Dr. Christina Weidemann

Creation of actionable business insights: GfK market data, competitor & market monitoring, ad & brand tracking, concept & copy tests, store concept development & optimization of shopping journeys, collection reviews, category insights, management of customer research community (C&A Voice), brand strategy input with CVP & target group development, business model review, support of advanced analytics projects (e.g. markdown optimization, datalake, marketing mix modeling, store modeling)

Creation of actionable business insights: ad & brand tracking, concept & copy tests, store concept development & optimization of shopping journeys, management of customer research community (C&A Voice), brand strategy input with CVP & target group development.

Responsible for the organization of international brand strategy and marketing research with focus on consumer insights, segmentation and target group definition, brand positioning and CVP development, customer satisfaction, staff feedback management, continuous ad & brand tracking, category insights, shopper journeys, consumer behavior, usage & attitude studies. Internal communication and presentation of results.

Leading the shopper research department I was responsible for generating shopper insights through all kinds of qualitative & quantitative methods for a broad range of clients from different industries (beverages, solar energy, telecommunication, food, etc). Projects included the provision of insights to be used for the development of marketing concepts (promotions, in-store communication, campaigns, shopper orientation systems, shelf optimization, cross-channel shopping experiences, etc.).

In this role I gave lectures and seminars in E-Business-Management with focus on Online Marketing and E-Commerce. I conducted scientific research, published results in international, academic journals and presented the results at international conferences. My dissertation was looking at young start-ups on the web and how they could effectively build a strong brand. https://www.amazon.de/Markenaufbau-Internet-Unternehmensidentität-Einstellungsbildung-Website-Besuchern