Company
Petra Amstad
Basic
Angestellt, Senior Manager Brand Strategy, Clariant
Pratteln, Switzerland
About me
Over 20 years of Project Management experience in the fields of Marketing Communication, Brand and Reputation Management: Consulting for the Executive Committee and international businesses and service units. Corporate, business and agency experience. Strategic consulting of business units: M&A branding, repositioning projects, campaign management, change communication Reputation/Brand Management: Purpose development & activation, Corporate Identity (MVV) and Corporate Design evolution, re-branding, management of the global agency community, definition of brand strategies, sustainability label strategy development, team development and behavioral change projects Evaluation and introduction of digital platforms: Brand platform, DAM, Brandic (MS Office ad-in), Percolate, smint.io Long-term management responsibility: e.g. division managers, Marketing Communications Service Center (<5 employees) Broad project management experience with budgets of CHF 10 thousand – 10 million
Timeline
Professional experience for Petra Amstad
Managing Brand Transformation - Clariant's Corporate Design Evolution. The brand design is being updated to meet the demands of an increasingly digital world. While CLARITY remains the guiding brand code, we reduced complexity adn give more freedom to the organizational units without compromising in brand consistency. Our change message in a nutshell - we digitize - we reduce complexity - we give freedom for individual positioning - but without compromising on clarity and consitency.
Responsible for continuous development of Claraint's corporate brand strategy. Consulting company units on strategic positioning projects in the areas of employer branding, sustainability and innovation to strengthen Clariant's target reputation. Supporting change initiatives. Implementing digital brand management solutions to enable efficient collaboration within rapidly evolving external and organizational environments.
"Three Year" Global Re-Branding Process: Clariant, a chemical company, transformed to one of the world's leading high value specialty chemical companies that contributes to value creation with innovative and sustainable solutions for customers from many industries.
Established centralized service center team in a matrix and multicultural environment. Teamlead with six direct reports. Implemented standardized processes to consult company units on marketing communications projects adn steered high quality execution through external partner network.
Global Marketing Communication for Clariant's Business Unit Industrial & Consumer Specialties. Single point of contact, responsible for planning, creating and implementing all marketing & communication activities.
Responsible for Clariant's brand advertising positioning campaign. Developed global fair & event strategy and design concept. Consulted company units on annual marketing communications planning and completion of marketing communications projects.
7 months, May 2001 - Nov 2001
Marketing Manager
Ixedius (Schweiz) AG
Joint venture between Swissair & Panalpina (Deutschland) GmbH. Strategic brand consulted for company founding of Ixedius. Positioned a new brand in the market. Responsible for global marketing strategy, introducing a new customer digital collaboration solution to the transportation industry.
1 year and 10 months, Jul 1999 - Apr 2001
Marketing & Design Manager
Air Sea Broker
Consultation & execution of marketing communication campaigns for business units.
1 year and 10 months, Jul 1999 - Apr 2001
Marketing Communications Manager
Panalpina Welttransport (Deutschland) GmbH
Strategic brand consultation for company founding of SwissGlobalCargo. Introduction of a new brand to the market. Customer mapping, customer journey planning, marketing planning and steering implementation of marketing measures.
1 year and 4 months, Sep 1996 - Dec 1997
Graphic Designer & Art Director
H.A. Bichsel S.A.
Art direction responsible for following customer accounts: Amag Schweiz AG, RAID Suisse Paris, Van Cleef & Arples, Knauf AG.
Educational background for Petra Amstad
2 years and 1 month, Aug 1999 - Aug 2001
Leiter Marketing Kommunikation
SAWI
3 years and 1 month, Aug 1993 - Aug 1996
Graphic Design & Commercial Art
University Des Moines USA
Languages
German
First language
English
Fluent
French
Intermediate
Italian
Basic