Welcome to my career profile.

I'd like to answer the question: Where is the beef?

Yes, I don’t have a so called ‘traditional career path’ but that’s exactly the benefit I’d like to offer you: So, why me?

 

Firstly, having worked in many different cultures proved my skills in quickly understand the value drivers of the business, agile leadership, change perspectives by responding to different target groups and stakeholders.
It reflects my curiosity, innovation and lifelong learning attitude. And the results prove that I did things right - a lot.

 

Secondly, my proven track record from various industries, e.g. developing a new retail concept store for SWAROVSKI, handling game changers like Airbnb and responding to customer needs more flexible, provides you a valuable knowledge in brand strategy, cross-channel marketing, customer experience, loyalty and digital transformation.

 

Thirdly, being responsible for multi-channel marketing made me an expert in building synergies, orchestrate communication, support cross-devisional work and measure the results along the customer journey.

 

Finally, I’m myself a consumer. I look for upcoming trends, follow key

influencers, browse through content and stores, share my activities in social media and recommend products & services because of their expertise.

 

I look forward to meeting you.

 

Best regards

Ingeborg Bölitz

Summary - in a nutshell.

Brand & Marketing Strategy, Customer Experience, Digital Transformation

Social, Retail, Fairs & Events, Media, Research, PR, Leadership, Change Mmgt

Professional skills

Corporate & Agency background
Knowledge transfer from various industries, strategic & creative thinking, client consulting, business acumen,
presentation skills, budgeting

 

Industry experience

- Media/Entertainment:
   SKY, Burda

- Sports & Lifestyle:
   Adidas, Swarovski

- Sports Marketing: 
   Red Bull

- Electronics:
   Nintendo, Playstation

- Telecommunication: O2

- Hospitality: AccorHotels

- Loyalty & CRM: PAYBACK

- Automotive:
   Opel, Daimler
 

B2C & B2B touch-points
Digital | Print | TV | Fairs & Events |Social Media | PR | POS Retail
 

Project management
Results-oriented, structured work method. Excellent in managing largescale projects within narrow time frame

Interpersonal skills

Leadership / transversal working
Lead 17-strong team in multi-cultural, cross-divisional organization, stakeholder
mgmt, committee work, thought
leadership

 

Change management

- PAYBACK acquired by  
   American Express

- Premiere acquired by BSkyB,
   News Corp

- O2 Germany acquired by
   Telefónica


Personality
Creative, problem-solving, assertive, decision-making skills, empathy, confident
appearance, self-starter mentality


Internationality
Both USA & Australia for one year. Work experience with international teams


Lifelong learning
is reflected in my further educations:
event manager, leadership & coaching, trainings, business English level C-II

 

 

 

 

Head of Marketing & Customer Experience Central Europe (SVP)

Accor Hotels Deutschland GmbH, München

since 2015

 

Lead marketing functions for Central Europe across all segments (economy, midscale, upscale & luxury) including: 

  • Brand Strategy
  • Communication: Online, Offline / Media / Social Media / Events
  • Consumer Experience: KPI Tracking & Optimizing Services
  • Product & Service Development
  • Design: Interior, Rooms, Lobby, Food & Beverage Area

 

Accomplishments:

  • Brand-Extension: launch new brand within ibis brand family to address younger target group and enter new market => capitalize on share economy trend. Naming, Brand-Architecture, Room-Design, Brand Activation (5 Marketing Ps)
  • Digital & Social: drive sales through social channels. ibis campaign targeting generation Y on social media within 12 weeks: over 40.000 forward to ibis.com via online video, engagement rate Ø 7% (best practice comparison: airline industry Ø 3,9%), +88% new fans (over 31.000), organic reach over 70.000
  • Digitalization program: Drive and roll-out „Customer Expertise“ project internally & externally for Central Europe. Obj.: capitalize on eReputationn through Social Recommendation Platforms, Web Responsive Guest Satisfaction Survey, Real Time Feedback

 

 

 

 

Director Brand Marketing & Communications

Hubert Burda Media, Munich

2011 - 2014

 

Responsible for marketing communication for end consumers (B2C) and business partners (B2B) for the consumer magazins FOCUS, TV SPIELFILM, FIT FOR FUN, FREE MAN’S WORLD, PLAYBOY, GRIP based on market research. 

Lead and convey long-term brand strategies into annual multi-channel marketing plans and communication measures (offline, online, events, PoS, PR, media) for B2C & B2B target groups. PR measures for multipliers, supporters & opponents. 


Lead development of customer events as platform for networking & sales talks, conduct case studies, market/consumer insights to support sales force

 

Accomplishments:

Brand Extension & new marketing platform „FOCUS Digital Star Award“, product licencing for FIT FOR FUN New product launch „Free Man’s World“

 

 

 

 

Head of Brand Marketing

PAYBACK GmbH, Munich

2010 - 2011

 

Responsibility for the definition of core marketing subjects and annual 360° campaign plan incl. CRS subjects (donation) in close agreement with the 38 partners from various industries (real, dm, Aral, Sixt, Amazon, etc.) executed as multi-channel communication (ATL, BTL, PoS, eChannels: App, Online, Social Media)

Development of up- und cross-selling measures by data based targeting

Digitalization: launch of the new customer-friendly services ‘eCouponing Center’ and monthly ‘special online deals’ in cooperation with new sales partners

Strategy: development of a new commercial model to enlarge a frequent consumer pull effect by implementing the PAYBACK TAG

 

Accomplishments:

Digitalization: launch of the new customer-friendly services „eCouponing Center“ and monthly „special online deals“ in cooperation with new sales partners

 

 

 

 

Head of Brand Management

Sky Deutschland Fernsehen GmbH, Unterföhring / Munich

2008 - 2011

 

BRAND LAUNCH OF SKY: Full responsibility (strategic and operational) for the brand launch of SKY in 2009 within a tight schedule and leading the overall brand communication and implementation through all departments (on-air, ATL, BTL, CRM, Retail, POS, online, event, PR). 

Leadership responsibility, set-up a new department (goals, tasks, structure) in the organization. Establishment of brand management as a strategic discipline and guidance for MarComs, product development, brand alliances, retail experience, pricing, etc.

 

Accomplishments:

  • Within 3 years, establishment of a new department, brand refresh of Premiere & brand launch of SKY. Key results 12 months: 88% brand awareness, ARPU increase, subscriber growth, successful product innovations: sky+ receiver & HD channels
  • After takeover from News Corp. five capital increases and three changes of CEO gave me the opportunity to expand my leadership skills in change processes

 

 

 

Senior International Brand Manager, maternity leave replacement

Telefonica Germany GmbH & Co, Munich

2006 - 2007

 

In charge for the development of an overarching brand, communication and product strategy for the five markets (UK, IE, CZ, SL, DE) based on research data, in consideration of cultural differences, local market conditions and product assortments

After O2 was acquired by Telefonica: Responsible for the strategic evaluation of different brand szenarios (brand architecture). Development and implementation of the brand alignment for consumer and business target groups: master brand Telefonica / commercial brand O2.

Development of a unique brand identity and appealing brand presence for: fairs, events: CeBIT, O2 World, retail (flagship store, franchise), PoS, marketing communication 

Accomplishments:

  • Brand experience project: The O2 (London), O2 World (Berlin), O2 Arena (Prague)
  • Visual merchandising concept for the flagship store incl. dealer trainings

 

 

 

 

International Retail Communication Manager

Swarovski Group, Wattens (Innsbruck), Austria

2005 - 2006

 

Task: 
Creating a retail store concept that stimulates and liberates individual creativity. Empower women who want to experiment and create their own personalised jewelry pieces.

Brand Architecture: 
Swarovski Crystallized

Challenge:
Establish a new brand, access a new market and address a new target group, consider cultural differences, showcase the jewelry offer in an upscale way (no traditional 'bead shop'). reach beyond retailing (connect online & offline), stimulate creativity, 

Results / Accomplishments:
The first Swarovski Crystallized store opened in London and was soon followed by other flagships in New York, Shanghai and Vienna. A Swarovski magazine and and E-Commerce site were created as a consequence of the concept store performance.

 

 

 

 

Fairs & Events Concept Developer

On Air Production Fairs & Event Agency, Wiesbaden

2002 - 2005

 

Task: 
Development of 360° concepts for fairs, events, sponsoring and sales conventions for renown brands like Adidas, DaimlerChrysler, Nintendo, Allianz Arena, ARD.

 

Adidas Global Marketing Meeting: development of the event concept for
roll-out of the new brand positioning “Impossible is nothing”, retail & shop-in-shop concepts, product innovations, fashion show and fashion future trends


Responsible for fostering new business relationships and realizing revenue opportunities for the company.

 

Accomplishments:
Successful Client Pitch: Nintendo, Allianz Arena

 

 

 

 

Senior Art Director

Kastner & Partners International Advertising Agency Network, Frankfurt a.M.

2000 - 2002

 

Tasks: 

Developing advertising campaigns and sponsoring concepts in alliances with a copywriter (multi-channel approach) based on client’s briefing

 

Creative work: Create and write appropriate campaign briefs, develop creative communication ideas, innovative advertising measures, TV commercials, product design, photo shoots: accompany whole production process from creative idea to production and roll-out.

 

Art Buying: Commission artists, photographers, producers, managing projects and working within a budget and legal constraints

 

New Business pitches: development of creative concept ideas (multi-channel) for launching new products, repositioning brands or promoting new features & services

 

Client consulting and presentation: brand strategies, concepts, activation

 

Accomplishments:

Successful Client Pitch: Bluna 

Main client Red Bull: Marketing & sponsoring concepts incl. all communications e.g. Creativity Contest, Music Academy

 

 

 

 

 Art Director

 TBWA Worldwide Agency Network, Frankfurt a. M.

1997 - 2000

 

Tasks: 

Produce innovative communication ideas and advertising campaigns (target group, creative brief, key message, pitching ideas to clients, production) in all kinds of media, including TV, Cinema, Print, POS, Radio, BTL, etc.

 

Clients:  Food: Ritter Sport, Capri Sonne, Mc Cain | Media: Radio SWR | Consumer Electronics: Playstation, etc.

 

Accomplishments:

Successful Client Pitch: Capri Sonne, SWR 

 

This is the original "Where's the Beef?" commercial that Wendy's first aired on January 10, 1984. Wendy's campaign with this commercial became so popular, it became a national catchphrase and soon became a common term referring to most anything referring to sub par quality.

Ingeborg Bölitz