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Marcus Podorf

Marcus Podorf

Brand Marketing Expert

Brand strategist for Lufthansa, Citibank & Mercedes-Benz.

Marcus Podorf is an award-winning strategist and senior advisor with 20 years of strategic and operational experience in providing service for global premium and luxury brands of world-renowned companies including CPG-tech, Lufthansa, Mercedes-Benz, and TUI Travel Germany. He has conceived, planned and implemented CRM and digital platform projects for various companies as well as advised and supported organizations for necessary changes. His advisory services range from business management, brand positioning, productization, and sales strategies to holistic marketing transformation and launching communication strategies. Marcus has won several awards such as Best Luxury Brand Marketing Agency at 2018 LUX Global Excellence Awards and Gold Award for Cannes Lions International Festival of Creativity.

Digital Marketing
Logo Design
CRM
Program Management
OOH Advertising
Analytics
B2B Marketing
Brand Marketing
Marketing Communications
Brand Strategist
Digital Transformation
Integrated Marketing Strategy
Marketing Transformation
Content Marketing
Social & Digital Campaign Management
Social & Digital Strategy
B2C Marketing
Business Development
Online Advertising
Customer Experience
UX Strategy
Global Market Analysis
UI Strategy
Marcus Podorf

Marcus Podorf

Brand strategist for Lufthansa, Citibank & Mercedes-Benz.

Brand Marketing Expert

Marcus is Available for Projects

Work with Marcus

Employment Highlights

Chief Strategy Officer

Independent

September 2012 - Present (8 years 1 month)

Marketing Lead

Zalando SE

June 2019 - Present (1 year 4 months)

International Brand & Strategy Director

VORN Strategy Consulting

October 2018 - February 2019 (4 months)

Head of Lufthansa ‘New Premium’ Brand Refresh & Lufthansa Group Airlines Rebranding

DDB

July 2017 - April 2018 (1 year 9 months)

3 More Entries

Education Highlights

Bachelor of Arts in Business Management

Hamburger Fern-Hochschule

January 2008 - December 2009 (2 years 11 months)

Diploma in Marketing Communications

CCI Chamber of Commerce and Trade

January 1999 - December 2002 (4 years 11 months)

Resume

Chief Strategy Officer

Independent

September 2012 - Present (8 years 1 month)

Marcus has 20 years of experience in leading the transformation and marketing of premium and luxury brands, products and services.

  • Led, oversaw and developed corporate transformation, brand, and marketing strategies as well as organizational change.
  • Led and managed complex turn around projects, developed and implemented holistic transformation strategies.
  • Planned, created and delivered integrated brand and marketing excellence, operational excellence, and institutionalized digital transformation and culture change.
  • Supported corporations and agencies in digital transformation and in setting up and establishing teams/units/accounts.
  • Worked both onsite and offsite/remote (WeWork offices worldwide).

Marketing Lead

Zalando SE

June 2019 - Present (1 year 4 months)

Founded in Berlin in 2008, Zalando is Europe’s leading online platform for fashion and lifestyle.

  • Managed overall marketing for the company and activities within the marketing department.
  • Developed the marketing strategies for the company in line with company objectives and goals.
  • Coordinated marketing campaigns with sales activities and oversaw the company’s marketing budget.
  • Created and approved all marketing materials in line with marketing plans.
  • Planned and implemented promotional campaigns and managed lead generation campaigns with measurement of results.
  • Was responsible for brand management and corporate identity and handled online and print marketing campaigns.
  • Monitored and reported on effectiveness of marketing communications.

International Brand & Strategy Director

VORN Strategy Consulting

October 2018 - February 2019 (4 months)

VORN is the brand and management consultancy within Hirschen Group specializing in digital transformation, brand strategy, innovation, education and business strategy.

  • Planned and led brand and marketing transformations as well as organizational changes.
  • Managed the development and positioning of new products and global services.

Head of Lufthansa ‘New Premium’ Brand Refresh & Lufthansa Group Airlines Rebranding

DDB

July 2017 - April 2018 (1 year 9 months)

  • Led and managed the strategic direction for the Lufthansa New Premium Brand Refresh (BTL) and the rebranding of the Lufthansa Group Airlines.
  • Provided expertise and leadership in the transition for Lufthansa BTL, digital and CRM account for DDB Tribal and Lufthansa.
  • Handled Lufthansa New Premium Brand Refresh by establishing key performance indicators on the development, requirements, and management of projects, sans compromising the goals and profit of the organization.
  • Developed brand and digital strategies, tone of voice, platform concepts, CRM including BX/UX/UI, content, culture change and transformation, transition, and team building.
  • Established quality standards, along with the marketing and communication development processes of the Lufthansa B2C and B2B accounts.

Account Director

antoni

February 2016 - May 2017 (1 year 3 months)

antoni is the European lead agency for the car division of Mercedes-Benz founded in 2015.

  • Led the transition for the CRM account of seven digits of budget at the antoni startup, including Mercedes-Benz Cars, Mercedes Maybach, Mercedes me, and Pullman lines, within a highly complex startup business of six months young with the fast-growing environment.
  • Provided education for the creative team and led a culture task force due to a huge increase of multinational and multicultural personnel entering the company after the second month of assumption.
  • Institutionalized strategies and concepts and managed customer acquisitions and brand-building campaigns for more than 128 markets in CH, EU, and the US.
  • Supervised the launching of communication for more than 13 new car series for the global markets which was delivered within the scheduled period and on the budget by collaborating with all business units.
  • Led and supervised innovation projects such as bots, AI, mercedes.me strategies and others.
  • Managed two CRM consultants and additional, dedicated campaign teams and implemented business development and change strategy for CRM, which is the cornerstone of all marketing and campaign activities.
  • Initiated the development of new products, services, and applications, monitored budget expenditures, and advised and supported the clients in the restructuring process for the digital transformation of the specific business area.
  • Achieved the second best client rating among all agency units, securing agency bonuses and increasing engagement, for two consecutive periods, with 80% rating on the 5th month and 85% on the 11th month, which was a clear indication of strong and trustful client relations and improvement in all areas of the account.

Client Service Director, Management Supervisor, Account Director & Marketing Communications Consultant

Wunderman

July 2008 - September 2012 (4 years 2 months)

  • Won airtours luxury brand account for Wunderman and led and managed the strategic direction for the airtours brand relaunch. Mastered the roll-out on time, on budget, and within nine months of winning the pitch.
  • Led and supervised the relaunch, brand vision to brand excellence and the implementation of the new brand identity in Germany and Russia via all distribution channels (B2B/B2C/B2B2C).
  • Developed new marketing strategies, products, and services as well as offer formats, in addition to the conception, development and implementation of CRM, VIP customer loyalty programs, and much more.
  • Created an integrated, digital content editing and publishing strategy for airtours and Wunderman.
  • Provided expertise and leadership for more than 88 people, five offices in two countries involved, 30 direct reports.
  • Crafted and executed marketing and communication strategies along customer journeys, planned stakeholder events, and launch communication.
  • Consulted for CRM strategies (B2B/B2B2C/B2C), technologies and implementation.
  • Developed strategies and concepts for ATL and BTL, direct, in-store/physical, and remote/online distribution channels.
  • Led various awareness and sales campaigns as well as lead generation projects.
  • Handled rebranding processes from Citibank Germany to Targobank.
  • Supervised the account Vattenfall Europe and its loyalty program “Vattenfall Highlights.”

Account Director & Senior Account Manager

weigertpirouzwolf

April 2006 - June 2008 (2 years 2 months)

Weigertpirouzwolf is an advertising agency in Hamburg, Germany established in 1998.

  • Planned, budgeted and led the brand flip for the account Lufthansa Miles & More Credit Card, from VISA to MasterCard.
  • Provided expertise and leadership for more than 20 people across six companies involved, six direct reports.
  • Managed stakeholder and cooperation across various companies and business partners on behalf of Bayern-LB/BCS/DKB Bank, including various service and payment processing partners as well as marketing cooperations (e.g., dental laboratories and associations).
  • Supervised the account and led the implementation and launching of the new SüdBest loyalty program across all channels and media (ATL, out of home, direct, CRM).

Education

Bachelor of Arts in Business Management, Business Management

Hamburger Fern-Hochschule

January 2008 - December 2009 (2 years 11 months)

Diploma in Marketing Communications, Marketing Communications

CCI Chamber of Commerce and Trade

January 1999 - December 2002 (4 years 11 months)