Selected projects providing an excerpt of my expertise and experiences:
Impactful Global Rebranding and Loyalty Strategy Initiative
Challenge: A major international aviation group sought to modernize its brand identity and loyalty program strategy across multiple subsidiaries and customer touchpoints. The initiative required alignment across internal teams, external agencies, and strategic partners.
Approach:
Led the interdisciplinary team setup and served as key account manager for the global rebranding effort. I introduced a streamlined brand management toolset and processes to coordinate efforts across 10 partner agencies and 50+ internal stakeholders.
Loyalty & status program: I supported strategy and concept development and oversaw the development and launch of marketing and brand communication with a focus on customer involvement.
Impact:
+ Successfully delivered a globally acclaimed brand relaunch, recognized for design excellence
+ Enabled consistent brand implementation across all channels and partners
+ Improved operational efficiency and reduced rollout time through optimized workflows
+ Launched brand communication, enhancing customer engagement and loyalty
Digital-First Rebranding Across 32 Markets
Challenge: A leading international retailer initiated a comprehensive rebranding to sharpen its market differentiation and future-proof its brand for digital transformation. The initiative spanned 32 countries and required seamless coordination across internal teams, external partners, and digital platforms.
Approach:
As strategic consultant for brand and communication, I advised team leads across Brand and Marketing functions.
Responsible for focus workstreams: Brand Portal, Help Desk, Iconography, and Brand Trainings – developing strategic concepts and guiding implementation across all touchpoints.
Orchestrated development of brand portal’s information architecture and governance model, set up a scalable help desk system using Atlassian Suite, and supported internal launch communications.
I also developed and executed a training strategy for over 1,500 stakeholders, including platform setup, content development, and stakeholder alignment with the brand agency and internal teams.
Impact:
+ Supported cross-departmental project management and stakeholder alignment up to C-level
+ Delivered a future-ready brand portal with intuitive structure and sustainable maintenance processes
+ Enabled efficient brand support through a centralized help desk, reducing response time and improving user satisfaction
+ Successfully enabled 500+ internal users and 1,000+ external partners across 32 countries
+ Strengthened brand consistency and engagement through tailored communication and enablement strategies
Harmonization of Multinational Medtech Company
Challenge:
A global MedTech organization with five subsidiaries needed to unify its brand identity while maintaining local relevance.
Approach:
Led the brand governance strategy and rebranding across all entities.
Developed modular and optimized implementation and communication process, managing cross-functional teams across marketing, design, and digital, coordinating with 40+ stakeholders.
Impact:
+ Reduced brand inconsistencies by 80%
+ Delivered a cohesive brand system within 9 months
+ Increased brand visibility through harmonized brand communication
My CV, as well as further project descriptions and references can be provided upon request.