Franz Drack Email & Phone Number

Linz, Upper Austria, Austria

Brand Strategy / Product innovation / Communications

Vienna, Austria

- Brand strategy work for Primark and Cambridge University

Munich

- Established a successful brand foundation, including a new brand identity, a new website and updating social media channels, PR and IR.- Nurtured and spearheaded sales teams, including a remote team of 9 employees; pioneered vital account management and new client acquisitions.- Redefined Kalera’s US retail packaging, leading to a sales increase and a significantly higher purchase intent of +34%.

Vienna

- Increased sales by +21% between 2018 and 2020, adding €10m to the company evaluation.- Launched three disruptive innovations within 18 months in cold brew and coffee capsules segments- Organised and fuelled the expansion of a marketing organization in Vienna from 2 to 7 employees.- Rebuilt the strategic business plan, brand positioning and communication platform, including brand work, campaign development and shoots.- Embedded and consolidated all the communication efforts for offline and online activities, encompassing PR, digital advertising and traditional media.

Vienna

- Relaunched the Austrian vintage backpack brand Kamarg.- Conceptualised and scaled the “direct to consumer” e-commerce business via crowdfunding, performance marketing and influencer marketing.- Established sustainability and circular economy measures across assortment and supply chain.- Phased out in-house involvement in November 2018 with handover to partners leading to fully outsourced operations, production and logistics.- Nominated for the Austrian “PR Panther” award for best PR launch of 2017.

Munich Area, Germany

- Supervised Boy Themes and IPs (Lego Star Wars, Lego City etc.), which encompassed 73% of EUC business.- Reversed the negative sales trend for Star Wars in the German market and grew the market share for LEGO City through assorted optimizations.- Ideated and drove the European project to increase LEGO customer lifetime value and retention across all the consumer touch points.- Maximized route-to-market strategy and seasonal product campaigns in close collaboration with other departments and brand owners like Disney and Warner.- Five direct reports, team of 12.

Stockholm, Schweden

- Shifted the communication model to experiences, content stories and digital amplification through a new global brand campaign 'Transform Today'.- Boosted brand presence by 4% and "Is a premium brand" by 5% in the core US market.- Developed a brand strategy playbook with a strategic framework, visual brand identity, portfolio, communication and retail strategies and activation toolkits.- Introduced a stage-gated innovation process and accelerated a commercial/tactical innovation program. - Six direct reports, team of 18.

Stockholm, Schweden

- Launched a social media-driven global collaboration, “Absolut Greyhound”, with Swedish House Mafia resulting in 66 million views on YouTube, which drove sales by +6% in the US in the first 6 months, remaining the most successful Absolut Vodka campaign of all time.- Led the ABSOLUT Oak innovation project from idea to global launch by working closely with agencies and markets.- Two direct reports.

London, United Kingdom And Stockholm, Sweden

- Enabled the German market to grow +14% through a business development project that put forward a new media approach, package size and promotional strategy.- Assured global consistency and local relevancy for pricing, portfolio and route-to-market through close collaboration and co-creation with markets.- One direct report.

Vienna

- Directed 4 brand owners and steered a local distribution partner.- Grew ABSOLUT VODKA by 68% in 3 years through consistently executed strategy and close collaboration with the sales force. - Three direct reports.

Nepal, Tibet, India, Australia, Nz

- Social work in India, travelling in Tibet, Australia and New Zealand.

Vienna

- Reduced overstocks of 2M EUR through opening of tactical outlet stores and brand partnerships.- Developed an international brand strategy and operational guidelines for Germany and Austria.- Five direct reports.

Vienna

- Orchestrated the Garnier portfolio by locally implementing campaigns and promotions.

Vienna

- Supported marketing decisions on flavour launches, channel programs and brand tracking.- Planning & execution of a channel marketing project for At Home and Away from home.