[Ellen Rink]
About me.
Studying with an international and intercultural focus I found within my first professional experience for the iconic automotive and lifestyle brand MINI my passion for marketing and brand communication.
After my first work decade in the corporate environment I see my professional values very clearly today: autonomy, flexibility and variety. And I am glad to say that my education and experience led me to a professional environment where excitement, knowledge and joy is involved.
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Born and raised in the former GDR, moving to the South of Germany for studies and work I found my home of choice in Hamburg. While moving through Germany and living a year abroad in France, I am fascinated every day by the variety and differences of our society.
A strong personal interest led me into field of psychology which gives me a whole different perspective when it comes to interpersonal interactions - also on a professional level. In the end, it's all about the people and that's what I love about my "job".
Since 03/2019
Brand and Marketing Consultant & Project Manager I Contact me
_Freelancing
Dedicated brand and communication expert with a rich background in offline and online marketing strategy as well as marketing instruments.
Versatile skill set honed across dynamic industries such as automotive, education, finance, telecommunications, and FMCG.
Strategic thinking and implementation expertise.
01/2016 - 03/2023
Naturschatz Naturkosmetik I Business I München & Hamburg, DE
_Founder and owner
Product and brand development from the scratch including the development of all marketing and sales channels (online shop, social media, PR, retail, events and trade fairs) for Germany and Austria.
01/2018 - 02/2019
Global Brand Management MINI I BMW Group I München, GER
_Roll-out-Management and Governance
Website-Rollout for MINI China
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Optimization and standardization of the global website presence taking into account business goals, optimal budget utilization and efficient AEM use.
02/2015 - 12/2017
Global Brand Management MINI I BMW Group I München, GER
_Website-Relaunch MINI.digital
Steering of implementation, rollout and further development of the first fully responsive website and the HTML5 auto-configurator. Main contact to national sales companies and central interface to agencies, stakeholders and IT.
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10/2010 - 05/2015
Global Brand Management MINI I BMW Group I Munich, GER
_International Advertising & Film
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Communication launch management for the introduction of the new MINI Paceman including the overall steering of all communication channels and the synchronization of all relevant stakeholders.
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Responsibility for an international pitch for the new introduction of the new MINI model including the development and steering of the integrated campaign concept. Focus on above-the-line communication as well as remarkable special formats.
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Planning, steering and realization of different launch campaigns including concept with ATL focus.
Development and concept of a new visual language for MINI John Cooper Works sub-brand.
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_Film and photo production
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Planning, steering and realization including post production of multiple film and photo productions. Focus on dealer communication, events and online.
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03/2009 - 10/2009
Global Brand Management MINI I BMW Group I München, GER
_International Advertising & Film
Development and execution of mood and teaser films, media cooperation, brand campaign market research.
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Project examples.
I am fascinated by brands and their effect. How communication helps to deliver a message to a certain target group gets my attention until today.
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The question is not if I like the background color of a instagram posting. The question is if the background color attracts the target group who is either aware of the brand, spreading the word or (re-)buying the product. All depending on the goals of the project.
Business development, branding and e-Commerce
Naturschatz Naturkosmetik
To build up a product and a brand from scratch involves expert knowledge as well as an understanding and finesse for the target group.
The natural cosmetic brand Naturschatz offers unisex products sourced from Europa's finest ingredients. With a commitment to eco-conscious practices, the packaging is sustainable, ensuring you care for your skin and the planet. Embrace natural beauty responsibly with Naturschatz, where beauty meets sustainability.
Event and partnership documentary
MINI X Red Bull Art of Motion
These moving images demonstrate the athletes of today in an increasingly urban world. As free runners completely re-define their arena of choice their philosophy is beautifully displayed in this 3-minutes-film - breathtaking slow motion sequences next to product shots of a MINI being for once, more a requisite than the center of attention. With a thought through preparation and a well structured organization all is set up and shot while the MINI x Red Bull Art of Motion partnership event takes place in Detroit.
Even though I may not always be part of the target group, I am convinced of all the strategic and creative pieces I worked on in the past.
Please find below some examples of projects for which I was responsible for. For more detailed information, do not hesitate to contact me.
© Deutsche GigaNetz GmbH
B2C campaigning and B2B communication
Deutsche GigaNetz GmbH
Positioning a new brand prominently at the telecommunication market, that just has started within the big players. Regardless if it's B2B or B2C and also no difference on which side of the table (both agency and corporate): Consulting and project management for flyers and brochures, landing pages, direct mailings, you name it. Bringing the communication to life, online and offline, on a regional and local level in a highly dynamic environment is exciting, challenging and fun at the same time.
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Communication Launch Management
Introduction MINI Paceman
"Design with bite" is the integrated global campaign approach applied to each and every communication channel. The 7th and completely new model the MINI Paceman combines the themes of urban lifestyle, design and excitement as Sports Acitivity Vehicle like no other MINI before. To ensure that the campaign idea is consistently realized across all media a precise steering of all relevant stakeholders as well as additional communicative activities is needed.
Please get in contact with us for a full list of projects we concluded.