Anna Güldenpfennig

Development of a Strategic Product Innovation Management, ICT, Smart City Concepts, Smart WLAN, Smart Infoscreen, Data Center, Internet, Idea Management, Culture Change Team, Person of Information Security Quality Managament of the Department

coaching - workshop conception - improving innovation culture - innovation management - idea generation - idea evaluation - creativity techniques - international presentation - marketing conception - different workshops e.g. new product launch, relaunch, product naming, digital relations, trends, branding, strategy, idea generation, problem solving - guest manager - trade fairs, congresses, events - different clients and industries such as IMaGE Group, EY Innovalue, Lufthansa

Strategy, concepts, consulting, account management, project management, new business. Clients in different industries such as food, energy and CSR. Sales for onlinehelden.biz // Strategie, Konzeption, Beratung, Account Management, Projektmanagement, New Business Development, Content Marketing. Kunden insbes. in den Bereichen Food, Energie und Nachhaltigkeit.

Temporary contract in the communication department - Public Relations and Marketing: Marketing communication - media conception - online marketing - target group analysis - marketing writing - marketing controlling/ budgeting - social media reporting - twitter - event management - guided tour - customer survey - best practice research - project leader e-card - conception HTML newsletter - editorial staff - promotion - project leader press material relaunch

Freelancer: content management - online marketing - e-commerce - blogs - trend research - HMC - product testers - beauty academy - content reporting

e.g. conception of actions to support an innovative culture – conception and implementation of an internal communication campaign to increase awareness – project planning to work with a consultancy – conception of an idea-management reporting – design of the department’s SharePoint page – organization of AbbVie Germany’s innovation event – development of an innovation scorecard – innovation workshops – trend, cooperation and business model research – innovation audit analysis and presentation - networking

Leading a Marketing team: e.g. social media conception for Rheinenergie AG - today alumni

Innovation Management: e.g. conception, moderation and evaluation of international workshops (idea-generation, problem-solving, strategy, branding, Chinese market, future trends) – scientific assistant to a dissertation: “Comparison of Online Workshops to Face-to-Face Workshops” incl. creativity theory research – clustering of the Chinese market to form a future strategy to address Chinese consumers’ needs

EU research project ARUM (for Airbus) - project: Supply Chain Collaboration “How do ultimate buyers get to know problems within the supply chain?” - Interviews with Daimler AG Logistics and others - essay

Project: "Export Opportunity Survey (EOS)" - export opportunities of organic frozen sweet peas to the German and US markets - published by professors - cooperation of Fachhochschule Köln and University of Wisconsin Whitewater

Project: "Business Process Optimization of Simfy‘s Product Launches and Customer Interactions" - Business modelling with Bonapart Business Process Management (BPM) Tool

Marketing team: e.g. fitness studio marketing conception - website optimization - project initiation - project leader for target group analysis - today alumni

Marketing, Organization, Merchandising, PR e.g. CRM conception + implementation – e-commerce optimization – facebook postings – contact person for Kiehl’s shops – training organization + negotiations – PR-event organization – promotion conception + evaluation (online + offline) – creation + evaluation of e-mail newsletters – adaption of South Korean Best Practice to German market – new product launches - target group analysis - slogan writing - PR text writing - design creation - agency briefings

Marketing and Marketing Communications: e.g. new product-naming workshop conception and moderation – digital asset management – advertising media design – competitor analysis – project structure and time planning – advertising slogan conception

Project: "City marketing to enhance retail sales" in cooperation with cultural management students - city marketing campaign with seasonal programmes – guerrilla-marketing – cultural marketing

e.g. press article writing – media clippings – contact person for journalists – press conference organization - trend and theme research - data base creation - media data processing - project management

Leadership and Management - Retail Marketing - International Business - Knowledge Management - Brand Management - Tournaround Management; Master thesis: "A Culture of Innovation: Supporting Factors from a Creative Idea to a Sustainable Implementation" (grade 1.1: excellent)

Innovation Management - International Business Negotiations - Luxury Marketing - Intercultural Management - Business Planning - International Economy

International Marketing - Brand Management - International Market Entry Strategies - Consumer Behavior - CRM - Bachelor Thesis: "Consumer Behavior is Influenced by Brand Names. How Does the Country of Origin Affect the German Customers' Attitude Towards Luxury Cosmetics?", grade: 1.8 (good)

BA Marketing Communications: Marketing Conception - Media Planning - Market Analysis - Market Research - Target Group Analysis - Market Positioning - Strategy Development - Design - Communication Concepts/ Campaigns

Health and Psychology - A-Levels (1.8: good)

High School Exchange, USA