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 Zwiesel Glas (Schott Zwiesel) .

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

Experience

Feb 2025 - Present

1 year 2 months

Project Manager Marketing

Dr. Wolff Group

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

Sep 2023 - May 2024

9 months

Project Manager Brand Experience

Dornbracht Armaturen

Project management for Milan showroom concept, planning and implementation, 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

Revenue of 180 million EUR
Brand development (brand mission) and international brand building
Social media development: creating content strategy and channel strategy
Foundations for employer branding development
Trade show projects including the main Interpack fair and reimagining the brand in a B2B environment
Change management and establishing crisis communication and internal communication processes
Development of sustainability concepts and sustainability communication, ESG

Nov 2021 - Sep 2022

11 months

Project Manager Brand & Content

Dornbracht Armaturen

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

Apr 2021 - Sep 2021

6 months

Global Brand Innovation Manager

Essity

12 billion EUR in revenue
Initiating and running innovation projects and sustainability initiatives
Tempo relaunch 2022 3-in-one (product management and innovation control)
Project management/stage-gate innovation process
Creating business cases and potential calculations
Concept and product development; leading innovation workshops
Trend research and generating consumer insights
Sustainability projects: developing 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 HORECA and B2B
Conducted agency pitch and found a new lead agency
Developed market research/consumer insights and segmentation
Advised marketing organization and implemented operational campaigns

Jan 2020 - Present

6 years 3 months

Co-Founder Innovation Network

Foodhub NRW

Rethink nutrition

Nov 2017 - Jun 2019

1 year 8 months

Project Manager

Carl Zeiss AG

Sales of 6 billion euros
Project and change management in Corporate Brand & Communication (brand communication, investor relations, internal and external communication)
Interim head of Brand Management communications (in-house agency with 15 people): developed online, print, and live communications for eyeglass lenses, cameras, medical technology, measurement technology, and semiconductor technology
Relaunched the international ZEISS website, including setting up web analytics
Realigned brand experience and customer journey in selected areas
Various digital marketing projects (SEO/SEA)
Implemented an international brand portal (guidelines, best practice examples, media assets)
Built a brand support structure to ensure and support international brand standards
Organized an international event/conference in quantum optics
Managed various trade shows and internal events (agile project management)
Launched a new international visual and communication design campaign (image campaign)
Set up employer branding positioning
HR recruitment campaigns and sparring partner for developing 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, budget of 10 million euros
Brand building and brand expansion
Developed and implemented European corporate, marketing, and communication strategy with the EMEA organization
Developed and implemented customer experience management/customer centricity
Reorganized and led change management for Weber Germany marketing
Set up trade marketing and shopper marketing
Developed and implemented event concepts, content marketing concepts, and sponsorship concepts
Relaunch of the web presence and start of e-commerce
Various digital projects/social media and brand activation
Coordinated sports marketing with Thomas Müller (FC Bayern) for TVCs/events

Jan 2015 - Dec 2018

4 years

Düsseldorf, Germany

Support for building a B2B portal for the steel industry

marketSTEEL

Jan 2011 - Present

15 years 3 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 for €40M, leading 10 employees, €4M budget
Building Weber as the #1 premium grill brand
Realigning brand management/product management and adapting to market conditions and growth
Range and price planning and execution, including trade and consumer marketing materials (dealer catalog, price lists, sell-in materials, magazine, POS materials)
Redefining communication strategy, especially starting TV in 2011
Online strategy: SEO/SEM
Launching the Grill Academy for consumers
Searching for service providers and agencies, including agency pitches
Innovation projects
Training concepts and sell-in presentations for the sales team

Jan 2008 - Dec 2025

18 years

Düsseldorf, Germany

Marketing, Strategy, Innovation

Independent business consultant and interim manager

Planning, organizing and managing Ideenfutter Expo (food start-ups) in H2 2024
Innovation workshops on circular economy/site consulting for the public sector in H2 2024
Brand positioning for Ledlenser flashlights 2022/2023
Optimizing communication/marketing of a B2B packaging system 2020
Mission statement development for an outdoor/garden supplies manufacturer 2020
Optimizing customer approach for B2B workwear retailers 2020
Setup work for Foodhub NRW/virtual fair project 2020
Planning and organizing the Ideenfutter congress 2020
Optimizing campaign management for the B2B refractory association 2019
Building, expanding and optimizing customer experience for a 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
Managing Chinese investors for Carl Duisberg Society 2012
Strategy workshops for Weber Stephen (Weber Grills) since 2011
Marketing concept for the B2B printing business Mayspies 2010/2011
Redefining media platform online presence for eiskellerberg TV 2010
Marketing concept and 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

Revenue of €100M including retail sales of licensed products, €15M marketing budget, 15 core team members, 25 call center staff
Successfully expanded the core business after innovation in 2004 with strong double-digit growth rates
Building the Weight Watchers parent brand
Campaign management: TV, print, online
Direct marketing via mail/email
Online marketing and website presence
New customer acquisition and retention measures
Marketing support for the development of new business areas
Introducing geo-marketing tools to optimize and tap 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
Successfully launched a monthly pass combining offline and online
Realigning long-term innovation policy
Conducting international pitches for media/advertising agencies
Realigning health care marketing and doctor activities/public affairs

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Marketing Frozen Food/Ice Cream

Eismann Frozen Food Service (Nestlé Group)

Revenue: €250M in Germany, €3M budget, 24 national staff, 7 international marketing managers
Redefining overall organization and introducing product management
New marketing positioning for the Eismann parent brand
Creating 20 main catalogs per year nationally/internationally
Implementing international innovation teams
Direct marketing campaigns and customer segmentation
New customer acquisition/creating retention measures
Product development collaborating with purchasing and quality management
Introducing about 100 new products per year
Redefining core and promotional assortments through drastic range clean-up (-30% fewer SKUs)
Redefining 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 Hospitality)

Eckes Spirituosen & Wein GmbH

€150 million sales (excluding taxes), €15 million marketing budget, 20 marketing staff, market research, product development
Realigned the spirits and sparkling wine business division
Successfully expanded the branded business and launched new wine lines
Introduced umbrella brand strategy with clearly defined brand architectures
Acquired 3 international distribution brands to launch the hospitality sales line
Repositioned marketing and product development under innovation management
Developed strategies for business expansion including a business plan for private-label products
Implemented value-add management and brand valuations in marketing and sales
Revamped marketing/sales budget allocation

Jan 2000 - Dec 2001

2 years

Düsseldorf, Germany

International Director Knowledge Management

Henkel AG & Co. KGaA

Steering a European team (12 people) for detergents/cosmetics/adhesives
Building and establishing a global knowledge management system for FMCG marketing/sales (best practice approach)
Driving the knowledge management philosophy across marketing departments
Establishing a best-practice database with success factors for efficient marketing
Initiating organizational and process changes

Jan 1999 - Dec 1999

1 year

Düsseldorf, Germany

International Marketing Manager SBU Wool Detergents, Additives, Bleaches

Henkel AG & Co. KGaA

Sales responsibility: €135 million, €20 million marketing budget, brands: international wool detergents Perwoll, Sil, Mir, Le Chat, managing European teams (12 marketing managers)
Developing and implementing international marketing initiatives
Carrying out marketing and product standardizations
Leading international relaunch of wool detergents in 12 countries by setting up pan-European project teams
From 1999 onwards, building knowledge management as a cross-functional project

Jan 1997 - Dec 1997

1 year

Düsseldorf, Germany

International Project Manager Business Intelligence

Henkel AG & Co. KGaA

Leading a European team (6 people), with direct reporting to the executive board
Building a European management information system
Developing methods for marketing efficiency and ad performance controlling
Increasing overall profitability after implementing marketing ROI systems
Standardizing external and internal country reporting across Europe

Jan 1993 - Dec 1993

1 year

Düsseldorf, Germany

Senior Product Manager - Weißer Riese and Spee

Henkel AG & Co. KGaA

3 team members, €80 million sales, €7 million marketing budget
Turnaround of Weißer Riese by launching Megaperls, recovering the number 4 market position after years of erosion
Strategy to expand Spee from an East German brand to a national brand, later achieving the number 3 position nationwide

Jan 1991 - Dec 1991

1 year

Düsseldorf, Germany

Product Manager Perwoll, Dato, Fewa

Henkel AG & Co. KGaA

2 employees, sales €35 million, marketing budget €5 million
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 retail and wholesale sector

Jan 1987 - Dec 1987

1 year

Düsseldorf, Germany

Marketing Assistant Household Cleaners "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 not just looking for products or services, but for experiences"

Many years of operational and strategic national and international experience as a leader and management consultant in marketing, sales, change management & sustainability in industry, retail, 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 faucets, Dr. Wolff, including multiple assignments and extensions
Co-founder of a digital disruptive B2B platform startup marketSTEEL and builder of the regional innovation network Foodhub NRW
Successful in developing and implementing innovative products and services, and using new processes/methods (Design Thinking)
Entrepreneurial, goal- and efficiency-driven working style, high empathy, strong communication skills, high analytical ability 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 Work As A Leader, Consultant And Interim Manager In Marketing, Sales, Innovation And Change Management From Product Manager To Marketing Director (National/international) In Corporate And Mid-size Companies, Many Years Of Leadership Experience With 5 To 25 Direct Reports
Strategic And Operational Leadership Of Existing Business Areas And Expanding 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 Field Strategies And Delivery Through Numerous Product Launches And Relaunches (National, International)
Development And Implementation Of Many Brand And Communication Campaigns Above And Below The Line (Direct Marketing, Catalog Marketing, Trade Shows, Live Communication, Customer Magazine) Including Agency Management And Alignment With Sales
International Marketing Planning And Management By Country Including Budget Allocation
Digital Marketing: Sea/seo, Social Media And Marketing Automation, Ai Applications
Management Of Communication Campaigns In Pr, Content Marketing, Influencer Marketing
International Rollout Of Marketing And Sales Tools For Efficiency Measurement
Optimization Of The Customer Journey, Customer Touchpoints And Experience Management
Development And Implementation Of Innovative Crm, Trade Marketing And Sales Concepts
Setting Up And Leading Multifunctional And Multinational Teams And Project Management
Reorganization And Realignment Of Marketing Departments And Change Management
Build 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

Diploma in Business Administration · Business Administration · Munich, Germany

Oct 1970 - Jun 1983

Elementary and High School Munich-Ottobrunn

German high school diploma · 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

March 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 Zwiesel Glas (Schott Zwiesel).

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.