Georg Kazantzidis
Product and Brand Marketing Head
Phone:
617-892-1986
Email:
georg.kazantzidis@me.com
Location:
Northborough, MA
Hello! I'm Georg
I am a highly-motivated and performance-driven senior marketing manager with 20 years of success in developing award-winning brand marketing programs and advertising campaigns. I have led product categories into profitable growth by developing comprehensive strategies to define product portfolios and pricing strategies.
I have also created innovative brand development strategies to achieve targeted sales growth while maintaining corporate and brand integrity. I am proud to have been recognized for utilizing innovative approaches and making smart business decisions to achieve market positioning and planned sales targets. This accomplishment was driven by a strategic blend of innovative marketing campaigns, product offerings, retail expansion programs, market research, and cross-functional collaboration.
Throughout my career, I have consistently demonstrated my dedication to foster and mentor high-performing teams. As a seasoned leader, I understand the importance of cultivating a collaborative and motivated environment where team members are empowered to excel. My leadership style emphasizes open communication, mutual respect, and a shared commitment to achieving collective goals.
Profile
Highly adaptable to new brands, products and industries with agile mindset
Highly adaptable to new brands, products and industries with agile mindset
Highly adaptable to new brands, products and industries with agile mindset
Strong project management and leadership capabilities
Embraces opportunities to learn and developing himself
Ability to identify key contributors to gain knowledge and define strategies for business growth
Creates ideas and solutions to continuously improve efficiency, quality and results
Ability to identify key contributors to gain knowledge and define strategies for business growth
Expresses values consistently and passionately to inspire and empower others
Values and integrates different perspectives
Experience
2019 - 2022
BSH Home Appliances FZE Middle East
2019 - 2022
BSH Home Appliances FZE Middle East
Head of Brand Marketing
Controlled a marketing budget of >7m USD and managed a marketing team of 8 employees and 6 agencies. Defined regional brand positioning model of the 3 main brands (Bosch, Siemens, Gaggenau). Developed advertising strategies including media planning and buying for the GCC markets as well as incorporating sales promotions, web, social media to increase brand equity. Led the digital marketing strategy of the company with B2C, B2B and D2C activities along the consumer experience journey. Secured company target of digitally generated T/O. Led marketing activities and advertising campaigns to consumers, retail and distributors. Developed product training concept for sales and promoter teams. Generated >150 brand touch points with 40+ branded showrooms and shop-in-shop concepts. Hosted regional and global marketing conferences and first digital launch event in the region for brand stakeholders.
2011 - 2018
BSH Home Appliances FZE Middle East
2011 - 2018
BSH Home Appliances FZE Middle East
Head of Marketing & Business Development
Defined the product portfolio MDA, SDA and AC with >700 SKUs and recommended price propositions. Key driver for profitability PUG matrix for profitable sales-product structure in line with business objectives (T/O, EBIT & market share). Managed increasing complexity of regional country requirements related to products (approbation) to secure stable supply. Managed demand planning with sales team and distributor to improve supply chain from global factories.
2009 - 2011
BSH Home Appliances FZE Middle East
2009 - 2011
BSH Home Appliances FZE Middle East
Head of Product Marketing
Headed product management for MDA portfolio, including product life cycle management, identifying market requirements, driving solutions across product development teams for local product requirements. Responsible for planning and implementation of sales reporting. Definition of market, portfolio, distribution and pricing strategy. Corporate and distributor business planning, as well as profitability planning and analysis.
2007 - 2008
BSH Home Appliances FZE Middle East
2007 - 2008
BSH Home Appliances FZE Middle East
Product Manager
Product life cycle management including development of regional product roadmap in alignment with business objectives and market requirements. Conducted market research, provided information and support to Communications, PR, Training, Sales Teams and distributors. Launched local product information system (PIT) enhancing planning and forecasting more efficiently.
2005 - 2006
Mineralbrunnen AG Germany
2005 - 2006
Mineralbrunnen AG Germany
Brand Manager
Initiated product and brand relaunches of national German brands: afri-cola and Bluna. Developed and successfully implemented product and brand re-positioning taking into consideration target audiences and market potential. Planned trade marketing activities enhancing visibility and awareness.
2003 - 2004
Neopost GmbH Germany
2003 - 2004
Neopost GmbH Germany
Product Manager
Responsible for launch of FRANKIT compatible mailing systems resulting in Nr. 2 segment position in Germany.
Education
1996 - 2002
University of Tuebingen, Germany
1996 - 2002
University of Tuebingen, Germany
MASTER SC. / DIPLOM BETRIEBSWIRT
Business Administration Studies with Focus on Marketing, Planning and Controlling.
1997 - 1998
Northern Arizona University, USA
1997 - 1998
Northern Arizona University, USA
Exchange Year
Focus on International Marketing Studies.
Brands
Areas of Expertise
Strategic Brand Development & Positioning
Digital Marketing,E-commerce, SoMe & CRM Strategy Implementation
Creative Development of ATL & BTL Campaigns
Media Planning & Buying
Public Relations & Event Management
Budget Planning, Forecasting & Monitoring
Creates ideas and solutions to continuously improve efficiency, quality and results
Product Launch Management including Product & Sales Trainings
Consumer/Market Research & Insights
Business Development/Activation of New Sales Outlets/Channels
Achievements
DISTRIBUTION EXPANSION
Increased weighted distribution and enhanced brand footprint throughout the GCC region leading to double-digit T/O and market share growth YoY from 2011 onwards to position BSH as Nr.3 home appliance manufacturer in the Middle East and achieved Nr.1 position in the UAE while securing profitability for the company.
RECORD MARKET SHARE
Led GTM project for dishwasher category with focus on consumer centric product portfolio optimization, distribution channel selection and communication campaign resulting in BSH’s Nr. 1 position for dishwashers with a consistent value market share of >50% in key GCC markets.
BRAND POSITIONING
Repositioning of BSH brands to allow clear brand differentiation which resulted in increased perception levels throughout the consumer brand & purchase funnel to top 3 position.
SMART HOME LAUNCH
Led and drove BSH’s HomeConnect 360° marketing campaign with major TVC investment to drive brand equity and category awareness. The campaign won internal and 3rd party brand awards.
FRESH RETAIL CONCEPTS
Launch of 40+ branded showrooms / shop-in-shop concepts throughout the GCC to enhance brand equity and consumer brand touch points.
EFFICIENT ORGANIZATION
Restructured marketing department to unfold creative potential, increase effective-ness and responsiveness resulting in a 20% cost savings for the company.
Work Samples
There may be no better way to communicate what I am passionate about than through videos. As you browse through this section, you will discover some of my recent accomplishments that could have only been realized by the amazing teams I have led.
Burj Khalifa Branding
Brand: Siemens
Occasion: Launch of HomeConnect for Siemens
Target: Brand and Category Awareness, Global PR, Assets, Stakeholder Engagement, SoMe Coverage
Brand Reshaping
Brand: Siemens
Occasion: Brand Reshaping Launch Presentation
Target: Increase Brand Awareness, Optimize Brand Messaging, Refresh POS and online presence
Retail Expansion
Brand: Bosch
Occasion: Distribution Expansion Project
Target: Update and Increase Number of Showrooms, Reshape POS Appearance in Retail and Wholesale
Distributor Convention
Brand: B/S/H/
Occasion: Yearly Business Planning
Target: Product and Target Presentation, Stakeholder Engagement, Sales and Marketing Support Engagement, SoMe Coverage
Brand Image Video
Brand: Gaggenau
Occasion: Development of Project Business
Target: Showcase Project Competence, Brand and Products
TVC Campaign
Brand: Bosch
Occasion: Brand Building Activities (Series of 9 TVC videos)
Target: Brand Building, Showcase Product Categories, Increase Sales, Content Creation (Photoshoot in-situ products)
Georg Kazantzidis
Product and Brand Marketing Head
Phone:
E-mail: