Rafael Schwarz

TERRITORY Influence (Bertelsmann Group)

TERRITORY Influence is the leading full service influencer marketing agency in Europe, serving clients with influencer solutions, data & SaaS technology, strategy consulting, campaign execution & measurement across all type of influencers (from nano to micro, from macro to celebrity influencer).

Chief Revenue Officer | International Board Member | VP Sales & Marketing

As International Client Service Director I was responsible to identify global business opportunities, develop better client service strategies and build up an international key account team. Working directly with the CEO and the regional managing directors to implement new consulting processes, international pricing and client service policies to increase both client retention and new business for our SaaS Marketing Technology, Word of Mouth Campaigns and Consumer Engagement Programs.

International Director Business Development | Global Account Director | SaaS & MarTech | CEO Advisor

As General Manager for Germany, Austria and Switzerland I was fully responsible for setting the strategic direction of the leading Word-of-Mouth marketing agency in DACH and delivering strong financial results, outstanding client satisfaction, excellent campaign performance and strong leadership for all agency functions and 50+ team members.

Managing Director | General Manager | Country Manager | Advertising & Media | Digital & WOM

Forbes Communications Council

In Forbes Councils, exceptional business owners and leaders come together to connect and collaborate with other respected local leaders in a private forum. Consultants will also be invited to share their insights in original business articles on Forbes.com, and to contribute to expert panels. Forbes Councils mission is to bring together proven leaders from every industry, creating a curated, social capital-driven network that helps every member grow professionally and make an even greater impact on the business world.

Marketing & Communications Expert | Key Opinion Leader | Council Member

Henkel

Head of Global Innovation Management for the Cosmetics Division - responsible for idea generation and trend management for our strategic business units.
Head of the Strategic Business Unit Oral Care, leading the global marketing team to develop competitive strategies and deliver best in class innovation pipeline and integrated communication.

Head of Innovation | International Marketing Director | Global Beauty Category Leader

Mars

Responsible for growing the 500 Mio Mars chocolate business in Germany, by leading an engaged marketing team of 25 to excellence in go-to-market strategy and execution. As a member of the Leadership Team (reporting to the GM) I am also contributing to the overall vision and strategy of the business, as well as providing orientation, engagement and the right organisation for more than 600 employees of Mars Germany

Marketing Director | Change Management | CMO Team | Business Transformation | Performance & ROI 

Reckitt Benckiser

Overall responsible for generating sustainable medium and long term top and bottom line growth for a billion $ brand by:  
  - increasing the level and quality of innovations, 
  - building and maintaining the integrity of the brand equity 
  - developing and implementing international growth strategies and success models. 
  - providing superior strategic and creative solutions to the CEO and Executive Board.
  - leading multi-cultural and x-functional teams to deliver complex international projects and successfull in market execution.

Global Brand Marketing Manager | Innovation | Go to Market Models | Brand Equity | Top 400

Responsible for managing the relationship with key trade partners, implementing business strategies and in store improvements, creating reliable sales forecasts and achieving our Net Revenue and Gross Margin targets. I was also leading a Team of 9 Sales Reps to execute the agreed 4P strategies and priorities.

Key Account Manager | Business Development | Grocery Retail & E-Commerce | Drug & Food Sales

Brand Manager June 2001-August 2002
Marketing Manager Sept 2002-March 2004

Marketing Manager | Brand Strategy | Advertising & Promotion | FMCG & OTC

Procter & Gamble

Aug 98 - April 00 ABM P&G Austria/Switzerland (Vienna)
May 00 - May 01 JBM P&G Germany (Frankfurt)

Assistant Brand Manager | Marketing & Media Plan | Advertising & Promotion | CRM & Loyalty Programs

Digital Marketing Intern | Data & Personalization | Targeting & CRM

3M Germany

Development of Digital Marketing Strategy

Marketing Intern | Digital & Online | Customer Acquisition | Adhesive Business

Global Executive | CPG & Retail | Board Member | Digital & Social Media | Start-Up Advisor | Influencer Marketing | International Sales & Marketing Leader | B2B & B2C Strategy

I boost FMCG brand growth by activating thousands of influencer (nano/micro/macro/star) to deliver measurable sales impact, market share and penetration gains by leveraging data, technology and creativity. My team of 30+ experts across Europe provides strategic consulting, campaign management, creative concepts and SaaS technology to manage P2P advocacy across online (Facebook, Instagram, YouTube, TikTok, Pinterest), offline (word-of-mouth, trial, sampling) and e-commerce (online traffic, ratings&reviews, live shopping, social commerce) channels.

EXPERTISE: 20+ years’ expertise in business strategy, change management, marketing & sales leadership, innovation management and P&L delivery. International FMCG and Social Media thought leader and CEO/CMO advisor with strategic experience underpinned by pragmatic, hands-on approach and passion to win. Results driven, entrepreneurial and internationally experienced commercial leader, senior business development, digital transformation and growth strategy specialist.

COMPETENCIES:
General Management * Marketing & Sales Strategy * Organisation Development * Leadership
Go to Market Models * Revenue Generation * Customer Acquisition * Product Innovation
Digital Transformation * Return on Investment * P&L Management * Business Development
Direct-to-Consumer * Social Commerce * International Leadership * E-Commerce & Retail
Business Transformation * Key Account Management * Brand Positioning * Word-of-Mouth
Board Member * Advertising & Communication * Change Management * Influencer Marketing

INDUSTRY FOCUS: FMCG & CPG, Cosmetics & Beauty, Food & Beverage, Health Care & OTC, Laundry & Cleaning, Media & Advertising, MarTech & AdTech, Digital & Social & Creative Agencies

Connect with me on LinkedIN to engage on business development strategies, the future of advertising & marketing, social media & digital transformation and high performance organisational leadership.

Thrilled to announce the official rollout of our full #InfluencerMarketing Suite in the UK. 

We are also working on some new #creatormarketing solutions in the area of community commerce, consumer engagement and influencer generated content. these new services will complement our expertise of activating the FULL #influencer pyramid from Macro down to Nano across all social channels and offline through word-of-mouth. 

In 2023 we already ran 44 influencer campaigns for some of the UK’s biggest brands, supporting them in-house with #WordofMouth and Online Influence through micro and nano influencers. Not to mention the 4,500 #influencermarketing campaigns we have run across Europe and beyond since 2005.

Join myself and my lovely UK team at the annual FUTR Group Summit in London, where we will host a session about #SocialCommerce. Come by and say hi!

#marketing #influence

Diageo has unveiled a new collection of premium ready-to-serve (RTS) cocktails in Great Britain.

Crafted using Diageo’s well-known brands, the collection boasts three distinct offerings: Johnnie Walker Old Fashioned (20.5% ABV), TANQUERAY Negroni (17.5% ABV), and Cîroc Cosmopolitan (17.5% ABV).

Nin Taank, marketing manager at Diageo GB, said: “consumers are still looking to create quality, memorable experiences at home and The Cocktail Collection is set to revolutionise the way people enjoy drinks at home.”  

The #RTD category, particularly cocktails, has witnessed unprecedented growth in recent years, with premium offerings leading the charge. By introducing this trio of cocktails, Diageo aims to empower #retailers to meet the burgeoning demand for high-quality libations at home.

#alcoholic #beverages #spirits #retail

Healthcare Marketing is changing with different generations of customers expecting different messaging on different channels.

While older generations may prefer direct mail communications, younger ones may prefer more instant, technology-driven communications, with each generation possessing different values and opinions on how they want #healthcare companies to act.

11 experts of Forbes Communications Council have outlined strategies healthcare marketers can implement to appeal to a wide range of consumers:

1. Be Open To How The Patient Wants To Communicate (by Blair Primis, Flagship Specialty Partners)
2. Highlight Both Virtual And In-Person Care Options (by Lindsey Viscomi, Healthgrades)
3. Find Ways To Connect To The Local Community (by Antonia Gray, Nextdoor)
4. Educate, Engage And Empower (by Miri Patrenko Laufer, Theranica Bio-electronics)
5. Build In Continuous Feedback Opportunities (by Michelle Huff, UserTesting)
6. Embrace Social Media And Influencer Marketing (by Rafael Schwarz, TERRITORY Influence (Bertelsmann Group)
7. Meet Patients Where They're Comfortable (by Nicole R. Braley, Inception Fertility)
8. Leverage Machine Learning For Better User Experience (by Mark Rainey, inQUEST Consulting )
9. Conduct Regular Surveys And Focus Groups (by Roshni Wijayasinha, CM, MBA, Prosh Marketing)
10. Treat Patients Like Buyers (by Ken Louie, MetroPlusHealth)
11. Understand Your Audience On A Deeper Level (by Bob Pearson, The Bliss Group)

more insights regarding healthcare #marketing attached

forbes.com • 4 min read

Council Post: 11 Ways Marketers Can Navigate Changing Generational Healthcare Preferences

ALDI USA plans to add 800 stores to its network by the end of 2028 through a combination of new openings and store conversions.

The discounter will invest more than $9 billion (€8.2 billion) over the next five years in expanding to new locations across the US, especially in the Northeast and Midwest.

Jason Hart, CEO of Aldi USA stated, "With this commitment to add 800 stores in the next five years, we’ll be where our shoppers need us while positively impacting the communities we serve.”

Aldi also announced that it has completed the acquisition of Southeastern Grocers to support its expansion in the Southeast.

A significant number of Winn-Dixie and Harveys Supermarkets will convert to the Aldi format, with approximately 50 stores commencing the conversion process during the latter half of 2024.

#retail #retailer #grocery #discount 

New reearch by Kantar provides guidance on how to innovate differently to drive business growth.

The most successful innovators don’t work in a siloed way when thinking about innovation: they also think in a more connected way from the outset about the product and service, the launch advertising and the experience as part of the innovation process.

Innovation experts from Kantar also recommend to focus on: 
— Deep human understanding 
— Brand centricity 
— Great creative that heroes your innovation 
— A focus on experience from the outset 
— Embrace technology but remember your innovation needs to connect with humans 

Analysis of Worldpanel by Kantar Top 10 new products of 2022 reveals the following best in class inspirational examples for successful innovation: McVitie's Blissfuls, L'Oréal Men Expert’s ‘One-Twist Hair Colour’, McDonald's, The Coca-Cola Company, Diageo's Baileys Liquor and GUINESS beer, and Pets at Home.

#innovation #fmcg #cpg


First three, then ten, now 30min: TikTok is once again extending the length of videos on a trial basis - and could thus provide even more competition for YouTube.

In December 2020, TikTok took the first step towards longer video content and tested three-minute videos. After ten-minute videos were also made available in the summer of 2023 - after some back and forth - it was clear that TikTok would sooner or later also be looking at even longer #content to give creators and advertisers more options.

Longer videos enable #creators to produce entire documentaries, podcast episodes, longer unboxing videos, tutorials and the like in one clip. Creators who are more orientated towards long-form content would no longer only have YouTube as only platform to choose from, but also TikTok. At the same time, creators are likely to see more revenue potential, as long videos also suggest the integration of #advertising in the video - similar to YouTube

Open question: will Instagram Reels and YouTube Shorts also be 30 minutes long in the future? 


Wondering what’s next for #contentmarketing in 2024? 

Have a look at the results of studioID's 2024 Content Marketing Predictions survey to uncover the trends, strategies, and themes set to rule this year.

attached #infographic covers everything from leveraging #AI & budget challenges to top #content formats & #media channels. 

still have questions regarding content marketing? then you should contact one of our experts at TERRITORY, Europes leading #contentmarketing agency

Pernod Ricard expects flat full-year sales after a decline of 3% in the first six months of its fiscal year. 

French spirits maker Pernod Ricard said that it now expects sales to flatline this year after a tough first six months, but is banking on improved demand in key Chinese and U.S. markets from the second half.

Pernod Ricard, like rivals Diageo or Rémy Cointreau has seen strong growth over the past two years with sales lifted by home consumption during COVID and price increases.

#FMCG #beverage #spirits #retail

Courageous growth: are you following one of the strategies for continuous growth outperformance?

New McKinsey & Company research reveals the six mindsets and strategies that set the growth outperformers apart:

1. Build an innovation culture and mindset: Innovation excellence enables companies to excel beyond even other outperformers. (example: John Deere)

2. Commit to sustainable, inclusive growth: higher ESG scores boost outperformance (example: DSV - Global Transport and Logistics)

3. Grow your core with data, analytics, and AI: companies that continuously grow their core win. (example: Walmart)

4. Expand into right-to-win businesses: successful adjacency and breakout business moves create multiple value streams. (example: Nintendo)

5. Shrink to grow when necessary: net divestitures can drive future outperformance, if executed strategically. (example: Autoliv)

6. Mobilize people to capture value quickly: executing with excellence through employee ownership of growth initiatives also boosts outperformance. (example: Microsoft)

did McKinsey miss any other path to outperformance? keen to hear your insights and success cases.


Coke keeps innovation rolling with TikTok Shop exclusive flavors and AI storytelling.

With #AI becoming more and more accessible, the opportunities for new brand and customer experiences seem truly endless.

Last year, The Coca-Cola Company partnered with Bain & Company and OpenAI to enable consumers around the world to create individual Xmas cards through #genAI by tapping into a century’s worth of Coca-Cola brand assets.

Selman Careaga, President of Global Category at Coca-Cola, explains the benefits of this innovative #marketing approach: “In the past, we would create some piece of #content or a quiz or a great Christmas ad and hope people like it. Now we have a platform that allows people to interact with the brand in different, highly scalable ways."

Last month, the #beverage giant also unveiled the first permanent addition to Coke’s North American portfolio in over three years, the raspberry-flavored Coca-Cola Spiced, along with a new limited-edition soda that will be sold exclusively on TikTok Shop.

The debut of Spiced is supported through a marketing campaign that includes a custom #Snapchat lens and messaging emphasizing the beverage’s sensory experience. “The campaign is going to be all about feeling versus telling,” said Sue Lynne Cha, VP of marketing in NA.

Coke is taking a different approach for their limited edition, selling the sentimental soda on TikTok in the form of “hype kits”. The idea is to capitalize on the unboxing genre of social media content where #creators unpack goods they receive piece by piece.

Hence, #Influencer partnerships and a TikTok effect promoting acts of kindness round out Coke’s marketing efforts. “It’s a much more limited quantity … but it’s a great way for us to learn,” said Oana Vlad, global brand strategy lead for the Coke trademark and Creations.

Chief rival PepsiCo is also ramping up marketing in the flavored category through a campaign supporting Pepsi Wild Cherry that recently featured a Las Vegas Sphere takeover ahead of the Super Bowl. 

#fmcg #retail #marketing

marketingdive.com • 4 min read

Coke keeps innovation rolling with new permanent flavor, TikTok Shop exclusive

Garnier is taking to TikTok and the Las Vegas Sphere to promote a new hair filler product lineup, part of the L'Oréal USA brand’s largest marketing investment in over a decade.

The #beauty brand has partnered with top TikTok star Charli D’Amelio on a content series where she digs down into the science backing Garnier Fructis Hair Filler

Promoting the scientific benefits of the product could connect with discerning young consumers who put a high level of trust in #influencer endorsements.  

Last month, Garnier hosted hundreds of media members and #influencers in Los Angeles, including D’Amelio, in anticipation of the campaign rollout. Garnier in total is investing in over 50 #creators representing a range of backgrounds, including hair styling, beauty and lifestyle, for the push.     

“We’re thrilled to introduce the next generation of scientific hair repair with the Fructis Hair Filler systems,” said Ali Fakih, senior vice president of Garnier U.S., in a statement.

The Hair Filler line, which is available at Amazon, Walmart, Target, Ulta Beauty, Walgreens, CVS Pharmacy and other #retailers, spans three collections: Strength Repair with Vitamin Cg, Moisture Repair with Hyaluronic and Color Repair with Ceramide.

#fmcg #retail #socialmediamarketing

At P&G I have been taught that effective leaders are made - not born. Anyone can learn to lead. Anyone can learn to lead more effectively and to deliver better results.

I recently discovered the Leading to Win platform of retired Procter & Gamble CEO AG Lafley , where he shares his approach to business strategy, management and leadership.

In one article A.G shares 7 proven #leadership behaviors, based on his more than 50 years of experience across public and private, large and small, companies and nonprofits:

1. BE CUSTOMER FOCUSED
Know who your customer is, and commit to meet or exceed customer requirements.  The customer is the real boss.

2. BE THE CHANGE
To paraphrase Gandhi, be the change you want to see in your business, at your company, in your community.  

3. BEHAVE LIKE AN OWNER
Even if you do not own one share of your company, think and act like the owner.  What would the owner do if you were in their shoes?

4. BE PERSONALLY ACCOUNTABLE
Do what you say you will do with a personal commitment to perform your best and to deliver the expected result.

5. BE A TEAM PLAYER
Play your position, do your job, deliver results. Make the team better, help the team deliver desired company results.

6. BE SOLUTION DRIVEN
Bring solutions to problems. When you can, turn problems into opportunities, and pursue ways to take full advantage of them.  Don’t dwell on problems, or become part of one.

7. BE RESPECTFULLY COURAGEOUS
Be honest, forthcoming and straightforward.  Put your customers, the company, the team ahead of your personal ambitions. 

would you add any other principles or concepts you have observed in successful leaders?

Fashion retailer Gap reworks Jungle’s TikTok hit to show off spring linen collection 

The new #advertising features elaborate dance choreography and fluid camera movements similar to the ones that made the backing single, “Back On 74,” a TikTok sensation last year.  

The original #music video for the ’70s throwback tune has 20 million views on YouTube, while associated videos on TikTok have accumulated over 1 billion views.

Media elements by Gap Inc. include digital, out-of-home, video and social, with in-store music playlists also being made available on Spotify.

It’s the latest attempt by the #retailer to break through with young consumers who have gravitated toward emerging fast-fashion rivals like SHEIN.

#fashion #marketing 

German skincare company Beiersdorf raised its 2024 sales guidance last week, thanks to strong first-quarter demand for Nivea in all regions while Chinese demand for its top-end products also began to recover.

First quarter revenue of 2.6 billion euros was up 7.3% on the same period of last year, driven by both volume and pricing gains. 

Global sales of Beiersdorf's luxury brand #LaPrairie rose 1% in the quarter helped by a rebound in Chinese demand which is boosting the skincare industry more broadly after a weak 2023.

In China, La Prairie sales rose 14%, while derma brands Eucerin Medical and #Aquaphor were up 13% and Nivea saw "double-digit" growth, according to CEO Vince Warnery.

congrats to all my friends and former colleagues in Hamburg and around the world.

#fmcg #retail #skincare

French Danone group has posted stronger-than-expected quarterly sales, with all businesses delivering volume growth

"We are confident that 2024 will be another year where we deliver on our value creation model," commented Antoine de Saint-Affrique, Danone chief executive. 

Sales at the world's largest #yoghurt producer rose 4.1% like-for-like to €6.789 billion in the first quarter, driven by both volume/mix (1.2%) and pricing (2.9%).

Danone, like European rivals Nestlé and Unilever, has sharply increased prices in the past two years to cope with higher commodities and supply chain costs. 

So far, concerns from analysts and investors, that this could lead #retailer private label brands to capture market share have not materialized.

#food #fmcg #retail

Campbell Soup topped market expectations for quarterly sales and profit, helped by steady demand for branded ready-to-eat meals, snacks and canned soups.

“We once again delivered on our commitments, with a sequential improvement in volume trends and year-over-year operating margin expansion in both our meals and beverages and snacks divisions,” Campbell's CEO, Mark Clouse  said in a statement.

Net sales in its meals and beverages segment declined 2%, while sales in the snacks division were flat in the last quarter.

Packaged foods peers Kraft Heinz, Mondelēz International, McCormick & Company, The Hershey Company and PepsiCo have all flagged softer volume growth as consumers still struggle with higher prices.

Are you doing an annual "Spring Cleaning" of your old marketing policies and procedures to ensure a strong trajectory for the rest of the year?

From tossing out old documentation to reviewing technology needs and updating data, getting organized and clear on your priorities can help reduce inefficiencies and improve overall productivity.

14 experts from the Forbes Communications Council have recently shared activities that #marketing teams can undertake in April to do some collective "spring cleaning" and prepare for a stronger year:

1. Reflect On The Effectiveness Of Your Current Methods by Lisa Chaikin, Awin Global
2. Conduct A Content Audit by Sherri Schwartz, OvationCXM
3. Review Your Tech Stack And Each Tool's Value by Marija Z., IEX
4. Prepare And Adjust for new Capabilities by Ovi Vitas, AmeriLife
5. Clear Out Old Documentation by Roger Figueiredo, #paid#paid
6. Ensure You're On Track To Hit Your Yearly Goals by Ashleigh Chevalier, Level Up Mental Health Collaborative
7. Check For Consistency And Relevance by Sowmya Moni, Incture
8. Revisit Your Priorities With Key Stakeholders by Tom Treanor, Snipp Interactive
9. Optimize Messaging For Inclusivity by Maria Alonso, Verity Credit Union
10. Update Any Templates by Patrick Ward, Formula.Monks
11. Check For Data Accuracy by Sarah E. Danzl, Skillable
12. Take On Some Actual Cleaning by Rafael Schwarz, TERRITORY Influence (Bertelsmann Group)
13. Get Clear On Metrics That Matter by Cade Collister, Metova
14. Aim For A Focused, Polished Approach by Nicole R. Braley, Inception Fertility

what cleaning habits do you have in your business?


The perfect fit: how sport and fashion became a dream team, and how the Paris Olympics this summer will further accelerate this trend. 

According to a report by the trend analyst Lefty, alliances between #sports and #fashion have generated $78.5m (£64.7m) in earned media value (EMV).

Major fashion houses are working with sportspeople in innovative ways: footballers walking the Louis Vuitton catwalk, Gucci tennis bags at Wimbledon, Arsenal stars on Burberry fashion shows, Prada outfitting the Chinese Women’s soccer team, Serena Williams launching her own clothing line.

Designers have recognised that athletes are hero-worshipped in an unprecedented way, with millions of fans following their Instagram accounts, which makes them into the biggest #influencers on social media. 

When Lionel Messi signed for Major League Soccer team Inter Miami last July, the team’s pink Adidas shirt sold out within weeks. Stella McCartney's shirt for Arsenal F.C, released in September, has also been out of stock after it was shown by #influencer Mia Regan. 

The Paris Summer Olympics will further bring #sport and #fashion together, with the world’s biggest fashion conglomerate, LVMH named a key sponsor. CHAUMET jewellery will make the Olympic medals, and SEPHORA makeup will be involved in events along the Olympic torch route. 

For the relationship between sports and fashion, it looks like the games have only just begun.


Though Google remains popular for local search among older generations, Instagram (67%) and TikTok (62%) are preferred among Gen Z.

Google has been dethroned as the most popular platform among #GenZ when searching for local businesses to shop in-person, according to a report from marketing platform SOCi, Inc.

Google still maintains a stronghold among older generations, though #socialmedia is gaining share across the board as a resource for those seeking out local businesses.

While Google Search and Google Maps hold the top two spots when searching for local businesses across all demographics groups, Facebook lands in the third spot, followed by Instagram, TikTok and #Snapchat

The report also called out disruptors, like #ChatGPT, as another threat to Google's core search business, with the buzzy generative AI tech continuing to make waves

Fashion house Coach pairs virtual #influencer imma with pop idol Lil Nas X, rapper Youngji Lee, model Kōki and actors Camila Mendes and Wu Jinyan. 

The “Find Your Courage” campaign is inspired by #artificialintelligence and sees imma visit each ambassador in their own virtual worlds in a series of videos. 

“Find Your Courage” looks to engage #GenZ consumers around the complexities of identity and the changing definition of what it means to be “real”.

The #fashion brand is entreating consumers to find their courage with a campaign that fuses a reliable tactic — celebrity brand #ambassadors — with an emerging one: the use of virtual #influencers. 

Utilizing imma allows the fashion house to underline the changing of idea of being “real,” whether speaking toward personal authenticity or the vagaries of the physical-virtual divide, explained Coach Global Chief Marketing Officer Sandeep Seth.

“Find Your Courage” will also include #gaming and experiential activations that could extend its reach in real and online worlds.

Coach is not the only Fashion brand exploring #AI influencers, as retailer PACSUN has also teamed with virtual influencer Miquela, to support its back-to-school and holiday programs last year.

#influencermarketing 

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