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. In her role, Katharina led a global team of brand ambassadors in the matrix organisation, adapted the brand strategy for markets worldwide with special focus on Asia, initiated the company’s first employer branding and sponsoring strategies, and provided strategic guidance to LANXESS’ staff functions.