Hugo Hanselmann

·Globally responsible for business shared services: 8 centres, approx. 2500 employees, executing finance & accounting, customer, HR and logistics services

·Achieved the global standardisation of the business shared services centres and their processes, increased performance levels, measured in business results

·Established 3 new business shared services centres in Argentina for Latin-America, in China for Asia-Pacific and in the Ukraine for Central-Eastern Europe

·Clearly positioned the Business Services Centres as integrated partners of the business, enabling each to focus on their core competences

·Development and implementation of the global shared services strategy (incl. BPO)

Global Director Digital Connections – appointed to transform AB InBev from a traditional marketing organisation based on campaigns into a consumer centric one with digital included at the core. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>

·        Realized the transformation from campaign based communication with digital as an add-on to digital included at the core of all campaigns and conversations. Brands now put their “fans first” and have an effective, always-on presence on web, mobile and social media. Activations are social by design. Brands are moving into branded content and services to further increase relevance.<o:p></o:p>

·        The digital activities are increasingly contributing to achieving business objectives by delivering audience, engagement, media efficiency and effectiveness, impacting brand health and sales. <o:p></o:p>

·        All markets now have digital marketers in their teams and dedicated Marketing IT support. <o:p></o:p>

·        Defined and delivered the Social <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" /><st1:stockticker>CRM</st1:stockticker> capabilities, competencies and programs that enabled the brands to flip the marketing funnel, identify (super)fans and achieve higher loyalty as well as continuously optimize the on- and offline consumer experiences, with a key role for mobile.<o:p></o:p>

·        Initiated Mobile Marketing & Location Based Services activities around the globe, centrally developed, therewith saving costs and achieving faster time-to-market by approx. 30%.<o:p></o:p>

·        Re-structured and expanded the global Licensed Merchandise business, now growing 20% p.a.<o:p></o:p>

Global Director Digital Connections – appointed to transform AB InBev from a traditional marketing organisation based on campaigns into a consumer centric one with digital included at the core. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>

·        Realized the transformation from campaign based communication with digital as an add-on to digital included at the core of all campaigns and conversations. Brands now put their “fans first” and have an effective, always-on presence on web, mobile and social media. Activations are social by design. Brands are moving into branded content and services to further increase relevance.<o:p></o:p>

·        The digital activities are increasingly contributing to achieving business objectives by delivering audience, engagement, media efficiency and effectiveness, impacting brand health and sales. <o:p></o:p>

·        All markets now have digital marketers in their teams and dedicated Marketing IT support. <o:p></o:p>

·        Defined and delivered the Social <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" /><st1:stockticker>CRM</st1:stockticker> capabilities, competencies and programs that enabled the brands to flip the marketing funnel, identify (super)fans and achieve higher loyalty as well as continuously optimize the on- and offline consumer experiences, with a key role for mobile.<o:p></o:p>

·        Initiated Mobile Marketing & Location Based Services activities around the globe, centrally developed, therewith saving costs and achieving faster time-to-market by approx. 30%.<o:p></o:p>

·        Re-structured and expanded the global Licensed Merchandise business, now growing 20% p.a.<o:p></o:p>

Global Director Digital Connections – appointed to transform AB InBev from a traditional marketing organisation based on campaigns into a consumer centric one with digital included at the core. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>

·        Realized the transformation from campaign based communication with digital as an add-on to digital included at the core of all campaigns and conversations. Brands now put their “fans first” and have an effective, always-on presence on web, mobile and social media. Activations are social by design. Brands are moving into branded content and services to further increase relevance.<o:p></o:p>

·        The digital activities are increasingly contributing to achieving business objectives by delivering audience, engagement, media efficiency and effectiveness, impacting brand health and sales. <o:p></o:p>

·        All markets now have digital marketers in their teams and dedicated Marketing IT support. <o:p></o:p>

·        Defined and delivered the Social <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" /><st1:stockticker>CRM</st1:stockticker> capabilities, competencies and programs that enabled the brands to flip the marketing funnel, identify (super)fans and achieve higher loyalty as well as continuously optimize the on- and offline consumer experiences, with a key role for mobile.<o:p></o:p>

·        Initiated Mobile Marketing & Location Based Services activities around the globe, centrally developed, therewith saving costs and achieving faster time-to-market by approx. 30%.<o:p></o:p>

·        Re-structured and expanded the global Licensed Merchandise business, now growing 20% p.a.<o:p></o:p>

Global Director Digital Connections – appointed to transform AB InBev from a traditional marketing organisation based on campaigns into a consumer centric one with digital included at the core. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>

·        Realized the transformation from campaign based communication with digital as an add-on to digital included at the core of all campaigns and conversations. Brands now put their “fans first” and have an effective, always-on presence on web, mobile and social media. Activations are social by design. Brands are moving into branded content and services to further increase relevance.<o:p></o:p>

·        The digital activities are increasingly contributing to achieving business objectives by delivering audience, engagement, media efficiency and effectiveness, impacting brand health and sales. <o:p></o:p>

·        All markets now have digital marketers in their teams and dedicated Marketing IT support. <o:p></o:p>

·        Defined and delivered the Social <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" /><st1:stockticker>CRM</st1:stockticker> capabilities, competencies and programs that enabled the brands to flip the marketing funnel, identify (super)fans and achieve higher loyalty as well as continuously optimize the on- and offline consumer experiences, with a key role for mobile.<o:p></o:p>

·        Initiated Mobile Marketing & Location Based Services activities around the globe, centrally developed, therewith saving costs and achieving faster time-to-market by approx. 30%.<o:p></o:p>

·        Re-structured and expanded the global Licensed Merchandise business, now growing 20% p.a.<o:p></o:p>

2003 - 2006

·Established Business Process Management as a function in all operations

·Implemented a common process management framework & standardised processes

·Successful realisation of substantial process improvement results

·Established DC’s automotive finance company in China within time, scope & budget

2001 - 2003

Senior Manager Corporate eBusiness:

·Developed and implemented the global commercial e-business strategy

·Developed and rolled-out common, global e-business/internet applications

·Global roll-out of the corporate employee portal

·Corporate strategy & business development for DC’s telematics activities

2000 - 2001

Section Head & Manager Automotive ebusiness / DCXnet Asia:

·Development and execution of multi-channel advertising campaigns

1998 - 2000

Section Head & Manager Strategy and Business Development non-automotive:

·Asia-Pacific business development for debitel: Market analysis, identify and negotiate with JV partners, suppliers and retail channels, develop business plans

·Business and project plans completed for set-up of debitel in Singapore & Malaysia

·Regional strategy and planning for the non-automotive business units of DCX

·Asian business development for DC Mobility Services/Telematics

·Initiation of ebusiness activities for Mercedes-Benz, Chrysler & Financial Services

Manager International Business Development:

·Set-up of the marketing department for debitel Denmark

·Business development in Eastern Europe and Asia-Pacific

·Subsidiary management of debitel Nederland, liaison between parent and subsidiary

·Development of the Asia-Pacific strategy for debitel as part of DaimlerBenz’ Asia-Pacific strategy (member of the DaimlerBenz Asia-Pacific strategy team)

·DASA Space Systems, Satellite Operations and Services, Munich: Marketing

·Fokker Aircraft, Amsterdam: Marketing/Communication

·debitel Nederland, Amsterdam: Operations – process re-engineering

·DASA South East Asia, Singapore: Marketing, amongst others Airshow organisation

·DASA Headquarters, Munich: Mergers & acquisitions