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, brand story visuals for hair care
Establishment 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 the Milan showroom: conception, planning, implementation, opening event
Development and implementation 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/Communication

Georg Menshen

Sales of €180 million
Brand development (brand mission) and international brand building
Social media development: creation of content and channel strategies
Employer branding: development of foundations
Trade show projects, including the leading Interpack fair and brand re-positioning in the B2B environment
Change management and establishment of 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

Sales of €150 million
Strategic brand development and operational implementation 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 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 in revenue
Initiation and execution of innovation projects and sustainability approaches
Tempo relaunch 2022 "3-in-one" (product management and innovation control)
Project management and Stage-Gate innovation process
Creation of business cases and potential calculations
Concept and product development; conducting innovation workshops
Trend research and consumer insights generation
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 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 search for new lead agency
Developed market research/consumer insights and segmentation
Marketing organization consulting and operational campaign implementation

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 6 billion euros
Project management/change management in corporate brand & communication (brand communications, investor relations, internal and external communications)
Interim head of brand management communications (in-house agency with 15 people): communication development for online, print, live communication in eyeglass lenses, cameras, medical technology, measurement technology, and semiconductor technology
Relaunched international ZEISS website, including setting up web analytics
Realigned brand experience and customer journey in selected areas
Various digital marketing projects (SEO/SEA)
Launched international brand portal (guidelines, best practice examples, media assets)
Built brand support structure to ensure and support international brand standards
Organized international event/conference in quantum optics
Managed various trade fairs and internal events (agile project management)
Launched new international visual and communication design campaign (image campaign)
Set up employer branding positioning
HR recruitment campaigns and sounding board for developing digital learning platform

Oct 2015 - Jul 2016

10 months

Marketing Director

Weber Stephen Germany (Weber Grills)

Sales responsibility 180 million, led 12 employees, budget 10 million euros
Brand building and brand expansion
Further development and implementation of European corporate, marketing, and communication strategy with EMEA organization
Developed and implemented customer experience management/customer centricity
Reorganized and change managed Weber Germany marketing
Reestablished trade marketing and shopper marketing
Developed and implemented event concept, content marketing concept, sponsorship concept
New website launch and e-commerce start
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 building B2B portal for 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 Deutschland (Weber Grills)

Responsible for sales of 40 million euros, managing 10 employees and a budget of 4 million euros
Built Weber into the No. 1 premium grill brand
Reoriented brand management/product management to align with market conditions and growth
Planned assortments and pricing, and implemented trade and consumer marketing materials (dealer catalog, price lists, sell-in materials, magazine, POS materials)
Reoriented communication strategy, especially by launching TV in 2011
Developed online strategy with SEO/SEM
Launched the Grill Academy for end consumers
Managed service providers and agency selection including agency pitches
Led innovation projects
Created 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

Planned, organized and executed the Ideenfutter Expo (food start-ups) in H2 2024
Conducted innovation workshops on circular economy and site consulting for the public sector in H2 2024
Defined brand positioning for Ledlenser flashlights in 2022/2023
Optimized communication and marketing for a B2B packaging system in 2020
Developed mission statement for an outdoor and garden supplies manufacturer in 2020
Improved customer approach to B2B dealers for workwear in 2020
Supported start-up work at Foodhub NRW/project virtual trade fair in 2020
Planned and organized the Ideenfutter Congress in 2020
Optimized campaign management for the B2B Refractory Association in 2019
Established, expanded and optimized customer experience for a B2B online platform in 2017
Developed a B2B marketing approach for Soennecken in 2016
Reoriented customer touchpoint management at Union Investment in 2014/2015
Provided innovation consulting for Teekanne in 2014
Provided innovation consulting for Ergobag in 2013
Supported Chinese investors at the Carl Duisberg Society in 2012
Led strategy workshops for Weber Stephen (Weber Grill) since 2011
Created a marketing concept for the B2B printing business at Mayspies in 2010/2011
Reoriented media platform and online presence for eiskellerberg TV in 2010
Developed a marketing concept and reorientation for Rotkäppchen-Mumm in 2009
Defined innovation strategy and dealer concept for Corum in 2008
Facilitated 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 Deutschland GmbH

Drove 100 million euros in revenue including retail sales of licensed products; managed a 15 million euro marketing budget, a core team of 15 and 25 call center staff
Extended core business after 2004 innovation with strong double-digit growth rates
Built the Weight Watchers umbrella brand
Managed campaigns across TV, print and online
Handled direct marketing via mail and email
Oversaw online marketing and website
Acquired new customers and implemented loyalty initiatives
Supported development of new business lines through marketing
Introduced geo-marketing tools to optimize and leverage new meeting locations
Managed database campaigns and launched new tools to improve media efficiency
Shifted PR towards national and regional activities, including crisis PR
Launched a monthly pass combining offline and online channels
Redefined long-term innovation strategy
Led international media and advertising agency pitches
Refocused health care marketing and physician engagement/public affairs

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Marketing Frozen Foods/Ice Cream

Eismann Tiefkühl-Service (Nestlé Group)

Achieved 250 million euros in sales in Germany with a 3 million euro budget, 24 national employees and 7 international marketing managers
Reorganized the overall structure and introduced product management
Established new marketing positioning for the Eismann umbrella brand
Produced 20 main catalogs per year nationally and internationally
Implemented international innovation teams
Ran direct marketing campaigns and segmented customers
Secured new customers and developed retention initiatives
Led product development in collaboration with purchasing and quality management
Launched approximately 100 new products per year
Streamlined core and promotional assortments through drastic rationalization (-30% fewer SKUs)
Redesigned the marketing trigger chain, campaign management and CRM
Improved cost and structural efficiency of marketing services
Established 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 EUR sales (excluding taxes), marketing budget 15 million EUR, 20 marketing staff, market research, 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 with defined brand architectures
Acquired 3 international distribution brands to launch the hospitality sales line
Realigned marketing and product development under innovation management
Developed strategies for business expansion, including a business plan for private label
Introduced value enhancement management and brand valuation in marketing and sales
Realigned resource allocation for marketing and sales

Jan 2000 - Dec 2001

2 years

Düsseldorf, Germany

International Director Knowledge Management

Henkel AG & Co. KGaA

Managed a European team of 12 people 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 across marketing departments
Established 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

Revenue responsibility: 135 million EUR, marketing budget 20 million EUR, brands: international wool detergents Perwoll, Sil, Mir, Le Chat; led European teams (12 marketing managers)
Developed and implemented international marketing initiatives
Conducted marketing and product standardizations
Led the international relaunch of wool detergents in 12 countries by setting up pan-European project teams
From 1999, built 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 people with direct reporting to the executive board
Built a European management information system
Developed methods for marketing efficiency and advertising performance monitoring
Increased overall profitability after introducing 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, 80 million EUR in sales, marketing budget 7 million EUR
Turned around Weißer Riese by introducing Megaperls, regaining the #4 market position after years of erosion
Developed strategy to expand Spee from an East German brand to a national brand, later achieving a #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 revenue, 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 management for retail/wholesale trade segment

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 no longer look for products or services, but for experiences”

Many years of operational and strategic national and international experience as a leader and consultant in marketing, sales, change management, and sustainability in industry, trade, 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 assignments at Weber Grill, Carl Zeiss, Zwiesel Glas, Essity (Zewa, Tempo), Dornbracht fittings, Dr. Wolff, sometimes with multiple engagements and extensions
Co-founder of the digital disruptive B2B platform marketSTEEL and developer of the regional innovation network Foodhub NRW
Successful in developing and implementing innovative products and services, and in using new processes and methods (Design Thinking)
Entrepreneurial, goal- and efficiency-oriented working style, high empathy, strong communication skills, high analytical competence, and a creative mindset
Trained as a trainer, and in change management, NLP, and coaching
Lecturer at the master's level in 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 Corporations And Medium-sized Businesses, With Many Years Of Leadership Experience Leading Teams Of 5 To 25 People
Strategic And Operational Leadership Of Existing Business Areas, Expanding Them, And Developing New Innovative Business Models, Products, And Services, Including Sustainability
National And International Experience In Strategic And Operational Brand Management In Both B2c And B2b
Brand Building And Strategic Brand Management (Positioning, Brand Architecture, Brand Extension, Marketing Mix, Ci/cd Guidelines)
Development And Execution Of Long-term Brand And Business Area Strategies Through Numerous Product Launches And Relaunches (National And International)
Development And Execution Of Numerous 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 Control For Countries, Including Budget Allocation
Digital Marketing: Sea/seo, Social Media, Marketing Automation, Ai Applications
Management Of Communication Campaigns: Pr, Content Marketing, Influencer Marketing
International Roll-out 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
Setup Of 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

Primary and Secondary School, Munich-Ottobrunn

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/Communication

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/Communication.

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.