Florian Zimmer

18 years of experience in delivering marketing strategies, for global corporations to startups, across cultures and markets. My experience in collaborating with C-Level decision-makers, often in challenging environments, helps me bridge company functions to bring effective change.
I speak English, French, Dutch and Russian.


■ BUSINESS DEVELOPMENT
I have been repeatedly trusted by clients to shape their company's marketing strategy and practice, and to support market entry in advanced economies and BRICS. I built a consultancy to help reputable companies with their internationalization.

■ MARKETING & STRATEGY
I have built successful marketing strategies by managing market research, developing insights, elaborating the strategy, positioning, and KPI. I lead marketing planning, organizational planning, and budgeting. I have managed branding activities from events to social media and TV advertising.

■ TEAM MANAGEMENT
I've built a team of internationally recognized experts to help me deliver high quality engagements. I've also enjoyed coaching recruits and helped them develop a consulting mindset.

■ CLIENT RELATIONSHIPS
I have built and managed all client relationships of my consultancy. My clients are often company founders, and I collaborate with C levels from all company functions. I consulted for business services, e-commerce, fashion, FMCG, retail, telecommunications...

■ DIGITAL STRATEGY
I have developed digital marketing and CRM programs from scratch. I often ensured a 360° planning of the customer touchpoints and journey. I collaborated across functions to deliver successful strategies.

■ PROJECT LEADER
I have lead consulting engagements from problem definition until delivery of results. I recruited talent and managed the outsourcing of research, analysis, and creative production. I also trained colleagues in pricing and market research.

■ DATA ANALYSIS
I have directed quantitative and qualitative market research, performed business analysis and modelling. I oversaw database analysis to uncover buying patterns, forecast CLVs, build segmentations and journeys. 

■ CONSULTING TOOLKIT
I have defined client problems, structured engagements, performed research and analysis, identified insights, developed frameworks, built strategies and plans, presented the results to CEOs and helped with implementation.

Management consultant and marketer with 18 years of experience in strategy consulting, brand management and international development and for retail, premium consumer goods and services, and startups.

• Bringing a global understanding of marketing, from corporate strategy to daily brand management and analytics.

• Track record in collaborating with C-Level Executives and boards. Enjoys sharing insights and to train and coach colleagues and clients.

• Proven ability to work efficiently in global corporations and seed-level start-ups alike, across cultures and countries.

• Entrepreneur with a customer-centric approach to drive innovative solutions in digital marketing and in product development.

• Building and leading international teams; managing analysts, creatives, and engineers. Working across functions and business silos.

• Successfully launching and managing brands to compete against global players, in both advanced economies and emerging markets.

• Developing and implementing marketing plans for retailers, e-commerce, premium consumer goods producers. 

Since 2014

FOUNDER AND MANAGER - MAGELLAN (Russia, Netherlands)

Consultancy specialized in international business development and marketing.

• At Magellan: Built a consultancy helping reputable companies to compete globally. Duties include building client relationships, project management, strategy formulation, implementation, training. Built a team of specialists with global reputations in communications, intercultural management, and banking. Developed a network of researchers and creatives.

• For a fashion retailer: Brand Director, to help the company to compete globally. Reporting to the CEO. 
  • Designed research studies and lead internal teams to perform client interviews and market analysis. Insights gathered informed the marketing strategy as well as stores and collections design. 
  • Refined the marketing strategy. Lead the development of the brand platform and the communications strategy. Built an ad-hoc team of highly recognized experts who delivered at 30% of the cost of global advertising agencies.
  • Managed the brand identity redesign and the implementation. 
  • Supervised the generation and implementation of 360° communication campaigns. 
  • Lead analysis to inform pricing practices. With the product teams, adapted processes to limit sales and enhance forecasting.
  • Designed the loyalty program.
  • Coached the leadership, retail, and marketing teams in communications planning through workshops and 1 on 1 sessions.
  • Average basket price increased by ~ 15%. Revenue growth 130% year on year. Instagram followership grew from 250K to 1,2M.
  • The brand became top of mind in local market, attracting USD 50 Million private equity to fund international development.

• For a regional leader in spirits: devising the brand platform and communications strategy for a premium vodka brand. Reporting to the CEO.
  • Formed and led an international team of top-rated creatives for the duration of the project. 
  • Directed the development of the brand platform, the communications strategy, oversaw creative execution.
  • Successful brand launch, reaching a leading position in top of mind after a few months. Brand now launched internationally.

• For a leading law firm: devising a communications strategy to help propel the firm into higher tiers. Reporting to the Managing Partner.
  • Through primary research developed unique insights on the market which were used as basis to re-orient the firm’s strategy.
  • Re-designed the marketing strategy and HR brand.
  • The firm achieved ~50% growth in the first year while increasing prices by ~20%.

• For a fast-growth start-up in telecommunications: helping the international development in the EU. Reporting to the founder.
  • Oversaw the reformulation of all marketing materials. Coached the client team to overcome cultural barriers.
  • Developed relationships with leading telcos executives.
  • Before sanctions on main Russian partner the start-up successfully launched pilot projects with two marquee global telco operators.

• For a prominent San Francisco-based start-up in 3D printed housing: accelerating the development of EU markets by repositioning the commercial proposition and by developing relationships within the industry.

• For a public relations agency: helped to reposition the firm to gain major contracts with global leaders in FMCG. x2 revenues in one year.

• For a legacy brand of a global leader in tobacco: leading the development of the communications strategy. Got the buy-in for a launch from the CEO. Brand was 2nd in its segment after 3 years.

• For a hostel management company: led the client team that built the growth strategy. Helped the client win funding, while providing training in market research, design thinking, and strategy.

• For an outdoor furniture manufacturer: designed the international growth and marketing strategy including the digital marketing plan.

• Helped create an online mapping system providing marketers and retailers with instantaneous catchment areas and competitive analysis.

• Built collaboration with leading regional institutes such as the Russian Export Center, Moscow Export Center, Russian Chamber of Commerce.

AUG 2011- Nov 2013     SENIOR CONSULTANT – Inbox-Group (Russia)

Consultancy specialized in data-based marketing and CRM

• Building and launch of tailored CRM strategies and tools, for retailers, retail banks, e-commerce, and consumer goods companies.
• Focused on FMCG and advertising agencies to increase billings by 37%.
• Helped define the CRM program for a leading online retailer. Increased effectiveness by 7x.
• Created a solution for social media analytics, used by leading FMCG and automotive brands.
• Lead an international team of analysts and marketing professionals.

PREVIOUSLY:

BRAND MANAGER – Pernod Ricard (Russia)

• Re-launched a leading Russian vodka, lead the identity and SKU re-design projects, market research and eventual brand extensions.
• Developed the brand’s marketing strategy and led the marketing and promotional activities.
• Oversaw the generation and implementation of communication campaigns.
• 24% average annual sales increase while increasing retail prices by 15%, 1.8 M€ budget.

JUNIOR BRAND MANAGER – Borjomi Water IDS (Russia)

• Managed product design projects, helped launch new SKUs.
• Supervised market research projects.
• Coordinated the creation and launch of product line extensions.
• Assisted in the launch of 360 campaigns, ATL and BTL planning, promotions. Multi-million USD budget.
• Organized and managed tenders to select creative agencies.
• Brand became #1 in value, #3 in volume. 30% growth year on year with 35% price increase.

2016-19 EXECUTIVE MSC in FINANCE – HEC PARIS (France)

• Full master’s program in corporate and markets finance.
• Thesis: “The effects of political risks on the Russian equity markets.” 100% mark.
• Diploma received in June 2019. 3,93 GPA.

2013-15 EXECUTIVE MBA – Moscow School of Management SKOLKOVO (Russia)

• Training in leadership and entrepreneurship from IMD faculty.
• Diploma received with honors in September 2015.