A global brand rises

LANXESS is a publicly listed chemical company with 16,000 employees worldwide. After the spin-off from Bayer, a new corporate brand was launched, in the first step in Germany and then internationally. As Director of Brand Strategy, Katharina Jarzombek was responsible for the internationalisation and management of the corporate brand in more than 30 countries.

Key results: Under her leadership, the LANXESS image campaign was brought abroad and adapted for the local markets, especially in Asia. Together with Corporate HR, an employer branding strategy was developed. An international sponsorship programme was launched. She managed brand ambassadors across countries in a complex matrix organisation and advised other staff functions.