katharina
redelberger
hi. i'm katharina.
after more than 13 years in marketing and branding — rebuilding the global employer brand at puma, modernising a marketing function in b2b tech, campaigns across europe and north america, and my own clients since 2023 — i keep coming back to one thing.
the degree isn't what taught me anything. what took years was learning how people actually decide. what makes someone care. why the same words land in one market and go nowhere in another.
so that's how i work now. i listen before i build. i stay close to the work instead of managing it from above. and i'd rather tell you something true than something comfortable.
enterprise and small teams. b2b and consumer. german and english.
puma is a brand people feel something about. the employer side had grown up separately and sounded more corporate than the company actually is — so the two didn't quite meet. my job was to close that gap.
i listened across regions first, then rebuilt the evp and brand framework, the careers site, the storytelling platform and the presence on glassdoor, indeed and kununu — all of it sounding like puma rather than like a careers page. i held the global picture and the standards; local hr teams brought it to life in their own markets. full budget responsibility, across marketing, hr and leadership.
once people recognised themselves in it, they started telling the story themselves. there is no better marketing than employees who genuinely speak well of where they work — you can't buy it or fake it, only earn it.
does any of this sound like what you're dealing with?
what i can do for you.
we work out what you actually stand for, and say it in a way people recognise themselves in. from that comes your language and a system that holds it.
- positioning & brand narrative
- messaging framework and voice
- audience & perception research
- a written brand foundation your team can use
the work i owned globally at puma, sized for you. we make the outside story match the inside experience, so the people who belong recognise themselves and apply.
- evp & employer brand framework
- careers site direction and candidate journey mapping
- glassdoor, indeed & kununu presence
- content pillars your team can run with
i take on the overview, the team, the budget and the decisions that keep things moving — close enough to the work to make it good, not just to sign it off.
- strategy, planning and prioritisation
- running campaigns and content end to end
- directing agencies and freelancers
- the technical side: cms, crm, automation
from the concept to the thing that exists in the world. this is where i come alive — holding a clear vision and bringing the right people in to build it.
- campaign concept and narrative
- creative direction and briefs
- shoot and production direction
- localisation across markets
not sure which one fits? most work starts somewhere in between. tell me what's going on and we'll shape it together.
a little more me.
let's talk.
not sure yet if it's a fit? that's exactly what a first conversation is for. book 30 minutes and let's find out.