Daniela Engel

Senior Manager & Lead Local Brand Management Northern Europe



  • Advertising
  • Digital Media
  • Events
  • Marketing PR
  • Branding
  • Brand Management
  • Email Marketing
  • Internet Marketing
  • Market Research
  • Marketing Strategy
  • Social Media Marketing
  • Strategic Planning
  • Communications
  • Consumer Behavior
  • Creative Thinking

Work history


Senior Manager & Lead Local Brand Management Northern Europe

Zalando SE

Jun 2015
  • > Responsible for developing the Zalando brand in the Nordic region (SE, NO, DK, FI), defining & implementing local strategies & marketing planning > Drive business by independently leading all local brand marketing activities incl. tracking of results & business impact to derive learnings > Increase relevance of global campaigns by adapting them to local consumer needs > Own the brand budget for all countries and recommending budget allocation across different brand channels > Ensure consistent customer communication across all marketing channels, thereby interfacing with several functions & manage multiple internal strategic stakeholders > Disciplinary people responsibility, lead of cross-functional teams > Budget responsibility


Senior Manager & Lead Global Brand Management

Zalando SE

Dec 2013 - May 2015
  • > Conceptualized & realized global communication campaigns based on Zalando's brand strategy, customer insights & market needs across 360° touch points incl. TV > Defined & implemented a core customer segmentation, derived insights & lifestyles > Developed & executed brand & communication strategies: brand positioning incl. branding elements like the package design, cooperation strategy, online video content strategy, communicative positioning of a customer loyalty program > Disciplinary people responsibility, lead of cross-functional teams > Budget responsibility


Consultant & Teamlead

Diffferent Consultancy

Jun 2011 - Nov 2013
  • > Developed a customer-brand interaction strategy based on big data focusing on digital & mobile touch points, set up the pilot testing in two markets > Accompanied the conception, implementation & rollout of multiple Relationship Marketing projects (conquest, sales, loyalty) across 10 markets with cross-functional project management > Implemented an international change management communication concept > Disciplinary people responsibility > Budget responsibility BRANDS: Audi, Skoda, Axel Springer, Thieme



Diffferent Consultancy

Sep 2008 - May 2011
  • > Developed communicative positionings for car models (e.g. Beetle, Amarok, Passat, Golf Cabrio), briefed creative agencies & accompanied integrated communication development, analyzed campaign efficiency > Analyzed top 20 markets to derive opportunities, challenges & overall brand strategies > Transferred brand, marketing and sales strategies into yearly marketing plans > Executed & analyzed qualitative & quantitative primary market research > Conceptualized mobility & environmental strategies? BRANDS: Volkswagen, Volkswagen Commercial Vehicles, Volkswagen Financial Services, Gruner + Jahr, Stiebel Eltron


Working Student

Diffferent Consultancy

Aug 2005 - Aug 2008



Strategic Planning Marketing, Communication Sciences, Economics

University of the Arts Berlin

Sep 2004 - Aug 2008
  • Strategic Communication & Planning