Hello, I am
Manuel Fürderer
Hello, I am Manuel Fürderer
Brand Strategy · Integrated Campaigns · EMEA
Hello, I am
Manuel Fürderer
I help organisations build brand systems that scale — from corporate vision to product communication, across markets, channels, and years.
I help organisations build brand systems that scale — from corporate vision to product communication, across markets, channels, and years.
I help organisations build brand systems that scale — from corporate vision to product communication, across markets, channels, and years.
15+
Years in brand strategy & integrated campaigns
B2B & B2C
Healthcare, fashion, consumer, gaming, tourism
EMEA
International team leadership and market rollouts
15+
Years in brand strategy & integrated campaigns
B2B & B2C
Healthcare, fashion, consumer, gaming, tourism
EMEA
International team leadership and market rollouts
Selected work
Brand architecture
A three-level communication architecture translating a new corporate claim into coherent brand communication across three disease areas and the full product portfolio — EMEA-wide.
Messaging framework
Sysmex · EMEA · 2024
Sysmex — Disease Management Communication Concept
A three-level communication architecture translating a new corporate claim into coherent brand communication across three disease areas and the full product portfolio — EMEA-wide.
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Sysmex — Disease Management Communication Concept
Sysmex — Disease Management Communication Concept
Integrated campaign
Product launch
Sysmex · EMEA · 2024
Sysmex — Haemostasis Four Powers Campaign
Repositioning Sysmex as a total haemostasis solution provider following a major partnership shift — across 12+ LinkedIn posts, website, video, print, and all EU markets, activated simultaneously.
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Sysmex — Haemostasis Four Powers Campaign
Sysmex — Haemostasis Four Powers Campaign
Employer branding
Recruitment
Lufthansa Technik · 2017–2020
Lufthansa Technik — Employer Branding
Lufthansa Technik —
Employer Branding
Three campaigns — apprentice recruitment, employee engagement, referral programme — built on a single insight: the most convincing employer brand comes from real people, not polished promises.
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Brand campaign
B2C · Fashion
Witt Weiden · 2018–2020
Witt Weiden — "Mode, die mich mag"
Witt Weiden —
"Mode, die mich mag"
A complete campaign identity for an established fashion brand — claim, bespoke typeface, new image world, brand handbook — validated by independent market research as having "woken the brand up."
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Approach
Good brand strategy is architecture before art direction. The most memorable campaigns are built on a framework that gives every team — creative, product, sales, local market — a shared language to work from.
Good brand strategy is architecture before art direction. The most memorable campaigns are built on a framework that gives every team — creative, product, sales, local market — a shared language to work from.
Brand architecture
Stakeholder management
EMEA rollouts
Messaging frameworks
Team leadership
Campaign development
Customer journey
Agency management
Brand governance
About
Strategic thinking, creative excellence, and commercial understanding — in one role.
I'm a brand and marketing expert with over 15 years of experience in brand management, integrated communication, and campaign development. I've built strong brands, led international teams, and managed agencies and stakeholders across complex organisations.
Currently working as a Freelance Consultant in Brand & Marketing — advising on brand positioning, developing integrated marketing and campaign strategies, and acting as a sparring partner for marketing, creative, and leadership teams.
My work lives at the intersection of strategy and execution. I'm most useful when a brand needs both a clear framework to communicate from — and someone who can translate that framework into campaigns that actually land.
I'm a brand and marketing expert with over 15 years of experience in brand management, integrated communication, and campaign development. I've built strong brands, led international teams, and managed agencies and stakeholders across complex organisations.
Currently working as a Freelance Consultant in Brand & Marketing — advising on brand positioning, developing integrated marketing and campaign strategies, and acting as a sparring partner for marketing, creative, and leadership teams.
My work lives at the intersection of strategy and execution. I'm most useful when a brand needs both a clear framework to communicate from — and someone who can translate that framework into campaigns that actually land.
Core competencies
Brand strategy & management
Campaign development
Integrated marketing
Brand governance & CI
Stakeholder management
Team leadership & coaching
Customer journey & content
Agency management
Brand activation
Agile working methods
Strategic & conceptual thinking
Commercial understanding
Education
Freiburger Grafik Schule
Graphic Design / Visual Communication (B.A.)
2003–2007
Zinzendorf Gymnasium Königsfeld
Fachhochschulreife
1994–2003
About
Strategic thinking, creative excellence, and commercial understanding — in one role.
I'm a brand and marketing expert with over 15 years of experience in brand management, integrated communication, and campaign development. I've built strong brands, led international teams, and managed agencies and stakeholders across complex organisations.
Currently working as a Freelance Consultant in Brand & Marketing — advising on brand positioning, developing integrated marketing and campaign strategies, and acting as a sparring partner for marketing, creative, and leadership teams.
My work lives at the intersection of strategy and execution. I'm most useful when a brand needs both a clear framework to communicate from — and someone who can translate that framework into campaigns that actually land.
Core competencies
Brand strategy & management
Campaign development
Integrated marketing
Brand governance & CI
Stakeholder management
Team leadership & coaching
Customer journey & content
Agency management
Brand activation
Agile working methods
Strategic & conceptual thinking
Commercial understanding
Education
Freiburger Grafik Schule
Graphic Design / Visual Communication (B.A.)
2003–2007
Zinzendorf Gymnasium Königsfeld
Fachhochschulreife
1994–2003
Experience
10/2025 — present
Freelance
Freelance Consultant · Brand & Marketing
Campaign development
Consulting
Brand strategy
Brand positioning, integrated marketing strategy, and campaign development. Sparring partner for marketing, creative, and leadership teams.
12/2020 — 09/2025
Sysmex Europe
Agency management
Brand governance
Team leadership
EMEA campaigns
Brand architecture
Manager Campaign & Creative → Team Lead Campaign & Creative
Strategic development of brand and communication initiatives for EMEA. Built and led an international Creative Team. Responsible for integrated marketing campaigns, brand identity, corporate design standards, and international training programmes on branding and brand governance.
09/2017 — 11/2020
communicators
Senior Art Director
Integrated marketing and communication campaigns for national and international clients. Employer branding, dialogue marketing, new business strategy development.
Employer branding
Integrated campaigns
New business
Integrated marketing and communication campaigns for national and international clients. Employer branding, dialogue marketing, new business strategy development.
01/2014 — 03/2017
Goodgame Studios
Performance marketing
Team leadership (20+)
Digital campaigns
Product marketing
Positioning and communication strategies for new products and games. Led an international team of up to 20 marketing, design, and creative specialists. Performance-oriented campaigns across digital channels.
Team Lead Product Marketing Art → Team Lead Online Marketing Art
Team Lead Product Marketing Art → Team Lead Online Marketing Art
01/2009 — 12/2013
Geometry Global / argonauten G2
Senior Art Director → Art Director → Junior Art Director
National and global marketing campaigns. Creative team supervision. UX/usability optimisation. New business pitch concepting and design.
Global campaigns
Creative direction
UX
08/2007 — 12/2008
s&k GREY
Graphic Designer → Trainee
Screen design, direct mailings, print, OOH, new business pitch design.
Graphic design