Profit, volume, revenue and share responsibility, total portfolio: Tchibo (all markets), Eduscho (Hungary and Slovakia), Jihlavanka (Czech Republic)
Vision and strategic development of Food and Non-food categories in Eastern Europe, markets: Poland, Czech Republic, Slovakia, Hungary, the Baltic countries, Romania, Ukraine, Russia and Turkey, total size EUR 330 mm
Member of Tchibo Top Management
Coordination of global projects, Leadership of strategic regional projects, Supervision of tactical cross market projects, “enabler” of resources for strategic local projects
Cooperation with regional Scholz & Friends HQ in Hamburg
Communication and Portfolio Strategy, Regional Marketing Strategy, Regional New Product Development, Regional and Local Market research, Regional and Local Master Media Strategy, Product Quality Improvement, Global Marketing Academy lead, advertising & promotion [Budget c. EUR$ 30 mm]
Report to Tchibo Board Member
Led the Tchibo Coffee Quality Improvement project
- Turned an inferior Tchibo Coffee quality to parity in all Instant Coffee lines, while directional preference in all Roasted Coffee lines vs. global brands Jacobs and Nescafe
Led and successfully finalized EE Tchibo Communication Strategy synergizing Tchibo Coffee and Retail messaging, differentiating Tchibo from competitive Coffee and Retail brands. The new communication strategy addressed unique, yet differentiated and stronger consumer needs vs. Jacobs and Nescafe.
- The new communication resulted in a 20+% increase of Tchibo Brand Credit, Brand Image, Brand Differentiation and 30+% Brand Awareness growth as well as 1+ pp YOY share growth, driven by Tchibo off take growth
Proposed and got the Tchibo Board approval for the EE Tchibo Recession Marketing Plan 2009.
- Resulted in all time high EE Tchibo Coffee EVA with 54% growth vs. 2008 and 120% EE Tchibo total Coffee & Retail EVA growth vs. 2008 with all EE markets contributing, while Hungary turning into profitable business after a long period of time and Russia EVA growing 323% vs. 2008, in spite of EE forex weakness