EXPERIENCE AT:
TRANSFORMATION
New markets, business models, technologies or customer demands require more than a new concept.
I create clarity, enable informed decisions and translate strategic direction into clear priorities, responsibilities and action.
POSITIONING
Target groups are too broad, the value proposition is not distinctive enough, or management, marketing and sales lack a shared view of the market.
I sharpen positioning and narrative, turning them into a working foundation for go-to-market, communication and growth.
PROFESSIONALIZATION
Priorities remain unclear, roles and responsibilities overlap, or execution depends too heavily on individuals.
This includes clear priorities, roles, processes and interfaces, as well as assessing whether agencies, media budgets, digital channels and internal resources are set up effectively.
TYPICAL FOCUS AREAS
Go-to-market · Market entry · Marketing development and build-up · Media- & Agency-Assessment · Strategic pilots
Depending on the challenge, I work directly in the project, take on temporary responsibility, or act as a sparring partner. You work directly with me.
01
For strategic questions with a clearly defined outcome. From positioning and go-to-market to concept development, pilots or ways of working.
3 TO 8 WEEKS
02
Temporary responsibility during phases of build-up, realignment or transformation. I work directly with management teams, enable informed decisions and drive execution.
SEVERAL MONTHS
03
An independent perspective for executives, leaders and teams facing strategic questions. Depending on your needs, I offer sparring sessions, a focused workshop or a talk to clarify the issue, enable informed decisions and identify new options for action.
REGULAR OR AD HOC
PROJECTS
SteelBuy
POSITIONING · MARKETING BUILD-UP · GO-TO-MARKET
FROM A DIGITAL MARKETPLACE TO A CLEARLY POSITIONED B2B SOLUTION.
Repositioning SteelBuy, building the marketing function and reducing customer acquisition costs by around 20 percent in the first year.
STARTING POINT
SteelBuy is a thyssenkrupp corporate venture and digital B2B marketplace for industrial metals trading. Its website and communications primarily explained the platform, but did not clearly convey the customer problem SteelBuy solves. For the next phase of growth, the business needed a clear positioning and a shared strategic direction across product, sales and marketing.
MY CONTRIBUTION
Repositioned SteelBuy with a clear definition of customer value, core messaging and market role. Built a robust marketing setup across structures, processes, website, content, campaigns, CRM and sales materials. Aligned product, sales, IT and group stakeholders around shared priorities and a consistent go-to-market approach.
IMPACT
SteelBuy was repositioned as a solution-oriented B2B offering rather than a pure marketplace. The marketing function gained clear structures and a robust foundation for growth and new markets. At the same time, customer acquisition costs fell by around 20 percent in the first year.
GWM ORA / Great Wall Motor
GO-TO-MARKET · MARKET ENTRY · POSITIONING
POSITIONING AND LAUNCHING A CHINESE EV BRAND IN EUROPE.
Developing the European go-to-market approach for Germany, the UK and the Nordic markets, and managing the market launch together with headquarters in China and local partners.
Mercedes-Benz
BRAND STRATEGY · PILOTING · SCALING
DEVELOPING A GLOBAL BRAND APPROACH AND PILOTING IT IN THREE GLOBAL CITIES.
Developed the key-city approach for Mercedes-Benz, piloted it in Munich, Shanghai and Los Angeles, and turned it into a playbook for further markets.
Telefónica Germany
EFFICIENCY · TRANSFORMATION · CHANGE ACTIVATION
IMPROVING EFFICIENCY AND DRIVING CHANGE ACROSS THE ORGANIZATION.
End-to-end leadership of a company-wide efficiency initiative, from analysis and pilot to rollout, delivering measurable time savings within three months.
Daimler / DigitalLife
DIGITAL TRANSFORMATION · CHANGE ACTIVATION · STRATEGY EXECUTION
EMBEDDING DIGITAL TRANSFORMATION AND MAKING IT TANGIBLE ACROSS THE GROUP.
Building and activating DigitalLife across the company as a platform that made Daimler’s digital transformation tangible internally and visible externally.
For 15 years I've worked on strategic change across market, marketing, digital business and organization. I've brought brands into new markets, developed customer experiences, built marketing functions and delivered transformation projects.
I understand the complexity of large organizations as well as the pace of smaller organizations in their build-up phase. I can structure and represent strategic initiatives at the management level. At the same time, I go deep enough into the organization to align teams, pilot solutions and drive execution forward.
WORKING PRINCIPLES
01
CREATE CLARITY
I reduce complexity until decisions become possible and the next priority is clear.
02
TRANSLATE BETWEEN LEVELS
I distill complex topics into clear decisions for management and translate those decisions into priorities and action for the organization.
03
TAKE OWNERSHIP
I don't stop at the concept. I take ownership until progress is visible.