business impact • 𝗡𝗣𝗗 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸𝘀 & 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝘀: Designed and introduced standardized concept creation and testing framework, embedding rigor and consistency into the global NPD cycle
Co-founded and co-led a joint venture of four consulting firms (including my own), delivering end-to-end support from insight and analytics through strategy, consulting and market implementation across FMCG and retail sectors. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗥𝗲𝘁𝗮𝗶𝗹 & 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Co-developed Eurocash Group small-format grocery stores strategy (15,000+ outlets, multiple brands) • 𝗙𝗠𝗖𝗚 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 & 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻: Led strategic analyses for Unilever’s Savoury category, shaping portfolio and innovation decisions • 𝗧𝗿𝗮𝗱𝗲 & 𝗽𝗿𝗼𝗺𝗼 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀: Designed and executed pharmacy-based promotion testing to optimize trade marketing performance • 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲 𝗲𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻: Delivered lectures at Koźmiński University (Warsaw) on customer and market insight for sales and trade marketing leaders • 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 & 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲𝘀: Initiated development of an optoelectronic shelf-monitoring concept for large-format retail
Founded and led an independent consulting firm specializing in strategic marketing, customer insight and advanced analytics. Later became the foundation for the Max Willgrow consulting cluster, while independently delivering global projects for multinational clients. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗚𝗹𝗼𝗯𝗮𝗹 𝗯𝗿𝗮𝗻𝗱 & 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Conducted global brand audits and strategic analyses for Unilever hair care and deodorant categories (including Dove, Sunsilk, TRESemmé, Suave and Axe) • 𝗙𝗠𝗖𝗚 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴: Delivered brand and portfolio audits for Carlsberg Poland, shaping positioning across the full beer portfolio • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗰𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴 & 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀: Provided advisory support across innovation, portfolio optimization and market development, combining qualitative insight with quantitative modelling
Supported CEE leadership in embedding consumer and market insight into strategic marketing, innovation and portfolio decisions. Reported directly to the Marketing VP and CMI Directors Europe. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗠𝗮𝗿𝗸𝗲𝘁 𝗲𝗻𝘁𝗿𝘆 & 𝘁𝘂𝗿𝗻𝗮𝗿𝗼𝘂𝗻𝗱: Led the introduction of TRESemmé into CEE, turning around a stalled communication campaign • 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻-𝗹𝗲𝗱 𝗴𝗿𝗼𝘄𝘁𝗵: Directed laundry category projects (Surf, Omo, Coccolino), doubling revenue • 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝘁𝘂𝗿𝗻𝗮𝗿𝗼𝘂𝗻𝗱: Conducted qualitative and quantitative research for Domestos toilet blocks, enabling a market leader recovery • 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 & 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Delivered brand audits for Dove, Rexona, Axe, Surf and Domestos, strengthening positioning and portfolio strategy
Led regional strategic research and analytics initiatives across CEE, providing senior leadership with actionable insights and aligning local markets with global strategy. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗔𝗱𝘃𝗮𝗻𝗰𝗲𝗱 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 & 𝗥𝗢𝗜: Led 20 regional research and analytics projects, including marketing mix modelling, to identify ROI drivers across food, cosmetics and home care categories • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝘀𝘂𝗽𝗽𝗼𝗿𝘁: Delivered insight recommendations to regional leadership, influencing portfolio, marketing and innovation priorities • 𝗚𝗹𝗼𝗯𝗮𝗹-𝗹𝗼𝗰𝗮𝗹 𝗮𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Implemented global research frameworks across CEE markets, ensuring methodological consistency and strategic alignment
Led regional shopper and media insight initiatives across CEE, supporting trade marketing, retail strategy and media effectiveness decisions. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗦𝗵𝗼𝗽𝗽𝗲𝗿 & 𝗺𝗲𝗱𝗶𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Led regional shopper and media research programs informing trade marketing, retail strategy and communication effectiveness • 𝗖𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴: Drove the Shopper Connect program, professionalizing store visits and assisted shopping experiences for trade and brand teams • 𝗡𝗲𝘄 𝗶𝗻𝘀𝗶𝗴𝗵𝘁 𝘀𝗼𝘂𝗿𝗰𝗲𝘀: Introduced social media listening in CEE as a new capability for consumer insight and communication tracking • 𝗥𝗲𝗴𝗶𝗼𝗻𝗮𝗹 𝗮𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Implemented global shopper research frameworks across CEE markets
Held a series of progressively responsible roles in consumer insight, shopper and media research, promotional strategy and analytics across CEE. Developed foundational capabilities that informed regional portfolio, marketing and trade decisions. 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: • 𝗥𝗲𝗴𝗶𝗼𝗻𝗮𝗹 𝗶𝗻𝘀𝗶𝗴𝗵𝘁 & 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝘀𝘂𝗽𝗽𝗼𝗿𝘁: Delivered consumer, shopper and media research projects to inform portfolio, marketing, and trade strategies across CEE • 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 & 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Co-created and implemented promotional management systems, marketing mix modelling and pricing strategies to maximize ROI • 𝗖𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝘆 & 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝘀𝘆𝘀𝘁𝗲𝗺𝘀: Developed analytical tools, business support software and administered a knowledge portal to streamline insight generation and reporting • 𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽𝘀 & 𝗮𝘂𝗱𝗶𝘁𝘀: Facilitated brand audits, creative workshops, and shopper-centric programs (e.g., Shopper Connect) across multiple CEE countries