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, I was responsible for the internationalisation and management of the corporate brand in more than 30 countries.

Under my leadership, the LANXESS image campaign was brought abroad and adapted for the loval markets, especially in Asia. Together with Corporate HR, I developed an employer branding strategy. I also launched an international sponsorship programme. In my role, I advised other staff functions and managed brand ambassadors across countries in a complex matrix organisation.