SABINE KILKA – SK MARKETING INSIGHT

BUSINESS ACTIVITIES

In brand management you do not only need a strong vision for your brand, but also a plan and the operative skills to implement it fast and effectively.
As marketing expert with over 20 years of experience in the branded goods industry,
I support you via:

• Brand management skills with numerous launches of national and international brands in the consumer goods industry and OTC area.
• Solid knowledge of the product life cycle management from the idea, product development, packaging design, launch, activation up to continuous success monitoring.
• Proven success at ATL and BTL campaigns in TV, print, digital and at the POS.
• Selection and lead of agencies in the areas of ATL, BTL, Media and PR.
• Dedicated skills in concept creation and text writing.
• Safe handling of the various market research instruments of qualitative and quantitative research.
• Analysis of trade panel data, like data from Nielsen or IQVIA.
• Experience in managing cross functional projects and teams.
• Interim management for marketing activities

Marketing and strategy consultancy – Feuereifer communication agency

• Business cases and recommendation for pharaceutical clients – Vitamins & Minerals
• Development of positioning analysis and brand concepts
• P&L planning for a new product launch
• Go-to-market strategy for the geographic expansion of a brand

Strategy consultancy – Mäurer & Wirtz GmbH & Co KG

• Facilitator strategic brand workshop S. Oliver deodorants
• Brand strategy recommendation and marketing plan S. Oliver deodorants
• Facilitator briefing workshop and strategic brand workshop Tabac perfume
• Brand strategy recommendation and marketing plan Tabac perfume

Marketing and strategy consultancy – Medela Medical Engineering

• Business cases and recommendations B2B and B2C for breast feeding pumps
• European workshop for shopper marketing and brand activation
• Development of product data sheets for the hospital business
• On-pack and bundle promotions for e-commerce and brick & mortar
• Preparation of a website roll-out project incl. agency selection

Business consultant – Church & Dwight UK. Ltd.

• Geographic expansion and opening up of the German FMCG and OTC market.
• Strategic evaluation of brands and product ideas for the German market
• Development of business potential plans and marketing plans
• Selection of a creative agency and control of a pitch process with 4 agencies
• Managing the media planning process 2018 with the media agency
• Selection of a PR agency and control of a pitch process with 3 agencies

Project Manager Global Marketing – Umckaloabo^®– Schwabe

• Text for the global Umckaloabo^® online presence for HCPs
• Agency selection and development of an information film of Umckalobao^®
• Creation of a concept for a global e-learning tool for healthcare professionals
• Headquarter country support for Austria on Umckaloabo^®
• Preparation of an international Roll-out of the the brand Umckaloabo^®

Marketing consulting – Sanofi Aventis Switzerland

• Analysis of the cough and cold OTC market
• Development of new strategic guidance options for Sanofi-Aventis
• P&L planning for a recommended re-launch option within the OTC portfolio

Marketing Manager New Product Development – Carmenthin^® – Schwabe

• Strategic evaluation of 3 new product options for the German OTC market
• Development of business plans, 5 year P&L analysis and marketing plans
• Launch preparation of Carmenthin^® – new OTC product for the gastro-intestinal market
• Packaging artwork development for Carmenthin^® via agency pitch with 3 design agencies
• Agency pitch for the development of a launch communication campaign among phyisicians, pharmacists and consumers
• Development of a relaunch concept for the healthcare professional website of Schwabe

Category Team Leader-femibion^®– Merck

• Interim Category Lead for Femibion pregnancy provision
• Lead country function for strategic brand management
• Concept development for NPDs and brand stretch incl. market research
• Development of business plans for new products and acquisition
• Lead of a team of co-workers in marketing and trade marketing

Shopper Marketing Management OTC – GlaxoSmithKline

• Interim Shopper Marketing Manager Physiogel^® and Panadol^® Switzerland
• Planogram to optimize medical skin care shelf in pharmacies
• Wholesale project for medical skin care assortment and shelf in pharmacies
• Development of sales cycle material and displays for Panadol^® Switzerland

Brand Management – GlaxoSmithKline

• Interim Brand Manager Panadol Switzerland
• Media Planing Panadol^® 2013
• Finalization of an artwork re-launch project
• Preparation of a new product introduction

The Conference Group

• Lecture at the 1. Annual Congress Food Supplements 13th November 2012: “Consumption of food supplements in Germany”

Bund für Lebensmittelkunde und Lebensmittelrecht e.V.

• Analysis of Nielsen data about the food supplement market in Germany
• Intepretation of the data and identification of trends and potentials
• Presentation of the results at a member’s meeting of the “Bund für Lebensmittelrecht und Lebensmittelkunde”

Formigran^® – Specific migraine therapeutical

• RX – OTC medicine switch
• Business plan for brand launch
• strategic brand management
• Creation of brand name, packaging design and activation campaigns
• Qualitative and quantitative market research

BesserAtmen – Nasal strips

• Brand integration and relaunch of brand name and design
• Product portfolio management
• Qualitative and quantitative market research
• Launch of a product for kids

Zovirax^® – Antiviral cold sore creme

• Strategic brand management
• Packaging design relaunch
• Concept and wording for consumer communication
• Continuous Nielsen analysis including competitor monitoring

Stiefel^® – pharmacy exclusive skin care

• Integration of the company “Stiefel^®” into GlaxoSmithKline Consumer Healthcare Northwest-Business
• Strategic brand management for “Physiogel”

Abtei^® – prescription free healthcare products

• Integration of the company Abtei^® into SmithKline Beecham Consumer Healthcare Business
• Strategic brand management
• Product portfolio management
• Packaging design relaunch
• Coordination of retailer promotions

Odol^® – Mouthwash concentrate and Odol-med3^® toothpaste

• Strategic brand management
• Innovative product launches
• Development of activation campaigns
• Coordination of retailer promotions
• Qualitative and quantitative market research

Palliativ-Zentrum HUB Ottersweier

• Concept and wording for consumer communication
• Editorial consulting for development of a history booklet

L’ORÉAL^® – Hair care

• Practical diploma thesis for a brand concept of the selective hair care series Kéralogie / Kérastase by L’ORÉAL^®