Esther Friede

- Responsibility and management of the national and cross-category direct-to-consumer strategy (offline) as key focus department to drive profitability - Strategic development and implementation of national 1-2-1 BTL activation with focus on sales and experience TPs - Concept development for creative and efficient use of awareness, sales and loyalty mechanisms and their integration into the 360° activation - P&L Responsibility - Leadership, motivation and development of the D2C team

- Strategic & conceptual lead of German digital marketing team for five international focus brands within the BAT portfolio - Development and implementation of marketing & brand communication - Development of the brand eCommerce shops based on consumer insights, including promotional pricing campaigns and UX - Innovative social media & influencer strategies for increasing brand awareness and consumer identification - Introduction of various CRM features within email marketing to optimise loyalty KPIs

- Responsibility for multi-category media strategy for BAT Germany based on corporate goals and market needs - Cross-TP orchestration of all brand campaigns and MI - Management and creation of consumer journeys, derivation of campaign goals, Evaluation and further development of the media infrastructure in the micro and macro environment - Initialisation of market research studies on consumer behaviour - Holistic evaluation & optimisation of individual brand campaigns (quant. & qual. goal achievement)

Markenkommunikation - Öffentlichkeitsarbeit - Medienmanagement

Jung-Redakteurin für das Redaktionsbüro Wölk, das sowohl für offentlich-rechtliche als auch für private Sender Magazinbeiträge und Reportagen dreht.

Assistentin bei Gruppendiskussionen von Dummys im Printsegment des Burda-Verlags

Organisation der Öffentlichkeitsarbeit und Kommunikation über bekannte Modelabel. Außerdem Vermarktung von Events und neuen Kollektionen.

Digital Business and Marketing, PR Proposals and Campaigns

-Medienökonomie -Produkt- und Projektmanagement -Content Marketing und Corporate Publishing -Digitale Kommunikation und Internetökonomie

Kommunikations- und Medienmanagement Projektmanagement Öffentlichkeitsarbeit