Diana Schmidt
Head of Customer Marketing Germany @Diageo
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WORK HISTORY
Head of Customer Marketing Germany @Diageo
Hamburg, DE
Commercial leader driving customer activation, execution excellence and market share growth across the German trade.• Lead a Customer Marketing organisation comprising 25 people, including 5 direct reports• Translate brand strategies into impactful shopper and customer activation across off- and on-trade channels• Define route-to-market and commercialization strategies for innovations in close collaboration with Brand and Commercial teams• Define execution targets and KPIs, driving execution excellence and measurable impact at the POS• Establish performance trackings to monitor target delivery and continuously improve commercial effectiveness• Lead planning, allocation and governance of significant customer activation investment budgets• Define market share projections for the German trade and translate them into clear execution priorities• Build organisational capability by coaching leaders and developing high-performing teams• Represent Customer Marketing in senior leadership forums and contribute to broader commercial strategy
EDUCATION
European-University Viadrina
B.Sc., International Business Administration
WU (Vienna University of Economics and Business)
M. Sc., International Management/ CEMS
AIESEC Vietnam
Interkulturelles Austauschprogramm
Università Bocconi
M.Sc. International Management/CEMS
NEOMA Business School
Ecole de Commerce Reims
ABOUT DIANA SCHMIDT
Shopper & Customer Marketing leader with a strong track record in driving sustainable growth through shopper-centric activation and go-to-market strategies. Experienced in translating brand and commercial priorities into impactful market executions and unlocking category growth. Resilient and trusted leader with a passion for building high-performing teams and delivering commercial impact in fast-paced, matrix organisations.Strengths & Skills- Shopper-centric activation and POS strategies- Customer Business Development & Commercial Planning- Category Management (GS1 certified)- Retail Media- Team leadership and Commercial Execution- Executive stakeholder communication and presentation- AI affinity (familiar with most common KI tools)
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