Ute Michaela Arndt

Startup & Small Business Growth Consulting

Partnering with startups and small businesses to identify new market opportunities, expand distribution channels, develop innovative products, and craft compelling brand narratives.

• Female Health | WUKA (UK) – Led portfolio expansion and consumer base growth, driving brand visibility in the competitive female health market.
• Male Grooming (USA) – Spearheaded category expansion, increasing the customer base by 25% through targeted marketing and product innovation.
• Female Health (UK) – Directed portfolio restructuring and brand strategy refinement, ensuring stronger market positioning and consumer engagement.
• Minthub | Healthy Pleasure Group – Served as Head of Marketing & Innovation during the seed phase, laying the foundation for brand development and market entry.oup)

Company Overview: Essity is a global hygiene and health company

• Redefined Personal Hygiene Category – Shifted industry focus from stain prevention to holistic care by leading pioneering initiatives that transformed consumer perception.
• Leadership & Global Team Management – Directed a cross-functional team across multiple locations, ensuring streamlined operations and effective collaboration.
• DTC Expansion & Digital Growth – Launched and scaled a direct-to-consumer (DTC) e-commerce platform, increasing customer reach and brand visibility
• Global Product Launches & Market Expansion – Led the introduction of apparel in Europe, Australia, and Latin America, overseeing product portfolio development (designs & specifications), multi-channel distribution setup (web shop & e-retail), digital launch campaigns, performance measurement system implementation for category tracking
  
• Innovation in Female Health & Wellness – Developed and launched period pain relief products sold via Instagram-first marketing strategy.
• Award-Winning Brand Leadership – Led brand identity and positioning across 25+ markets, earning industry recognition and prestigious awards such as Cannes Lion (Viva la Vulva, Periodsomnia).
• Revenue & Market Growth – Expanded new business by 20% through the development of novel product categories and the introduction of new brands.
• Profitability Optimization – Improved product margins by 15% across multiple product lines, optimizing profitability and overall financial performance.
• Innovation Pipeline & Competitive Edge – Spearheaded groundbreaking initiatives across intimate care, underwear & apparel, skincare & beauty, feminine care, and menopause & maternal health to maintain market leadership.

Developing and executing comprehensive marketing strategies that align with the various brands' vision and business goals in the EMEA region

• Proven track record in leading brand and product campaign management, planning, and executing marketing campaigns to meet regional and local business objectives
• Skilled in product management and development, with a strong ability to collaborate and influence both internal teams and external partners to achieve outstanding results
• Secured number 1 position in Europe for male range by demonstrating dominance and market leadership
• Acquired 15% more new consumers in UK by introducing new brand lights by TENA for successful market entry
• Attained 3.5% market share within 6 weeks post-launch by successfully integrating newly acquired brand Tempo into brand portfolio and introducing first caring product in Europe
• Achieved swift results by rapidly establishing project teams and operational protocols
• Boosted revenue by creating and overseeing new business areas and increasing profitability of existing core brands

Led brand strategy and communications across EMEA, Asia, and the Americas, driving market positioning and consumer engagement. Managed integrated marketing campaigns, PR, and digital initiatives to enhance brand visibility. Collaborated with cross-functional teams on strategic messaging, product launches, and customer engagement programs.