Sandra Grohmann - Chief Marketing Officer & Public Relations

Q: Where is Sandra based?

Sandra is based in Hamburg, Germany .

Q: What languages does Sandra speak?

Sandra speaks the following languages: German (Native), English (Advanced) .

Q: How many years of experience does Sandra have?

Sandra has at least 27 years of experience. During this time, Sandra has worked in at least 14 different roles and for 11 different companies . The average length of individual experience is 2 years and 11 months . Note that Sandra may not have shared all experience and actually has more experience.

Q: What is Sandra's latest experience?

Sandra's most recent position is Chief Marketing Officer & Public Relations | Member of the Management Board at PHENOGY .

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

In recent years, Sandra has worked for PHENOGY and XPotential Ltd. .

Q: Which industries is Sandra most experienced in?

Sandra is most experienced in industries like Cosmetics , Professional Services , and Advertising . Sandra also has some experience in Food and Beverage , Education , and Biotechnology .

Q: Which business areas is Sandra most experienced in?

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

Q: Which industries has Sandra worked in recently?

Sandra has recently worked in industries like Professional Services and Biotechnology .

Q: Which business areas has Sandra worked in recently?

Sandra has recently worked in business areas like Marketing , Strategy , and Business Intelligence .

Recommended expert

Hamburg, Germany

Experience

Jul 2021 - Mar 2023

1 year 9 months

Lucerne, Switzerland

Chief Marketing Officer & Public Relations | Member of the Management Board

PHENOGY

Led full transformation from Cleancell to Phenogy, including rebranding and strategic repositioning
Developed brand architecture, corporate identity and communication strategy
Created investor pitch deck with compelling growth and market narrative
Developed and introduced innovation process and culture principles for scale-up readiness
Shaped strategic messaging and stakeholder alignment in cross-functional environments

Aug 2020 - Present

5 years 8 months

Senior Associate Europe

XPotential Ltd.

International strategy consultancy specializing in brand-led business development, sustainable growth, and organizational transformation
Advise mid-sized companies and global corporations across Europe on how to drive transformation and unlock growth through a holistic approach combining brand strategy, innovation, organizational development, and leadership enablement
Brand Strategy & Positioning
Consumer & Market Insights, Business Intelligence
Innovation Strategy & Go-to-Market Execution
Sales & Shopper Marketing, Category Activation
Organizational Development & Change Management
Executive, Team & Leadership Coaching
Strategic Workshop Facilitation & Cross-Functional Co-Creation
Selected Clients: Beiersdorf AG (NIVEA, Eucerin, Hansaplast), Melitta Group, Cofresco, Karl Kühne KG, Leifheit AG, Bolton Adhesives

Jan 2018 - Feb 2020

2 years 2 months

Johannesburg, South Africa

Managing Director - Bioderma, Institut Esthederm

NAOS South Africa

Defined and implemented a five-year business strategy with full financial accountability (€3M revenue)
Built and developed a cross-functional team of over 30 across sales, marketing, operations, and training
Installed KPI-driven performance systems and streamlined commercial and operational processes
Established a training academy to build product knowledge, sales capabilities and growth mindset
Achieved double-digit revenue growth and positioned NAOS as a top-tier dermocosmetic brand in South Africa

Oct 2015 - Dec 2017

2 years 3 months

Dubai, United Arab Emirates

Regional Trade & Marketing Director – Bioderma (MENA & Indian Subcontinent)

NAOS Middle East

Developed and executed integrated 360° marketing strategies across retail, pharmacy and medical channels
Accelerated digital marketing, developed influencer strategy and drove omnichannel brand visibility
Built a regional training academy to strengthen marketing excellence and leadership pipeline
Planned and launched the Iran affiliate including team setup, leadership onboarding and marketing operations
Negotiated strategic commercial agreements and optimized go-to-market execution
Achieved over 70% growth in Sun Care and number one market position in core markets

Sep 2013 - Sep 2015

2 years 1 month

Hamburg, Germany

International Head of Go-to-Market (Senior Global Launch Activation Manager)

Beiersdorf

Designed and rolled out new global go-to-market framework including sell-in storytelling and retail playbooks
Aligned product development with market needs via strategic input to global brand and innovation strategy teams
Optimized launch activation processes to drive market impact, consistency, and executional excellence
Led the development of trade arguments, placement recommendations, and POS campaigns across international markets

Sep 2012 - Aug 2013

1 year

Germany

Senior Consumer & Customer Marketing Manager for Eucerin Germany

Beiersdorf

Drove market leadership in body care and expanded share in other categories
Strengthened brand presence in pharmacy and medical channels
Introduced more effective cross-functional collaboration

Jan 2011 - Aug 2012

1 year 8 months

Durban, South Africa

Group Brand Manager Sub-Saharan Africa for Body & Deo

Beiersdorf

Gained market share, advancing from number five to number three in body care with double-digit growth in deodorants
Successfully engaged emerging Black middle class consumer segment
Acted as strategic advisor to all Beiersdorf Emerging Markets on NIVEA body care development
Led execution of the regional “100 Years of NIVEA” anniversary campaign

Apr 2007 - Jan 2011

3 years 10 months

Hamburg, Germany

International Brand Manager Face Care

Beiersdorf

Initiated the development of the iconic round NIVEA logo as part of the brand evolution
Led 2D and 3D design relaunch of face care ranges within the global NIVEA redesign with Yves Béhar at fuseproject
Drove integrated brand building across product, design, and consumer communication

Jan 2006 - Dec 2007

2 years

Hamburg, Germany

International Account Director

TBWA

Jan 2005 - Dec 2006

2 years

Berlin, Germany

Internship in Operational Marketing Execution Strategy

Coca-Cola Refreshments AG

Jan 2004 - Dec 2005

2 years

Berlin, Germany

Project Leader

German Award for Business Communication (DPWK)

Jan 2004 - Dec 2005

2 years

Berlin, Germany

Student Research Assistant

University of Applied Sciences HTW

Jan 2000 - Dec 2003

4 years

Frankfurt, Germany

Account Executive

Saatchi & Saatchi

Jan 1999 - Dec 2000

2 years

Bielefeld, Germany

Junior Account Executive

JK Werbeagentur

Industry Experience

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

Experienced in Cosmetics, Professional Services, Advertising, Food and Beverage, Education, and Biotechnology.

Cosmetics

Professional Services

Advertising

Food and Beverage

Education

Biotechnology

Business Area Experience

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

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

Marketing

Strategy

Product Development

Business Intelligence

Sales

Project Management

Summary

Senior executive with 20+ years of international experience across corporate (Beiersdorf), mid-sized (NAOS), and start-up (Phenogy) environments – in marketing, sales, general management, and business consulting.

I drive brand-led growth, scalable strategies, and meaningful transformation – from global brand leadership and go-to-market excellence to leading business operations across EMEA.

As a consultant, I support organizations in strategy, brand development, innovation, and organizational transformation – and I am now looking for a leadership role where brands, people, and markets grow together.

Skills

Strategic Brand, Marketing & Business Development
International Leadership & Operational Excellence
Innovation Strategy & Scalable Growth Models
Organizational Development, Transformation & Change Leadership

Languages

German

Native

English

Advanced

Education

University of Applied Sciences HTW

Bachelor of Arts · Business Communication Management · Berlin, Germany

Certifications & licenses

Certified Coach For NI Neurosystemic Integration®, Holistic Integrative Trauma Work

Verena König

Certified Resilience Coach

Institut für Bildungscoaching

Certified Systemic Business Coach

Systemisches Institut Hamburg

Statistics

Experience

Total positions 14

Experience in Cosmetics 13 y

Avg length 2 y 5 m

Longest experience 5 y 7 m

Global Experience

Countries worked in 4 (Germany, South Africa, Switzerland, United Arab Emirates)

Primary country Germany

Expertise

Recent roles Chief Marketing Officer & Public Relations | Member of the Management Board, Senior Associate Europe, Managing Director - Bioderma, Institut Esthederm

Main industries Cosmetics, Professional Services, Advertising

Main business areas Marketing, Strategy, Product Development

Qualifications

Highest degree Bachelor

Certifications earned 3

Profile

Created

December 2025

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Frequently asked questions

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

Where is Sandra based?

Sandra is based in Hamburg, Germany.

What languages does Sandra speak?

Sandra speaks the following languages: German (Native), English (Advanced).

How many years of experience does Sandra have?

Sandra has at least 27 years of experience. During this time, Sandra has worked in at least 14 different roles and for 11 different companies. The average length of individual experience is 2 years and 11 months. Note that Sandra may not have shared all experience and actually has more experience.

What roles would Sandra be best suited for?

Based on recent experience, Sandra would be well-suited for roles such as: Chief Marketing Officer & Public Relations | Member of the Management Board, Senior Associate Europe, Managing Director - Bioderma, Institut Esthederm.

What is Sandra's latest experience?

Sandra's most recent position is Chief Marketing Officer & Public Relations | Member of the Management Board at PHENOGY.

What companies has Sandra worked for in recent years?

In recent years, Sandra has worked for PHENOGY and XPotential Ltd..

Which industries is Sandra most experienced in?

Sandra is most experienced in industries like Cosmetics, Professional Services, and Advertising. Sandra also has some experience in Food and Beverage, Education, and Biotechnology.

Which business areas is Sandra most experienced in?

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

Which industries has Sandra worked in recently?

Sandra has recently worked in industries like Professional Services and Biotechnology.

Which business areas has Sandra worked in recently?

Sandra has recently worked in business areas like Marketing, Strategy, and Business Intelligence.

What is Sandra's education?

Sandra holds a Bachelor in Business Communication Management from University of Applied Sciences HTW.

Does Sandra have any certificates?

Sandra has 3 certificates. These include: Certified Coach For NI Neurosystemic Integration®, Holistic Integrative Trauma Work, Certified Resilience Coach, and Certified Systemic Business Coach.

What is the availability of Sandra?

Sandra is immediately available part-time for suitable projects.

What is the rate of Sandra?

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