Jun 2014 – Present · 11 yrs 9 mos · Greater Minneapolis-St. Paul Area

• FIRST THE TROUSERS THEN THE SHOES Inc. (First The Trousers or FTT for short) is a brand strategy, research, and corporate training boutique specializing in brand positioning and messaging strategy development. We work for both packaged goods, BToB, and technology/software companies and operate in North America and Europe.
• Our unique positioning development methodology, described in the award-winning & best-selling Brand Positioning Workbook published in 2022, is already being used by thousands of marketers and strategists around the world as well as by many organizations, both global corporations, and start-ups.
• Fractional CSO (2021/2022): allocated part of our resources to help German package design agency RKD expand its footprint and presence in the US through the acquisition of project work from clients, including General Mills (Good Measure, Blue Buffalo, Totino's), Ecolab (launch of 1st BToC brand), Riverside Natural Foods, Pacific Foods, Melissa & Doug, etc.

Oct 2013 – Feb 2018 · 4 yrs 4 mos · Greater Minneapolis-St. Paul Area

• I was a regular contributor to the Huffpost until it closed its contributors platform in 02/2018.
• Initially my posts focused on all things related to moms, more recently they focus more generally on business and marketing issues with a focus on creative problem solving in marketing.
• My two most popular posts include "24 Clear Signs You're A Mom" which reached over 5 mio readers within a few days and "7 Ways To Improve Your Creative Problem-Solving Skills".

Jan 2012 – May 2014 · 2 yrs 4 mos · Greater Minneapolis-St. Paul Area

• One of two founders of WeMothers llc, a social and mobile platform enabling expecting & new moms to receive the emotional support only another mom with shared experiences can provide. This was passion project of mine. We took too long to release a beta version. The technological landscape had changed in the meantime and moms started to experience social network fatigue As a result we didn't get the traction and engagement levels we were expecting and decided to close down shop in May 2014. Would I do it all over again? For sure, no doubt about that. Would I do it differently? You betcha.

Oct 2009 – Aug 2013 · 3 yrs 10 mos · Minneapolis, Minnesota

• Lead brand strategist at SapientNitro “North”, helping clients in the automotive, motorcycle, fashion and retail industry better connect with their customers through the development of integrated, multi-channel brand experiences that blend marketing, communication and commerce. In the process, helping shape and define what the future of brand engagement could look like.

Apr 2009 – Oct 2009 · 6 mos

• Left my previous job to be available and around for the arrival of my baby twins. Executive leader who effectively doubled the headcount of his family over the last 6 months. In the process I sharpened my ability to work under stress (sleep depravation) and my problem solving skills. I am still working on my managerial skills as the new addition to the family doesn't seem to want to follow my leadership quite yet.
• Management lessons learned along the way and the three questions every great manager should ask difficult co-workers and business partners in case of crisis:
• 1. Do you need a hug? Sometimes all your business partners need when they are all upset is some soothing. A hug works miracles here.
• 2. Do you need me to burp you? Sometimes business associates and co-workers might have an internal tension or frustration that drives their behaviors and attitudes and makes them difficult. Patting them on the back and getting them to burp to release the pressure works wonders here (can be combined with 1.)
• 3. Do I need to change your diapers? Sometimes 1. and 2. doesn't apply or can't be applied. This is usually because they are fill of s..t. In that case there is only one solution: offering them to change their diapers.

Apr 2008 – Mar 2009 · 11 mos · Chicago, Ilinois

• Coach for a team of 40+ account planners
• Lead strategist for Hallmark Gold Crown stores & Global strategy lead for Symantec (Norton protection software & PC tools)

May 2005 – Aug 2007 · 2 yrs 3 mos · Chicago, Illinois

• US & Global strategy lead for the Wrigley business (“5”, Orbit, Eclipse, Winterfresh, Extra, Juicy Fruit, DoubleMint, Hubba Bubba, Lifesavers & Cremesavers) responsible for everything from the launch of new brands, the re-launch of existing brands and the development of global strategic platforms for key business units
• Developed in-depth expertise of kids, young adults and teens audiences
• Awards: Several Effies and the 2010 Gold winner of the ARF Ogilvy award for excellence in advertising research for Wrigley 5-gum

May 2002 – May 2005 · 3 yrs · Minneapolis, Minnesota

• Lead strategist on the global Nestle Purina Pet Care business (NPPC)
• Strategic responsibility for key NPPC dry dog food brands in Lat Am, U.S., and Europe
• Developed, as part of a global Nestle task force, a brand architecture, new product ideas & a communication strategy for a new global (human) food brand
• Awards: Effies

Jan 2000 – Jan 2002 · 2 yrs · Duesseldorf, Germany

• Started my own brand consulting practice consulting both with clients (Reemtsma, Steilmann, and the Dentist Association of Berlin) and agencies (BBDO, Saatchi & Saatchi, Cayenne, StrawberryFrog Amsterdam, Davies Meyer, and corporate design agency Niehaus Komossa)
• Authored first worldwide best practice study on effective dotcom advertising….unfortunately right when the dotcom bubble burst

Jan 1998 – Jan 2000 · 2 yrs · Duesseldorf, germany

• Head of strategy of BBDO Germany, at the time the largest and fastest growing network of 20+ specialized agencies
• Lead strategist on the Wrigley Europe business
• Direct client involvement included Bayer Aspirin, Margaret Astor, Warner Brothers Movie World, Henkel, Mars/Masterfoods, Knorr (now Unilever), Jobshop, Beautynet, German Post E-Commerce fulfillment, Sarantis, Kaldewei & Wrigley’s
• Awards: Effie

Jan 1996 – Jan 1998 · 2 yrs

• Lead client service person on P&G brands Secret, Vicks (Cough & Cold) & Ellen Betrix (now Max Factor) & administrated Eastern European roll-out of Procter & Gamble brand Secret

Jan 1995 – Jan 1996 · 1 yr

• Responsible for the day-to-day management of the agency’s largest clients, including Procter & Gamble, Philip Morris, Kellogg and United Biscuits & supervising a team of 15 account managers
• Responsible for the roll-out of P&G’s brand Secret in Central & Eastern Europe
• Contributed to the setup of first full-service dialogue marketing operation in Hungary for Philip Morris

Jan 1993 – Jan 1995 · 2 yrs · Hamburg, Germany

• Responsible for managing four European Unilever quick-frozen food brands