Claudia Lührs

Scope extended to include leading Portfolio Management for the DACH market. Overseeing the entire product lifecycle for the DACH region—from launch planning and market adaptation to phase-outs—ensuring alignment with consumer needs, commercial goals and global strategy.

- Expanded scope to include responsibility for the e-commerce business, driving revenue growth and profitability - Overseeing CRM strategy, enhancing customer retention and lifetime value through automated and personalized campaigns and data-driven segmentation - Leading the creation and optimization of online content and performance marketing strategies, ensuring alignment with brand and business objectives as well as ROI targets - Continue to manage the brand communication team, focusing on campaigns, creative development, PR and social media to strengthen engagement and market position - Drive in-store excellence through the trade and activation team, delivering impactful POS experiences and shopper marketing initiatives tailored to retailer needs - Aligning cross-functional teams to deliver integrated, omnichannel marketing strategies that leverage synergies between physical and digital channels - Utilizing data insights to optimize marketing and e-commerce operations, ensuring customer-centric, performance-driven decision-making that supports overall business growth. - Elevated team excellence through restructuring, people development initiatives and a stronger focus on KPI-driven work - Since February 2024: Added Responsibility for DACH Customer Happiness (Customer Service) team

- Develop and execute comprehensive marketing strategies aligned with organizational goals, ensuring seamless integration across online and offline channels - Lead the brand communication team, overseeing campaign management, creative development, PR initiatives and social media strategies to strengthen brand equity and engagement across the DACH region - Manage the trade and activation team, driving in-store experience excellence through impactful POS appearances, shopper marketing initiatives and tailored regional activations - Collaborate with cross-functional teams to optimize marketing effectiveness and support revenue growth, leveraging data-driven insights to refine campaigns and activations - Monitor market trends, consumer behavior, and competitor activity to identify opportunities for differentiation and business growth

- Responsibility for the strategy and development of the Fressnapf / Maxi Zoo brand across Europe - Comprehensive brand relaunch incl. strategy development and project management for implementation - Development of international omnichannel campaigns (Image, launch and promotional), providing campaign toolkits to markets - Development of international and national campaign processes and standards - Development of a standardized dashboard for KPI based campaign tracking and establishing subsequent processes - Responsibility for campaign management and campaign roll out for German market - Steering and supervision of ATL media production incl. photo, video and radio - Planning and execution of an international media pitch for all European markets - Responsibility for media planning and execution in Germany - Management role with budget responsibility

- Management of the Customer Insight team: planning and implementation of market research and data analytics projects for various markets - Development and establishment of standardization around brand tracking and NPS - Building a KPI cockpit for various business functions informing about category performance and omnichannel customer behavior (e.g. spend, share of wallet) - Streamlined market research processes by creating and training an in-house team, achieving improved agility and cost effectiveness - Equipped the broader organization with actionable data and insights to drive informed decision-making across key business functions - Strategic guidance for the further development and modernization of the Fressnapf / Maxi Zoo brand - Management role with budget responsibility

- Development of international marketing strategies and plans - Supervision and monitoring of marketing investments as well as implementation and optimization of optimization of reporting standards - Giving markets guidance in financial marketing planning and identification of efficiencies - Planning and managing the international marketing budget of the Fressnapf Group - Management and development of the Marketing Controlling team

- Played a key role in the founding phase of Vorwerk’s start-up Temial, contributing to its strategic direction and growth - Built and developed a high-performing marketing team, establishing core functions to drive brand awareness and market success - Influenced product development initiatives for the digital ecosystem, ensuring seamless integration and user-centric innovation (e.g. App and device UX) - Designed and executed comprehensive marketing and PR strategies for the market launch and sustained growth, including campaigns, pop-up roadshows, influencer collaborations and CRM initiatives - Spearheaded the brand’s international expansion by supporting the market launch in China, engaging in on-site sparring and strategic alignment with teams in Shanghai - Successfully positioned Temial as a premium lifestyle brand through targeted marketing, strong brand messaging and innovative retail activations.

Building up marketing team, strategy and activities from scratch for a Vorwerk startup

Marketing lead for the product "TEALOUNGE System" (tea capsule machine). Responsibilities include: - Development and implementation of the online sales channel and online communication activities: display advertising, SEA, SEO, social ads - Conception and realization of TVC and photo shootings - development of marketing concepts for consumer electronics markets - Strategic lead for the product portfolio

- strategic responsibility for product ranges - Conception, planning and controlling of various communication activities (TV, online, print and PR) - Project management and coordination of various departments (purchasing, product development, production planning, etc.) as part of the product portfolio development - Budget and management responsibility

- Management of product launches and development/optimization of existing product ranges (concept, design, packaging and recipe) - Conception and execution of quantitative and qualitative market research projects - Development of sales promotions and media activities to support product sales - Continuous analysis of product performance and competitive environment

- Management of Fairtrade and Rainforest Alliance products (certification & communication) - Development of creative sales promotions and communication acitivities to support product sales - Continuous analysis of product performance and competitive environment - Development of the social media strategy for Germany as well as responsibility for the activities around the corporate website and Facebook - 6-month assignment as a regional sales manager for the Schleswig-Holstein area

Batten & Company (formerly BBDO Consulting) is the international management consultancy for market-oriented management. - Developed a comprehensive outline of consumer behavior and the environment for branding and marketing in China forming a principal item for various client projects. - Analyzed the brand awareness, brand image and communications performance of several chemical companies in India resulting in a detailed benchmark analysis. - Supported the development of a Value Proposition Proposal for potential clients regarding the benefits of a focused brand positioning in China - Prepared the subject "Current trends in sustainability and CSR" for a CSR conference in Singapore.

SevenOne Media is Germany’s leading marketer for audiovisual media, generating approximately 3.2 billion gross contacts on TV and online. - Analyzed national research and programme data of the companies TV stations for the international market - Developed customized offers for international sales department - Supervised the website and composed features for current programme highlights to attract customers

The GfK Group is the fourth largest market research organization worldwide, operating in more than 100 countries and employing over 10,000 staff. In 2008, the GfK Group’s sales amounted to EUR 1.2 billion. - Analyzed complex data from the consumer panel and used the key findings as a basis for giving FMCG clients strategic advice on new product launches and communications measures. - Conducted complicated calculations with SPSS - Assisted the marketing consultants in analyzing and preparing research result presentations for clients like Beiersdorf, Procter & Gamble and Nestlé.

Founded in 1994, Triad Berlin is one of Germany’s most successful communication agencies of today. - Planned and organized brand-related events for well-known German corporations. - Developed and coordinated time schedules for the preparation and realization of different projects involving various functions of the agency. - Involved in managing artists, presenters and speakers for the events.

MSc Thesis: „The theoretical and practical examination of market segmentation implementation“

BA Thesis: „Online Brand Communities“