André Corell

Responsible for shaping the Siemens brand consistently worldwide: brand positioning, communication strategy, steering, governance, stakeholder management, global agency relationships. Reporting to the Global Brand Lead Siemens. Highlight projects: • Since 2023: Strategic project lead for developing a multi-channel CRM program. • 2020-2022: Global brand relaunch Siemens Home Appliances - Changed positioning, new visual identity, retail & web design, award-winning brand campaign, energized 3,000+ stakeholders

Interim role replacing the sick incumbent, reporting to the CMO: • Steered the Siemens brand holistically on top of current responsibilities. • Led 60 people from product design, UI design, innovation, communication and brand portfolio management successfully through a phase of uncertainty

Led P&L for fabric softener and detergent business, €650 million turnover, 11 countries, 30 people (brand, finance, market research, product development, design). Reporting to VP Fabric Care, Europe: • Increased sales & profits behind premium innovations, geographic expansions, packaging relaunches, formula changes, and advertising & roadmap synergies. • Led complete redesign of processes to reduce artwork development times by 75%. • Integrated two separate departments into one high-performance organization

Responsible for €450 million turnover, portfolio of 6 brands in 3 categories (detergents, fabric softeners, stain removers). Leader of 25 people (brand, finance, commercial/go-to-market): • Turnaround of troubled German laundry business (+50% turnover, reinstated profitability) behind game-changing business strategy: broadened distribution, expanded portfolio, conducted 8 list price increases, invested in brand-building, tracked progress in robust growth plan. • Created a cohesive and visible team culture

Interim assignment in sales (market strategy & planning) on top of business unit leadership responsibility: • Designed and executed retail strengthening plans. • Led category management project with COOP. • Set business up for future success behind 3 year strategic growth plan

Commercial qualification of 2 new product entries in the Fabric Care category.

Assignments on Ariel (Laundry) and Pantene (Hair Care).