Projects

Transformation of a German med-tech marketing department over 12 months through intensified interpersonal relationships, improved marketing processes and increased sales collaboration.

Restructuring of a global marketing department within nine months with clear organizational structure and roles, efficient processes, improved cooperation and individual development plans.

Creation of an internal marketing department in a German med-tech company (switch from a previous agency-led team) within 12 months. Including strategic reorientation of national and international marketing communication as well as creation of internal marketing competencies and internal credibility.

Leadership of strategic best-practice project in digital B2B communication with target group German pharmacists. Test of efficiency and marketing return-on-invest of different digital platforms for lead generation campaigns.

Creation of global social media strategies and tactics at a flooring company with successive implementation and expansion of digital elements in marketing mix. Definition of preferred B2B social media platforms for lead generation after local tests and standardization of digital activities in selected countries.

Development and implementation of digital marketing at a German med-tech company. Redevelopment of global website with download area for digital documents, creation of web videos for technical services, generation of digital elements for distributor websites and control of usage according to Corporate Identity.

Project leadership in optimized communication targeting of current customers in B2B medical aids channels in DE/AT/CH using CRM system data and email automation.

Creation and implementation of digital B2C campaigns for medical aids in DE/AT/CH including media steerage and establishment of an automated email marketing system for consumer newsletters.

Growth of customer relationships with strategic distributors as Key Account Manager with significant revenue increase within three years.

Twofold revenue increase at a national automobile customer as Key Account Manager through change in contact methods and generation of positive business cases.

Leading member in sales projects representing marketing for medical aids in DE/AT/CH & Benelux. Successful implementation of projects for customer pricing, strategic steerage of distributors as well as acquisition and expansion of key accounts.

Strategic realignment of a market-leading German coffee brand towards the segments “expecting mothers” and “wellness”. Development and successful implementation of improved pricing strategy, new advertisement campaign and strongly increased POS activities. Resulting in doubling of market share within 12 months.

Relaunch of market-leading branded household-towel in Germany after entrance of strong competitor. Successful implementation of new celebrity campaign, innovative household sampling and tactical usage of design promotions. Resulting in defense of number one market position.

Core team member in European Go-to-Market project for an international medical aids company. Over six months, realignment of distribution & sales strategy, product assortments, communication tools as well as sales resources for institutional, retail and homecare channels. Responsible for implementation of results in DE/AT/CH & Benelux over following two years.

Project lead to develop and implement strategic pricing for medical aids in German Nursing Home channel over two years. Resulting in improved channel profitability and easier price adjustment processes.

Development, test and launch of European value-added-services for hygienic workplace solutions in selected customer segments over 18 months.

Development and launch of an international value-added concept for a German med-tech company. Creation of a comprehensive, graphical value-added tool combining company philosophy, product assortment, innovative product features and company differentiators. Use of concept in all print and digital communication materials as well as sales aid during customer visits.

Implementation of innovation management process in cross-functional team (marketing, sales, production, R&D, quality assurance) for a building materials company. Development of strategic product-roadmaps and joint selection of promising innovative projects.

Coordination of European household-towel product assortments between country marketing and production site over 15 months. Resulting in increased cooperation, decreased assortment complexity, lower costs for promotional products and optimized target cost calculations.

Launch of innovative medical diagnostic products in DE/AT/CH & Benelux over 18 months. Including market analysis, product and concept testing, pricing and reimbursement strategies, selection of distribution channels and roll-out of communication campaigns.

Leadership of cross-functional European development project of a distributor-brand range of medical products within six months. Development of a tactical product assortment with defined product specifications, sales pricing, target product costs as well as revenue/profit simulation and final management recommendation.

Development and launch of a basic product assortment for medical aids in DE/AT/CH alongside the existing premium assortment. Segmentation of nursing home and hospital customers into Premium/Basic to increase customer profitability and optimize sales resources.

Successful leadership of numerous new product development projects within diverse industries. Including market analysis, sales involvement, business cases, management recommendations, product & service development, communication campaigns and market research. Focus on timely and high-quality launches as well as close tracking, steerage and adjustments.

Planning and execution of international trade fairs with development of scoring model to determine participation. Overall responsibility for budget, booth concept, exhibit construction, booth activities, lead generation and follow-up. Additional development of modular systems and logistics processes for smaller fairs.

Global repositioning of company brand for world-leading floor covering company. Creation of graphical brand model based on brand essence and development of new messaging and visuals as well as documentation in significantly expanded brand guide.

Definition of European B2B public relations strategy for a leading company in workplace hygiene. Including creation and leadership of PR network, strong increase in cross-country content sharing as well as successful implementation of yearly PR plans.

Responsibility for corporate publishing of the customer newspaper for German med-tech company. Quarterly editions with 20 pages and circulation of 5000 copies in three different languages.

Development and steerage of collaboration process with European key opinion leaders in an international healthcare company. Creation of scoring system to identify KOL and define support and contact frequency. Preparation of KOL contracts and specification of their engagement at congresses and symposia as well as definition of research support. Yearly follow-up and evaluation of collaboration results.