Mastering change, inside out

Marcus has a unique premium and luxury brand and marketing strategy background. Having worked with rare clients, such as airtours, Lufthansa, and Mercedes-Benz, in the high-end sector, he has achieved outstanding results through hard work and attention to detail.

In addition, Marcus has led several premium brand relaunches and highly complex premium brand transformation projects via clear processes and a strong commitment. His passion for brand and integrated marketing excellence is reflected in his expertise in establishing, maintaining, and sustaining optimum brand awareness through his leadership capabilities.

Please find an overview of the most recent and high-profile projects of Marcus’ career below.

(Future) world-leader in CPG Tech (B2B)

Led and supervised the international transformation and transition for a premium B2B brand
October 2018 – February 2019

  • Customer insight generation
  • Brand transformation and transition strategies
  • Productisation and naming strategies
  • Brand transformation and transition strategies
  • Corporate change and communication strategies

‘Thank you, Marcus, you’ve been great!’ – Geschäftsleitung, VORN Strategy Consulting

Lufthansa

Head of the Lufthansa “New Premium” Brand Refresh
July 2017 – April 2018

Led and managed the strategic direction for the Lufthansa new premium brand refresh (BTL) and Lufthansa Group Airlines rebranding for DDB Tribal, Hamburg.

  • Provided expertise and leadership in the transition for Lufthansa BTL, digital and CRM account for DDB Tribal and Lufthansa.
  • Led Lufthansa New Premium Brand Refresh by establishing key performance indicators on the development, requirements and management of projects, sans compromising the goals and profit of the organization.
  • Culture change and transformation, transition and team building.
  • Development of brand and digital strategy, platform concepts, tone of voice, CRM, including BX/UX/UI.
  • Content strategies and asset production.

‘Thank you, Marcus! We couldn’t have done it without you!’ – Member of the Management Board, DDB Tribal

Mercedes-Benz

CRM account transition and set-up, digitisation and CRM strategies
February 2016 – May 2017

Led the transition for the CRM account of 7 digits of budget for Mercedes-Benz, including Mercedes-Benz Cars, Mercedes Maybach, Mercedes me, and Pullman lines, within a highly complex start-up business of 6 months young with fast-growing environment. Provided education for the creation team and a culture task force due to a huge increase of multinational and multicultural personnel entering the company after the second month of assumption.

  • Institutionalised strategies and concepts.
  • Managed customer acquisitions and brand-building campaigns for more than 128 markets, CH, EU, and US.
  • Planned and supervised the launching of communication for more than 13 new car series for the global markets which was delivered within the scheduled period and on the budget by collaborating with all business units.
  • Managed 2 CRM consultants and additional, dedicated campaign teams.
  • Implemented business development and change strategy for CRM which is the cornerstone of all marketing and campaign activities.
  • Initiated the development of new products, services, and applications.
  • Monitored budget expenditures, and advised and supported the clients in the restructuring process for digital transformation of the specific business area.
  • Achieved the second best client rating among all agency units, securing agency bonuses and increasing engagement, for two consecutive period, which was a clear indication of strong and trustful client relations and improvement in all areas of the account.

“Marcus has an excellent understanding of CRM. He was a real asset for us—and the reason why we rated the agency better.” – Director CRM and Campaigning Mercedes-Benz

airtours Luxury Travel Brand

Relaunch, digitisation, CRM and marketing strategies for airtours
2009-2012

Won airtours luxury brand account for Wunderman and led and managed the strategic direction for the airtours brand relaunch. Mastered the roll-out on time, on budget and within nine months of winning the pitch.

  • Led and supervised brand vision to brand excellence
  • Led the implementation of the brand identity in Germany and Russia (B2B/B2C/B2B2C).
  • Provided expertise and leadership for more than 88 people, 5 offices in 2 countries involved, 30 direct reports.
  • Developed winning marketing strategies (B2B/B2B2C/B2C), communication plans and customer journeys.
  • Planned stakeholder events and launch communication.
  • Consulted for CRM strategies, CRM technologies and implementation.

‘You did great work. And it was truly an amazing time I’ll never forget!’ – Director Brand Excellence, airtours

Vattenfall Europe

Led and transformed the “Vattenfall Highlights” loyalty program
2008-2012

Supervised the account Vattenfall Europe and its loyalty program “Vattenfall Highlights.” for The Wunderman Network.

  • Set up and supervised an integrated team for quarterly releases (direct, online, eCRM).
  • Planned budget, communication strategy and program development.
  • Led change and initiatives for the digitalization of the program.
  • Developed concepts for print and web publishing processes, and program activation.

Citibank Germany

Integrated marketing, rebranding and transition
2008-2010

Supervised the account and an integrated agency team (15+ people) for The Wunderman Network.

  • Developed strategies and concepts for above and below the line, direct and remote/online media.
  • Led various campaigns and lead generation projects.
  • Led rebranding processes from Citibank Germany to Targobank through several pitches.

Lufthansa Miles & More Credit Card

Led the brand flip from Visa to MasterCard and CRM for the Lufthansa Miles & More Credit Card
2006-2007

Won brand flip project for weigertpirouzwolf and led and managed the strategic direction for the brand flip from VISA to MasterCard. Mastered the holistic relaunch on time, on budget and within six months.

  • Planned, budgeted and led the brand flip.
  • Provided expertise and leadership for more than 20 people across 6 companies involved, 6 direct reports.

Account Reset
2006

Led the turn-around, changes and transition to secure the key account for weigertpirouzwolf. Set up and supervised an integrated dialogue marketing unit as consquence, responsible for creative conception, budgeting, production services and quality management (team of six people).

  • Planned and executed CRM program activities (acquisition, loyalty, churn, retention).
  • Led the holistic brand flip for the account from VISA to MasterCard across various stakeholders and partner companies.

EnBW/Die SüdBeste

Led the brand and loyalty program launch for EnBW
2007

Supervised the account and led the implementation and launching of the new SüdBest brand across all channels and media (ATL, Out of Home, Direct, CRM) for weigertpirouzwolf.

  • Managed program communication and activation.
  • Monitored budgeting, managed and supervised photo productions and ensured integrated campaign experience (ATL, BTL, direct, CRM).

markilux®

Led the brand relaunch for the premium brand markilux®
2004

Won markilux® Account for KP&Z, managed the strategic direction and implementation of the holistic brand relaunch (B2C, B2B).

KONICA MINOLTA

Led the rebranding and CRM campaigns for KONICA MINOLTA Europe
2003-2006

“Konicaminolta-123.de” Print-on-Demand Publishing Platform
2003-2006

Designed print-on-demand publishing platform, Konicaminolta-123.de.

  • Business model, UI/UX concepts, template developments and implementation.
  • Naming, branding and roll-out communication.

“Scranning” CRM Campaign
2003-2004

Planned, executed and managed the real-time CRM campaign “Scranning” for Konica Minolta, awarded the DDP Deutscher Dialogmarketing Preis 2004 best in class.

  • Recruited, built, trained, coached and supervised dedicated campaign team of ten people.
  • Led infrastructure development (technology, processes, tools, CRM software, In-/Outbound Services).

“e-bizhub” CPC Tracking Platform
2003-2004

Gained experience in transformative business models (e-business digitalization).

  • Platform conception, platform implementation and management.
  • Developed the concept for the international e-bizhub platform for dealerships and their clients.
  • ­Managed platform implementation and roll out.

Rebranding
2003

Supervised the account, led national change strategy, local rebranding (B2B, B2B2B) and implemented several online and offline measures and campaigns after the merger of KONICA and MINOLTA.

  • Gained experience in mergers, relaunches, brand transition and transformative business models.
  • Led several B2B acquisition, product and brand awareness DM campaigns across all channels and media.
  • Led literature development and various CeBIT activities.
  • Directed and implemented DDP and Red Dot Design Award campaigns in 2004.

Go top