HelloFresh

Leading the Product Marketing team for Factor US, America's #1 ready-to-eat meal (RTE) delivery brand (direct-to-consumer). RTE grew to €1.4bn in Net Revenue, up c. 60% YoY, while reaching a c. 4% AEBITDA margin - making it one of the fastest growing businesses at scale globally.

Focus areas include brand & product positioning, campaign strategy & execution, and customer deep dives to inform data-driven marketing and collaborate effectively with multiple functions and channel stakeholders across the company.

Associate Director, Product Marketing

Leading Product Marketing for Factor US | America's #1 Ready-to-Eat Meal Delivery brand.

Senior Manager, Product Marketing

AMP Digital Ventures GmbH

• Co-Author of Digital Bootcamp: The Ultimate Guide to Digital Marketing, Sales & Media. 
• Previously ranked among the top 10 marketing books on Amazon.de, featured in Horizont.
• Expertise in Product Marketing, Paid Media, and eCommerce (DTC, Amazon, Shopify)

Author & Managing Partner

METRO Markets GmbH

METRO is a global wholesaler focusing on food and non-food items – €24.7B in sales; 95K employees.

• Led Metro's eCommerce start-up from $0 to $10MM in annual sales on Amazon marketplace, leveraging data to analyze trends, optimize product marketing, and advertising for a product portfolio with 4 own brands and 3,500+ products on 3 European marketplaces.

• Managed a cross-functional team of 10, including Product Data, Engineering, and Growth Marketing, to develop SOPs and in-house software solutions, improving product listing quality, pricing competitiveness, and sales volume by 200% and reaching category bestseller status.

• Directed the marketplace expansion plan for Spain and Italy, leading cross-functional negotiations to secure sufficient capacity and delivering bi-weekly status presentations to C-level executives.

Manager, E-Commerce Marketplaces

VC Digital

VC Digital is a digital marketing agency focusing on small and medium-sized enterprises.

• Designed and implemented integrated marketing campaigns using paid social, display advertising, email, and search engine marketing in various industries from CPG, technology, and education to reduce customer acquisition costs by up to 50%.

• Created a go-to-market strategy for a new DTC skincare brand, identifying customer insights to define brand and product positioning, developing and aligning online and offline marketing campaigns, and eCommerce strategy to achieve $5M in sales in the first year.

• Analyzed and optimized campaign performance, using measurement frameworks to track product marketing KPIs, applying data-driven decision making and A/B testing to drive incremental conversion volume.

Growth Marketing Consultant

Henkel

Henkel is a global consumer goods company – €20.0B in sales; 53K employees.

• Directed global product innovation pipeline for a global hair care brand, launching 10 new products end-to-end, including market research, concept and product development, and online and offline marketing execution, leading internal and external stakeholders.

• Repositioned a CPG brand to optimize business performance, using quantitative and qualitative research methods to establish new product designs and packaging formats to increase profitability and achieve additional listings in key accounts.

• Streamlined product portfolio, delivering 20% cost savings while achieving sustainability targets by reducing complexity and introducing packaging made from recycled materials.

International Brand Management / Strategic Business Unit Beauty Care

A. T. Kearney

• Supported a Czech start up focusing on mobile payment solutions for restaurants and bars
• Refined the client’s value proposition, developed frameworks to assess market opportunities
and analyzed distribution channels to create an international market expansion strategy

Management Consultant

Vodafone Global Enterprise

• Created and analyzed sales reports to track relevant KPIs to support sales goals of +500M€
• Executed strategic projects on gap tracking and churn/activation forecasting to report on
current initiatives and plan future strategies for the National B2B Sales team

B2B Sales Management

Henkel Jebel Ali FZCO, Dubai

•  Project management of the regional roll out of Schwarzkopf Color Advisor application
•  Supporting the Head of Marketing to launch a new brand in South Africa and East Africa
•  Preparing ABC analysis and portfolio optimizations for the top management
•  Supporting the SCM to reallocate production to local production plants
•  Launch control of Hair Care and Styling products in expansion countries

Regional Marketing & Business Development

Henkel AG & Co. KGaA, Düsseldorf

•  Project management of a complete brand relaunch
•  Steering of processes for new products with a variety of departments
•  Coordination of respective country marketing departments and agencies
•  Writing of business concepts for product new launches of 2014/15
•  Supporting the implementation of a worldwide social media campaign 
•  Launch control of product innovations

Brand Management Intern

van Husen GbR

• Accelerating the growth of our family business through marketing, brand development and analysis of business performance
• Managed to optimize the company’s portfolio of goods, developed an own brand, expanded the business and increased profits significantly

Local Marketing & Sales

𝗙𝗼𝗹𝗹𝗼𝘄 𝗺𝗲 𝗳𝗼𝗿 𝘁𝗶𝗽𝘀 𝗼𝗻 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆!

Data-driven marketing leader with 8+ years of experience in Product Marketing / Brand Management, Growth Marketing, and eCommerce / D2C. Leveraging customer insights, trends, and data to develop successful go-to-market strategies and drive profitable growth.

Combining the best of both worlds – corporate experience and professional process know-how from multi-billion dollar brands (Henkel, Vodafone) paired with an entrepreneurial spirit, growing an eCommerce start-up from $0 to $10MM with small budgets and lean cross-functional teams.

Some examples of my results:

■ Directed global product innovation pipeline for a $385MM hair care brand, launching 10 new products end-to-end, including market research, concept / product development, and media execution, managing internal stakeholders and external agencies.

■ Built an eCommerce brand from $0 to $10MM in annual sales on Amazon, managing a cross-functional team of 10 to develop SOPs and in-house software solutions – improving product listing quality, pricing competitiveness, and sales volume by 200% and reach product bestseller status in key categories.

■ Developed the product marketing strategy for a DTC tech start-up achieving €1.5MM in monthly sales, identifying user insights and needs to create product positioning, go-to-market strategy, and marketing goals.

■ Designed and implemented integrated marketing campaigns using paid social, display advertising, email, and search engine marketing in various industries from CPG, technology, and education to reduce customer acquisition costs by up to 50%.

■ Co-author of “Digital Bootcamp" – a strategic guide for digital marketing, media and sales – published by Campus and currently ranked in the top 20 marketing books on Amazon.de.

I get excited about opportunities in fast-paced, entrepreneurial environments, where I’m able to work with innovative products and creative people to challenge the status quo.

Niklas van Husen

Senior Marketing Manager In-Culture SCHWARZKOPF

Led Global Masterbrand Identity across Professional & Consumer incl. development of Visual Identity for Hair, Tone of Voice, Styleguide & Pack Vision

Supported the Repositioning of the Masterbrand (incl. Marketing Model; Portfolio Architecture; Brand Purpose & Claim Development; Masterbrand Technology & Creation of new Communication Platform)  

Led the Global Color Relaunch (incl. Brillance, Natural & Easy) + Drove the relaunch of Oleo Intense & Schwarzkopf Styling in the UK & FR (concept, pack design & launch steering)

Team: 1x Brand Manager for Oleo Intense & Schwarzkopf Styling and 1x intern as direct report

Senior Brand Manager International - SCHWARZKOPF MASTERBRAND

Supported in conception & opening of the first Schwarzkopf Experience Store in Berlin – fully responsible for Heritage, Sustainability & Color Section 

Led the development of 3x Schwarzkopf Limited Editions (1898 Powder SHP; Martha Hair Perfume; Shampoon Bar) for the German market – incl. campaign development for Social  

Led the Schwarzkopf Social Purpose “Million Chances” - together Corporate Social Responsibility team. Incl. concept creation & testing, event planning

Team: 1x intern as direct report and 1x Junior Brand Manager as mentee

Brand Manager International - SCHWARZKOPF & TRUE BEAUTY

Led the Brand Relaunch for Gliss & Extra Care (>300M€ portfolio) in 2017 & Nature Box (>25M€ portfolio) in 2019 incl. concept creation, pack design development, launch steering (e.g. artwork development)

Successfully launched Gliss Color, the 1st Coloration portfolio from Gliss, in 2019; and various NPIs (e.g. Gliss Supreme Length) – active involvement from ideation to launch

Additionally: Supported the development of global communication campaigns (e.g. for the Gliss Kur Influencer Edition); Budget Planning & Steering; Strategic market analysis + initiation of market research projects; Trend research

taplio

The Battle

Niklas van Husen

Lukas Janßen

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