1. Wolfgang Taubert
Addresses: Sibeliusstr. 9 - D-81245 Munich - Germany
Telephone: +49.175.977 1091
E-Mail: wolfgangt@tiscali.co.za
PERSONAL
Born: 1 November 1959, in Braunschweig (Germany), married, no children
Nationality: German
KEY LEADERSHIP COMPETENCIES
• Formulate vision and strategy for a business and create organizational alignment across functions
• Establish strategic priorities and push for successful execution
• Make decisions based on analysis of quantitative and qualitative consumer and customer research
• Establish and maintain business partnerships with customers and suppliers
• Seek and identify approaches to improve business processes and organizational capital
• Build, lead and develop diverse teams to their potential and create alignment with business objectives
• Coach teams by providing feedback, sharing information, mentoring and training
• Create an environment which values integrity, passion for the business, accountability, performance,
open feedback and mutual trust
PROFESSIONAL EXPERIENCE AND ACHIEVEMENTS
2007-2009 Self-Employed Consultant
09/06-02/09 - Consulted international investors on South African FMCG and retail companies
- Conceptualized and established family office structure for selected private investors
- Developed and implemented short and long-term asset allocation strategies
2005-2006 Hero Switzerland, Lenzburg
International branded food-company (total group sales: > EUR 1.0 bn)
06/05-08/06 General Manager, Switzerland
- Responsible for net sales (> EUR 100m) and operating profit (>300 employees)
- Business focus on fruit based products, infant nutrition and food service
- Developed and implemented strategy and operating plans
- Successfully launched innovative chilled drink Fruit2day
- Initiated and implemented major re-organization – introduction of business unit structure and
downsizing of admin functions
- Drove cost-saving initiatives throughout the value chain to achieve 2% pts. operating margin
improvement (excl. infant nutrition) by reduction of SKU’s, optimized raw material sourcing,
various make-or-buy decisions, outsourced warehousing and internal logistics, overhead
savings through reduced headcount
2001-2004 Kellogg Company of South Africa (Pty) Ltd., Johannesburg
Subsidiary of Kellogg Company Inc., leading manufacturer of ready-to-eat cereals, cookies and
snacks (sales > US$ 9 bn)
03/01-12/04 Managing Director, South Africa
- Responsible for net sales (> ZAR500m), operating profit and cash flow (> 200 employees)
- Own production site dedicated for cereals – built additional site, specialized in healthy snacks
- Business included domestic and export into Southern African region
2. - Significantly over-delivered sales, profit and cash flow targets in three consecutive years as
net sales grew at 13% p.a. (CAGR) with solid gross margins (>40%) - despite difficult raw
material environment - through stringent price- and mix management in top-line and through
process optimization, long-term raw material procurement contracts and contained labor cost
in cost-of-goods line
- Solid operating margins (>15%) through consequently contained overhead cost providing
room for increased marketing investments
- Solid free cash flows through continuously reduced core working capital
- In ’02 made South Africa no.1 within KELLOGG worldwide in sales growth year-on-year
- Expanded the healthy snacks portfolio with various successful new product introductions
(from 1 to 7 varieties in single and multi-packs) at newly built factory
- Introduced 1st quantitative consumer based need-segmentation in South Africa as basis for
strategic portfolio management
- Successfully developed and introduced new advertising platform for major brands which
significantly improved quantitative scores in campaign pre-testing
- Recruited and built a strong, motivated and diverse leadership team
- Introduced new performance management system and company values
1991-2001 Kellogg (Germany) GmbH, Bremen
Held various leadership positions in marketing and sales within Germany/Austria/Switzerland
division (net sales > €250m, >700 employees)
11/98-02/01 Marketing Director, Germany/Austria/Switzerland
- Resp. for all marketing strategy and -programs, net sales and market shares within region, develop
and manage innovation pipeline, media planning & buying, marketing research, nutrition
communication and PR
- Developed and introduced integrated dual-target communication program for kid brands (i.e.
campaign to mothers incl. direct marketing and kid-targeted promotions like POKEMON or STAR
WARS – increased strong market share position in Germany despite de-listings and strong
competition by Nestlé and private label proliferation
- Repositioned adult brand portfolio Special K, Toppas and All-Bran – in ’00 stabilized sector share
01/98-10/98 Sales & Marketing Director, Austria/Switzerland
- Resp. for commercial strategy and programs, net sales (> € 50m) and P&L
- Introduced new packaging/pricing concept with major retailers
- Combined marketing & sales programs led to total market share turn-around:
01/95-12/97 Marketing Director, Germany
- Resp. for net sales (> € 200) and brand portfolio profitability, innovation pipeline, media
planning and buying, consumer- and trade promotions (Adv. & Promotion Budget: > € 45m)
- Initiated introduction of brand positioning model based on quantitative consumer needs research
which was rolled out in entire European region later
- Repositioned key brand Corn Flakes based on quantitative consumer insights research
- Introduced consumer promotions based on partnerships with major movie releases, electronic
games etc.
01/94-12/94 Marketing Manager, Germany
- Resp. for net sales of kid segment, consumer- and trade marketing programs for the segment, new
product development and nutrition communication
- Repositioned Smacks to mental energy benefit based on consumer insight research
- Reworked packaging design for entire Kellogg’s brand range based on extensive quantitative
research
- Successfully defended strong market share position of kids portfolio against private label
competition
07/93-12/93 Marketing Manager Austria/Switzerland
- Resp. for marketing strategy and operating plans, net sales and market share
- Conceptualized and implemented local advertising campaigns for Corn Flakes and local
consumer- and trade promotions
- Concerted programs led to continuous growth of market share
09/91-06/93 Senior Brand Manager Austria/Switzerland
3. 1988.1991 Reemtsma International GmbH, Hamburg
Leading German cigarette manufacturer (later Imperial Tobacco)
05/90-09/91 Market Manager, Reemtsma Spain, Madrid
- Resp. for commercial strategy and programs as well as P&L
- Developed and implemented combined tourism/domestic strategy
- Successfully launched R1(ultra lights) in Madrid test-market - fast roll-out as results beyond
expectations
10/89-04/90 Brand Manager, Europe – assignment to Reemtsma Greece, Athens
- Resp. for marketing plans and execution (focus on West and R1-family)
- Planned and executed successful relaunch of West incl. concept and implementation of local
advertising campaign (print) and consumer promotion drive
07/88-09/89 Marketing Assistant/Junior Brand Manager, West international and Africa portfolio
(e.g. Delta in Cameroon)
1987.1988 D’Arcy Masius Benton & Bowles (DMB&B) Advertising Agency, Hamburg (Germany)
Subsidiary of DMB&B worldwide advertising network (later Publicis)
07/87-06/88 Assistant Account Manager
- Resp. for Whiskas (Mars Inc.) and Delial (Bayer AG)
- Handled and implemented complete packaging relaunch of Katkins and Loyal brands
EDUCATION
1983.1987 European Business School – International University (E.B.S.)
Schloss Reichartshausen (Germany)
- 8 semesters incl. semesters at E.B.S. (Paris, France) and Thunderbird School of Global
Management (Glendale, Arizona)
- Graduated in June ’87 as “Dipl.-Betriebswirt“ rated 1,8 (within top ten of ‘87 class)
- Strong focus on marketing – thesis on customer satisfaction as part of a consulting project
- Various marketing internships in Germany (Munich), France (Paris) and USA (Tampa, Fl.)
1980.1983 Georg Westermann GmbH & Co. KG, Braunschweig (Germany)
Major publishing and printing company
Completed apprenticeship and graduated in publishing (Verlagsbuchhändler)
1978-1979 Military Service (Navy), Eckernförde and Flensburg (Germany)
Served in radio intelligence unit
1969.1978 Martino-Katharineum Gymnasium, Braunschweig
Secondary education - graduated with “Abitur” (Matric)
LANGUAGE SKILLS, TRAININGS, HOBBIES
Languages: German (mother tongue), fluent in English; proficient in French and Spanish
Trainings: Program on Negotiation for Senior Executives, Harvard Law School
General Mgmt. Program, Thunderbird School of Global Mgmt. (Thunderbird Intl. Consortium)
Kellogg’s Senior Strategic Management Program, Manchester Business School
Kellogg’s Senior Management Program, Ashridge Business School
Coaching Certification
Hobbies: Financial Markets, Flying (Commercial Pilot License), Golf
