Ute Michaela Arndt
Summary
Proven skills in increasing customer engagement and business growth. Experienced in developing landmark innovations and brand growth into new categories, impacting bottom line performance and market share. Articulate and driven leader with high energy and engaging personality.
Overview
33
33
years of professional experience
Work History
Growth Strategist, Innovation & Brand Advisor
Freelancer
04.2023 - Current
- Crafted and implemented strategies to increase brand growth in various categories by re-purposing businesses and brands
- Optimized product portfolio and the way how to target consumers
- Implementation of go to market strategies (Retail, BtB, Telehealth)
- Advisor role for start-ups in fem- and healthtech category
Global Innovation Director
Essity SE
11.2016 - 02.2023
- Spearheaded innovative approaches to change the feminine hygiene category from stain prevention to intimate care beyond women 50+ and crafting new brand approach which resulted in various international advertising prizes and a market share increase in key international markets (Europe, Asia, Americas)
- Managed and launched a lot of "firsts" to fuel the innovation pipeline and stay ahead of competition: intimate care range, performance underwear (periodwear), absorbent products with a skin care approach, intimate beauty products, products for women during menopausal stage, new product approaches for mothers
- Worked closely with global leadership and board of directors to guide sand steer strategy and innovation approach
- Managed a team of 6 people across two locations (Germany, Sweden)
- Oversaw and monitored launch of new direct-to-consumer channel in UK and Brazil
Senior Brand Marketing Manager
Essity SE (ex SCA Hygiene Products SE)
11.2009 - 10.2016
- Proven track-record in generating a wider customer base for core brands by re-positioning them into a more consumer relevant context and changing go to market approach in order to get share from no 1 competition (Europe, Australia, Americas)
- Proven ability to quickly set up team and way of working to get fast results
- Demonstrated ability to change challenging relationships and set up close collaborations
- Developed and managed new business areas in order to increase revenue for core brands in Europe
Senior Consultant
Rent A Marketeer
06.2007 - 10.2009
- Driving strategic projects for national and international brands in personal care, renewed energies, telecommunication, advertising agencies, e-commerce and banking
Senior Brand Communications Manager
Siemens Mobile
12.2002 - 05.2007
- Spearheaded change of branding and strategy approach for wireless and networking products as well as mobile phones
- Cultivated strong corporate image and identity with clear branding
- Co-developed and launched first Alessi design phone and first fashion mobile phones (Xelebri)
Senior Product Marketing Manger
Amazon.com
05.1999 - 11.2002
Brand and Media Manager
ProSiebenSat1 Media AG
09.1997 - 04.1999
Marketing Manager
Intel Corporation
10.1992 - 08.1997
Brand Manager
BMW AG
07.1991 - 09.1992
Education
Design Thinking
Hasso Plattner Institut
Potsdam, Germany2020
Bachelor of Arts - Marketing And Media Management
BAW Munich
Germany1997
Diploma - Foreign Languages Education
ESA Stuttgart
Stuttgart, Germany1995
Skills
- Purpose driven and human centric
- Stakeholder Engagement
- Visionary leadership style
- Strategic planning and strategy realignment
- Cross-cultural relationship building
- Go to market strategies
- Brand positioning and category growth
- Product and portfolio deployment
- Action oriented personality
- Innovation Management
- Brand Strategy
- Project Management
Languages
German
Native language
English
Proficient
C2
Spanish
Advanced
C1
French
Upper intermediate
B2
Swahili
Upper intermediate
B2
Italian
Elementary
A2
Additional Information
Founder of we.are.elimu. NGO in Tanzania to enable education for children and women in poor areas
Timeline
Growth Strategist, Innovation & Brand Advisor
Freelancer
04.2023 - Current
Global Innovation Director
Essity SE
11.2016 - 02.2023
Senior Brand Marketing Manager
Essity SE (ex SCA Hygiene Products SE)
11.2009 - 10.2016
Senior Consultant
Rent A Marketeer
06.2007 - 10.2009
Senior Brand Communications Manager
Siemens Mobile
12.2002 - 05.2007
Senior Product Marketing Manger
Amazon.com
05.1999 - 11.2002
Brand and Media Manager
ProSiebenSat1 Media AG
09.1997 - 04.1999
Marketing Manager
Intel Corporation
10.1992 - 08.1997
Brand Manager
BMW AG
07.1991 - 09.1992
Design Thinking
Hasso Plattner Institut
Bachelor of Arts - Marketing And Media Management
BAW Munich
Diploma - Foreign Languages Education
ESA Stuttgart
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