LAUNCHES & RELAUNCHES

Business Development

This is a snapshot of some selected launches and relaunches from my broad industry experience (FMCG, online, mobile and financial services, fan engagement & loyalty programs), which provide a first impression of my conceptual, strategic and operational capabilities.

<< RELAUNCH: “CENTURION” made out of Titan

  • Strategic and conceptual development, negotiation of new, exclusive programme components for Centurion card members
  • Project management and supervision of the relaunch and migration

Results

  • Minimal loss of “high ticket” card members while doubling the card fee and introducing a 4-digit “joining fee” at the same time
  • 15% billing increase of the Centurion portfolio with a reduced number of card members

LAUNCH OF THE GAME BRAND  “FX” >>

  • Development of the positioning/branding, packaging and product design
  • Product and category management of new products
  • Development, implementation of the marketing mix and project management of the launch

Results

  • Establishment of Ravensburger in the adult board games segment
  • Significant sales increases and market share gains of Ravensburger

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<< GLOBAL LAUNCH “PAMPERS BABY WIPES”

Pampers Baby Wipes is the only global brand extension of the Pampers brand today

  • Strategic and conceptual development of the positioning, product design and range, marketing mix and communication
  • Project management of the test markets (Portugal, Spain) and the international rollouts

Results

  • Market leadership within one year in all markets
  • Transformation of the European baby wipes market from oil to wet wipes

RELAUNCH GOLD & PLATINUM >>

  • Development and negotiation of new, additional benefits for Gold and Platinum card members
  • Global introduction of free flights and the option to pay with points at the PoS for the “Membership Rewards” loyalty programme
  • Project management of the relaunches

Results

  • Increase of portfolio billings (+23%), customer satisfaction and recommendation rates
  • “Marketing Communications Excellence Award” and “Chairman’s Award for Innovation”

<< LAUNCH “ANTIKAL”

  • Localisation and optimisation of the product range for the German market
  • Development of the marketing mix and communication
  • Project management and supervision of the launch

Results

  • Market leadership of Antikal in the limescale remover segment in only 5 months after launch
  • Antikal was one of the 3 top-selling products in the household cleaner market with 30%+ market share

DIGITAL LOYALTY APP “MOTORMILES” >>

Project management and control:

  • Content development: positioning, branding, design, content and UX design
  • Technical development: modules, programming front and back end
  • Testing (Applause.com) and launch

Resuts: Successful launch of the proof of concept “MotorMiles” with exceptional KPIs

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