Kerstin Ludwig

I help organizations translate strategy into functioning systems across teams, touchpoints, and increasingly, AI.

I work where growth, transformation, or complexity create friction: when strategy is no longer cleanly translated into execution, teams interpret differently, decision-making logic breaks down, or brand consistency begins to drift.

Part operator, part sparring partner, part external observer.

What I support with:

→ Making strategic gaps visible and actionable

→ Translating brand strategy into usable systems

→ Clarifying trade-offs between brand, design & marketing

→ Strengthening governance, enablement & adoption

→ Stress-testing decisions under uncertainty

→ Building setups that scale without losing coherence

Expertise

✓ Brand & Design Systems (DAM, Governance, AI, Adoption)

✓ Platform, Marketplace & Digital Business Models (B2B + B2C)

✓ Large-scale Rebrandings & Transformation

✓ Agency-Client Collaboration

✓ Complex and regulated organizations

Selected Signals

• €600K/year savings through governance & self-service enablement

• ~€1M savings over 3 years through operating model optimization

• AI-powered scaling without brand drift

• 25+ years of experience with Shopware, Scout24, Berlin Brands Group & DaWanda, among others

Formats

→ Strategy Sparring

→ Strategy Sprint / Diagnostic

→ Ongoing Advisory

→ Alignment Workshop

→ Fractional Lead

20 Min. Clarity Call:

calendly.com/going-fwd

More information & Case Studies:

going-fwd.com

Detailed portfolio available upon request

Fractional/Interim mandate to manage Brand Infrastructure, Governance, and AI Enablement for a publicly listed European B2B SaaS platform with activities in EMEA and the USA.

Development and implementation of a Brand Operating System with demonstrable ROI: fragmented structures were transformed into a scalable, governed infrastructure — with measurable adoption and reduced reliance on central teams.

End-to-end responsibility for AI Enablement: evaluation of tools, piloting in real production contexts, development of brand-safe self-service workflows, and coordination with Legal and Compliance. Reduction of production effort and time-to-market across marketing teams.

Conception and execution of a flagship event rebranding under high time pressure: approx. 1,500 participants, consistent application of the Brand System across all touchpoints, and development of reusable templates and spatial guidelines.

Collaboration across Brand, Marketing, Product, Partnerships, and Events. Focus on Governance and Enablement as an Operating Model — not on centralized execution.

Led Creative Operations for one of Europe's largest digital marketplaces — MDAX listed, with over 20 million monthly visitors.

Built and scaled an in-house Creative Studio from the ground up: insourced design and production expertise, introduced an agile operating model, and significantly reduced external costs over three years.

Implemented a Brand Hub and DAM system, scaled motion design — from guidelines to TV commercial production — and established a Production Intake System, CMS Design System, and Salesforce relaunch. All measures reduced time-to-market and improved the performance of relevant revenue touchpoints.

Took responsibility for the UX Guild 2022, achieving an 82% effectiveness rating in upward feedback.