Profound working experience in fast moving consumer goods, plus global know-how in strategy-consultancy – that´s what my offer is based on: Marketing-Strategy workshops, excellently prepared, leading straight to actionable results.
› Brand Positioning
› Brand Architecture
› Innovation Strategy
› Concept Development
› Portfolio Strategy
Here’s an article on my pragmatic approach! Feel free to contact me for more details.
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You can profit from my extensive experience in brand management, brand development and strategy consultancy. In more than 20 years, I have gathered rich know-how in the following areas:
› What do you want your brand to stand for, in consumers minds?
› Which consumer insight is at the heart of your brand`s promise?
› What is your brands ownable, unique point of difference vs. competition?
› What role does each range play – what`s the logic for the segmentation?
› How can you segment the offer, e.g. to best aid consumers choice in front of the shelf?
› Development of a segmentation rationale, e.g. by target groups, usage occasions or price-levels?
› Which areas can your brand stretch into?
› Which market development can you foresee – and ideally even lead?
Concept- & Productdevelopment
› How can you offer a unique, relevant new promise?
› Which new products are within your brand`s scope?
› Which product features are crucial for success?
›What role does each brand play within your companys portfolio?
› Which new market segments are relevenat for future success?
› How can you cover a maximum of segments within your category?
For each company and each project, I develop an individual workshop layout, with clearly targeted questions to be addressed. The entire strategic process will benefit from this approach:
It´s crucial to have all relevant people, questions and pre-structured information available in one place, at the same time. This will ensure the optimum usage of all participants time and know how, to really work things through once and for good
Following a systematic preparation, most issues can be solved and taken forward within 4 weeks. The workshop acts as the key milestone during the project, involving all relevant project members in the decisions at hand.
Shared preparation and development of the solution will ensure team buy-in from start to end. This will in return ensure the willingness of all project members to bring the solution alive together afterwards – starting immediately after the workshop, with longterm, lasting impact.
You can avoid lengthy analytical processes, and instead condense the decision taking into a single event.
And the results will be implemented with a new dynamic – because all participants have been involved.
“We got Martina on board to help us organizing, structuring and moderating a one day Innovation Workshop with the goal to develop a strategic roadmap for the following years. She was well organized during the workshop and a great contact person while preparing that day! She managed to put herself in each group´s position to give constructive input and help us to develop great concepts. We enjoyed working with her and are happy to recommend Martina as a professional strategic partner!”
Nicole Osse, Brand Management Cremissimo at Unilever D-A-CH, March 2017
“Martina supported us in developing a market entry strategy for a new brand on the German market, into a category where we did not play previously. She helped to develop the right portfolio to be competitive, the pricing strategy as well as the communication strategy. We had a very open and fruitful cooperation throughout the project, and are happy to recommend working with her!”
Lia Hauschke, Brand Management Hot Tea at Unilever D-A-CH, May 2016
“I worked with Martina in order to develop a global brand strategy including brand key vision and regional action planning. She helped developing and managing the process, facilitating and moderating several workshops, summarizing and refining the results. Martina is a highly skilled and professional consultant in the area of strategic brand development and bringing the strategic framework to life. She was tremendously helpful for our process from the beginning till the end. The workshops she prepared and moderated where a great experience of creative working while always keeping the task in the center. I can highly recommend working with Martina. It was a pleasure with great results!”
Svenja Gutzke, Global Marketing Manager bei Deutsche SiSi-Werke Betriebs GmbH (Capri-Sun), May 2014
“We worked with Martina for a new product development workshop. She brought great experience, good structure as well as flexibility and helped a lot even on last minute requests. She has an excellent way of focusing on what you want to achieve and of visibly capturing the whole range of the conversation. She really helped us to plan well beforehand, to be productive in the workshop and to reflect on what we had learnt afterwards.”
Gabriel Predescu, Global Brand Manager at Unilever, April 2013
“Attributes that characterize Martina and make her clearly stand out compared to other marketeers are intellectual power paired with a broad range of marketing experiences, the combination of a creative mind with a strongly business minded reasoning, and a high level of energy and enthusiasm. It has been a pleasure working with Martina and I recommend her services.”
Michael Ruethnick, Head of Innovation of South Africa at SAB Miller, October 2012
“Martina is an inspiring person as well as a very structured and challenging Consultant. We are working together on an experimental Innovation process and she has just jumped in with lots of enthusiasm, helping me in crafting a very exciting workshop, building on new ideas with solid background and unusual cleverness, despite she had very few time to learn the problem. It is a pleasure to work with her. I strongly recommend her.”
Antonella Di Donato, Founder and Partner at EvenBetter, August 2010
“I had the pleasure to have Martina moderating/facilitating 6 workshops this year, in 6 different countries. Her previous marketing experience builds up nicely on top of her great facilitating skills – she adapts fast and greatly to different context and environments. The reports are easy to read, and well built. She manages not just to get the ‘job’ done, but her ‘how’ is great, along with a great personality that makes her a ‘dream partner’.”
Patricia Corsi, Vice President Laundry Europe at Unilever, November 2010
“I worked with Martina to craft our Range Architecture for Europe in our brand, and from the preparation to the facilitation of the project she delivered great work, from coordinating us to guide us to take the decisions that were more consumer oriented and common sense. We had a very flexible and fruitful work that now is delivering in the marketplace and our projects, which is the best measure of success of those projects. Thanks Martina for all the good work done.”
Pau Bartoli, Global Brand Development Director Oral Care, Unilever, December 2010
“Thank you Martina for a great cooperation in 2010 on our Market Development project. Martina has a great combination of Strategic Thinking, Marketing Understanding and thorough analytical skills. This paired with very good people skills coming from her experience in working with different organisations makes here a very powerful Marketing Consultant. She can play different parts really well which makes her flexible: she can be a creator (as well as challenger) of strategy but also can be an excellent facilitator. Feel free to contact me should you want to know more.”
Sebastian Poetzscher, Knorr Global Brand Manager at Unilever, December 2010
“We worked together with Martina for brand key development projects. The collaboration was very positive. She is very professional, a good facilitator and has a strong drive for achieving good results.”
Lilian Wassen, Vice President Food Service Europe at Diversey Inc., February 2009
Diplom-Kaufmann (German Business Degree) at WHU Business School, including 1 year of exchange semesters in UK and France
1990 – 1999
Classical marketing career in bluechip fmcg companies – from Trainee to Marketing Director (Ferrero, Mars, Reemtsma, Groupe Danone)
Managing Director ADDED VALUE Germany
Self-employed as a strategy-consultant & workshop facilitator, mainly for multinational companies (eg Unilever, Beiersdorf, Mattel).
› Reliably bilingual: German mothertongue & decades of international project work, with English as my primary working language.
› Well experienced in handling multifunctional & multinational teams
› Track record of successful workshop development & -facilitation, with groups between 5 and 50 participants, delivering viable results.
› My facilitation style:
Focused, energetic, disciplined – and all that mixed with a good sense of humour!
› Having been in marketing positions in consumer goods industries for years, I am very familiar with all processes involved – and also in handling the interfaces with neighbouring functions (eg R&D, Sales, Finance, Supply Chain).
This enables me to consider and integrate different point of views during the workshop, and throughout the entire project.
› Over the years, I have come to work with many different companies : From large multinational corporations to national family businesses. My workshop design and consultancy approach will always reflect and flexibly adapt to the respective company culture.
› As I am continuously involved in supporting my clients in real-life decision taking, the workshop take-outs will always be designed with a clear bias for action.