Katharina Neumann - Multibrand Strategy & Activation...

Q: Where is Katharina based?

Katharina is based in Düsseldorf, Germany .

Q: What languages does Katharina speak?

Katharina speaks the following languages: German (Native), English (Advanced), Italian (Intermediate) .

Q: How many years of experience does Katharina have?

Katharina has at least 28 years of experience. During this time, Katharina has worked in at least 27 different roles and for 22 different companies . The average length of individual experience is 1 year . Note that Katharina may not have shared all experience and actually has more experience.

Q: What is Katharina's latest experience?

Katharina's most recent position is Multibrand Strategy & Activation Consultant at HAMBURG SÜD/ A.P. Moller - Maersk .

Q: What companies has Katharina worked for in recent years?

In recent years, Katharina has worked for HAMBURG SÜD/ A.P. Moller - Maersk and LIKE MEAT/ The Livekindly .

Q: Which industries is Katharina most experienced in?

Katharina is most experienced in industries like Manufacturing , Retail , and Cosmetics . Katharina also has some experience in Chemical , Professional Services , and Agriculture .

Q: Which business areas is Katharina most experienced in?

Katharina is most experienced in business areas like Marketing , Sales , and Product Development . Katharina also has some experience in Project Management , Strategy , and Business Intelligence .

Q: Which industries has Katharina worked in recently?

Katharina has recently worked in industries like Food and Beverage and Transportation .

Q: Which business areas has Katharina worked in recently?

Katharina has recently worked in business areas like Product Development and Marketing .

Recommended expert

Düsseldorf, Germany

Experience

Sep 2022 - Apr 2023

8 months

Hamburg, Germany

Multibrand Strategy & Activation Consultant

HAMBURG SÜD/ A.P. Moller - Maersk

Responsible for the development and global implementation of brand and marketing strategies for various corporate brands
Revised brand strategy (positioning, brand core, brand pillars, etc.) and prepared and supported the global rollout
Defined marketing and CRM strategy and developed a marketing plan including communications and campaign management to establish the new positioning
Created a migration plan for various brands as part of the corporate restructuring

Aug 2021 - Apr 2022

9 months

Düsseldorf, Germany

Interim Manager, Innovation & Product Portfolio

LIKE MEAT/ The Livekindly

Overall responsibility for optimizing the product portfolio, including development, implementation and launch of innovations and new products
Developed and launched new product categories and products
Revamped packaging, including design
Achieved a 13% increase in revenue through innovations and relaunch of the existing range
Optimized the new product development process from idea generation to successful market launch, including realignment of responsibilities and interfaces (R&D, packaging, regulatory, quality, production, purchasing, supply chain, finance)

Nov 2020 - Jan 2021

3 months

Cologne, Germany

Consultant / Corporate Strategy Development

GLOBALG.A.P.

Advised and supported the CEO and division board members in revising the corporate strategy
Revised purpose, positioning and corporate strategy, including defining the key elements to realize the growth strategy
Facilitated the strategy process at board level and aligned the board and top management through intensive stakeholder management

May 2019 - Oct 2019

6 months

Potsdam, Germany

Consultant / Restructuring and Digital Transformation Management

Private equity company (NDA)

Supported and advised executive management in transforming the holding company and its subsidiaries into a future-ready organization, focusing on organization, IT and HR topics
Restructured the organization regarding structures, relevant business processes and systems to ensure long-term viability
Provided support through change management measures
Initiated the digital transformation process, including implementing a new ERP system and defining workflows

Apr 2019 - Jul 2019

4 months

Germany

Consultant / Business Model, Brand, and Marketing Strategy Overhaul

Private Equity (NDA)

Advised shareholders to secure the investment and tap into the business potential of the portfolio company
Realigned purpose, positioning and business model to unlock new growth opportunities
Implemented initial levers for the '19 season
Created a roadmap for further expansion and growth over the next two years

Sep 2018 - Jan 2019

5 months

Germany

Expert / Innovation Excellence Workshop Series

Consumer Goods/Non-Food (NDA)

Support and advise the management board and department heads to optimize the success rate of innovations and time-to-market
Redefine and successfully implement the innovation process
Increase the innovation success rate

Apr 2018 - Jul 2018

4 months

Stuttgart, Germany

Consultant / Development of Customer Experience Management Strategy

CREDITPLUS BANK

Support and advise division management in identifying and defining structural and content measures to optimize the customer experience
Identify levers to strengthen customer focus and competitive differentiation
Develop a Customer Experience (CX) concept and an action plan to set up a new cross-functional Customer Experience Management area

Nov 2017 - Mar 2018

5 months

Remscheid, Germany

Consultant / Data-Driven Marketing Development including Performance Measurement and Control

VAILLANT GROUP

Support and advise the Commercial Director and marketing teams on developing and launching data-driven marketing
Establish a metrics system for marketing and sales
Develop and roll out a precise, consistent performance monitoring system across all countries with KPIs and ROI measurement
Ensure full commitment from all stakeholders and country organizations

Jul 2017 - Aug 2017

2 months

Berlin, Germany

Consultant / Future Concept Development for a Lifestyle/Outdoor Brand

WEBER STEPHEN (EMEA)

Support the board and VP Marketing in defining the strategy for the brand’s future lifestyle concept
Conduct extensive market, customer and trend analyses and create a future roadmap
Develop strategic options for brand evolution and secure buy-in from key stakeholders

Apr 2017 - Aug 2017

5 months

Remscheid, Germany

Consultant / Optimization and Operationalization of Annual International Marketing and Budget Planning

VAILLANT GROUP

Lead the project to realign and implement efficiency improvements in planning all marketing activities
Restructure international marketing planning and redefine the planning process at the global level
Introduce a planning and budgeting tool
Create the basis for marketing effectiveness and efficiency improvements of up to 30%
Ensure full commitment from all parties (headquarters and country organizations)

Apr 2016 - Jul 2016

4 months

Berlin, Germany

Consultant / Overhaul of brand & marketing strategy and implementation within international marketing planning

WEBER STEPHEN (EMEA)

Supported and advised the board and division heads to ensure a consistent brand presence and efficient approach in international market development (EMEA)
Transformed from a decentralized to a centrally controlled structure for EMEA marketing and budget planning
Refined the brand and marketing strategy taking into account country-specific conditions
Laid the foundation for optimizing marketing effectiveness and efficiency with increases up to 15%

Oct 2015 - Feb 2017

1 year 5 months

Berlin, Germany

Consultant / Marketing restructuring and setting up EMEA central marketing

WEBER STEPHEN (EMEA)

Responsible for the restructuring and transformation of marketing as part of the global reorganization
Established the Central Marketing division in an international context and restructured marketing departments across eight country organizations
Developed approach and collaboration models for headquarters and local markets
Revised central marketing processes
Selected, developed, and coached a new SVP Marketing

Apr 2015 - Sep 2015

6 months

Ingelheim am Rhein, Germany

Consultant / Realignment of strategic marketing and budget planning

WEBER STEPHEN

Supported and advised the board on optimizing and increasing the efficiency of EMEA-wide marketing activities
Improved the content and structure of the planning process, including redefining the collaboration model between regions
Synchronized marketing activities and leveraged synergy and efficiency potential by developing joint initiatives

Nov 2014 - Apr 2015

6 months

Frankfurt, Germany

Consultant / Expanding competitive advantage and strengthening brand reputation by optimizing customer/brand experience

UNION INVESTMENT

Advised the management board and marketing leadership on evolving brand perception and expanding premium market leadership
Developed cross-departmental customer journeys with revised service design concepts across touchpoints (NPS +6 pts.)
Optimized customer journey management
Introduced an internal brand ambassador concept to strengthen customer focus, brand profiling, and internal brand engagement

Feb 2014 - Apr 2014

3 months

Düsseldorf, Germany

Expert / Product portfolio optimization and category relaunch

ARLA FOODS

Advised and supported the marketing team in revising and defining the future product portfolio
Developed and guided a future-proof brand portfolio and product concept for one of the key SBUs

Sep 2012 - Dec 2013

1 year 4 months

Düsseldorf, Germany

Principal

KEYLENS MANAGEMENT CONSULTANTS

Business development, management and delivery of marketing and sales-focused consulting projects from strategy to operational implementation in the retail, consumer goods and services industries
Focus areas: growth strategy, brand strategy, marketing/sales strategy, marketing performance programs, and marketing organization and processes
Leader of the Marketing Performance & Efficiency practice
Leading project and client teams as well as client partner agencies
Examples: optimizing media spend (10% savings), improving international marketing planning processes, increasing lead generation (>10%) and customer retention (>5%), optimizing corporate market research, reviewing and developing a franchise concept in the healthcare/medical technology sector

Mar 2012 - Sep 2012

7 months

Cologne, Germany

Consultant / Interim Manager / Strategic realignment including marketing restructuring

PROMARKT (REWE)

Full responsibility for planning and implementing the strategic realignment (project lead, then interim head of marketing)
Developed and successfully carried out a comprehensive brand relaunch, including new positioning, branding and 360° marketing and advertising concept
Restructured the marketing department and ensured full board commitment to the business case for revitalizing the retail brand

Dec 2011 - Mar 2012

4 months

Hamburg, Germany

Consultant / E-commerce strategy development

PEEK & CLOPPENBURG

Advising the executive board on developing the e-commerce strategy, including implementation options
Designing a holistic cross-channel marketing approach and creating a detailed implementation roadmap

Sep 2011 - Dec 2011

4 months

Hamburg, Germany

Consultant / Marketing restructuring and improvement of marketing effectiveness and efficiency

PEEK & CLOPPENBURG

Project lead for repositioning marketing
Restructured marketing and realigned communication strategy with clear target audience focus and an effective marketing mix
Profiling the retail brand and increasing overall marketing efficiency by 10–15%

Dec 2010 - Oct 2011

11 months

Bremen, Germany

Consultant / Strategic realignment including restructuring of the international marketing & sales organization

BEGO GROUP

Project lead for a customer-centric business transformation and full responsibility for revising the corporate strategy to realize growth opportunities
Restructured the international marketing and sales organization, including structure, roles, responsibilities (RACI) and core processes
Established a new global marketing department, including role profiles and job descriptions
Developed and implemented a corporate and brand strategy with a new architecture, resulting in double-digit increase in customer satisfaction year-over-year

Sep 2009 - Jul 2010

11 months

Wiesbaden, Germany

Project Manager / Implementation of new intranet platform and SharePoint migration

R+V VERSICHERUNGEN

Project management for implementing a functional concept from a previous sales optimization project
Development of the project plan including time, cost and resource planning, as well as detailed work packages
Leading project committees and acting as interface to the project sponsor on the sales and IT executive board
Structuring and managing the creation of sales-relevant content (blueprint) and on-schedule delivery despite high time pressure and limited resources

Apr 2008 - Jun 2009

1 year 3 months

Wiesbaden, Germany

Consultant / Restructuring the sales organization to increase impact and improve efficiency

R+V VERSICHERUNGEN

Advising and supporting the sales executive board and marketing director on the realignment to improve sales efficiency
Implementing a target group- and needs-oriented information culture along with related communication concepts, processes and tools
Measurable increase in field sales and partner productivity (one extra customer meeting per day)
23% increase in sales organization satisfaction
Restructuring the field sales support organization and development of a functional concept for digital sales information

Aug 2007 - Aug 2008

1 year 1 month

Cologne, Germany

Consultant / Development and implementation of a multidimensional brand/marketing performance control system (Brand Score Card)

GALERIA KAUFHOF

Project management for the development and implementation of a multidimensional brand/marketing performance control system (Brand Score Card)
Designing and launching the Brand Score Card for continuous performance tracking of all private labels using financial, customer and market data
Establishing a cross-departmental learning approach for continuous optimization, including defining processes across all areas (marketing/CRM, purchasing, sales, controlling)

Mar 2007 - Jul 2007

5 months

Hamburg, Germany

Interim Head of Marketing

STAPLES

Overall responsibility for the marketing department (advertising, CRM, market research) with ten employees (three direct reports)
Realignment of the marketing department in terms of content, organization and structure
Sales increase of 18% compared to the previous year
Laid the groundwork for wide-reaching improvements in marketing effectiveness and efficiency with gains up to 20%

Apr 2002 - May 2007

5 years 2 months

Düsseldorf, Germany

Partner

BRAND BUILDERS Strategieberatung (später KEYLENS)

Leading and executing brand consulting projects from strategy definition to operational implementation in retail, industry and services
Focus on brand management, growth strategies, marketing strategy, communication, market research and marketing organization
Built and led the Analytics & Research/Knowledge Management division
Project management and technical leadership of custom teams (up to 40 people) and partner agencies (Design, AtL/BtL, Online, CRM, PR)
Examples: Marketing masterplan (+10% efficiency), private label strategy, corporate branding, SBU restructurings, company relaunch (+15% sales/+11 NPS), home automation strategy (+22% sales), service quality (+8% NPS)

Oct 1999 - Mar 2002

2 years 6 months

Ingelheim am Rhein, Germany

Acting Managing Director Germany & Head of Marketing DACH

SCOTTS CELAFLOR GmbH

Acting Managing Director (07–12/2001) in addition to leading Marketing: restructuring Germany (120 employees), cost optimization program, works council negotiations, reporting to European and global headquarters
Head of Marketing DACH with P&L responsibility (€100M revenue) and 18 employees in Germany, as well as line management of Marketing A/CH (7 employees)
Achievements: double-digit revenue growth and market position No. 2 in Germany, shift to consumer-centric marketing, acquisition of the Substral brand, introduction of an umbrella brand strategy, innovation process and future-proof portfolio, development of the Professional Business business plan

Apr 1991 - Sep 1999

8 years 6 months

Marketing Manager / Senior Product Manager / Key Account Manager

HENKEL KGaA / HENKEL Italia S.r.l.

Brand and product management focusing on innovation, consumer insights, campaign development and P&L responsibility (up to €60M in revenue), as well as leading up to six employees
Development and launch of a new international umbrella brand
Double-digit sales increases through innovative specialty detergents and cleaning products (formulations, USPs, packaging, design)
Development and implementation of international ATL/BTL brand campaigns
Introduction of international methods/models for measuring marketing efficiency (ROI)

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Manufacturing, Retail, Cosmetics, Chemical, Professional Services, and Agriculture.

Manufacturing

Retail

Cosmetics

Chemical

Professional Services

Agriculture

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Marketing, Sales, Product Development, Project Management, Strategy, and Business Intelligence.

Marketing

Sales

Product Development

Project Management

Strategy

Business Intelligence

Summary

Experienced marketing expert with a background as a management consultant, interim manager and marketing executive with proven expertise in developing and executing growth strategies. Combines insights, analysis, strategic marketing and operational actions to drive sustainable business growth. Proven track record in expanding market position and delivering effective solutions that have immediate impact and contribute to long-term success. Skilled in optimizing and transforming marketing organizations into customer-focused, innovative and growth-oriented teams. Passionate, empathetic and hands-on manager who drives project success and fosters collaboration for shared value creation. Over 12 years of leadership responsibility for up to 5 departments with 25+ employees.

Skills

Growth Strategy & Business Development
Brand Strategy & Activation
Strategic And Operational Marketing
Consumer/customer Insights Management
Innovation And Product Management
Marketing Organization & Processes
Project Management
Stakeholder Management
Strategic Mindset With Strong Analytical Skills And A "Get-things-done" Attitude
Excellent Communicator Who Interacts At All Hierarchy Levels And Has Very Good Presentation Skills
Empathetic Leader And Coach With Proven Ability To Motivate, Guide And Develop Teams
Cross-functional Collaboration And Collaborative Management Of External Partners (E.g., Creative Agencies)
Strategy Development Models
Okr Management Method
Change Management
Process Optimization
Workshop Facilitation
Business Model Canvas/design Thinking
Ms Office; User Proficiency In Ms Project, Asana, Jira, Google Analytics, Selected Ai Tools
Consumer Goods & Retail
B2c Services
B2b Services & Industries

Languages

German

Native

English

Advanced

Italian

Intermediate

Education

Oct 1985 - Jun 1991

Free University of Berlin

Diploma in Business Administration · Business Administration · Berlin, Germany

Statistics

Experience

Total positions 27

Experience in Manufacturing 9.5 y

Avg length 1 y 1 m

Longest experience 8 y 5 m

Global Experience

Countries worked in 1 (Germany)

Primary country Germany

Expertise

Recent roles Multibrand Strategy & Activation Consultant, Interim Manager, Innovation & Product Portfolio, Consultant / Corporate Strategy Development

Main industries Manufacturing, Retail, Cosmetics

Main business areas Marketing, Sales, Product Development

Profile

Created

October 2022

Last Update

March 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Katharina based?

Katharina is based in Düsseldorf, Germany.

What languages does Katharina speak?

Katharina speaks the following languages: German (Native), English (Advanced), Italian (Intermediate).

How many years of experience does Katharina have?

Katharina has at least 28 years of experience. During this time, Katharina has worked in at least 27 different roles and for 22 different companies. The average length of individual experience is 1 year. Note that Katharina may not have shared all experience and actually has more experience.

What roles would Katharina be best suited for?

Based on recent experience, Katharina would be well-suited for roles such as: Multibrand Strategy & Activation Consultant, Interim Manager, Innovation & Product Portfolio, Consultant / Corporate Strategy Development.

What is Katharina's latest experience?

Katharina's most recent position is Multibrand Strategy & Activation Consultant at HAMBURG SÜD/ A.P. Moller - Maersk.

What companies has Katharina worked for in recent years?

In recent years, Katharina has worked for HAMBURG SÜD/ A.P. Moller - Maersk and LIKE MEAT/ The Livekindly.

Which industries is Katharina most experienced in?

Katharina is most experienced in industries like Manufacturing, Retail, and Cosmetics. Katharina also has some experience in Chemical, Professional Services, and Agriculture.

Which business areas is Katharina most experienced in?

Katharina is most experienced in business areas like Marketing, Sales, and Product Development. Katharina also has some experience in Project Management, Strategy, and Business Intelligence.

Which industries has Katharina worked in recently?

Katharina has recently worked in industries like Food and Beverage and Transportation.

Which business areas has Katharina worked in recently?

Katharina has recently worked in business areas like Product Development and Marketing.

What is Katharina's education?

Katharina attended Free University of Berlin for Business Administration.

What is the availability of Katharina?

Katharina is immediately available full-time for suitable projects.

What is the rate of Katharina?

Katharina's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.