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Pia BaranPB

Pia Baran

Brand Strategy & Communication | Marketing

€1,000/day
Köln, DE
15+ years
Brand Strategy & Positioning
Brand Development
360-Degree Communication
Change Management
Customer Experience

Average response time: 1 hour

Freelancer profile translated to English.
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About Pia

Bringing brands to life.

Across the entire brand and marketing value chain.
Connecting brand strategy, branding and integrated communication for measurable impact.
+32% brand awareness & +27% consideration within 12 months

I take responsibility when brand and marketing structures need direction, stability, clarity, and effective control – and activate brands as value and growth drivers.

Fields of application B2C, B2B, B2E (across industries):

DEVELOPMENT AND SHARPENING OF BRAND STRATEGIES & POSITIONS
• New development "from scratch" including workshop facilitation,
• Adaptation to changed brand and market conditions,
• Localization of global strategies (e.g., for the DACH region)

Operational, own development of brand strategies, or support / project management of brand transformation processes.

BRANDING
• Ensuring strategy-compliant development of brand assets (design, tone of voice, messaging), brand guidelines
• Anchoring brand strategies (internally, with external partners)

INTEGRATED COMMUNICATION, 360° CAMPAIGNS, SUCCESS MEASUREMENT
• Development and implementation of communication and campaign concepts (internal/external, analog/digital) and integrated implementation for consistent brand experiences along the customer journey, KPI-based success measurement and optimization

> Insight-based and data-driven work
> Close collaboration with adjacent departments
> Leadership of interdisciplinary teams (up to 25 employees) and management of stakeholders and external partners
> Process optimization for efficient workflows and effective goal achievement
> Clear and transparent communication

SUCCESSES (excerpt):
+32% brand awareness, +27% consideration within 12 months (Financial Services)
+66% brand awareness, +41% brand knowledge after cross-media influencer campaign (Public Health)
+ 70% incoming applications after applicant bottleneck (Automotive)
Insurance
Public Sector
Health and Wellness
Food and Beverage
Medical Devices

  • German

    Native or bilingual

  • English

    Fluent

  • French

    Conversational

Can work on-site
Köln (up to 50km)

Experience

  • HW Hochhaus Agentur GmbH
    Head of Strategy & Consulting, Member of the Executive Board (Procuration)
    November 2020 - July 2024 (3 years and 8 months)

    Repositioning & integrated communication (Financial Services)

    Project example

    • Starting situation: Low brand awareness, negative image in the consideration phase, new global brand positioning
    • Responsibility: Overall responsibility for the development of the national positioning based on the global brand strategy and its strategy-compliant implementation
    • Measure: Development of the brand positioning, transfer into corporate design and messaging, as well as campaign control along the funnel
    Result:
    +32% spontaneous brand awareness, +27% consideration within 12 months (vs market: +6% / +7%)
    Re-Positioning Global-Local Adaptation Integrated Communication
  • HW Hochhaus Agentur GmbH
    Managing Director Strategy & Consulting
    PUBLIC SECTOR
    April 2015 - November 2020 (5 years and 7 months)
    Köln, Germany

    Brand migration, consolidation, brand launch, development and integrated brand management

    Project example

    Context
    Fragmented brand landscape with a no longer future-proof core brand as well as various sub-brands and campaigns. Changed prevention priorities required consolidation in an institutionally complex environment.

    Responsibility
    Leadership of the consolidation under a new umbrella brand; development of the brand strategy as well as migration of existing brands into the new umbrella brand, brand development and management at all digital and analog touchpoints.

    Result
    Unified umbrella brand and integrated brand and communication platform successfully established and consistently managed
    E.g.: Cross-media influencer campaign (26 influencers) with measurable impact:
    +66% brand awareness, +41% brand knowledge

    Timeframe
    Long-term overall responsibility for the realization of over 140 communication projects of various sizes per year
    Brand Strategy & Positioning Brand Development Brand Guidelines Integrated Communication Change Management & Transformation

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Education

  • MBA in Marketing
    University of Münster
    2012
  • BA International Business
    TH Köln
    2006
Check out Pia's education

Certifications

  • Change Management
    IHK Hessen
    2025
  • Certified OKR Master
    die.agilen
    2022
Pia's certifications are only visible to Malt Community members

Skill set

Project Management
Stakeholder Management
Communication Strategy
Brand-Driven Transformation
Funnel Optimization
Marketing and Communications Planning
Strategy Consultant

Categories