The interim manager was hired by a medium-sized lighting wholesaler as a temporary head of marketing to realign the company in the market. At the time, the company was undergoing a takeover process and was confronted with comprehensive restructuring and transformation processes. The interim manager took on responsibility for setting up the marketing department, which had not existed until then, while also working intensively on product management.
Product development for the lighting portfolio of an in-house brand
In the first project phase, the interim manager focused on analyzing, conceptualizing and developing a standard portfolio for the in-house brand "Leuchtwerk". This also included competitive and market analyses. From these findings, the interim manager derived the necessary marketing tools for online and offline communication. This included developing and launching a website for the house brand.
Sales training and establishing a strategic partnership with a manufacturer
In addition to the product launch, the interim manager also took the lead for the intensive training of the sales team. She also played a key role in setting up and developing a strategic partnership with a Finnish lighting manufacturer. She also developed a standard portfolio for the retail sector for this cooperation and later worked out a corresponding marketing strategy.
Building up the marketing team and initiating online marketing campaigns
In the course of building up the marketing department, the interim manager was responsible for onboarding new employees and in-house marketing communication. She built up a team of x employees. Through intensive coaching, the manager made a significant contribution to establishing and further developing online marketing expertise within the company. This included in particular the refresh of an existing website and the design of a completely new website including a new online store. She supported search engine optimization (SEO) and search engine advertising (SEA) as well as campaigns together with external agencies.
In another sub-project, the interim manager worked with the new strategic partner to develop the trade fair presence at Light + Building 2018, the leading trade fair for the lighting industry.
