Maria Claudia Airainer

Consultancy and marketing services to clients in FMCG & Healthcare; health food SMEs; food charities and consultancies; delivering brand strategy & tactics; repositioning; brand building; brand & category insights & analysis; brand & portfolio management; product innovation & launches; project management; engagement campaigns & brand activation

Strategic brand planning, execution and brand activation across Instants Coffee category, for Kenco, L’OR and Douwe Egberts brand. Launch of product innovation | renovation into major retailers including integrated customer plans and shopper activation and integrated launch engagement plans. Full P&L accountability.

Developed the brand campaign to healthcare professionals incl. new branded materials and disease awareness assets; in close collaboration with Medical, Market Access and Regulatory. Set up top-tier clinical Key Opinion Leader meeting for severe allergy indication. Managed disease-related patient liaison and strategic messaging alignment across key touchpoints and materials.

Ensured US product launch for rare disease branded generic (Rx) including all marketing materials (HCPs and patients); 2022 brand strategy; social media strategy; NPD brand design & brand guidelines. Unlocked strategic alignment and shortterm claims and messaging approvals with 3rd party manufacturer and successful on-time launch campaign.

Infant & Maternal segment - Functional formula/ supplements. Created added category and brand value through re-targeting, repositioning and re-focused channel strategy. Developed and drove the annual and long term brand & portfolio strategy through innovation, renovation and step-changed audience engagement. Responsible for all aspects of brand management incl P&L, insights & commercial data analysis, channel and pricing strategy, digital influencer/ consumer engagement and product innovation pipeline.

Re-establishing client account and relation following major account changes. Responsible for account management in strategy and operations; issue and budget management; preparation of 2014 PR plan; healthcare new business opportunities in EMEA team; local team leadership and talent acquisition

Developing and managing value adding campaigns for brands / categories through health & nutrition; driving strategic brand development, cross-regional category development initiatives and claim endorsement; launch & management of health influencer campaigns & strategic partnerships; strategic and tactical KOL & stakeholder relations; driving cross-regional category development initiatives; image/ credibility campaigns

Launch of the marketing campaign to healthcare professionals, resulting in significant brand and category endorsement; development of strategic and tactical KOL and stakeholder relationships and endorsements backing both marketing strategy and issue management; stakeholder advocacy; clinical trial strategy & translation into relevant communication; consultancy and support on EU dossier; claim development and validation; international KOL networking

Managing marketing relevance and credibility campaigns in strategy & tactics; impactful and relevant healthcare professional programmes targeting > 70% of national GPs; strategic and tactical KOL and stakeholder advocacy and endorsement; CRO/ research cooperations; 3rd party clinical trial consultancy; claim validation & approval procedures

Marketing consultancy on health & nutrition strategy and claims; development of marketing concepts; initiation and management of expert circles; cooperation with relevant professional bodies and organizations. Strategy and tactics for non-profit organization.

Economics; Physiology & Anatomy; Communications; Eating Attitudes & Behaviour; Human Nutrition & Metabolism; Disease Prevention; Food ingredients & health benefits; Law; Food Technology; Social impact