The Growth Challenge
Feldschlösschen, part of the Carlsberg Group, undertook a significant marketing reorganisation to transform the function into a driver of profitable growth through innovation and communication. This resulted in changes to the organisational design and a redefinition of roles. The challenge was to translate high-level strategic objectives into clear, inspiring roles that would both elevate capabilities and enable collaboration across teams, and the wider Carlsberg network.
The Company
Feldschlösschen is Switzerland’s leading brewery and beverage company, with a diverse portfolio spanning beer, non-alcoholic beverages, and water. As part of the Carlsberg Group, the company is committed to driving category growth and building strong, consumer-centric brands in a highly competitive market.
The Approach
Step 1: Translating Strategy into Roles
Working closely with the Marketing VP, I translated the strategic vision into inspiring and practical job descriptions across multiple levels and teams. Each description balanced clarity of responsibility with the inspiration needed to attract and retain top talent.
Step 2: Supporting the Organisational Design
Beyond defining roles, I identified opportunities to refine the organisational structure to ensure the new design supported both current needs and future growth.
The Results
- 16 Role Definitions: Delivered comprehensive job descriptions that brought strategic objectives to life and supported recruitment, onboarding, and performance management.
- Improved Organisational Design: Provided targeted recommendations that strengthened collaboration, clarified accountabilities, and future-proofed the marketing structure.
- High-Quality Outputs Delivered Fast: A structured, collaborative process that delivered results within a few days rather than weeks, enabling the client to maintain momentum during the transformation phase.
“Heike quickly grasped our ambition for the marketing function and translated it into inspiring yet pragmatic and straightforward job descriptions. Beyond that, she supported me as an eye-level sparring partner, tapping into her experience as CMO. This made the exchanges invaluable.
Sarah Stokar von Neuforn, Marketing VP
