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Work Background
adliciousSenior Digital Media Consultant
Apr. 2025
4flowManager - Marketing Strategy
Oct. 2024 - Mar. 2025Hamburg, GermanyTaken the responsibility for a newly created Manager role owning the company-wide marketing strategy. - Spearheaded the development of a 5-year marketing plan through collaboration with C-level executives, demonstrating leadership and strategic planning skills.
- Designed and a data-driven marketing system to optimize content creation, leading to measurable improvements in lead generation and marketing ROI.
- Developed and a new Account-Based-Marketing strategy, expanding the company's lead generation capabilities and showcasing innovative marketing techniques.
Weischer.JvBSenior Manager Strategy & Customer Solutions
Sep. 2023 - Sep. 2024Hamburg, Germany- Leading itches and New Business projects from a strategy perspective with national and SMB clients
- Pioneering the implementation of Gen AI solutions and knowledge across the organisation
- Building data-based communication strategies, understanding when and where to reach the target audience the most effectively
IntependentSenior Strategy Consultant
Oct. 2022 - Sep. 2023
Scholz & FriendsSenior Strategist
Oct. 2021 - Oct. 2022Hamburg, Germany- Data-based Target Audience identification including psychological profiles, lifestyles, brand consumption, demographics
- Developed a launch strategy for a new category largely unknown by consumers in the target market: identification of consumers most likely to become opinion leaders with a specific Reason to Believe
- Consumer Journey development across all digital and offline channels
- Creative Brief development for 360 campaigns based on consumer research
and insights leading to the creation of regional and international brand/product
campaigns
- Activation Strategy and Framework definition
- Development of a loyalty programme and the communication concept for its launch
Serviceplan Consulting GroupSenior Strategy Consultant
Mar. 2019 - Oct. 2021Hamburg Area, Germany- Lead Strategist for Metro Wholesale (global account)
- Brand Consultancy: Global Brand Positioning development, persona and customer
segmentation models
- Communication Strategy: defining key differentiating messages per defined
customer segment
- Campaign development (ATL, BTL, Digital): global brand, category, tactical
- Strategic support to the deployment of METRO Markets: a new marketplace
platform
BacardiBrand Manager of Bombay Sapphire (interim)
Oct. 2017 - Mar. 2019Hamburg Area, Germany- Market leadership, delivery of 25% growth in NSV YoY and improvement of Equity measures like “Desire”
- Development of a 360° marketing strategy across all channels: digital, OOH, POS, influencer
- Ownership of the brand P&L: development of a brand strategy based on in depth market analysis including brand performance, channels and consumer insights.
- Creation of a new social media approach, including own channels, content creation with a strong link to Advocacy. Shifting the focus to user engagement and interaction.
- Design and execution of a 5-day flagship brand event “Canvas Bar” in Berlin, including the amplification strategy: 3200 attendees (30 media representatives), 136 pieces of media coverage, 262 MM overall reach.
Imperial Brands PLCGlobal Brand Equity Manager
Sep. 2014 - Sep. 2017Bristol, GroßbritannienResponsibility to lead the development of global Marketing Communication initiatives for leading brands:
- Managing the brand repositioning of JPS and P&S (£500m annual GM) and delivery of several international campaigns including multichannel tools.
- Building strategies based on an in-depth analysis of consumer insights and combining findings from various markets into an integrated approach.
- Leading the development of a new Big Idea, campaign and integrated Activation strategy for a FINE, the leading brand in Africa and Indochina based on a strong understanding of the consumer mindset in a volatile environment.
Imperial TobaccoGlobal Brand Portfolio Manager
Mar. 2014 - Sep. 2014Bristol, GroßbritannienManagement of the portfolio architecture and design of three leading international brands JPS, P&S and FINE:
- Delivery of two global packaging design changes including a consolidation of the range architecture and taking into account various geographies, consumer preferences, migrations and cost reduction (-3%) to maximise the brand success going forward.
- Leading NPD initiatives combining commercial and consumer needs into product concepts up to the packaging and product design.
- Delivery of one of the most significant innovation initiatives of the company tapping into a £80 profit opportunity on an international level. Leading the development of a new product based on new consumers insights, via the innovation pipeline as well as the supporting Marketing Strategy, campaign and activation support.
Imperial TobaccoGlobal Planning & Innovation Manager
Apr. 2013 - Mar. 2014Bristol, GroßbritannienDelivery of the Innovation Pipeline and management of Strategic Planning of leading international brands JPS, P&S and FINE:
- Delivery of the Innovation Pipeline and management of Strategic Planning of leading international brands JPS, P&S and FINE:
- Driving the Innovation Pipeline through a combination of consumer insights and the identification or key brand values
- Performance tracking and analysis feeding back into global brand strategy development
Global launch and roll-out planning and commercial analysis of three strategic brands
Imperial TobaccoInternational Strategic Brand Development Manager
Oct. 2012 - Apr. 2013Bristol, GroßbritannienDevelopment and executions of the Portfolio and Quality Strategy for the international Davidoff and Gitanes portfolio:
- Management of packaging design for key product initiatives
- Development and implementation of the global Quality Strategy for Davidoff and Gitanes
- Delivery of key NPD projects for Davidoff
ReemtsmaGraduate Manufacturing
Oct. 2011 - Oct. 2012Hamburg und Umgebung, DeutschlandMember of a International management training programme with the aim to develop future leaders with an international experience:
- Development of a recommendation for then implementation of the Open Innovation approach within the business.
- Forecasting of the category landscape in 2020.
- Development of a new method to remove proteins from leaf tobacco to improve consumer experience.
AEGEE-EuropeCommunication Director
Sep. 2010 - Oct. 2011Brüssel und Umgebung, BelgienMember of the board on an international Youth NGO headquartered in Brussels and responsible for all PR and Marketing activities:
- Public Relations and communication of the organisations goals, aims and activities towards international political and corporate stakeholders especially the European Institutions.
- Successful initiation and leading of the development of a Corporate Identity project.
- Foundation of new working groups focusing on the improvement of external and internal communication as well as the supervision of various publications of AEGEE-Europe.
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