To become more strategic and proactive in our approach to the market, building the »Leading Marketing Organization« (LMO) was a significant turnaround. We’ve been stepping up our overall marketing capabilities by designing a new blueprint, introducing new disciplines, designing new processes—and recruiting new people.
Marketing now has a chair at the strategic table. No longer is it a side job for salespeople. We have set up special marketing functions for each Business Unit, empowered and fully equipped. »It’s high time to let marketing join the strategic table.« The Head of Marketing will be a member of the management committee to help us shape our overall growth strategy right from the start.
The new structures will also help us enhance our customer centricity and amplify the »voice« of the customer in our innovation and developmental processes. This allows us to find and fill gaps in our portfolio with products that have unique value propositions. Customers then guide our innovation pipeline, making marketing the leader of our segment strategy. As a result, the Head of Marketing will in some Business Units also be the Head of Innovation.
In close cooperation , we—as BU Heads—are then implementing the targeted marketing setups in our Business Units individually, while keeping an eye on our industrial environment and global markets. This will open up new, company-wide career paths and we expect to create one hundred new positions globally by 2020.
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to think ahead.
Head of Regional Marketing
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Product Marketing
Bernd Högemann, Head of BU Masterbatches
On marketing as innovation driver
To become more strategic and proactive in our approach to the market, building the »Leading Marketing Organization« (LMO) was a significant turnaround. We’ve been stepping up our overall marketing capabilities by designing a new blueprint, introducing new disciplines, designing new processes—and recruiting new people.
Marketing now has a chair at the strategic table. No longer is it a side job for salespeople. We have set up special marketing functions for each Business Unit, empowered and fully equipped. The Head of Marketing will be a member of the management committee to help us shape our overall growth strategy right from the start.
»It’s high time to let marketing join the strategic table.«The new structures will also help us enhance our customer centricity and amplify the »voice« of the customer in our innovation and developmental processes. This allows us to find and fill gaps in our portfolio with products that have unique value propositions. Customers then guide our innovation pipeline, making marketing the leader of our segment strategy. As a result, the Head of Marketing will in some Business Units also be the Head of Innovation.
In close cooperation , we—as BU Heads—are then implementing the targeted marketing setups in our Business Units individually, while keeping an eye on our industrial environment and global markets. This will open up new, company-wide career paths and we expect to create one hundred new positions globally by 2020.
Join us
to think ahead.
Market Intelligence
