Petra Amstad


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, 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


Brand management
Change Management
Strategic Communications
Corporate Identity/Corporate Design
Brand Development
Team Development
Behavioural Change
Strategy Consulting
Cross-functional Team Leadership
Creative Problem Solving
Brand strategy
Brand Architecture
Business Coaching
Personal Coaching
Marketing management


Professional experience for Petra Amstad

  • Current 1 year and 10 months, since Oct 2020

    Senior Manager Brand Strategy


    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.

  • 5 years and 10 months, Jan 2015 - Oct 2020

    Senior Manager Brand Strategy


    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.

  • 3 years and 10 months, Apr 2011 - Jan 2015

    Corporate Brand & Design Manager


    "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.

  • 2 years and 1 month, Apr 2009 - Apr 2011

    Head of Marketing Communication Service Center


    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.

  • 1 year, May 2008 - Apr 2009

    Global Marketing Communications Manager


    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.

  • 6 years and 2 months, Mar 2002 - Apr 2008

    Business Communications Manager


    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


  • 3 years and 1 month, Aug 1993 - Aug 1996

    Graphic Design & Commercial Art

    University Des Moines USA


  • German

    First language

  • English


  • French


  • Italian




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