Head of Marketing | Brand, Comms, Media, Innovation, Product Strategy & Management
Aktualisiert am 19.11.2025
Profil
Freiberufler / Selbstständiger
Remote-Arbeit
Verfügbar ab: 01.12.2025
Verfügbar zu: 100%
davon vor Ort: 100%
Brand Management
Innovationsmanagement
Marketingprozesse
Stakeholdermanagement
Marketingkonzept
Personalverantwortung
Changemanagement
Teamleading
Product Management
Kampagnenmanagement
Campaign Tracking
English
Muttersprache
German
Muttersprache
French
CONVERSATIONAL

Einsatzorte

Einsatzorte

Hamburg (+500km)
Deutschland, Schweiz, Österreich
möglich

Projekte

Projekte

1 year 7 months
2024-01 - 2025-07

Built and led the international Media Team

INTERNATIONAL HEAD OF MEDIA
INTERNATIONAL HEAD OF MEDIA

Built and led the international Media Team (12 employees), responsible for the global media strategy & brand equity building, social media content production, campaign management, and budget control of ~?10?15M p.a. for the Consumer & Craftspeople business

  • Development and implementation of the international media strategy, including social media brand positioning & creative platform, media mix definition, target audience analyses, alwayson strategy, campaign planning (1?3 years), and strategic budget allocation
  • Management of 20+ media campaigns per year across multiple countries and product categories, including the transformative tesa umbrella brand campaign ?tadaa? 2024/2025
  • Optimization of the media and agency landscape in Europe to increase efficiency and ensure strategic alignment
  • Implementation of data-driven campaign and brand equity tracking processes to optimize brand growth and marketing ROI
  • Leadership, development, and motivation of a high-performing international team
tesa SE
Norderstedt/ Hamburg , DE
11 months
2023-03 - 2024-01

Strategic Portfolio & Communication Management

STRATEGIC MARKETING MANAGER, MU CONSUMER
STRATEGIC MARKETING MANAGER, MU CONSUMER

Strategic development and implementation of international marketing and portfolio strategies to optimize profitability, product performance, and brand strength in the ?Bath Accessories? category. Responsible for all marketing mix elements and management of 2 employees

  • Development of a clear brand positioning, messaging hierarchy, and creative platform to ensure consistent communication across all consumer touchpoints
  • Development of a a multi-year, multimedia category campaign
  • Continued conceptualization and implementation of a profit-oriented portfolio strategy, including a 30% assortment reduction as well as shelf and POS concepts for Europe
  • Screening, validation, and business case analysis of new product concepts, and management of development and launches
  • People recruitment, development and leadership
tesa SE
Norderstedt
1 year 11 months
2021-05 - 2023-03

Strategic development and implementation of international marketing and portfolio strategies

INTERNATIONAL MARKETING MANAGER, MU CONSUMER
INTERNATIONAL MARKETING MANAGER, MU CONSUMER

Strategic development and implementation of international marketing and portfolio strategies to optimize profitability, product performance, and brand strength in the ?Bath Accessories? category. Responsible for all marketing mix elements and management of 2 employees

  • Development of a clear brand positioning, messaging hierarchy, and creative platform to ensure consistent communication across all consumer touchpoints
  • Conceptualization and implementation of a profit-oriented portfolio strategy, including a 30% assortment reduction as well as shelf and POS concepts for Europe
  • Screening, validation, and business case analysis of new product concepts, and management of development and launches
  • Initiation and execution of international consumer closeness initiatives, as well as data-driven portfolio optimization through market research
  • Management of packaging and product relaunches, as well as cross-category projects such as CLP labeling requirements for Europe
  • People development and leadership
tesa SE
Norderstedt/ Hamburg, DE
2 years 3 months
2019-02 - 2021-04

Lead of the 7-person Design-to-Print Center of Excellence for Europe

HEAD OF DESIGN-TO-PRINT EUROPE
HEAD OF DESIGN-TO-PRINT EUROPE

Lead of the 7-person Design-to-Print Center of Excellence for Europe responsible for all design and packaging changes of the European brand portfolio

  • Instigation of a European Design-to Print department, development of European team and agency structures, department vision and strategy, as well as cross-functional workflows
  • Driving of packaging / design innovations and renovations in line with brand equity & strategy
  • Implementation of a European color management system to ensure compliance of color, visual brand identity and supplier performance across substrates
  • Team lead and motivation, employee management, recruitment & development, target setting
AB InBev
Leuven, BE
1 year 1 month
2018-01 - 2019-01

National responsibility for the innovation pipeline of Belgium?s largest lager brand & Pack Change

SENIOR INNOVATION MANAGER JUPILER & PACK CHANGE TEAM LEAD BNL/SOUTH
SENIOR INNOVATION MANAGER JUPILER & PACK CHANGE TEAM LEAD BNL/SOUTH
National responsibility for the innovation pipeline of Belgium?s largest lager brand and lead of the 3-person Pack Change Team of the BeNeLux and Southern European countries
  • Development of the brand?s long-term innovation strategy and 3-year innovation pipeline
  • Lead of concept ideations, - screenings, ? validations, feasibility and business case analyses
  • Initiator and cross-functional lead of several next generation liquid and packaging innovation projects (cans, packs and crates) including the launch of the award-winning Jupiler Ribbed Can
  • Development of the Pack Change Team into a ?Design-to-Print? Center of Excellence
Leuven, BE
10 months
2017-03 - 2017-12

National responsibility for the development & implementation of innovation projects

SENIOR INNOVATION MANAGER GE RMANY & ITALY
SENIOR INNOVATION MANAGER GE RMANY & ITALY

National responsibility for the implementation of innovation projects (concept, liquid, packaging, and marketing mix development) for all German and Italian brands

  • Cross-functional innovation project implementation incl. business case development and budget responsibility, pipeline filling and post-launch evaluation, e.g. Franziskaner Lemon non-alcoholic 0.0%, Tennents Super 6pack and 50cl bottle
  • Development and testing of innovative beyond beer liquids, packaging and brand concepts
  • Definition and implementation of value engineering projects and pilot launch processes
  • Best practice creation for project knowledge management and launch evaluations

AB InBev
Bremen, DE
1 year 4 months
2015-11 - 2017-02

Cross-functional project lead of all product innovations

INNOVATION MANAGER GERMANY
INNOVATION MANAGER GERMANY

Cross-functional project lead of all product innovations for the German brand portfolio

  • Project management from the ideation until effective launch and post-launch tracking
  • Responsibility for all internal and external stakeholder management for on time in full product launch within the defined resources and budget
  • Launches: Beck?s Taste The World 10-Crate, Franziskaner Kellerbier, Franziskaner Naturruss, Beck?s Mixes Redesign
AB InBev
Bremen, DE
8 months
2015-04 - 2015-11

Selling AB InBev?s premium brands

AREA SALES MANAGER OFF-TRADE
AREA SALES MANAGER OFF-TRADE

Selling AB InBev?s premium brands to an active customer base of 300 clients per region

  • Responsibility of volumes, distribution, product display and identification of sales opportunities
  • Implementation of trade marketing activities
  • Management and performance of annual talks within the respective region
AB InBev
Nuremberg / Münster, DE
11 months
2014-08 - 2015-06

GLOBAL MANAGEMENT

GLOBAL MANAGEMENT TRAINEE
GLOBAL MANAGEMENT TRAINEE


AB InBev
DE, USA, BE, HU, CZ
9 months
2012-10 - 2013-06

BRAND BUILDING MAGNUM ICE CREAM

INTERN/ GRADUAND 
INTERN/ GRADUAND 

Unilever
Hamburg, DE
6 months
2012-04 - 2012-09

BRAND DEVELOPMENT CACAO BARRY CHOCOLATE

Intern
Intern
Barry Callebaut
Meulan, France

Aus- und Weiterbildung

Aus- und Weiterbildung

1 year 1 month
2013-08 - 2014-08

Strategic Marketing

Master of Science, Abschlussnote 1.3, Cranfield University, UK
Master of Science, Abschlussnote 1.3
Cranfield University, UK

3 years 10 months
2009-09 - 2013-06

International Business

Tripe B.A., Abschlussnote 1.2, École de Management Strasbourg, Novancia Business School Paris, Hochschule Furtwangen
Tripe B.A., Abschlussnote 1.2
École de Management Strasbourg, Novancia Business School Paris, Hochschule Furtwangen

Position

Position

Marketing Leader

Kompetenzen

Kompetenzen

Top-Skills

Brand Management Innovationsmanagement Marketingprozesse Stakeholdermanagement Marketingkonzept Personalverantwortung Changemanagement Teamleading Product Management Kampagnenmanagement Campaign Tracking

Produkte / Standards / Erfahrungen / Methoden

Profile:

  • Experienced marketing and innovation professional with an international profile and extensive expertise in the food & beverage as well as chemical industries, working for global companies such as Anheuser-Busch InBev, tesa , Unilever, and Barry Callebaut
  • Driven by a passion for brand development and transformation, I guide creative processes and develop brand, media, and product strategies that shape the market
  • I am particularly committed to leading and developing high-performing international teams ? dedicated to inspiring people, unlocking their strengths, and creating innovative solutions together
  • My continuous pursuit of personal and professional growth motivates me to deliver outstanding results both as a leader and in project execution


Professional:

  • DRIVE & AMBITION
  • COMMUNICATION
  • RESILIENCE
  • RESOURCEFULNESS


Technical:

  • TEAM LEADERSHIP
  • PEOPLE DEVELOPMENT
  • PROJECT, STAKEHOLDER & CHANGE MANAGEMENT
  • BRAND, COMMS & MEDIA STRATEGY
  • INNOVATION & PRODUCT MANAGEMENT
  • DATA ANALYSIS
  • NIELSEN / GFK / SAP / THINK CELL


Work principles:

Authenticity | Transparency | Loyalty | Vision

  • I believe that good leadership can only succeed by living what you stand for
  • Transparency and trust are the foundation for truly engaging teams, inspiring them, and pursuing a strong vision

Branchen

Branchen

Food & Beverage, Beer & Spirits, FMCG, Adhesives

Einsatzorte

Einsatzorte

Hamburg (+500km)
Deutschland, Schweiz, Österreich
möglich

Projekte

Projekte

1 year 7 months
2024-01 - 2025-07

Built and led the international Media Team

INTERNATIONAL HEAD OF MEDIA
INTERNATIONAL HEAD OF MEDIA

Built and led the international Media Team (12 employees), responsible for the global media strategy & brand equity building, social media content production, campaign management, and budget control of ~?10?15M p.a. for the Consumer & Craftspeople business

  • Development and implementation of the international media strategy, including social media brand positioning & creative platform, media mix definition, target audience analyses, alwayson strategy, campaign planning (1?3 years), and strategic budget allocation
  • Management of 20+ media campaigns per year across multiple countries and product categories, including the transformative tesa umbrella brand campaign ?tadaa? 2024/2025
  • Optimization of the media and agency landscape in Europe to increase efficiency and ensure strategic alignment
  • Implementation of data-driven campaign and brand equity tracking processes to optimize brand growth and marketing ROI
  • Leadership, development, and motivation of a high-performing international team
tesa SE
Norderstedt/ Hamburg , DE
11 months
2023-03 - 2024-01

Strategic Portfolio & Communication Management

STRATEGIC MARKETING MANAGER, MU CONSUMER
STRATEGIC MARKETING MANAGER, MU CONSUMER

Strategic development and implementation of international marketing and portfolio strategies to optimize profitability, product performance, and brand strength in the ?Bath Accessories? category. Responsible for all marketing mix elements and management of 2 employees

  • Development of a clear brand positioning, messaging hierarchy, and creative platform to ensure consistent communication across all consumer touchpoints
  • Development of a a multi-year, multimedia category campaign
  • Continued conceptualization and implementation of a profit-oriented portfolio strategy, including a 30% assortment reduction as well as shelf and POS concepts for Europe
  • Screening, validation, and business case analysis of new product concepts, and management of development and launches
  • People recruitment, development and leadership
tesa SE
Norderstedt
1 year 11 months
2021-05 - 2023-03

Strategic development and implementation of international marketing and portfolio strategies

INTERNATIONAL MARKETING MANAGER, MU CONSUMER
INTERNATIONAL MARKETING MANAGER, MU CONSUMER

Strategic development and implementation of international marketing and portfolio strategies to optimize profitability, product performance, and brand strength in the ?Bath Accessories? category. Responsible for all marketing mix elements and management of 2 employees

  • Development of a clear brand positioning, messaging hierarchy, and creative platform to ensure consistent communication across all consumer touchpoints
  • Conceptualization and implementation of a profit-oriented portfolio strategy, including a 30% assortment reduction as well as shelf and POS concepts for Europe
  • Screening, validation, and business case analysis of new product concepts, and management of development and launches
  • Initiation and execution of international consumer closeness initiatives, as well as data-driven portfolio optimization through market research
  • Management of packaging and product relaunches, as well as cross-category projects such as CLP labeling requirements for Europe
  • People development and leadership
tesa SE
Norderstedt/ Hamburg, DE
2 years 3 months
2019-02 - 2021-04

Lead of the 7-person Design-to-Print Center of Excellence for Europe

HEAD OF DESIGN-TO-PRINT EUROPE
HEAD OF DESIGN-TO-PRINT EUROPE

Lead of the 7-person Design-to-Print Center of Excellence for Europe responsible for all design and packaging changes of the European brand portfolio

  • Instigation of a European Design-to Print department, development of European team and agency structures, department vision and strategy, as well as cross-functional workflows
  • Driving of packaging / design innovations and renovations in line with brand equity & strategy
  • Implementation of a European color management system to ensure compliance of color, visual brand identity and supplier performance across substrates
  • Team lead and motivation, employee management, recruitment & development, target setting
AB InBev
Leuven, BE
1 year 1 month
2018-01 - 2019-01

National responsibility for the innovation pipeline of Belgium?s largest lager brand & Pack Change

SENIOR INNOVATION MANAGER JUPILER & PACK CHANGE TEAM LEAD BNL/SOUTH
SENIOR INNOVATION MANAGER JUPILER & PACK CHANGE TEAM LEAD BNL/SOUTH
National responsibility for the innovation pipeline of Belgium?s largest lager brand and lead of the 3-person Pack Change Team of the BeNeLux and Southern European countries
  • Development of the brand?s long-term innovation strategy and 3-year innovation pipeline
  • Lead of concept ideations, - screenings, ? validations, feasibility and business case analyses
  • Initiator and cross-functional lead of several next generation liquid and packaging innovation projects (cans, packs and crates) including the launch of the award-winning Jupiler Ribbed Can
  • Development of the Pack Change Team into a ?Design-to-Print? Center of Excellence
Leuven, BE
10 months
2017-03 - 2017-12

National responsibility for the development & implementation of innovation projects

SENIOR INNOVATION MANAGER GE RMANY & ITALY
SENIOR INNOVATION MANAGER GE RMANY & ITALY

National responsibility for the implementation of innovation projects (concept, liquid, packaging, and marketing mix development) for all German and Italian brands

  • Cross-functional innovation project implementation incl. business case development and budget responsibility, pipeline filling and post-launch evaluation, e.g. Franziskaner Lemon non-alcoholic 0.0%, Tennents Super 6pack and 50cl bottle
  • Development and testing of innovative beyond beer liquids, packaging and brand concepts
  • Definition and implementation of value engineering projects and pilot launch processes
  • Best practice creation for project knowledge management and launch evaluations

AB InBev
Bremen, DE
1 year 4 months
2015-11 - 2017-02

Cross-functional project lead of all product innovations

INNOVATION MANAGER GERMANY
INNOVATION MANAGER GERMANY

Cross-functional project lead of all product innovations for the German brand portfolio

  • Project management from the ideation until effective launch and post-launch tracking
  • Responsibility for all internal and external stakeholder management for on time in full product launch within the defined resources and budget
  • Launches: Beck?s Taste The World 10-Crate, Franziskaner Kellerbier, Franziskaner Naturruss, Beck?s Mixes Redesign
AB InBev
Bremen, DE
8 months
2015-04 - 2015-11

Selling AB InBev?s premium brands

AREA SALES MANAGER OFF-TRADE
AREA SALES MANAGER OFF-TRADE

Selling AB InBev?s premium brands to an active customer base of 300 clients per region

  • Responsibility of volumes, distribution, product display and identification of sales opportunities
  • Implementation of trade marketing activities
  • Management and performance of annual talks within the respective region
AB InBev
Nuremberg / Münster, DE
11 months
2014-08 - 2015-06

GLOBAL MANAGEMENT

GLOBAL MANAGEMENT TRAINEE
GLOBAL MANAGEMENT TRAINEE


AB InBev
DE, USA, BE, HU, CZ
9 months
2012-10 - 2013-06

BRAND BUILDING MAGNUM ICE CREAM

INTERN/ GRADUAND 
INTERN/ GRADUAND 

Unilever
Hamburg, DE
6 months
2012-04 - 2012-09

BRAND DEVELOPMENT CACAO BARRY CHOCOLATE

Intern
Intern
Barry Callebaut
Meulan, France

Aus- und Weiterbildung

Aus- und Weiterbildung

1 year 1 month
2013-08 - 2014-08

Strategic Marketing

Master of Science, Abschlussnote 1.3, Cranfield University, UK
Master of Science, Abschlussnote 1.3
Cranfield University, UK

3 years 10 months
2009-09 - 2013-06

International Business

Tripe B.A., Abschlussnote 1.2, École de Management Strasbourg, Novancia Business School Paris, Hochschule Furtwangen
Tripe B.A., Abschlussnote 1.2
École de Management Strasbourg, Novancia Business School Paris, Hochschule Furtwangen

Position

Position

Marketing Leader

Kompetenzen

Kompetenzen

Top-Skills

Brand Management Innovationsmanagement Marketingprozesse Stakeholdermanagement Marketingkonzept Personalverantwortung Changemanagement Teamleading Product Management Kampagnenmanagement Campaign Tracking

Produkte / Standards / Erfahrungen / Methoden

Profile:

  • Experienced marketing and innovation professional with an international profile and extensive expertise in the food & beverage as well as chemical industries, working for global companies such as Anheuser-Busch InBev, tesa , Unilever, and Barry Callebaut
  • Driven by a passion for brand development and transformation, I guide creative processes and develop brand, media, and product strategies that shape the market
  • I am particularly committed to leading and developing high-performing international teams ? dedicated to inspiring people, unlocking their strengths, and creating innovative solutions together
  • My continuous pursuit of personal and professional growth motivates me to deliver outstanding results both as a leader and in project execution


Professional:

  • DRIVE & AMBITION
  • COMMUNICATION
  • RESILIENCE
  • RESOURCEFULNESS


Technical:

  • TEAM LEADERSHIP
  • PEOPLE DEVELOPMENT
  • PROJECT, STAKEHOLDER & CHANGE MANAGEMENT
  • BRAND, COMMS & MEDIA STRATEGY
  • INNOVATION & PRODUCT MANAGEMENT
  • DATA ANALYSIS
  • NIELSEN / GFK / SAP / THINK CELL


Work principles:

Authenticity | Transparency | Loyalty | Vision

  • I believe that good leadership can only succeed by living what you stand for
  • Transparency and trust are the foundation for truly engaging teams, inspiring them, and pursuing a strong vision

Branchen

Branchen

Food & Beverage, Beer & Spirits, FMCG, Adhesives

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