Eike U. Wobker (王艾克)

Heading the global digital marketing activities for Henkel Consumer Brands, Hair

Heading the global digital marketing activities in the Laundry & Home Care division for Henkel: | Responsible for all owned digital touch-points: brand websites in alignment with platform mgmt, content teams & social media strategy | Digital brand campaigns: toolbox & localisation for hero campaigns in alignment with brand teams | Team lead of Global Digital Marketing Managers including the Global Social Media Manager (5 Direct Reports, total 7 Reports) & impact on additional 50 local / regional roles

In charge of data-driven conception & creation of NIVEA product campaigns |Data Analytics: discovering consumer insights through data sources (eCom, retail, social,…). Deriving creative insights to increase engagement with target audience |Data Driven Campaigns: creating rapid prototypes to receive real world feedback. Targeting on most promising touch-points. Scaling up reach with statistical twins |Outcomes: aiming to increase relevancy for consumers through better targeting and personalised creative

Driving digital transformation growth initiatives for BDF CH: |Programmatic: challenge to reach young consumer audience with trad. media (no TV). New tech to target specific users with own ad server, DMP & DSP leveraging data from media, eCRM, search, eCom |D2C/eCommerce: get in direct relationship with consumer and personalise communication according to specific needs |Online-2-offline: full attribution modelling of consumer journey from awareness to multiple touch points and offline & online purchases

Overall responsibility for planning, operating & continuously improving all of La Prairie’s digital assets Central operations for 20 international / 6 transactional sites operated on Demandware Global project lead: La Prairie website relaunch in 6 months including platform redesign, mobile first strategy, UX&UI eCommerce roll out China: priority owned store & luxury division Tmall (Alibaba) Team lead global Web Management, Digital Merchandising, Front End Development & QA as well as external partners

Strategic development of Digital Marketing & eCommerce for the APAC region Additionally execution of local digital marketing operations for the priority country China. Including 2 global skin care brands: NIVEA and NIVEA Men as well as 3 local Chinese hair care brands: Slek, Herb Expert and Maestro. As a team member, contributed to 60% increase in profitable eCommerce sales in China from 2013 to 2016 to become Beiersdorf’s most extensive eCommerce market of today.

Strategic development of digital marketing for Central Eastern Europe Coordination of local digital marketing operations in Austria

Main focus: Marketing; trainee stations in Finance and PR Comprehensive insight into the various departments of the organisation

Part of the trainee program to get agency‘s perspective on digital marketing Targeted training of digital skills

References: Boarderspoint.de, ZU Finance Club, Peter Kienzle (Campaign website for the candidate of the CDU for the mayoralty in 2009 in Friedrichshafen) as well as the Swiss Private-Equity-Fonds Swiss Recap

Final grade: 1,7

International Business