Cathrin K. Email & Phone Number

Region Köln/Bonn

Bavaria, Germany

Areas of responsibility: - creating a brand building approach for Zott to support the building and management of global brands (e.g. Monte).- streamlining a brand planning approach to leverage international synergies and support international alignment.- creating communication platforms for Zott's global brands (e.g. Monte)- creating innovation pipelines and managing portfolios for Zott's global brands

Thoroughly enjoyed every minute of a year of learning and reading, travelling, spending time with family and friends and working on projects around the house - interrupted by volunteering at the Press Office and as member of the Crisis Team of the City of Erftstadt after the devastating floods in July.

Euskirchen, Nordrhein-Westfalen, Deutschland

Leadership team member (Mitglied der Geschäftsführung) in direct reporting line to the MD (Regional Director Central Region)- Led the regional matrix organization of my functions in DACH, PL, HU, CZ, SK and BALTICS- Led a team of 7 (scientific) communications & brand managers in DE- Budget responsibility: € 3 millionArea of responsibility: Led all engagement activities of Purina with the goal to become the most trusted brand in petcare:- Marketing: planning, creation (or adaptation) and execution of all campaigns for the corporate brand Purina, influencer marketing- Communications: internal and external communications and events, public relations, issue- and crisis management, stakeholder engagement and advocacy,- Scientific Communications: scientific publications, consumer engagement service, KOL management- Corporate Social Responsibility Initiatives (Purina in Society)Key achievements:- Made corporate brand Purina the most trusted brand (shared 1st place) in Germany and increased brand equity significantly (Kantar 2019)- Transformed Purina in Germany from the worst country in stakeholder trust to the best country in EMENA within three years (Globescan 2020)- Won the Grand Prix of the worldwide Nestlé X Facebook Cannes Award 2020 for the best campaign with the Purina corporate brand- Created and ran a Pets at Work Initiative (part of Purina in Society) and turned it into the most successful initiative in Purina EMENA- Successfully transformed all-hands-meetings and several external event formats into digital events during the pandemic- Successfully transformed the team into an agile team (Scrum and KANBAN style) which led to improvements in communication and workload distribution

Euskirchen

Direct reporting line to MD (Regional Director Central Region) and preliminary member of the leadership team (Geschäftsführung)- Led a team of 8 (scientific) communications, brand and digital managers- Budget responsibility: € 3 millionArea of responsibility:- Same as Regional Communications Director- E-Business Transformation of the organization: lead the digital & ecommerce team, refined and implemented the Purina DE strategy, coaching of the organization and change managementKey achievements:- see Regional Communications Director- Recruited & built up the Purina Engagement & the E-Business Teams- Executed & planned Digital Strategy Toolkits for all brands of the portfolio

Euskirchen, Germany

Direct reporting line to the Marketing Director, member of the extended leadership team- Led a team of 6 brand and digital managers- Budget responsibility: €15 millionArea of responsibility:- Responsibility for the cat portfolio (turnover: 85+% /~ €280 million) incl. P&L responsibility, strategic development and execution of the brand plans (portfolio, budget, campaigns)- Created and executed the digital strategy of Purina DEKey achievements:- Increased turnover by min. 5% yoy & significantly increased profitability of the cat brands by streamlining the portfolio (launch of premium innovations, elimination of slow and low profit SKUs).- Won the Grand Prix of the worldwide Nestlé X Facebook Cannes Award 2020 for the best campaign with Felix using a new psychographic targeting method- Created and executed award-winning innovative campaigns with PRpotential, e.g., Follow Felix! Cat Tracker Campaign- Created and executed the social media strategy for Purina DE (launch of platforms, playbooks, integration of community management into Nestlé Consumer Engagement Service, campaign planning)- Redefined the WOW with agency partners to guarantee an innovative and integrated campaign and media planning process from creation to evaluation- Created influencer marketing events and campaigns and established strong and lasting relationships

Greater St. Louis Area

Led 1 assistant brand managerManaged a budget of 15 million USDArea of responsibility:- Brand communication of the Purina ONE Cat brand- Packaging relaunch of the portfolio- Management of interdisciplinary and interagency project teamsKey achievements:- Developed and implemented the communication strategy for the Purina ONE® cat brand incl. thenew digital and social media strategy, launching a website, Youtube Channel and Facebook pageand creating 3 video series with a total of 35 videos in 8 months- Developed, planned and implemented the first plastic packaging in the US market (incl. designrelaunch and production setup)

Lausanne, Switzerland

Area of responsibility:Managed several brands in the portfolio (incl. Purina’s biggest brand Felix®) and their strategicplanning for EMENA:- Market research (innovation, renovation, brand repositioning & media development)- Product and packaging development of innovations and renovations- Development of media campaigns and assetsManaged interdisciplinary, interagency, and international teamsKey achievements:Achieved market leadership as biggest petfood brand for Felix® in GermanyRepositioned the Felix brand with the big idea “Clever Cats get Felix”- Led the largest communication market research at Purina to date (storylines, productpresentation, voice over variants, music concepts)- Created a brand book and the first guide to determine the visual character traits of Felix- Planned, organized and executed the launch event and EMENA roll outGuided the local teams during the launch of the Felix brand in RussiaMember of the development team for the largest product innovation project of the decade

Brand Management positions of increasing responsibility on 5 different brands in the petcare category, including the Corporate Strategic Brand.Direct reports: 1

Maib, International Business

Bachelor, International Management And It