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Marcus Podorf

Brand Marketing Expert

Marcus Podorf

Brand strategist for Lufthansa, Citibank & Mercedes-Benz.

Marcus Podorf is an award-winning Director and Executive Consultant with 22 years of strategic and operational experience in providing service for global premium and luxury brands of world-renowned companies including Lufthansa, Mercedes-Benz, BMW, Konica Minolta and TUI Travel Germany. He has conceived, planned and implemented rebranding projects for various companies as well as advised and supported organisations for necessary changes. His advisory services range from business management, brand positioning and repositioning, productisation and sales strategies to holistic marketing and communication strategies.

Digital Marketing
Logo Design
Program Management
OOH Advertising
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

Director & Executive Consultant

Marcus Podorf Ventures

September 2012 - Present (10 years 7 months)

Senior Advisor (Independent)

tom logisch®

December 2020 - Present (2 years 4 months)

PayPal Europe (Independent)

Scholz & Friends

March 2022 - June 2022 (4 months)

Director of Rebranding for thyssenkrupp infrastructure (Independent)

thjnk Duesseldorf

December 2021 - March 2022 (4 months)

Education Highlights

Diploma in Marketing Communications, Marketing Communications

CCI Chamber of Commerce and Trade

January 1999 - December 2002 (4 years)


tom logisch® Rebranding & Digital Services (Plattform, CRM, and more)

thyssenkrupp infrastructure – UX Strategy & Design

kolula Web-App Relaunch

airtours Luxury Travel Relaunch


The Lufthansa New Premium Brand Refresh


Mercedes-Benz, global CRM

tom logisch® Rebranding & Digital Services (Plattform, CRM, and more)

thyssenkrupp infrastructure – UX Strategy & Design

kolula Web-App Relaunch

airtours Luxury Travel Relaunch


The Lufthansa New Premium Brand Refresh


Mercedes-Benz, global CRM


Director & Executive Consultant

Marcus Podorf Ventures

September 2012 - Present (10 years 7 months)

22 years of experience in leading the marketing and transformation of premium and luxury brands, products and services. B2B and B2C

• Lead, oversee and develop brand, corporate and marketing transformation strategies as well as organisational change

• Lead and manage complex turn around and rebranding projects

• Develop and implement holistic communications strategies and programs

• Plan, craft and deliver integrated brand and marketing excellence, operational excellence, and institutionalised digital transformation as well as culture change

• Help corporations and agencies with setting up and establishing teams/units/accounts.

• Rely on an international network of senior specialist for every project under my lead

• Work both onsite and offsite/remote (WeWork offices worldwide)

Senior Advisor (Independent)

tom logisch®

December 2020 - Present (2 years 4 months)

• Brand Excellence

• Increasing company, brand and customer value

• Respositioning and Rebranding

• WebDev

• CRM Operations

PayPal Europe (Independent)

Scholz & Friends

March 2022 - June 2022 (4 months)

Project Director

Director of Rebranding for thyssenkrupp infrastructure (Independent)

thjnk Duesseldorf

December 2021 - March 2022 (4 months)

Director of Rebranding / Team Lead Creative & Client Services (Independent)

• Strategic planning and leadership for the rebranding of "thyssenkrupp infrastructure"

• Corporate design, corporate identity

• UX design (excl. Website)

• Integrated media production including technical and graphical documentations, CI/CD manual

• Commercial and professional responsibility for the account, direct report to the management of thjnk

• Scoping, budgeting, planning and account monitoring

• Not in scope: website experience

Senior Advisor UX/CX (Independent)

kolula Start-up

December 2020 - December 2021 (1 year 1 month)

Relaunch of the Webapp

• Review & Assessment, Scoping based on Analytics Data

• UX-Strategy & -Concept

• Branding & Brand Device Definition

Senior Advisor (Independent)

Base Element

September 2017 - September 2021 (4 years 1 month)

Digital Strategy & Transformation

Lead CRM for BMW Germany (Independent)

Media.Monks x The Marcom Engine

June 2020 - November 2020 (6 months)

Led CRM, Design & Intelligence Projects for BMW Germany

• Strategic Planning

• Direct Marketing and Dialogue Marketing Strategies & Operations

• Digital Campaigning

• UX Strategies

• Project Management

Interim Director

VORN Strategy Consulting

September 2019 - September 2020 (1 year 1 month)

Senior advisory services

• Delivered strategic consulting and brand leadership for various accounts of VORN Strategy Consulting


• Brand strategy & planning

• Brand purpose design, brand experience design and repositioning strategies

• Premium


• Data Strategy & Insights Generation, BI

• Platforms

• Campaigning for national champions and international projects/scope

• Rebranding strategies


• Hyundai-N: Brand strategy and strategic planning for the international motorsport champion

• Globus Hypermarkets, a German and European champion in the retail sector: Brand and business strategy incl. market, trend, competition, target group, brand, BI/business intelligence, communications and touchpoint strategies.

Interim Marketing Lead

Zalando Outlet Stores

June 2019 - September 2019 (4 months)

Led the Marketing of the Zalando Outlet Stores

• Planned holistic CRM, UX and standardisation, interlocking and improving the existing customer experience at digital and stationary touchpoints

• Team leadership, 8 direct reports

• Was responsible for budget and KPIs

• Developed online marketing strategy and relevant KPIs

• Planned across different media platforms

• Devised business strategies and guided and collaborated with various business units in the introduction of CRM and a holistic customer dialogue and experience program

• Performed change management

• Messaging & communications planning

Interim Director, Brand Strategy & Planning (International)

VORN Strategy Consulting

October 2018 - February 2019 (5 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.

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

DDB & Tribal

July 2017 - April 2018 (10 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 CRM Mercedes-Benz


February 2016 - May 2017 (1 year 4 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, 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.

Director Client Services (Independent)


October 2013 - March 2014 (6 months)

• CRM and direct marketing strategies for Unity Media

• Brand repositioning strategy for FOX Entertainment

Director, UX Strategy (Independent)

Philipp & Keuntje

October 2012 - March 2013 (6 months)

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


July 2008 - September 2012 (4 years 3 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


April 2006 - June 2008 (2 years 3 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).

Key Account Manager & Marketing Consultant


August 1999 - June 2006 (6 years 11 months)


• Key account management

• Conception and implementation of new platform solutions

• Product launches and sales support for B2B business partners

The following projects are an excerpt of a client and innovation relationship that lasted for over 4 years:


KONICA MINOLTA Europe – Rebranding, 2003

Supervised the account, led national change strategy, local rebranding (B2B, B2B2B) and implemented several online and offline measures and campaigns after the merger of KONICA and MINOLTA.

• Gained experience in mergers, relaunches, brand transition and transformative business models.

• Led several B2B acquisition, product and brand awareness DM campaigns across all channels and media.

• Led literature development and various CeBIT campaigns and activities.

• Directed and implemented DDP and Red Dot Design Award campaigns in 2004.


KONICA MINOLTA Europe – Print-on-demand publishing platform/B2B, 2003-2006

Designed print-on-demand publishing platform,

• Business model design, UI/UX concepts, template developments and implementation.

• Naming, branding and roll-out communication.


KONICA MINOLTA Europe – “Scanning” Realtime CRM campaign, 2003-2004

Planned, executed and managed the real-time CRM campaign “Scranning” for Konica Minolta, awarded the DDP Deutscher Dialogmarketing Preis 2004 best in class.

• Recruited, built, trained, coached and supervised dedicated campaign team of ten people.

• Led infrastructure development (technology, processes, tools, CRM software, In-/Outbound Services).


KONICA MINOLTA Europe – “E-BIZHUB” CPC tracking platform, 2003-2004

Gained experience in transformative business models (e-business digitalization)

• Platform conception, platform implementation and management.

• Developed the concept for the international e-bizhub platform for dealerships and their clients.

• Managed platform implementation and roll out.


markilux® – Premium brand relaunch, 2004

Won markilux® Account for KP&Z, managed the strategic direction and implementation of the holistic brand relaunch (B2C, B2B).


Diploma in Marketing Communications, Marketing Communications

CCI Chamber of Commerce and Trade

January 1999 - December 2002 (4 years)