Florian D.-Project Manager Marketing

• Project Management for the Milan showroom: conception, planning and implementation, opening event
• Development of innovation/technology “Brand in Space”/Salone del Mobile with Product Management;
• Brand projects: trend analysis, Brand Experience, Artificial Intelligence (AI) for advertising media

Strategic and brand alignment for Product Management

• NPD/Initiating and carrying out innovation projects and sustainability approaches
• Product management/Stage Gate innovation process; long-term product roadmap
• Tempo relaunch 2022 3-in-one (technical product management and innovation steering)
• Brand management, market activation planning and agency management
• Creating business cases and calculating potential
• Concept and product development; conducting innovation workshops
• Trend research and generating consumer insights, concept tests, user tests,
• Sustainability projects: developing sustainable products, packaging and systems
• Communication development including purpose

• Rethinking nutrition
• Co-founder of the digital regional innovation network Foodhub NRW with start-ups

Planning and organizing the Ideenfutter congress

Optimization of communication and marketing

Optimization of B2B campaign management

Building, expanding and optimizing Customer Experience

Revenue responsibility of 180 Mio./ Management of 12 employees, budget of 10 Mio. Euro

• Building and expanding the brand through Product Management
• Further development and implementation of European corporate, marketing and communication strategy with the EMEA organization
• Development and implementation of Customer Experience Management/Customer Centricity
• Reorganization and Change Management in Weber Germany Marketing
• Setting up Trade Marketing and Shopper Marketing
• Development and implementation of Event Concept, Content Marketing Concept, Sponsoring Concept
• New website launch and E-Commerce start
• Various digital projects/Social Media and Brand Activation
• Coordination of sports marketing with Thomas Müller (FC Bayern) for TVC/Events

Realignment of Customer Touchpoint Management

Innovation consulting

Master's teaching assignment in marketing, innovation and change management

Revenue responsibility of 40 Mio./ Managing 10 employees, budget of 4 Mio. Euro

• Building Weber as the No. 1 premium grill brand
• Realignment of brand management/product management/growth adaptation
• Range and price planning and implementation, including trade and consumer advertising materials (dealer catalogue, price lists, sell-in materials, magazine, POS materials)
• Realignment of digital communication strategy, especially launch of TV advertising from 2011
• Online strategy SEO/SEM
• Introduction of Grill Academy for end consumers and various innovation projects
• Search for service providers and agencies, including agency pitches
• Training concepts and sell-in presentations for sales

Realignment of media platform and online presence

• Planning, organisation and implementation of Ideenfutter Expo (food start-ups) 2nd half of 2024
• Innovation workshops on the circular economy/site consulting for the public sector 2nd half of 2024
• Brand positioning for Ledlenser flashlights 2022/2023
• Optimisation of communication/marketing for B2B packaging system 2020
• Development of a vision for an outdoor/garden supplies manufacturer 2020
• Optimisation of customer targeting for B2B dealers of workwear 2020
• Set-up work at Foodhub NRW/project for a virtual trade fair 2020
• Planning and organisation of Ideenfutter Congress 2020
• Optimisation of campaign management for B2B association in the refractory industry 2019
• Set-up/expansion and optimisation of customer experience for B2B online platform 2017
• B2B marketing approach for Soennecken 2016
• Realignment of customer touchpoint management for Union Investment 2014/2015
• Innovation consulting for Teekanne 2014
• Innovation consulting for Ergobag 2013
• Support for Chinese investors at Carl-Duisberg Gesellschaft 2012
• Strategy workshops for Weber Stephen (Weber Grill) since 2011
• Marketing concept for B2B printing business area at Mayspies 2010/2011
• Realignment of media platform and online presence for eiskellerberg TV 2010
• Marketing concept/realignment for Rotkäppchen-Mumm 2009
• Innovation strategy for Corum dealer concept 2008
• Various innovation workshops (Design Thinking/Business Model Canvas approach) since 2008

Weight loss products and services

Revenue of 100 Mio. Euro including retail revenues from licensed products, 15 Mio. Euro marketing budget, 15 employees in the core team, 25 employees in the call center

• Successfully expanded the core business following the 2004 innovation with clearly double-digit growth rates
• Built the Weight Watchers umbrella brand
• Campaign management for TV, print and online
• Direct marketing via mailings and email
• Online marketing, website
• New customer acquisition and customer retention measures
• Marketing support for the development of new business areas
• Introduced geo-marketing tools to optimize and maximize the potential of new meeting locations
• Database campaign management and introduction of new tools for media efficiency
• Reoriented PR toward national and regional activities, including crisis PR
• Successfully introduced a monthly pass combining offline and online
• Reoriented long-term innovation policy with product management
• Conducted international pitches for media and advertising agencies
• Reoriented health care marketing and physician activities/public affairs

150 Mio. Euro revenue (excluding tax share), marketing budget

15 Mio. Euro, 20 employees in marketing, market research and product management

• Reorganized the spirits and sparkling wine business area
• Successfully expanded the branded business and launched new wine lines
• Introduced an umbrella brand strategy including defined brand architectures
• Acquired 3 international distribution brands to launch the food service sales line
• Reorganized marketing and product development into innovation management
• Developed strategies for expanding business areas, including a business plan for the private label business area
• Introduced value management and brand valuations in marketing and sales
• Reorganized marketing/sales resource allocation

Revenue responsibility: 135 Mio. Euro, marketing budget 20 Mio. Euro

Brands: international wool detergents Perwoll, Sil, Mir, Le Chat

Leading European teams (12 Marketing Managers) within a matrix structure

• Developing and implementing international marketing initiatives
• Carrying out standardization in marketing and product management
• International relaunch of wool detergents in 12 countries by setting up pan-European project teams
• Parallel development of Knowledge Management as a cross-functional project starting in 1999

3 employees, revenue 80 Mio. Euro, marketing budget 7 Mio. Euro

• Turning around Weißer Riese by introducing Megaperls, regaining the No. 4 position in the market after years of erosion
• Strategy to expand Spee from a purely East German brand into a national brand, later achieving the national No. 3 position

• Planning and sales management in the retail/wholesale sector