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 4 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 and brand story visuals 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

Showroom project management in Milan: concept, planning, execution, and opening event
Development and implementation of the cooperation strategy “Brand in Space”
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 in sales
Brand development (brand identity) and international brand building
Social media development: creating content and channel strategies
Employer branding: foundation development
Trade fair projects, including the Interpack show and reimagining the brand in a B2B environment
Change management and establishing crisis communication and internal communication processes
Sustainability concept development and sustainability communication, ESG

Nov 2021 - Sep 2022

11 months

Project Manager Brand & Content

Dornbracht Armaturen

150 million in sales
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 execution, including templates
Content strategy and content marketing strategy for a premium luxury brand
Project management for change management and transformation processes
Development and implementation of technical content (product information, product data, videos)

Apr 2021 - Sep 2021

6 months

Global Brand Innovation Manager

Essity

12 billion euros in sales
Initiation and execution of innovation projects and sustainability initiatives
Tempo relaunch 2022 3-in-one (product management and innovation steering)
Project management and stage-gate innovation process
Creation of business cases and potential calculations
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 the strategic brand platform/positioning for B2B/B2C based on world market leadership in HORECA and B2B
Conducted an agency pitch and searched for a new lead agency
Developed market research/consumer insights and segmentation
Advised marketing organization and managed operational campaign execution

Jan 2020 - Present

6 years 5 months

Co-Founder Innovations-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 the field of corporate brand & communication (brand communication, investor relations, internal and external communication)
Interim management of the communications division Brand Management (internal agency with 15 people): developed online, print, and live communication for eyewear lenses, cameras, medical technology, metrology, and semiconductor technology
Relaunched the ZEISS international website including setting up web analytics
Realigned brand experience and customer journey in selected sub-areas
Carried out various projects in digital marketing (SEO/SEA)
Introduced an international brand portal (guidelines, best practice examples, media assets)
Established a brand support structure to ensure and support brand standards internationally
Organized an international event/conference in the field of quantum optics
Managed various trade shows and internal events (agile project management)
Launched a new international campaign for visual and communication design (image campaign)
Set up employer branding positioning
Led HR recruitment campaigns and served as a sparring partner in the further development of a digital learning platform

Oct 2015 - Jul 2016

10 months

Marketing Director

Weber Stephen Deutschland (Weber Grills)

Responsible for sales of 180 million euros, led 12 employees, and managed a budget of 10 million euros
Built and expanded the brand
Further developed and executed the European corporate, marketing, and communication strategy with the EMEA organization
Developed and implemented customer experience management/customer centricity
Reorganized and managed change in Weber Germany marketing
Set up trade marketing and shopper marketing
Developed and executed event concept, content marketing concept, and sponsorship concept
Launched new website and started e-commerce
Managed various digital projects/social media and brand activation
Coordinated sports marketing deals with Thomas Müller (FC Bayern) for TV commercials and events

Jan 2015 - Dec 2018

4 years

Düsseldorf, Germany

Support in building a B2B portal for the steel industry

marketSTEEL

Jan 2011 - Present

15 years 5 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 of €40 million, managing 10 employees, budget of €4 million
Building the Weber brand as the No. 1 premium grill brand
Realigning brand management and product management to adapt to market situation and growth
Assortment and price planning and execution including trade and consumer marketing materials (dealer catalogs, price lists, sell-in materials, magazine, POS materials)
Realigning communication strategy, especially launching TV from 2011
Online strategy SEO/SEM
Launching the Grill Academy for end consumers
Selecting service providers and agencies 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, organizing and executing Ideenfutter Expo (Food start-ups) H2 2024
Innovation workshops on circular economy and site consulting for the public sector H2 2024
Brand positioning for Ledlenser flashlights 2022/2023
Optimizing communication and marketing of B2B packaging system 2020
Developing mission statement for outdoor/garden supplies manufacturer 2020
Optimizing customer outreach for B2B workwear dealers 2020
Development work at Foodhub NRW/virtual trade fair project 2020
Planning and organizing the Ideenfutter congress 2020
Optimizing campaign management for B2B refractory association 2019
Building, expanding and optimizing customer experience for B2B online platform 2017
Marketing approach for B2B Soennecken 2016
Realigning customer touchpoint management for Union Investment 2014/2015
Innovation consulting for Teekanne 2014
Innovation consulting for Ergobag 2013
Supporting Chinese investors at Carl Duisberg Society 2012
Strategy workshops for Weber Stephen (Weber Grills) since 2011
Marketing concept for B2B printing business unit Mayspies 2010/2011
Realigning media platform online presence eiskellerberg TV 2010
Marketing concept/realignment for Rotkäppchen-Mumm 2009
Innovation strategy and retailer 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

Revenue of €100 million including retail sales of licensed products, €15 million marketing budget, 15 core team members, 25 call center agents
Successfully expanding core business after 2004 innovation with strong double-digit growth rates
Building the Weight Watchers umbrella brand
Campaign management TV, print, online
Dialog marketing mailings/emails
Online marketing and website management
New customer acquisition and loyalty measures
Marketing support for developing new business areas
Introducing geo-marketing tools to optimize and exploit potential of new meeting locations
Database campaign management and introduction of new tools for media efficiency
Realigning PR into national and regional activities including crisis PR
Successful launch of the monthly pass as a combination of offline and online
Realigning long-term innovation policy
Conducting international pitches for media and advertising agencies
Realigning health care marketing and physician activities/public affairs

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Marketing Frozen Foods/Ice Cream

Eismann Frozen Food Service (Nestlé Group)

Revenue: €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 umbrella brand
Creating 20 main catalogs per year nationally and internationally
Implementing international innovation teams
Direct marketing campaigns and customer segmentation
New customer acquisition and creating loyalty measures
Product development with connection to purchasing and quality management
Introducing around 100 new products per year
Realigning core and promotional assortments through drastic range 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 and Gastronomy

Eckes Spirituosen & Wein GmbH

150 million euros in sales (excluding tax), marketing budget of 15 million euros, team of 20 in marketing, market research and product development
Realigned the spirits and sparkling wine business unit
Successfully expanded the branded business and launched new wine lines
Introduced a master brand strategy including defined brand architectures
Acquired three international distribution brands to launch the gastronomy sales line
Realigned marketing and product development under innovation management
Developed strategies for business expansion, including a business plan for the private label segment
Implemented value enhancement management and brand valuation in marketing and sales
Realigned marketing and sales resource allocation

Jan 2000 - Dec 2001

2 years

Düsseldorf, Germany

International Director Knowledge Management

Henkel AG & Co. KGaA

Managed a European team of 12 for detergents, cosmetics and 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
Created 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

Responsible for 135 million euros in sales, marketing budget of 20 million euros, international wool detergent brands Perwoll, Sil, Mir, Le Chat, and led European teams of 12 marketing managers
Developed and implemented international marketing initiatives
Conducted marketing and product standardization
Led the international relaunch of wool detergents in 12 countries by setting up pan-European project teams
From 1999, concurrently established knowledge management as a cross-functional project

Jan 1997 - Dec 1997

1 year

Düsseldorf, Germany

International Project Manager Business Intelligence

Henkel AG & Co. KGaA

Led a European team of 6, reporting directly to the Executive Board
Built a European management information system
Developed methods for marketing efficiency and advertising performance control
Increased overall returns 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 people, 80 million euros in sales, marketing budget of 7 million euros
Turned around Weißer Riese by introducing Megaperls, regaining the number four market position after years of decline
Developed strategy to expand Spee from an East German regional brand to a national brand, later achieving the number three national position

Jan 1991 - Dec 1991

1 year

Düsseldorf, Germany

Product Manager Perwoll, Dato, Fewa

Henkel AG & Co. KGaA

2 employees, sales of 35 million euros, marketing budget 5 million euros
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 management for the retail and wholesale trade sector

Jan 1987 - Dec 1987

1 year

Düsseldorf, Germany

Marketing Assistant for Household Cleaner Der General

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 are no longer just looking for products or services, but for experiences”

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

Skills

Successful Work As An Executive, Consultant, And Interim Manager In Marketing, Sales, Innovation, And Change Management, From Product Manager To Marketing Director (National/International) In Corporate And Mid-Sized Companies, With Long-Term Leadership Of 5 To 25 People
Strategic And Operational Leadership Of Existing Business Areas, Expanding Them And Developing New Innovative Business Models, Products, And Services; Sustainability
National And International Experience In Strategic And Operational Brand Management In 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, Executed Through Numerous Product Launches And Relaunches (National, International)
Development And Execution Of Many Brand And Communication Campaigns In Above-The-Line And Below-The-Line (Direct Marketing, Catalog Marketing, Trade Shows, Live Communication, Customer Magazines), Including Agency Management And Sales Integration
International Marketing Planning And Control For Countries, Including Budget Allocation
Digital Marketing: Sea/Seo, Social Media, Marketing Automation, Ai Applications
Managing Communications Campaigns: Pr, Content Marketing, Influencer Marketing
International Rollout Of Marketing And Sales Tools For Efficiency Measurement
Optimization Of Customer Journey, Customer Touchpoints, And Experience Management
Development And Implementation Of Innovative Crm, Trade Marketing, And Sales Concepts
Establishment And Leadership Of Multi-Functional And Multinational Teams And Project Management
Reorganization And Realignment Of Marketing Departments And Change Management
Building 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-Maximilians-Universität München

Diploma in Business Administration · Business Administration · Munich, Germany

Oct 1970 - Jun 1983

Primary and Secondary School München-Ottobrunn

Abitur (German high school diploma) · Ottobrunn, Germany

Statistics

Experience

Total positions 23

Experience in Food and Beverage 22.5 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

May 2026

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Frequently asked questions

Have questions? Find more information here.

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-Maximilians-Universität München 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.