Task: Stabilize an overburdened marketing organization within weeks, clarify roles, and design and embed a scalable business-unit marketing model in a global matrix. In parallel, structure field and wholesale marketing and align it with shared goals with Sales. Outcomes & impact: • Streamlined decision-making and clarified ownership; moved campaign and product marketing from ad hoc to a predictable cadence. • Developed the first business-unit (BU) strategies, translated them into roadmaps, and operationalized them; aligned field and wholesale marketing to shared sales targets. • Stabilized a 27-person team, eliminated bottlenecks, and ensured an orderly handover into the line organization.

Task: Set the strategic direction of global marketing for Pulp & Paper Services, establish performance marketing and automation, and integrate Marketing and Sales in day-to-day operations—with reliable handoffs from marketing contacts to sales opportunities. Outcomes & impact: • Established Sales–Regional–Performance Marketing as the standard operating model. • Embedded end-to-end lead gen → opportunity in CRM/marketing automation. • Made conversion tracking (won/lost) standard across all activities. • Integrated CRM processes such as automated quote follow-up and customer profiling. • Put an AI-use case opportunity-detection into production, leveraging SAP/installed base data.

Task: Develop an employer branding strategy to raise applicant quality and volume through clear employer positioning, targeted differentiation in the regional talent market, and activation of internal brand ambassadors. Outcomes & impact: • Crafted and aligned an Employer Value Proposition (EVP) with three core messages; prioritized an action plan with effort/impact criteria. • Produced a competitive benchmark of local employers; designed and prepared the internal brand ambassador activation program.

• Structured international marketing operations, evaluated the CRM system, and established the foundation for GDPR-compliant lead generation and automation. • Sharpened brand positioning (introduced the tagline “Every Motion Starts With WEISS.”) • Recruited and integrated the APAC regional marketing function in India.

• PR & content: increased media visibility by 45% through customer-focused content. • Trade shows: elevated international live marketing to a high standard. • Change management: turned around an at-risk change program.

Certified AI Consultant

Hilker Consulting

2025