Freelancer profile translated to English.
Back to original languageAbout Michael
As an Interim CMO / Head of Marketing, I take full responsibility for brand and marketing during phases of growth, realignment, or reorganization. My focus: transforming strategy into actionable leadership, setting clear priorities, and achieving measurable results through consistent execution.
What I'm hired for (typically 3–9 months):
- Brand Strategy & Positioning: Target image, narrative, portfolio and category logic (Fashion/Lifestyle, Premium)
- Integrated Marketing: Campaign and content architecture across PR, traditional, digital/social, trade fairs/LIVE, and POS
- Brand Identity & Governance: Brand system with guidelines, templates, asset logic, approvals, and tooling (e.g., DAM/portal)
- Employer Branding: EVP, storyline, and touchpoints, internal and external
- Change & Team Enablement: Roles, responsibilities, cadence, and KPI reporting to ensure teams can truly deliver
I work hands-on, make decisions, bring calm to the system, and create momentum without buzzwords.
Experience/Proof (excerpt): Adidas, Aldi Süd, Allianz, Deichmann, Deutsche Bank, Deutsche Glasfaser, E.ON, Eurowings, Grohe, Merck, Montblanc, P&G, Porsche Design, QVC, Rimowa, Škoda, Swarovski, Telefonica, Vodafone, Zeiss
Availability: flexible by arrangement (remote/hybrid), travel possible.
German
Native or bilingual
English
Conversational
French
Basic
Can work on-site
Köln (up to 50km), München (up to 50km), Düsseldorf (up to 50km), Frankfurt am Main (up to 20km), Bonn (up to 50km)
Experience
- Inovisco Mobile MediaDirector Sales, Deputy CSO (Shareholder)DIGITAL AND ITJune 2023 - August 2025 (2 years and 2 months)Köln, GermanyDevelopment and leadership of the sales organization, realignment from a full-cycle/end-to-end model to a clear inbound/outbound structure, including the setup of necessary processes, roles, and reporting structures. Salesforce-based CRM relaunch as the backbone of funnel & pipeline, and close collaboration with product/tech for the further development of DOOH marketing products (packaging, pricing, data/targeting logic). Introduction of data and AI-driven management of sales processes and forecasts. Active participation in acquisition for the development of the DCLP network and large digital screens, especially in the premium food retail sector (EDEKA).
- Establishment of a new inbound/outbound sales structure and consistent shift in marketing from OOH to Digital-OOH.
- CRM relaunch Salesforce with clear funnel stages, KPI setting, standardized processes & management dashboards implemented.
- Product offering logic for DOOH (packages, pricing, and inventory models) developed jointly with operations/tech, forming the basis for scalable acquisition and higher closing rates.
- +105% revenue growth 2024 vs. 2023
- BLACKEIGHTManaging Brand ConsultantCONSULTING AND AUDITSNovember 2020 - May 2023 (2 years and 6 months)München, GermanyStrategic brand and corporate consulting with a strong commercial focus: Development of positioning, value propositions, and go-to-market strategies, building of service portfolios, CX and funnel optimization, C-level workshops, and support for transformation/change initiatives with the goal of increasing demand and making growth measurable.Selected projects:
- Interim Head of Marketing for Brand Relaunch of Deutsche Glasfaser
- Global Brand Relaunch of Škoda
- Other mandates for Canyon, Drees & Sommer, Archdiocese of Cologne, MAN, BBI, Marbert, among others.
- Michael Rewald MarkenberatungConsultant & AdvisorCONSULTING AND AUDITSJune 2019 - Today (7 years)Köln, GermanyIndependent consulting at the interface of Sales, Product, Brand, Business & Transformation: Go-to-Market and Commercial strategies, digitalization of marketing & sales (RevOps/CRM), offer/pricing approaches, customer journey & experience, e-commerce/performance setups, and use of AI and automation tools. Interim and sparring role for CEO/CMO/CSO.
- Strategic mandates & interim roles: BKW Engineering, Bridge, Dein Dental, Deutsche Glasfaser, DPL, Kostal, HauserLacour, Hohenstein, Lakehouse, Lufthansa Group (AirPlus), Sparkasse, Valuniq
- COO & Investor DIGOOH: DOOH/ADTech start-up (structure development, go-to-market, scaling, investor acquisition)
- Co-lecturer at Fresenius University of Applied Sciences, Cologne: Sustainable Marketing & Brand Strategies (Sustainability Management & Leadership).
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Education
- Strategic Management for ExecutivesSt. Galler Business School2017Strategic Management for Executives
- DiplomaUniversity of Applied Science2005Diploma