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 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 6 months

Project Manager Marketing

Dr. Wolff Group

Internationalization of brand processes and communication for Alpecin, Bioniq, Linola, Plantur, Vagisan
Innovation project for market entry into a completely new segment
Development of brand content: UGC, visual 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, implementation, and opening event
Development and implementation of a cooperation strategy "Brand in Space"
Brand projects: brand experience, corporate, artificial intelligence, sustainability, ESG

Oct 2022 - Jun 2024

1 year 9 months

Head of Marketing/Communications

Georg Menshen

180 million in sales
Brand development (brand mission) and international brand building
Social media development: creation of content and channel strategies
Basics of employer branding development
Trade show projects including the leading Interpack fair and brand re-launch in the B2B environment
Change management and establishment of crisis communication and internal communication processes
Development of sustainability and sustainability communication concepts, ESG

Nov 2021 - Sep 2022

11 months

Project Manager Brand & Content

Dornbracht Armaturen

150 million in sales
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 execution, 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 euros in sales
Initiation and execution of innovation projects and sustainability approaches
Tempo relaunch 2022 3-in-one (product management and innovation control)
Project management of the stage-gate innovation process
Creation of business cases and potential analysis
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)

Revenue 100 million euros
Further development of the strategic brand platform/positioning B2B/B2C based on global market leadership in HORECA and B2B
Conducting agency pitch and search for a new lead agency
Development of market research/consumer insights and segmentation
Consulting on marketing organization and operational campaign execution

Jan 2020 - Present

6 years 7 months

Co-Founder Innovation Network

Foodhub NRW

Rethinking nutrition

Nov 2017 - Jun 2019

1 year 8 months

Project Manager

Carl Zeiss AG

Revenue 6 billion euros
Project management/change management in corporate brand & communication (brand communication, investor relations, internal and external communication)
Interim head of communications in brand management (in-house agency with 15 people): online, print, live communication for eyeglass lenses, cameras, medical technology, metrology and semiconductor technology
Relaunch of the international ZEISS website, including setting up web analytics
Realignment of brand experience and customer journey in selected areas
Various projects in digital marketing (SEO/SEA)
Introduction of an international brand portal (guidelines, best practice examples, media assets)
Establishment of a brand support structure to ensure and support international brand standards
Organization of an international event/symposium in quantum optics
Management of various trade fairs and internal events (agile project management)
Introduction of a new international visual and communication design campaign (image campaign)
Development of employer branding positioning
HR recruitment campaigns and sparring partner for the development of a digital learning platform

Oct 2015 - Jul 2016

10 months

Marketing Director

Weber Stephen Deutschland (Weber Grills)

Responsible for 180 million euros in sales, leading 12 employees, budget of 10 million euros
Brand building and brand expansion
Further development and implementation of the European corporate, marketing and communication strategy with the EMEA organization
Development/implementation of customer experience management/customer centricity
Reorganization and change management for Weber Germany marketing
Redesign of trade marketing and shopper marketing
Development/implementation of event concept, content marketing concept, sponsorship concept
New website launch and start of e-commerce
Various digital projects/social media and brand activation
Coordination of sports marketing with Thomas Müller (FC Bayern) for TVCs 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 7 months

United Kingdom

Lecturer Digital Marketing, Change Management

University New Bucks

Feb 2010 - Sep 2010

8 months

Marketing Director

Weber Stephen Deutschland (Weber Grills)

Revenue responsibility €40 million, leading 10 employees, €4 million budget
Built Weber brand into No. 1 premium grill brand
Realigned brand and product management to market conditions and growth
Assortment and pricing planning and execution, including trade and consumer promotional materials (dealer catalogs, price lists, sell-in materials, magazine, POS materials)
Realigned communication strategy, especially TV launch starting in 2011
Online strategy SEO/SEM
Launched Grill Academy for end consumers
Sourced 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 execution of Ideenfutter Expo (food start-ups) H2 2024
Innovation workshops on circular economy and location consulting for the public sector H2 2024
Brand alignment for Ledlenser flashlights 2022/2023
Optimized communication and marketing for B2B packaging system 2020
Mission statement development for outdoor/garden supply manufacturer 2020
Optimized customer approach for B2B workwear dealers 2020
Project setup at Foodhub NRW, virtual trade fair project 2020
Planning and organizing the Ideenfutter congress 2020
Optimized campaign management for a B2B refractory association 2019
Built, expanded, and optimized customer experience for B2B online platform 2017
Marketing approach for B2B Soennecken 2016
Realigned customer touchpoint management for Union Investment 2014/2015
Innovation consulting for Teekanne 2014
Innovation consulting for Ergobag 2013
Supported Chinese investors at Carl-Duisberg Society 2012
Strategy workshops for Weber Stephen (Weber Grills) since 2011
Marketing concept for B2B printing division at Mayspies 2010/2011
Realigned 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 Deutschland GmbH

Revenue €100 million including retail sales of licensed products, €15 million marketing budget, 15 core team members, 25 call center staff
Successfully expanded core business after the 2004 innovation with strong double-digit growth rates
Built Weight Watchers umbrella brand
Campaign management TV, print, and online
Dialog marketing mailings/emails
Online marketing and web presence
New customer acquisition and retention measures
Marketing support for development of new business areas
Introduced geo-marketing tools to optimize and tap potential of new meeting locations
Database campaign management and implementation of new media efficiency tools
Realigned PR into national and regional activities, including crisis PR
Successfully launched monthly pass combining offline and online
Realigned long-term innovation policy
Conducted international pitches for media and advertising agencies
Realigned healthcare marketing and physician activities/public affairs

Jan 2003 - Dec 2004

2 years

Mettmann, Germany

Head of Frozen Foods and Ice Cream Marketing

Eismann Tiefkühl-Service (Nestlé Group)

Revenue: €250 million in Germany, €3 million budget, 24 national employees, 7 international marketing managers
Realigned overall organization and introduced product management
New marketing positioning for the Eismann umbrella brand
Created 20 main catalogs per year, national and international
Implemented international innovation teams
Direct marketing campaigns and customer segmentation
New customer acquisition and customer retention measures
Product development in collaboration with purchasing and quality management
Introduced about 100 new products per year
Realigned core and promotional assortments through drastic portfolio reduction (-30% fewer SKUs)
Realigned 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 euros in revenue (excl. taxes), 15 million euros marketing budget, managing 20 people in marketing, market research and product development
Realigning the spirits and sparkling wine business unit
Successfully expanding the brand business and launching new wine lines
Introducing a master brand strategy with defined brand architectures
Acquired 3 international distribution brands to launch the hospitality sales line
Restructuring marketing and product development within innovation management
Developing strategies for business expansion, including a business plan for private label business
Implementing value enhancement management and brand valuation in marketing and sales
Realigning budget allocation between marketing and sales

Jan 2000 - Dec 2001

2 years

Düsseldorf, Germany

International Director Knowledge Management

Henkel AG & Co. KGaA

Managing a European team (12 people) in detergents, cosmetics, and adhesives
Building and establishing a global knowledge management system for marketing and sales in FMCG (best practice approach)
Driving the knowledge management philosophy in marketing departments
Setting up 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 euros; 20 million euros marketing budget; brands: international wool detergents Perwoll, Sil, Mir, Le Chat; leading European teams (12 marketing managers)
Developing and implementing international marketing initiatives
Executing marketing and product standardizations
Leading the international relaunch of wool detergents in 12 countries through pan-European project teams
From 1999 onwards, setting up 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 advertising performance controlling
Increasing overall profitability after introducing 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

Managed a team of 3, with 80 million euros in sales and a 7 million euros marketing budget
Turnaround of Weißer Riese by introducing Megaperls, regaining the #4 market position after years of decline
Strategy to expand Spee from an East German regional brand to a national brand, later achieving the #3 position nationally

Jan 1991 - Dec 1991

1 year

Düsseldorf, Germany

Product Manager Perwoll, Dato, Fewa

Henkel AG & Co. KGaA

2 employees, 35 million euro sales, 5 million euro 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 the retail/wholesale sector

Jan 1987 - Dec 1987

1 year

Düsseldorf, Germany

Marketing Assistant for 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 no longer just look for products or services, but for experiences"

Many years of operational and strategic national and international experience as an executive and business consultant in marketing, sales, change management & sustainability in industry, retail, and services (B2C/B2B)
Proven market successes in growth and building new markets and brands as an employee (Henkel, Nestlé, Eckes, Weight Watchers)
Interim management: Weber Grill, Carl Zeiss, Zwiesel Glas, Essity (Zewa, Tempo), Dornbracht faucets, Dr. Wolff, partly with multiple assignments and extensions
Co-founder of a digital disruptive B2B platform start-up marketSTEEL and builder of the regional innovation network Foodhub NRW
Successful in developing and implementing innovative products, services, and using new processes and methods (Design Thinking)
Entrepreneurial, goal- and efficiency-oriented work style, high empathy, strong communication skills, high analytical competence, and a creative mindset
Training as a trainer and in change management, NLP, and coaching
Lecturer at master’s level for marketing, innovation, and change management

Skills

Successful Role 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 Businesses, Many Years Of Leadership Experience With 5 To 25 Ftes
Strategic And Operational Leadership Of Existing Business Areas, Expansion And Development Of Innovative Business Models, Products, And Services; Sustainability
National And International Experience In Strategic And Operational Brand Management 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 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 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 The 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
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 Maximilian University of Munich

Diploma in Business Administration · Business Administration · Munich, Germany

Oct 1970 - Jun 1983

Elementary 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/Communications

Main industries Food and Beverage, Manufacturing, Professional Services

Main business areas Marketing, Product Development, Strategy

Qualifications

Profile

Created

January 2024

Last Update

June 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 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 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.