About me
Linda Buchmüller
Brand strategist
PROFILE HIGHLIGHTS:
+ 15 years of (inter)national experience with global high-equity brands (Europe, North/South America)
+ Solid holistic marketing know-how: strategy/planning + positioning/re-positioning + innovation/renovation, portfolio management + omnichannel 360 communications
+ Demonstrated success in team leading & people development
+ Project Management with multi-functional (matrix) and multi-country teams
+ Line management of different sizes of teams with diverse seniorities and functions
+ Passionate about branding, ideation, innovation, strategic -forward thinking, trends, insights & research, thought leadership
Study
Hochschule Bochum / IAE de Tours
Degree
Diplom / Master 1
Languages
German - native
English - fluent
French - fluent
mail@lindabuchmueller.de
Experience
2022-heute
Freelance / Brand Strategist
Freelance, Beratung und Interimsprojekte
2021-2022
Innovation Project Manager Feminine Care (Libresse®, Nana®, Saba®) /Essity (interim)
Leading renovation & innovation projects, from ideation, insight planning to launch phase while coordinating technical teams, external partners and researches within a matrix organisation
2019-2020
Global Marketing Leerdammer® / Groupe Bel (interim)
Deep insight work including initiation of various multi-country researches which led into the development & launch of a new brand framework and a multi-country equity campaign + Development of a high-speed innovation including 3rd party involvement + Plant based cheese innovation expert in various projects throughout the organisation
2018-2019
Head of marketing DACH+DK for KFC / Yum! Limited
Full responsibility for all marketing functions for KFC within YUM! Deutschland driving brand over time and sales over night+ part of the management team+ Re-positioning of the brand for the BU through deep insight & research + development of a new communication platform including various channels+ re-organisation of marketing processes including decision making + Re-Structuring of the broader marketing team, talent acquisition, people development & coaching
2017-2018
Head of strategic planning & innovation / David & Martin Gmbh
Strategic groundwork, broad range of in-depth studies & analysis for multiple brand (re)-positionings, (re)-targeting approaches, brand-, and NPD campaigns mainly for food & beverage brands and new business pitches + Lead of innovation process including project management for food & beverage clients from ideation to launch + Collection, compilation and re-work of industry trends, case studies, competitor analysis
2014-2017
Group Marketing Manager (Leerdammer®, Bonbel®, Adler®) / Bel Group
Strategic development & definition of the brands’ mid and long-term plans, development of portfolio strategy (brand/category/mix) & its translation into clear objectives and action plans, vision & ambition. +Built-up and implementation of the annual marketing plan. +Coordination of the advertising, media and promotional plans and agencies including a special focus on digital. + Drive consumer & market understanding, lead positioning, brand universe built-up and TVC development. + Frequent and complex innovation management with local lead. + Complex management of 2 different job profiles (Marketing & Trade Marketing), different seniorities and 3 different brands (local & international)
2013-2014
Global Senior Brand Manager Innovations & New Business (Mini Babybel®) / Bel Group
Contribution to Mini Babybel® mid-, and long-term plans for the developed countries including definition of strategic axis/priorities - Leading renovation & innovation projects, from ideation, insight planning to launch phase while coordinating R&D teams, external partners and quali/quanti researches. +Support of zones/countries in exploring new geographical markets for the brand and building solid business plans + Management of the marketing mix: renovation of portfolio, packaging & communication platforms
2012-2013
Senior Brand Manager (Mini Babybel®) / Bel Group
Development of the European strategy for synergies in communication,
activation, renovation projects including mid/-long term brand planning
+ Set- up of a new promotion process & implementation of a promotional
strategy while leading a multi-functional/-country team
+ Lead for the regional digital roll-out
2011-2012
Brand Manager (Mini Babybel®) / Bel Group
Roll out new brand positioning & new target group defined
+ Short to long- term marketing- and media planning
+ top-down management of all activities (e.g., communication platform incl.
digital strategy, 360° promotion planning)
+ Online planning, execution & evaluation (esp. Facebook, Online
Marketing)
+ Responsibility for development, execution & evaluation of below & above
the line activations (copy development, promotions, pack- and product
adaptations, Online & PR-activations)
+ Initiation of several Trade Marketing projects including a new placement
strategy for improved visibility in store
2007-2011
Jr. Brand Manager (Snickers®, Milky Way®, IceCream) / Mars Inc.
Short-and midterm marketing- and media planning - Representation of the German interests in European projects (e.g., new product development, European pack design development, copy development) Responsibility for development, execution & evaluation of below & above the line activations (TV-Spot adaptations, promotions, pack- and product adaptations, sampling, online & PR-activations) - Planning & launch of ltd. editions for the chocolate bars segment (Snickers Maximus)