Andreas Michaelis
Managing Director - Dental Depot at -Cruraden AG- Claim this Profile
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Englisch Professional working proficiency
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German Native or bilingual proficiency
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Bio
Anja Kaiser
Andreas Michaelis was my line manager at RAUSCH AG Kreuzlingen. He formed a new Marketing Team and within a short amount of time we were a highly motivated team with a winning spirit. His great knowledge about consumer insights and his analytical skills helped me during my onboarding process to be successful in my new role as Innovation Manager. Andreas initiated the new innovation process at RAUSCH and started the digital transformation. In his inspiring but analytical way, he is able to make others follow his ideas even if they are really new to the company. Andreas is a professional marketer, an unmatched storyteller for his brand with the ability to think commercially and strategically. He is extremely diligent and reliable with a strong sense of responsibility. It is a pleasure to work on his team. I highly recommend Andreas to any company who is looking for a professional to develop a brand in the fast moving consumer goods category.
Christian Bennefeld
Andreas and I were part of the management team at Ricola for several years. He mentored me during my onboarding process and his great knowlege and strategic insights about the company helped me tremendously in order to be successful in my role as Global Commercial Development Director. We interacted in numerous projects, whereas his determination and openness played a decisive role in success. Andreas is one of the few marketeers who has an extreme knowlege about commercial strategies, the global landscape of channels and customers and a highly developed and sensitive talent when it comes to adapting strategies and product concepts to various cultural environments. At Ricola he was clearly one major driving force in setting up the "2025 vision and growth strategy" for the company. His deep insights about the consumer and his strong analytical skills enabled him to re-design the strategic approach to a consumer-centric model. Also he was the initiator of the company as far as the digital transformation and the innovation process is concerned. With those two key initiatives he clearly made the company ready for the next generation. I never met anyone who can motivate people as much has him to follow his "big ideas". His excellence in communication, presentation and rhethorical skills allowed him to engage people and to go the extra mile. I am very thankful to have met such an inspiring leader and entrepreneur during my professional career and encourage every company to get this "asset" as a CEO or c-level executive.
Anja Kaiser
Andreas Michaelis was my line manager at RAUSCH AG Kreuzlingen. He formed a new Marketing Team and within a short amount of time we were a highly motivated team with a winning spirit. His great knowledge about consumer insights and his analytical skills helped me during my onboarding process to be successful in my new role as Innovation Manager. Andreas initiated the new innovation process at RAUSCH and started the digital transformation. In his inspiring but analytical way, he is able to make others follow his ideas even if they are really new to the company. Andreas is a professional marketer, an unmatched storyteller for his brand with the ability to think commercially and strategically. He is extremely diligent and reliable with a strong sense of responsibility. It is a pleasure to work on his team. I highly recommend Andreas to any company who is looking for a professional to develop a brand in the fast moving consumer goods category.
Christian Bennefeld
Andreas and I were part of the management team at Ricola for several years. He mentored me during my onboarding process and his great knowlege and strategic insights about the company helped me tremendously in order to be successful in my role as Global Commercial Development Director. We interacted in numerous projects, whereas his determination and openness played a decisive role in success. Andreas is one of the few marketeers who has an extreme knowlege about commercial strategies, the global landscape of channels and customers and a highly developed and sensitive talent when it comes to adapting strategies and product concepts to various cultural environments. At Ricola he was clearly one major driving force in setting up the "2025 vision and growth strategy" for the company. His deep insights about the consumer and his strong analytical skills enabled him to re-design the strategic approach to a consumer-centric model. Also he was the initiator of the company as far as the digital transformation and the innovation process is concerned. With those two key initiatives he clearly made the company ready for the next generation. I never met anyone who can motivate people as much has him to follow his "big ideas". His excellence in communication, presentation and rhethorical skills allowed him to engage people and to go the extra mile. I am very thankful to have met such an inspiring leader and entrepreneur during my professional career and encourage every company to get this "asset" as a CEO or c-level executive.
Anja Kaiser
Andreas Michaelis was my line manager at RAUSCH AG Kreuzlingen. He formed a new Marketing Team and within a short amount of time we were a highly motivated team with a winning spirit. His great knowledge about consumer insights and his analytical skills helped me during my onboarding process to be successful in my new role as Innovation Manager. Andreas initiated the new innovation process at RAUSCH and started the digital transformation. In his inspiring but analytical way, he is able to make others follow his ideas even if they are really new to the company. Andreas is a professional marketer, an unmatched storyteller for his brand with the ability to think commercially and strategically. He is extremely diligent and reliable with a strong sense of responsibility. It is a pleasure to work on his team. I highly recommend Andreas to any company who is looking for a professional to develop a brand in the fast moving consumer goods category.
Christian Bennefeld
Andreas and I were part of the management team at Ricola for several years. He mentored me during my onboarding process and his great knowlege and strategic insights about the company helped me tremendously in order to be successful in my role as Global Commercial Development Director. We interacted in numerous projects, whereas his determination and openness played a decisive role in success. Andreas is one of the few marketeers who has an extreme knowlege about commercial strategies, the global landscape of channels and customers and a highly developed and sensitive talent when it comes to adapting strategies and product concepts to various cultural environments. At Ricola he was clearly one major driving force in setting up the "2025 vision and growth strategy" for the company. His deep insights about the consumer and his strong analytical skills enabled him to re-design the strategic approach to a consumer-centric model. Also he was the initiator of the company as far as the digital transformation and the innovation process is concerned. With those two key initiatives he clearly made the company ready for the next generation. I never met anyone who can motivate people as much has him to follow his "big ideas". His excellence in communication, presentation and rhethorical skills allowed him to engage people and to go the extra mile. I am very thankful to have met such an inspiring leader and entrepreneur during my professional career and encourage every company to get this "asset" as a CEO or c-level executive.
Anja Kaiser
Andreas Michaelis was my line manager at RAUSCH AG Kreuzlingen. He formed a new Marketing Team and within a short amount of time we were a highly motivated team with a winning spirit. His great knowledge about consumer insights and his analytical skills helped me during my onboarding process to be successful in my new role as Innovation Manager. Andreas initiated the new innovation process at RAUSCH and started the digital transformation. In his inspiring but analytical way, he is able to make others follow his ideas even if they are really new to the company. Andreas is a professional marketer, an unmatched storyteller for his brand with the ability to think commercially and strategically. He is extremely diligent and reliable with a strong sense of responsibility. It is a pleasure to work on his team. I highly recommend Andreas to any company who is looking for a professional to develop a brand in the fast moving consumer goods category.
Christian Bennefeld
Andreas and I were part of the management team at Ricola for several years. He mentored me during my onboarding process and his great knowlege and strategic insights about the company helped me tremendously in order to be successful in my role as Global Commercial Development Director. We interacted in numerous projects, whereas his determination and openness played a decisive role in success. Andreas is one of the few marketeers who has an extreme knowlege about commercial strategies, the global landscape of channels and customers and a highly developed and sensitive talent when it comes to adapting strategies and product concepts to various cultural environments. At Ricola he was clearly one major driving force in setting up the "2025 vision and growth strategy" for the company. His deep insights about the consumer and his strong analytical skills enabled him to re-design the strategic approach to a consumer-centric model. Also he was the initiator of the company as far as the digital transformation and the innovation process is concerned. With those two key initiatives he clearly made the company ready for the next generation. I never met anyone who can motivate people as much has him to follow his "big ideas". His excellence in communication, presentation and rhethorical skills allowed him to engage people and to go the extra mile. I am very thankful to have met such an inspiring leader and entrepreneur during my professional career and encourage every company to get this "asset" as a CEO or c-level executive.
Credentials
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Social Media Manager
SOMEXCLOUD GmbH
Experience
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CURADEN AG
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Switzerland
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Wellness and Fitness Services
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100 - 200 Employee
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Managing Director - Dental Depot
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Mar 2020 - Present
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Dentoshop.ch
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Switzerland
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Personal Care Product Manufacturing
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Verwaltungsrat
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2021 - Present
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Henkel
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Germany
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Manufacturing
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700 & Above Employee
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Interim Manager
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2019 - Feb 2020
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RAUSCH AG KREUZLINGEN
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Switzerland
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Personal Care Product Manufacturing
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1 - 100 Employee
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Chief Marketing Officer, Member of the Executive Board
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2017 - 2018
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Ricola
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Switzerland
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Food and Beverage Manufacturing
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100 - 200 Employee
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Chief Marketing Officer, Member of Executive Board
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2014 - 2017
Iconic Swiss manufacturer of all-natural cough drops with 500 employees. Iconic Swiss manufacturer of all-natural cough drops with 500 employees.
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Victorinox
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Switzerland
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Manufacturing
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700 & Above Employee
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Global Head of Marketing & Sales
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2011 - 2014
500 M CHF manufacturer of Switzerland’s treasure, the Swiss Army Knife, and global market leader in pocket and butcher knives sold across 140 countries, with 900 employees. Key clients – Amazon, Ebay, WalMart. Directed 5 M CHF budget with shared 20 M CHF A&P budget. Led 9 direct reports with 5 team members in dotted line reporting structure and 40 team members. Reported directly to CEO. Served as advisor to the Executive Board on several occasions. Mastered new digital forms of communication and built new marketing department from scratch (strategy, processes, structure). Reworked the innovation process, restructured the sales organization and sales strategy, developed a new international sales team, structured a global e-commerce strategy, and got the brand closer to consumers. Transformed company from an inside-out, owner-driven centralized marketing and sales structure driven by engineers into a global matrix, consumer-centric organization. * Grew one product category 300%. Aligned consumer outside with company inside. Understood and engaged target audience, and developed crowd-based innovation process combined with social media campaign for consumer research. * Increased sales margin by 8% – up 10% – by defusing Amazon price war. Developed new sales strategy, reorganized structure, leveled pricing and improved online strategy. Amazon became a strong partner. * Improved the innovation process. Restructured from engineer-driven to a consumer lead process. Example – introduced a new line of colors for the pocket knife and sales soared. * Improved brand awareness among younger consumers. Recruited junior and senior product managers, and a social media team. Dramatically improved Time-to-Market. * Leveraged change management expertise to integrate merger with Wenger (our largest competitor). Restructured the entire product assortment. Centralized the organization, integrated new sales team and merged the two brands.
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Swissdent Cosmetics AG
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Switzerland
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Personal Care Product Manufacturing
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1 - 100 Employee
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Founding Partner
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2007 - 2011
Partnered with a Doctor of Dental Science to found, market and grow (with very limited resources) a new subcategory – the first premium cosmetic dental brand (a patented high-quality innovative product), manufactured entirely in Switzerland. 3 M CHF in revenues with 2 direct reports. Despite entering a market with flat growth and low margins, completely saturated with global competitors, the initial phase was a great success, so we built out the organization. Led regional development of new product formats, flavors, packaging and renovations for local adaptation in 10 European markets. Major customers were key distributors across the globe. Key clients include Ebay, TJ Max, Douglas and key pharmacy and drugstore chains. Directed all parts of the value chain – from defining strategic innovation platforms and commercial opportunities, and production and communications development, to sales and services. The brand grew fast inside a small niche. With excellent features and a guerilla-style marketing campaign, the product quickly became popular, gaining shelf visibility with major retailers and excellent velocity. As the managing partner – relying on strong analytical skills and strategic thinking – developed and built the brand from scratch with a unique strategy, sustainable structures and scalable processes within this small organization. Building on uniqueness, delivering on key insights for our target consumer, using exponential thinking to create simple stories, and with a can-do attitude, we developed a brand with longevity. Swissdent remains a well-established, enduring brand with high brand loyalty in key European markets, with a modern sales structure.
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Mercatura Cosmetics BioTech AG
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Achim, Germany
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Managing Partner, Global Head of Marketing & Sales, Member of Executive Board
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2002 - 2006
Transformed 15 M EURO niche cosmetics company to a licensed brand leader. As a member of the executive board, I led marketing and sales. Developed new biotech ingredient that changed the possibilities of anti-aging treatments. Integrated global licensing for the brand Wolfgang Joop. Our goal was vast expansion and to go public with the company within five years. We achieved our goals, bought and integrated a major competitor, and integrated clients and the assortment. Transformed 15 M EURO niche cosmetics company to a licensed brand leader. As a member of the executive board, I led marketing and sales. Developed new biotech ingredient that changed the possibilities of anti-aging treatments. Integrated global licensing for the brand Wolfgang Joop. Our goal was vast expansion and to go public with the company within five years. We achieved our goals, bought and integrated a major competitor, and integrated clients and the assortment.
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Herlitz PBS AG
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Berlin/Stuttgart, Germany
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Managing Director, Writing Instruments Business Unit
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1994 - 2002
Turned around a 25 M EURO family-owned stationary manufacturing company with 120 employees in a very highly competitive, declining market, with margins eroding. Integrated into a larger corporation, Europe’s market leader at that time. Led risk management and change management through 3 company reorganizations and 2 relocations within 5 years. By focusing on our products’ pivotal strengths, meeting sensitive price points and optimizing communications at the POS, we successfully launched our product in the US market through Staples, the largest retail chain in the US.
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Education
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1988 - 1993
Friedrich-Alexander-Universität Erlangen-Nürnberg
Diplom-Kaufmann, Marketing & Rechnungswesen
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