SABINE KILKA – SK MARKETING INSIGHT

Sabine Kilka

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
A vision is nothing without a plan!

CAREER

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

Marketing and strategy consultancy – Medela Medical Engineering

  • Business cases and recommendations B2B and B2C for breast feeding pumps
  • Implementation of an 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

Church Dwight

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
Schwabe Umckaloabo® OTC

Project Manager Global Marketing – Umckaloabo®– Schwabe

  • Text development for the global Umckaloabo® online presence for healthcare professionals
  • Agency selection and development of a consumer 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®
Sanofi

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
Schwabe Carmenthin OTC

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 for the options
  • 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
femibion

Category Team Leader-femibion®– Merck

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

Shopper Marketing Management OTC – GlaxoSmithKline

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

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

The Conference Group

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

Bund für Lebensmittelkunde und Lebensmittelrecht e.V.

  • Analysis of Nielsen data about the drug and 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®

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
Besser Atmen

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®

Zovirax® – Antiviral cold sore creme

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

Stiefel® – pharmacy exclusive skin care

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

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®

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 Centrum

Palliativ-Zentrum HUB Ottersweier

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

L’ORÉAL® – Hair care

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