Germany
As a Chief Marketing and Sales Officer, I specialize in driving growth and innovation in fast-moving consumer goods (FMCG) through transformative marketing strategies, sales leadership, and digital integration. With extensive expertise in retail marketing, particularly in European and Central & Eastern European (CEE) markets, I deliver impactful solutions that resonate globally. Key Competencies: FMCG & Retail Marketing Expertise I excel in building and scaling iconic brands in competitive categories such as laundry, home care, and personal care. My experience includes creating purpose-driven campaigns, rebranding established products, and expanding market share through strategic partnerships, pricing optimization, and promotional innovation. Polish Market Leadership Having led marketing and sales teams in Poland, I possess a deep understanding of the region's unique dynamics. From regaining market leadership to implementing data-driven marketing and retail strategies tailored to local needs, I deliver sustainable growth and enhanced profitability. Integrated Marketing Strategy I design and execute multi-channel marketing ecosystems that combine digital transformation, data analytics, and traditional media. By integrating customer insights and advanced tools, I enhance brand visibility, engagement, and ROI across touchpoints. Sales Leadership & Key Account Management I lead high-performing teams to exceed ambitious sales targets. My expertise includes business development, growing key accounts, and opening new distribution channels in traditional and e-commerce platforms, driving both revenue and market impact. Digital Transformation & Sustainability I champion digital integration within marketing and sales operations, leveraging AI, CRM, and analytics for optimized engagement. Additionally, I embed sustainability-focused initiatives into campaigns, aligning brands with evolving consumer values. Cross-Cultural Leadership Fluent in German, English, and Polish, I lead diverse, multicultural teams with a focus on collaboration and strategic alignment. My global perspective drives success in cross-border operations while fostering team unity and a shared vision. Vision: I am passionate about shaping future-ready organizations by combining operational excellence with innovative thinking. Whether elevating brands, driving retail growth, or advancing sustainability, I bring a results-driven, hands-on approach to every challenge. Let’s connect to explore opportunities for impactful growth and innovation!
Implementing of the marketing and sales strategy, establishing cooperations and partnerships, scaling new distribution channels and key accounts
Member of the Executive Committee, responsible for total media budget in Digital, Media, PR & Consumer Service, reporting line: General Manager Germany • Increasing digital spendings (BVOD, Retail Media, IF, CRM) through shifting resources and setting up new roles and responsibilities • Integrating and transforming Consumer Service DACH through centralization and outsourcing • Setting up a team vision supporting team unity through bottom-up involvement
Member of the Executive Committee, responsible for Marketing budget in Brand, Digital, Trade Marketing & Sustainability, reporting line: General Manager Poland • After 6 months, re-gaining market leadership, after 3 years, further expanding market share, improving gross profit through pricing and assortment • Implementing Data Driven Marketing through content and message experiments to drive brand lift • Rejuvenating and repositioning of the value-for-money laundry brand "E" through relaunch, internal mindset shift and new communication and media strategy • Driving category growth through leveraging sustainable lifestyle trend with fashion cooperations resulting in 2x Effie Rewards for the special duty detergent “Perwoll” • Establishing purpose driven communication for Persil through unique CSR activation being rewarded for purpose ambassador as CMO 2023 • Creating new communication with local brand ambassador in ATL/BTL for “Somat” • Introducing new CRM platform through new touchpoint strategy • Launching first subscription service with Persil and Samsung through offering washing machine and detergents for a monthly fee
Responsible for global roll-out acting as an Internal Consultant, reporting line: Corporate VP Global Sales • Managing change by introducing a new structure, tools and governance model through identifying pricing, assortment, promotion and trade opportunities with McKinsey, new local hirings and direct GM reporting line resulting in substantial EBIT increase in 2020 in Germany, Russia, France, Spain, Italy, Poland, Czech Republic, United Kingdom, Turkey, United States, Canada, Mexico • Defining a new global format strategy to reduce costs and drive consumption occasions resulting in a more harmonized portfolio • Creating clear roles for brands, clients and countries based on business priorities to define choices for future-ready investments • Setting up a design to value approach for innovations through leveraging conjoint price analysis and establishing margin pool tool transparency leading to informed price increase decisions • Digitalizing the “Internal Henkel Shop” into a D2C shop through using the internal postal service and warehousing for direct desk delivery for employees
Responsible for turnover, reporting line: Head of KAM Group, clients: Biedronka, Lidl, Aldi, Intermarche, Tesco • Developing and growing turnover of discount clients Biedronka and Lidl through careful coordination of assortment, promotion and net price decisions vs. leading drugstore client Rossmann • Turning around supermarket franchise chain Intermarché through strategic sales force deployment and HQ to drive physical availability in terms of assortment and distribution depth
Responsible for 17 CEE countries in Digital and Styling, reporting line: Group Brand Manager Brands: Taft, got2b • Growing styling market share in CEE +3,9%pp through analyzing, involving, motivating countries and pre aligning strategic priorities with global headquarters resulting in CEE relevant innovations and promotion formats • Rolling-out the passive SEO/SEM driven Digital Strategy in CEE through establishing weekly consumer relevant content in collaboration with Condé Nast with Schwarzkopf reaching Top 3 Google searches in “hair” • Turning around got2b through leveraging a product launch with a CEE wide competition driving motivation, focus and market share
• Driving, managing and delivering the launch of Cesar Vital 10+ from concept to launch 3 months sooner, through close collaboration with European and country stakeholders. • Celebrating 25y of Cesar through executing the biggest digital photo competition with 35.000 uploaded dog pictures and 15 million votes advertised on TV • Developing a puppy strategy to retain customers to Pedigree from breeder to consumer through a breed individual educational calendar paired with a starter pack • Deep dive private label market analysis leading to new product propositions on Chappi
Responsible for pharma cosmetics (Vichy), automotive (Peugeot, Jaguar), water (Vöslauer) & telecommunications (A1/bob), reporting line: Etat Director • Planning, monitoring, benchmarking and executing 360° advertising campaigns through TV, Print, Radio, OOH, Events, Digital & CRM • Establishing the promotors unit (500 freelancer) through training and motivation of staff, controlling and supervising promotion staff • Initializing new business through cold calling and networking events