Florian Dieterle - Project Manager Marketing

Q: Where is Florian based?

Florian is based in Düsseldorf, Germany and can operate in on-site , hybrid , and remote work models.

Q: What languages does Florian speak?

Florian speaks the following languages: German (Native), English (Advanced), French (Elementary) .

Q: How many years of experience does Florian have?

Florian has at least 32 years of experience. During this time, Florian has worked in at least 21 different roles and for 16 different companies . The average length of individual experience is 1 year and 5 months . Note that Florian may not have shared all experience and actually has more experience.

Q: What is Florian's latest experience?

Florian's most recent position is Project Manager Marketing at Dr. Wolff Group .

Q: What companies has Florian worked for in recent years?

In recent years, Florian has worked for Dr. Wolff Group , Dornbracht Armaturen , Georg Menshen , Essity , and Foodhub NRW .

Q: Which industries is Florian most experienced in?

Florian is most experienced in industries like Food and Beverage , Manufacturing , and Professional Services . Florian also has some experience in Education , Chemical , and Healthcare .

Q: Which business areas is Florian most experienced in?

Florian is most experienced in business areas like Marketing , Product Development , and Strategy . Florian also has some experience in Project Management , Research and Development , and Customer Service .

Q: Which industries has Florian worked in recently?

Florian has recently worked in industries like Food and Beverage , Manufacturing , and Professional Services .

Q: Which business areas has Florian worked in recently?

Florian has recently worked in business areas like Marketing , Product Development , and Strategy .

Recommended expert

Düsseldorf, Germany

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Experience

Feb 2025 - Present

1 year 3 months

Project Manager Marketing

Dr. Wolff Group

Internationalization of brand processes and communication for Alpecin, Bioniq, Linola, Plantur, Vagisan
Innovation project for entry into a completely new segment
Development of brand content: UGC, visual brand story for hair care
Implementation of AI tools, consumer insight systems and a customer-centric mindset

Sep 2023 - May 2024

9 months

Project Manager Brand Experience

Dornbracht Armaturen

Project management for Milan showroom: concept, planning and execution, opening event
Development and execution of the “brand in space” cooperation strategy
Brand projects: brand experience, corporate, artificial intelligence (AI), sustainability, ESG

Oct 2022 - Jun 2024

1 year 9 months

Head of Marketing/Communications

Georg Menshen

€180 million revenue
Brand development (brand mission) and international brand building
Social media development: creation of content and channel strategies
Foundation development for employer branding
Trade fair projects including leading trade fair Interpack and new brand presentation in a B2B context
Change management & establishment of crisis communication and internal communication processes
Development of sustainability concept and sustainability communication, ESG

Nov 2021 - Sep 2022

11 months

Project Manager Brand & Content

Dornbracht Armaturen

€150 million revenue
Strategic brand development and operational rollout of new brand design (brand portal, Frontify)
Development of sustainability strategy and implementation of sustainability concepts
Social media strategy: development and implementation, including templates
Development of content strategy/content marketing for a premium luxury brand
Project management for change management and transformation processes
Development and execution of technical content (product information, data, videos)

Apr 2021 - Sep 2021

6 months

Global Brand Innovation Manager

Essity

€12 billion revenue
Initiation and management of innovation projects and sustainability initiatives
Tempo relaunch 2022 “3-in-one” (product management and innovation control)
Project management/Stage-Gate innovation process
Business case creation and potential analysis
Concept and product development; conducting innovation workshops
Trend research and generation of consumer insights
Sustainability projects: development of sustainable products, packaging and systems
Communication development including purpose

Oct 2020 - Mar 2021

6 months

Project Manager

Zwiesel Glas (Schott Zwiesel)

Sales of 100 million euros
Further development of strategic brand platform/positioning B2B/B2C based on world market leadership in the HORECA and B2B sector
Conducting agency pitch and searching for new lead agency
Development of market research/consumer insights and segmentation
Advising marketing organization and operational campaign implementation

Jan 2020 - Present

6 years 4 months

Co-Founder Innovation Network

Foodhub NRW

Rethinking nutrition

Nov 2017 - Jun 2019

1 year 8 months

Project Manager

Carl Zeiss AG

Sales of 6 billion euros
Project management/change management in Corporate Brand & Communication (brand communication, investor relations, internal and external communication)
Interim leadership of the communications area Brand Management (internal agency with 15 people): online, print and live communication development for eyeglass lenses, cameras, medical technology, measurement technology and semiconductor technology
Relaunch of ZEISS international website, including setting up web analytics
Realignment of brand experience and customer journey in selected areas
Various projects in digital marketing (SEO/SEA)
Implementation of international brand portal (guidelines, best practice examples, media assets)
Establishment of brand support structure to ensure/support brand standards internationally
Organization of international event/conference in the field of quantum optics
Management of various trade fairs and internal events (agile project management)
Launch of new international visual and communication design campaign (brand image campaign)
Development of employer branding positioning
HR recruitment campaigns and sparring partner for the development of digital learning platform

Oct 2015 - Jul 2016

10 months

Marketing Director

Weber Stephen Deutschland (Weber Grills)

Revenue responsibility of 180 million euros, management of 12 employees, budget of 10 million euros
Brand building and brand development
Further development and implementation of European corporate, marketing and communication strategy with the EMEA organization
Development/implementation of customer experience management/customer centricity
Reorganization and change management of Weber Germany marketing
New setup of trade marketing and shopper marketing
Development/implementation of event concept, content marketing concept, sponsorship concept
New online presence and e-commerce launch
Various digital projects/social media and brand activation
Coordination of sports marketing with Thomas Müller (FC Bayern) for TVCs/events

Jan 2015 - Dec 2018

4 years

Düsseldorf, Germany

Support for building B2B portal in the steel industry

marketSTEEL

Jan 2011 - Present

15 years 4 months

United Kingdom

Lecturer Digital Marketing, Change Management

University New Bucks

Feb 2010 - Sep 2010

8 months

Marketing Director

Weber Stephen Germany (Weber Grills)

Revenue responsibility €40 million, leadership of 10 employees, budget €4 million
Building the Weber brand as the #1 premium grill brand
Realigning brand management/product management and adapting to market situation and growth
Assortment and pricing planning and implementation including trade and consumer marketing materials (dealer catalog, price lists, sell-in materials, magazine, POS materials)
Realigning communication strategy, especially TV launch from 2011
Online strategy SEO/SEM
Launching Grill Academy for end consumers
Service provider and agency search including agency pitches
Innovation projects
Training concepts and sell-in presentations for sales

Jan 2008 - Dec 2025

18 years

Düsseldorf, Germany

Marketing, Strategy, Innovation

Independent Business Consultant and Interim Manager

Planning, organization and execution of Ideenfutter Expo (food start-ups) H2 2024
Innovation workshops on circular economy/site consultancy for public sector H2 2024
Brand alignment for Ledlenser flashlights 2022/2023
Optimization of communication/marketing for B2B packaging systems 2020
Mission statement development for outdoor/garden supplies manufacturer 2020
Optimization of customer approach for B2B workwear dealers 2020
Setup work at Foodhub NRW/virtual trade fair project 2020
Planning and organization of Ideenfutter congress 2020
Optimization of campaign management for B2B Fireproof Association 2019
Setup, expansion and optimization of customer experience on B2B online platform 2017
Marketing approach for B2B Soennecken 2016
Realignment of customer touchpoint management at Union Investment 2014/2015
Innovation consulting for Teekanne 2014
Innovation consulting for Ergobag 2013
Support for Chinese investors at Carl Duisberg Society 2012
Strategy workshops for Weber Stephen (Weber Grill) since 2011
Marketing concept for B2B printing field Mayspies 2010/2011
Realignment of media platform and online presence eiskellerberg TV 2010
Marketing concept/realignment for Rotkäppchen-Mumm 2009
Innovation strategy and dealer concept for Corum 2008
Various innovation workshops (Design Thinking/Business Model Canvas approach) since 2008

Jan 2004 - Dec 2008

5 years

Düsseldorf, Germany

Head of Marketing/PR/Database/Call Center

Weight Watchers Germany GmbH

Sales €100 million including retail sales of licensed products, €15 million marketing budget, 15 core team members, 25 call center staff
Successful expansion of core business after 2004 innovation with strong double-digit growth rates
Building the Weight Watchers master brand
Campaign management for TV, print, online
Dialog marketing by mail/email
Online marketing and web presence
New customer acquisition and retention measures
Marketing support for development of new business areas
Introducing geo-marketing tools to optimize and tap potential of new meeting sites
Database campaign management and implementation of new tools for media efficiency
Realigning PR into national and regional activities, including crisis PR
Successful introduction of monthly pass combining offline and online
Realigning long-term innovation policy
Conducting international pitches for media/advertising agencies
Realigning health care marketing and physician activities/public affairs

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Marketing Frozen Food/Ice Cream

Eismann Frozen Food Service (Nestlé Group)

Sales: €250 million in Germany, €3 million budget, 24 national staff, 7 international marketing managers
Realigning overall organization and introducing product management
New marketing positioning for the Eismann master brand
Creating 20 main catalogs per year nationally/internationally
Implementing international innovation teams
Direct marketing campaigns and customer segmentation
New customer acquisition and developing retention measures
Product development linking purchasing and quality management
Launching about 100 new products per year
Realigning core and promotion assortments through drastic assortment reduction (30% fewer SKUs)
Realigning marketing trigger chain, campaign management, CRM
Improving cost and structural efficiency of marketing services
Establishing a strategic pricing system

Jan 2001 - Dec 2003

3 years

Nieder-Olm, Germany

Head of Marketing/Strategic Projects Spirits/Sparkling Wine/Wine - Retail & Hospitality

Eckes Spirituosen & Wein GmbH

150 million euros revenue (excluding taxes), marketing budget 15 million euros, 20 marketing staff, market research, product development
Realigned spirits and sparkling wine business unit
Successfully expanded the brand business and launched new wine lines
Introduced umbrella brand strategy including defined brand architectures
Acquired 3 international distribution brands to start the hospitality sales line
Realigned marketing and product development into innovation management
Developed strategies for business expansion including business plan for private label segment
Implemented value enhancement management and brand valuations in marketing and sales
Realigned marketing/sales budget allocation

Jan 2000 - Dec 2001

2 years

Düsseldorf, Germany

International Director Knowledge Management

Henkel AG & Co. KGaA

Managed a European team (12 people) for detergent/cosmetics/adhesives
Built and established a global knowledge management system for FMCG marketing and sales (best practice approach)
Implemented the knowledge management philosophy in marketing departments
Set up a best practice database with success factors for efficient marketing
Initiated organizational and process changes

Jan 1999 - Dec 1999

1 year

Düsseldorf, Germany

International Marketing Manager SBU Wool Detergents, Additives, Bleaches

Henkel AG & Co. KGaA

P&L responsibility: 135 million euros, marketing budget 20 million euros, brands: international wool detergents Perwoll, Sil, Mir, Le Chat, led European teams (12 marketing managers)
Developed and implemented international marketing initiatives
Carried out marketing and product standardization
International relaunch of wool detergents in 12 countries by setting up pan-European project teams
Started building knowledge management as a cross-functional project from 1999

Jan 1997 - Dec 1997

1 year

Düsseldorf, Germany

International Project Manager Business Intelligence

Henkel AG & Co. KGaA

Led a European team (6 people), reported directly to the executive board
Built a European management information system
Developed methods for marketing efficiency and advertising performance controlling
Increased overall return after implementing marketing ROI systems
Standardized external and internal country reporting across Europe

Jan 1993 - Dec 1993

1 year

Düsseldorf, Germany

Senior Product Manager for Weißer Riese and Spee

Henkel AG & Co. KGaA

Managed 3 staff, revenue 80 million euros, marketing budget 7 million euros
Turned around Weißer Riese by introducing Megaperls, regained the #4 market position after years of erosion
Developed strategy to expand Spee from an East German brand to a national brand, later achieving #3 national position

Jan 1991 - Dec 1991

1 year

Düsseldorf, Germany

Product Manager Perwoll, Dato, Fewa

Henkel AG & Co. KGaA

2 employees, 35 million euros in sales, 5 million euros marketing budget
Achieved market leadership for Perwoll after relaunch
Developed innovative specialty detergents

Jan 1990 - Dec 1990

1 year

Germany

Field Sales District Manager

Henkel AG & Co. KGaA

Planning and sales control for the retail and wholesale trade

Jan 1987 - Dec 1987

1 year

Düsseldorf, Germany

Marketing Assistant for Der General Household Cleaners

Henkel AG & Co. KGaA

On-the-job training / basic marketing training

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Food and Beverage, Manufacturing, Professional Services, Education, Chemical, and Healthcare.

Food and Beverage

Manufacturing

Professional Services

Education

Chemical

Healthcare

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Marketing, Product Development, Strategy, Project Management, Research and Development, and Customer Service.

Marketing

Product Development

Strategy

Project Management

Research and Development

Customer Service

Summary

“Customers today don't just look for products or services, they look for experiences”

Many years of hands-on and strategic national/international experience as an executive and consultant in marketing, sales, change management & sustainability in industry, retail, services (B2C/B2B)
Proven market successes in growth and building new markets and brands as an employee (Henkel, Nestlé, Eckes, Weight Watchers)
Interim management: Weber Grill, Carl Zeiss, Zwiesel Glas, Essity (Zewa, Tempo), Dornbracht Armaturen, Dr. Wolff, often with multiple assignments & extensions
Co-founder of a disruptive digital B2B platform start-up marketSTEEL and builder of a regional innovation network Foodhub NRW
Successful in developing and implementing innovative products, services and using new processes/methods (Design Thinking)
Entrepreneurial, goal- and efficiency-oriented work style, high empathy, strong communicator, high analytical skills and creative mindset
Training as a trainer and in change management, NLP and coaching
Lecturer for Master’s in Marketing, Innovation and Change Management

Skills

Successful Roles As Executive, Consultant And Interim Manager In Marketing, Sales, Innovation And Change Management, From Product Manager To Marketing Director (National/international) In Corporates And Smes, Extensive Leadership Experience (5 To 25 Fte)
Strategic And Operational Management Of Existing Business Units And Their Expansion; Development Of Innovative Business Models, Products And Services; Sustainability
National/international Experience In Strategic/operational Brand Management B2c And B2b
Brand Building And Strategic Brand Management (Positioning, Brand Architecture, Brand Extension, Marketing Mix, Ci/cd Guidelines)
Development And Implementation Of Long-term Brand And Business Strategies Via Numerous Product Launches And Relaunches (National, International)
Creation And Execution Of Multiple Above-the-line And Below-the-line Campaigns (Direct Marketing, Catalog Marketing, Trade Fairs, Live Communication, Customer Magazines), Including Agency Management And Sales Alignment
International Marketing Planning/control, Including Budget Allocation
Digital Marketing: Sea/seo, Social Media, Marketing Automation, Ai Applications
Management Of Pr, Content Marketing And Influencer Campaigns
International Rollout Of Marketing And Sales Tools For Efficiency Measurement
Customer Journey Optimization, Touchpoint And Experience Management
Development/implementation Of Innovative Crm, Trade Marketing And Sales Concepts
Establishment And Leadership Of Multifunctional/multinational Teams And Project Management
Reorganization And Realignment Of Marketing Departments; Change Management
Establishing Strategic Market Research (Consumer Insights Management, Performance Metrics)
Development Of Strategic And Operational Hr And Employer Branding Concepts

Languages

German

Native

English

Advanced

French

Elementary

Education

Oct 1983 - Jun 1987

Ludwig Maximilian University of Munich

Diplom-Kaufmann · Business Administration · Munich, Germany

Oct 1970 - Jun 1983

Primary/secondary school Munich-Ottobrunn

Abitur · Ottobrunn, Germany

Statistics

Experience

Total positions 23

Experience in Food and Beverage 22 y

Avg length 3 y

Longest experience 17 y 11 m

Global Experience

Countries worked in 2 (Germany, United Kingdom)

Primary country Germany

Expertise

Recent roles Project Manager Marketing, Project Manager Brand Experience, Head of Marketing/Communications

Main industries Food and Beverage, Manufacturing, Professional Services

Main business areas Marketing, Product Development, Strategy

Qualifications

Profile

Created

January 2024

Last Update

April 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Florian based?

Florian is based in Düsseldorf, Germany and can operate in on-site, hybrid, and remote work models.

What languages does Florian speak?

Florian speaks the following languages: German (Native), English (Advanced), French (Elementary).

How many years of experience does Florian have?

Florian has at least 32 years of experience. During this time, Florian has worked in at least 21 different roles and for 16 different companies. The average length of individual experience is 1 year and 5 months. Note that Florian may not have shared all experience and actually has more experience.

What roles would Florian be best suited for?

Based on recent experience, Florian would be well-suited for roles such as: Project Manager Marketing, Project Manager Brand Experience, Head of Marketing/Communications.

What is Florian's latest experience?

Florian's most recent position is Project Manager Marketing at Dr. Wolff Group.

What companies has Florian worked for in recent years?

In recent years, Florian has worked for Dr. Wolff Group, Dornbracht Armaturen, Georg Menshen, Essity, and Foodhub NRW.

Which industries is Florian most experienced in?

Florian is most experienced in industries like Food and Beverage, Manufacturing, and Professional Services. Florian also has some experience in Education, Chemical, and Healthcare.

Which business areas is Florian most experienced in?

Florian is most experienced in business areas like Marketing, Product Development, and Strategy. Florian also has some experience in Project Management, Research and Development, and Customer Service.

Which industries has Florian worked in recently?

Florian has recently worked in industries like Food and Beverage, Manufacturing, and Professional Services.

Which business areas has Florian worked in recently?

Florian has recently worked in business areas like Marketing, Product Development, and Strategy.

What is Florian's education?

Florian attended Ludwig Maximilian University of Munich for Business Administration.

What is the availability of Florian?

Florian is immediately available full-time for suitable projects.

What is the rate of Florian?

Florian's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.