Research International (today part of Kantar)
Senior project manager
Led a department for international research conducting product, advertising, customer satisfaction and other type of market research for multinational clients
Iris Lacorn
Senior Marketing Manager
Hamburg, Germany (+01:00 UTC) English, Germanfrom Hamburg, Germany
Usually responds in 2 days
Free
Price per hour
30 min
Time Blocks Available
5.00
6 reviews / 8 sessions
Wed
11
Next availability
Bio
Passionate, senior marketeer committed to drive progress, particularly in the energy transition, with expertise in how to position products or brands and creating effective marketing communications. After having worked in customers insights agencies at the beginning of my career I joined Shell where I was able to gather a wealth of experience in local and global B2C and B2B marketing roles, focused on marketing & brand strategy, proposition development, marketing planing, indirect channel management/franchising and product innovation. My mission is to bring together people with purpose and use my wealth of experience and knowledge to tackle new challenges and coach young talent. I have a lot of mentees within Shell who often recommended me to others. I also worked with corporate start-ups and some of our ventures which is what motivated me to offer my support to the external world. Given my background of working in a large multinational company my support is likely to be particularly useful for scaling up your business. I enjoy dealing with change and complexity. Working in x-cultural environments inspires and energizes me. I am fascinated by strong brands, innovative insight-driven propositions, immersive experiences and how to leverage brand value through franchising in the digital age. While I have experience with performance marketing I am not the best person to speak to about things like SEO optimization etc. but I can help when it comes to finding the right balance between tactical and brand marketing, defining your brand positioning or brand narrative and targeting your messaging to the right audiences. Not signed up for GrowthMentor yet? Then click here to get started https://app.growthmentor.com/mentees/irislacorn?ref=d8be8059a1
Expertise
Building a team
I have led different teams and always found that you can only be a good leader when you are authentic and manage to align a team behind a common purpose with strong empowerment. I believe high performing teams need a good portion of D&I, work-life-balance, open dialog and a strong basis of trust to perform at their best. How to achieve this or how to address under-performance or stakeholder conflicts? Let's talk...
Content marketing
As part of my various roles Shell I developed experience in how to create and use content such as technical white papers or enlightening (educational) brand content particularly for gaining earned media or lead generation.
Go to market strategy
I have recently worked very closely with our product innovation team to define the best go-to-market strategy for new propositions including definition of primary target audience, channel strategy and brand or product positioning.
Idea validation
I have a vast amount of experience in concept testing and optimization, both for product as well as communication concepts. I often see that small differences for example in language can make a huge difference in concept appeal to customers. And I have also seen many mistakes being made in how concepts are tested, for example insufficient sample size, wrong target group etc. which can easily lead to wrong conclusions.
Product marketing
I have worked in many different product areas helping to define the best product positioning and customer as well as value driven product development roadmaps. I am surprised that often people struggle to define what exactly their product is, what benefits it delivers or what market it competes in. If you need a sparring partner to think this through for your product come and find me
User research
With my professional roots in market research I am wholeheartedly customer focused and a strong believer in thinking everything 'customer back'. I have a lot of methodological knowledge to help you set up effective research delivering validated results and ensuring your product and communication meet the customers' needs.
Toolkit
Adobe Analytics
5 years of experienceUsed web analytics for optimization of traffic and conversion rates. Don’t have experience with implementing the tool but more using and working with the data
Experience
Ipsos
Market research managerProject manager dealing with a range of different methodologies and customers in different industries. Specialized in trend and values research and worked a lot with the telecoms sector