Heike Hansen
Senior Brand Manager Vodka & Rtds Northern Europe @Diageo
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WORK HISTORY
Senior Brand Manager Vodka & Rtds Northern Europe @Diageo
Hamburg, DE
Strategic leadership of the brand SMIRNOFF ICE with full P&L and budget responsibility across Northern Europe; increased sales value growth and expanded market share in volume and in value - Development and execution of integrated brand strategies based on market and consumer insights; led the product campaign and media planning including C&E amplification resulting in an increase in brand awareness in Q1 2025 - Overseeing innovation and go-to-market processes, incl. launch of 4 new line extensions and rollout of the new product design across 11 markets - Developed a modular 360° activation framework for Retail, On-Trade and 3rd Spaces based on the media campaign – enabling consistent and high-impact brand activation across all relevant touchpoints (e.g. 240 hero placements in german retail resulting in +93 bps market share increase vs. previous year)- Close cross-functional collaboration with Sales, Trade Marketing and agencies, leading to increased POS presence in Germany, Denmark, Switzerland and Netherlands and in sellout during the promotion period - Vodka Category lead for SMIRNOFF No. 21 Vodka with full responsibility for all strategic and operational brand activations - Close collaboration with Shopper Marketing Manager to define brand presence across key channels and touchpoints; approved toolkits for consistent market implementation
EDUCATION
I.H.K. Düsseldorf / SETACOM Düsseldorf
Bachelor Professional of Marketing, Marketing
Rechtsanwälte Erxleben, Klein & Wohlert
Rechtsanwalts- und Notargehilfin, Rechtsanwalts- und Notargehilfin
ABOUT HEIKE HANSEN
Results-driven Senior Brand Manager with full strategic and commercial brand ownership across Northern Europe including P&L responsibility in a dynamic FMCG environment- Experienced in leading the development and execution of integrated brand and media strategies – from consumer insights and innovation pipelines to go-to-market rollouts and cross-channel activation- Strong track record in designing impactful, modular 360° campaigns and managing international projects across marketing, sales, supply chain and with external agency teams- Deep commercial understanding and market expertise within German retail and beyond Northern Europe, paired with a collaborative mindset and hands-on execution strength.
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