Annette Elberskirch

With internal & external staff I directed an innovative corporate program office to manage & harmonize all launch activities across the organization incl. E-Mobility & related services. Introduction of KPI's to drive Digital Transformation. Delivered executive-level leadership for customer-centric omni-channel management. Ongoing reviews with the board of directors. Recognized as benchmark for launch management within Groupe PSA. Corsa launch incl. Corsa-e was most successful launch in history of Opel/Vxh.

Spearheaded digital operations model, renowed as industry benchmark for master content mngt. Designed & implemeted unified EU dealer platform with modular set of new apps & 1st centralized dealer paid search program. Strategic lead for SEO & lead mngt. Head of digital transformation of owned platforms & tools. Developed innovative digital individualization projects. Won multiple public awards for best microsites & online shopping experiences with visualization & configuration.

Winner in category “Digital” (automotive brand contest); red dot award for best of the best communication design for Opel “Adam & You” App; multimedia award silver for Opel interactive magazine, 2 European Effie Awards. Led mobile marketing strategy - recognized as industry benchmark. Spearheaded emerging & social media initiatives, recognized as social benchmark in global GM organization. Developed & implemented operations model recognized as industry benchmark. Led 5 internal heads & multiple agencies.

Management of all online CRM strategies and Communication programs. Business Owner of opel.de and responsible to manage the cross functional online content. Lead of the strategic planning and implementation for all online Media activities. Digital lead of a nationwide dealer roadshow and best ranked training program, recognized as benchmark in the automotive industry. Responsible for new car visualization concepts awarded as industry benchmark. Manager of German CRM database and Lead of related BI-Tools.

Head of Opel Partner Hotline & Opel Partner Support Center, 1st marketing field force in industrry. Strategic lead for development & implementation of all cross-functional digital dealer communication. Business owner of Opel Partner Net, the Intranet of Opel. This system was awarded as industry benchmark & benchmark within GM. Multi Brand responsibility to manage migration & change mngt. process to replace all existing communication systems. Accomplishment: Still industry benchmark & benchmark within GM.

Management of all dealer-advertising activities, adds, brochures, tools, websites, support plan, standards and development of a general communication platform for all dealer advertising activities. Responsible for product information’s, price lists and sales guidelines. Champion for communication plan of alternative fuel activity, especially Compressed Natural Gas (CNG). Awarded for the launch of an innovative & efficient interactive print & advertising centre for dealer advertising & CRM on demand.

Responsible for all product & communication activities for Astra Cabrio & Zafira. Act as voice of the customer for products within Marketing, Sales, PR & Finance. Specification of German product offer based on European Ordering Guide. Define price proposals based on market trends, product costs & competitive data. Develop & manage product plans & special model offers. Marketing lead for order to delivery pilot & innovative multimedia products. Successful launch of first car with alternative fuel CNG.

Responsible for CRM strategy. Creation, development, realization & controlling of all CRM activities including projects of the enterprises of the Adam Opel Organization in sense of an unified entrance in view of strategy of the umbrella brand & aim to improve customer satisfaction and brand loyalty. Initiating/ realization of cooperation-strategies with other strong brands. Developing of a credit card as customer loyalty program, integration of a service card and a new customer magazine, public awarded.

Strategic lead & execution of automotive fairs & exhibitions. Developing of all stand concepts. Award winning concept for first driving experience on IAA (Astra Circle). Identifying Product-Placement as innovative part of marketing mix. Developing of placement strategy & contracts. Member of the start-up group of Opel Live, an Opel infotainment park. Developing of strategy & Integration of Opel Live in the organizational structure of Opel. Member of strategic board for the launch of business TV at Opel.

Writing of diploma/master thesis for Siemens AG in Munich, Department: field of innovation for information & communication and in the US at Siemens Stromberg Carlson in Orlando, Florida. Further cooperation with Siemens in CA and in NY, US. Thesis Title: Interactive TV, the future and change of marketing in an increasing multi-media market. The beginning of a new age of marketing?

Degree: Diplom Volkswirtin (Equivalent to Master in Public Economics with major in Marketing)