Philipp Haeseli

Senior Marketing and Business Leader

Wallisellen, CH.

About

Accomplished Senior Marketing and Business Leader with over 20 years of expertise accelerating premium and luxury FMCG brands across Switzerland, Norway, and France. Renowned for a growth-oriented mindset and deep functional mastery, I leverage evidence-based AI to unlock market insights, consistently delivering end-to-end brand growth from diagnosis to predictive measurement. My leadership consistently drives significant market impact and fosters cross-functional collaboration to achieve ambitious business objectives.

Work

LÄDERACH GROUP

Head of Marketing Switzerland/France

Bilten/Zurich, Switzerland, Switzerland

Dec 2022→ Present

Summary

Led marketing strategy and operations for premium chocolate retail across Switzerland and France, driving significant growth and marketing capability build-out.

Highlights

Delivered CHF 2M in incremental value and doubled brand equity within 18 months, leveraging effective media campaigns with a 9.0 Causal AI ROI.

Implemented a 4.7% price increase based on Causal AI evidence, optimizing marketing spend allocation for enhanced profitability.

Led successful market entry into France, achieving a 2.7 ROI through novel drive-to-store campaigns and PR, gaining recognition from the CEO and family.

Contributed to business mitigation during a PR crisis by providing critical analysis and strategy to the CMO, CEO, VP Europe, and the Executive Committee.

THE HEINEKEN COMPANY

Group Brand Marketing Manager

Lucerne, Switzerland, Switzerland

Jan 2020→ Nov 2022

Summary

Managed a portfolio of local brands, leading 3 Brand Managers and driving strategic innovation to achieve significant market turnaround.

Highlights

Achieved significant brand turnaround within 18 months, gaining recognition from the Europe President and exceeding volume and profit targets above budget.

Re-grew Eichhof share and equity by repositioning the brand with a new bottle and distinctive design, winning a Pentagram Gold Award.

Accelerated non-alcoholic beer mix as a top LRP priority, achieving 3x revenue growth above target and a 29% repurchase rate.

Delivered IMC with purchase intent 20% above DACH benchmark, recognized as one of the most successful launches with 4x Gold and 1x Silver at Swiss Beer Awards 2022.

LGT VENTURE PHILANTHROPY START-UP SOCIAL ENTERPRISE

CMO/Managing Director Switzerland and Member of Leadership Team

Zurich, Switzerland, Switzerland

Nov 2018→ Nov 2019

Summary

Led the Swiss operations of an international social enterprise, overseeing strategic growth, team leadership, and fundraising initiatives.

Highlights

Scaled the organization by expanding direct reports from 1 to 5, driving operational efficiency and team growth.

Secured CHF 2M in charitable donations from 200 customers and donors, providing water to 70K people through 3 NGO partners.

Developed a cutting-edge, fully digitized scalable platform model, streamlining operations and enhancing donor engagement.

Acquired CHF 100k in pro-bono value, prepared comprehensive valuation, and successfully negotiated M&A agreements.

THE COCA-COLA COMPANY

Senior Business Manager Still Beverages Central & Eastern Europe

Zurich, Switzerland, Switzerland

Jul 2015→ Oct 2018

Summary

Managed franchise operations and brand marketing for a CHF 70M premium water business, driving significant revenue and EBIT growth with end-to-end responsibility.

Highlights

Delivered the highest growth since acquisition with revenue +6% and EBIT +4%, quintupling still water volume and regaining retail value leadership.

Co-created a global premium brand platform, achieving superior copy-testing results and winning ADC bronze cube and an ADC Europe award nomination.

Led revenue growth management for water in collaboration with McKinsey & Company, establishing a highly competitive price-driven category.

Launched sustainability initiatives and expanded the premium water brand into China and the United States, demonstrating global market reach.

THE COCA-COLA COMPANY

Senior Brand Manager Water Joint Venture Central & Southern Europe

Zurich, Switzerland, Switzerland

Apr 2011→ Jun 2015

Summary

Oversaw end-to-end P&L responsibility for local water joint-venture, driving revenue, market share, and brand equity.

Highlights

Achieved a 36% volume growth in still water and expanded user base by 25%, turning around the water business volume by +2%.

Built significant brand equity and successfully listed still water at top retailer Coop.

Co-created new packaging and led Board of Directors meetings with senior directors, achieving system alignment and significant investment.

Drove revenue, value market share, and brand equity for the local water joint-venture, demonstrating comprehensive P&L management.

THE HEINEKEN COMPANY

Brand Manager Heineken & BeerTender

Lucerne, Switzerland, Switzerland

Jan 2009→ Mar 2011

Summary

Managed global positioning, IMC, and packaging innovations for Heineken and BeerTender, leading 1 Junior Brand Manager and 1 Graduate Trainee.

Highlights

Launched global positioning, IMC, and packaging innovations, including K2 Glass Bottle, Tactile Can, and STR Alu Bottle.

Led trade marketing and sponsorship activation for UEFA Champions League, Montreux Jazz Festival, and other premium music assets.

Managed direct reports, providing mentorship and guidance to junior professionals.

Contributed to the strategic development and execution of brand initiatives, enhancing market presence and consumer engagement.

THE HEINEKEN COMPANY

Brand Manager Swiss Beers & Specialty Beers

Winterthur, Switzerland, Switzerland

Oct 2007→ Dec 2008

Summary

Led the portfolio of Swiss and specialty brands, providing functional leadership to 3 brand ambassadors.

Highlights

Stabilized multi-year decline of the Swiss brand and achieved double-digit growth of specialty brands.

Nominated for the international young talent programme of Heineken International, recognizing leadership potential.

Managed brand ambassadors, ensuring consistent brand messaging and market presence.

Contributed to strategic initiatives that enhanced brand visibility and market share for the portfolio.

CARLSBERG GROUP

Project Manager Supply Chain Innovation

Oslo, Norway, Norway

Jan 2007→ Sep 2007

Summary

Led a group-wide strategic project focused on optimizing multi-category product portfolios and packaging complexity.

Highlights

Optimized multi-category product portfolio by phasing out several small brands, reducing packaging complexity and 70 SKUs.

Achieved significant savings through SKU reduction and process improvements.

Redesigned and launched new packaging for the leading water brand Farris, enhancing market appeal.

Managed project timelines and resources effectively to ensure successful implementation of supply chain innovations.

CARLSBERG GROUP

International Carlsberg Graduate Management Programme

Oslo, Norway, Norway

Dec 2004→ Dec 2006

Summary

Participated in an intensive graduate program, managing sales forecasts and contributing to commercial excellence initiatives across Switzerland and Norway.

Highlights

Managed sales forecasts for beer and water, including promotions, optimizing inventory and distribution.

Built product complexity scorecard and reporting, enhancing data-driven decision-making.

Achieved reduction of SKU complexity in both Switzerland and Norway through strategic analysis and collaboration.

Participated in commercial excellence on trade projects, gaining comprehensive insights into market dynamics.

JEAN FREY MEDIA GROUP

Marketing Assistant Book Publishing

Zurich, Switzerland, Switzerland

Aug 1999→ Jun 2001

Summary

Supported marketing initiatives in book publishing, leading 1 commercial apprentice and re-launching a best-selling book.

Highlights

Led 1 commercial apprentice, providing mentorship and guiding their professional development.

Successfully re-launched a best-selling book on entrepreneurship, contributing to increased sales.

Assisted in the development and execution of marketing strategies for new book releases.

Contributed to market analysis and promotional activities, supporting overall publishing objectives.

JEAN FREY MEDIA GROUP

Commercial Apprenticeship in Publishing, Advertising & Print

Zurich, Switzerland, Switzerland

Aug 1996→ Jul 1999

Summary

Completed professional training in media, advertising, editorial, and customer marketing, including a direct reporting role to the Chairman of the Board.

Highlights

Gained comprehensive professional training in media, advertising, editorial, and customer marketing disciplines.

Reported directly to the Chairman of the Board for 6 weeks, demonstrating strong organizational and communication skills.

Supported various projects across publishing and advertising functions, contributing to operational efficiency.

Developed foundational skills in marketing and client relations, achieving a Grade 6 performance.

Education

University of St. Gallen (HSG)

St. Gallen, Switzerland, Switzerland

Jan 2009→ Dec 2009

Certified Executive CAS Marketing & Sales Innovation Grade:

Zurich University of Applied Sciences, School of Management

Winterthur, Switzerland, Switzerland

Jan 2008→ Dec 2008

CAS Brand Management Grade:

BI Norwegian School of Management

, Norway, Norway

Jan 2006→ Dec 2007

Strategic Marketing (Part of Master of Management) Grade:

Zurich University of Applied Sciences, School of Management

Winterthur, Switzerland, Switzerland

Oct 2001→ Oct 2004

Diploma | eidg. dipl. Betriebsökonom FH BSc Business Administration Grade:

Molde University College

Molde, Norway, Norway

Jan 2003→ Jun 2003

Erasmus Exchange Semester Grade:

Global Village English Language School

Toronto, Ontario, Canada

Jul 2001→ Sep 2001

English Studies & TOEFL Grade:

KV Zurich Business School

Zurich, Switzerland, Switzerland

Aug 1996→ Jul 1999

Commercial Baccalaureate Grade:

Languages

German

English

Norwegian

French

Certificates

Mini MBA in Marketing (CPD) Grade A

Dec 2024

Prof. Mark Ritson, London, UK

Mini MBA in Brand Management (CPD) Grade A

Dec 2021

Prof. Mark Ritson, London, UK

Start-Up School Certificate

Dec 2019

Y Combinator, Mountain View, California, USA

Digital Transformation & Platform Strategy

Dec 2019

Emeritus/Massachusetts Institute of Technology, Boston, USA

Digital Brand Strategy & Certificate in Strategic Account Planning

Dec 2019

Berghs School of Communication, Stockholm, Sweden

Professional Accelerator Programmes in Creative Direction & Fashion Design

Dec 2019

Mastered, London, United Kingdom

Leadership Development

Dec 2018

The Coca-Cola Company University (across Europe)

Driving Transformation & Digital Marketing

Dec 2017

Hyperisland, Stockholm, Sweden

Certificate in Strategic Account Planning

Dec 2013

SAWI/Leading Swiss Agencies/APGS, Zurich, Switzerland

International Graduate Management Development Programme

Dec 2006

Carlsberg Group, Copenhagen, Denmark

Skills

Marketing Strategy

Brand Management, Strategic Planning, Market Insights, Product Innovation, Pricing Strategies, Advertising, Predictive Measurement, Digital Marketing, Multichannel Marketing, Campaign Management.

Business Leadership

P&L Management, Growth Acceleration, Stakeholder Engagement, Cross-functional Leadership, Business Mitigation, Market Entry, Strategic Partnerships, M&A Negotiation.

Analytics & AI

Evidence-based AI, Causal AI, Brand Tracking, Asset Testing, Marketing Spend Allocation, Instore Analytics, Data-driven Decision Making.

Brand Development

Brand Equity, Brand Repositioning, Packaging Innovation, Brand Architecture, Creative Assets, Consumer Insights, Product Portfolio Optimization.

Financial Management

Revenue Growth Management, Cost Savings, Budget Management, Sponsorship Asset Management, Charitable Donations, Valuation.

Team Leadership

Team Management, Mentorship, Talent Development, Leadership Team Member, Cross-cultural Team Leadership.

Project Management

Strategic Project Leadership, Supply Chain Innovation, Product Launch, Process Optimization, Timeframe Management.