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

Sep 2023 - May 2024

9 months

Project Manager Brand Experience

Dornbracht Armaturen

Project management of the Milan showroom: concept, planning, implementation, 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

Revenue of €180 million
Brand development (brand mission statement) and international brand building
Social media development: creating content and channel strategies
Developing employer branding foundations
Trade show projects, including the leading Interpack fair and restaging the brand in a B2B environment
Change management and establishing crisis communication and internal communication processes
Concept development for sustainability and sustainability communication, ESG

Nov 2021 - Sep 2022

11 months

Project Manager Brand & Content

Dornbracht Armaturen

Revenue 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 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
Initiating and executing innovation projects and sustainability initiatives
Tempo relaunch 2022 3-in-one (product management and innovation control)
Project management of the stage-gate innovation process
Creating business cases and calculating potential
Concept and product development; conducting innovation workshops
Trend research and generation of 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)

Revenue €100 million
Further development of strategic brand platform/positioning B2B/B2C based on world market leadership in HORECA and B2B
Conducted agency pitches and found a new lead agency
Developed market research/consumer insights and segmentation
Advised marketing organization and operational campaign implementation

Jan 2020 - Present

6 years 3 months

Co-Founder Innovations-Network

Foodhub NRW

Rethinking nutrition

Nov 2017 - Jun 2019

1 year 8 months

Project Manager

Carl Zeiss AG

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

Oct 2015 - Jul 2016

10 months

Marketing Director

Weber Stephen Deutschland (Weber Grills)

Responsible for sales of €180 million, led 12 employees, budget €10 million
Brand building and brand expansion
Developed/implemented European corporate, marketing and communication strategy with EMEA organization
Developed/implemented customer experience management/customer centricity
Reorganization/change management of Weber Germany marketing
Set up trade marketing/shopper marketing
Developed/implemented event concepts, content marketing concepts and sponsorship concepts
Launched new website and e-commerce
Various digital projects/social media and brand activation
Coordinated sports marketing with Thomas Müller (FC Bayern) for TV commercials/events

Jan 2015 - Dec 2018

4 years

Düsseldorf, Germany

Support building B2B portal for 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 Deutschland (Weber Grills)

Sales responsibility €40m, leading 10 employees, €4m budget
Building the Weber brand as the No. 1 premium grill brand
Realigning brand management/product management to market conditions and growth
Product range and pricing planning and execution, including trade and consumer marketing materials (dealer catalog, price lists, sell-in materials, magazine, POS materials)
Redefining the communication strategy, especially launching TV campaigns from 2011
Online strategy SEO/SEM
Launching a Grill Academy for end consumers
Sourcing 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 running the 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 torches 2022/2023
Optimizing communication and marketing of a B2B packaging system 2020
Developing a mission statement for an outdoor/gardening supplies manufacturer 2020
Improving customer outreach to B2B workwear dealers 2020
Growth work at 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 on 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
Supporting Chinese investors at Carl Duisberg Gesellschaft 2012
Strategy workshops for Weber Stephen (Weber Grill) since 2011
Marketing concept for the B2B printing business at Mayspies 2010/2011
Realigning the media platform and 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 Deutschland GmbH

Sales €100m including retail sales of licensed products, €15m marketing budget, core team of 15, 25 call center staff
Successfully expanding the core business after 2004 innovation with strong double-digit growth rates
Building up the Weight Watchers parent brand
Campaign management for TV, print, online
Dialog marketing via mail and email
Online marketing and website management
New customer acquisition and retention measures
Marketing support for developing new business areas
Implementing geo-marketing tools to optimize and exploit the potential of new meeting locations
Database campaign management and introducing new tools for media efficiency
Redefining PR for national and regional activities, including crisis PR
Successfully launching a monthly pass combining offline and online
Redefining long-term innovation policy
Conducting international pitches for media and advertising agencies
Redefining health care marketing and physician engagement/public affairs

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Marketing Frozen Food/Ice Cream

Eismann Tiefkühl-Service (Nestlé Group)

Sales: €250m in Germany, €3m budget, 24 national staff, 7 international marketing managers
Restructuring the overall organization and introducing product management
New marketing positioning for the Eismann parent brand
Producing 20 main catalogs per year, national/international
Implementing international innovation teams
Direct marketing campaigns and customer segmentation
New customer acquisition and creating retention measures
Product development linked with purchasing and quality management
Launching about 100 new products per year
Repositioning core and promotional ranges by drastically reducing SKUs (-30%)
Redefining the 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 - Grocery Retail & Hospitality

Eckes Spirituosen & Wein GmbH

150 million euros turnover (excluding taxes), marketing budget 15 million euros, 20 marketing staff, market research, product development
Realigned spirits and sparkling wine business unit
Successfully expanded the branded business and launched new wine lines
Introduced umbrella brand strategy including defined brand architectures
Acquired 3 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 division
Implemented value enhancement management and brand valuation in marketing and sales
Realigned marketing and 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 detergents, cosmetics, adhesives
Built and established a global knowledge management system for FMCG marketing and sales (best practice approach)
Embedded the knowledge management philosophy into 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 euros, marketing budget 20 million euros, brands: international wool detergents Perwoll, Sil, Mir, Le Chat, leading European teams (12 marketing managers)
Developed and implemented international marketing initiatives
Conducted marketing and product standardizations
Led international relaunch of wool detergents in 12 countries through setting up pan-European project teams
Started building knowledge management as an overarching 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), reporting directly to the board
Built a European management information system
Developed methods for marketing efficiency and advertising performance monitoring
Increased overall return by 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

3 staff, 80 million euros turnover, marketing budget 7 million euros
Turnaround of Weißer Riese by introducing Megaperls, reclaiming the No. 4 market position after years of erosion
Strategy to expand Spee from an East Germany-only brand to a national brand, later achieving the No. 3 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, marketing budget of €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 channels

Jan 1987 - Dec 1987

1 year

Düsseldorf, Germany

Marketing Assistant, 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

“Clients today are not just looking for products or services, but for experiences”

Many years of operational and strategic national and international experience as an executive and management consultant in marketing, sales, change management, and sustainability across industry, retail, and services (B2C/B2B)
Proven market successes in growing and building new markets and brands as an employee (Henkel, Nestlé, Eckes, Weight Watchers)
Interim management for Weber Grill, Carl Zeiss, Zwiesel Glas, Essity (Zewa, Tempo), Dornbracht Armaturen, and Dr. Wolff, partly with multiple assignments and extensions
Co-founder of the 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 in applying new processes/methods (Design Thinking)
Entrepreneurial, goal- and efficiency-oriented work style, high empathy, strong communication skills, high analytical competence, and a creative mindset
Training qualifications as a trainer and in change management, NLP, and coaching
Teaching assignment for a master's program in marketing, innovation, and change management

Skills

Successful Roles 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 Smes, With Many Years Of Leadership Experience Managing 5 To 25 Team Members
Strategic And Operational Leadership Of Existing Business Areas And Their Expansion, And Development Of 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 Execution Through Numerous Product Launches And Relaunches (National, International)
Development And Execution Of Numerous Brand And Communication Campaigns In Above-the-line And Below-the-line Channels (Direct Marketing, Catalog Marketing, Trade Shows, Live Communication, Customer Magazines), Including Agency Management And Integration With Sales
International Marketing Planning And Control Across Countries, Including Budget Allocation
Digital Marketing: Sea/seo, Social Media, Marketing Automation, Ai Applications
Management Of Communication 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 Multifunctional 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

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 15 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.