International Key Account Management
Trade Marketing/Customer Marketing
Peer is an internationally experienced manager with a proven track record in business management, marketing, sales, sales development, coaching and people development, most recently as Global Account Director and Director Transnational Trade for the Bacardi Group.
Based on in-depth consumer goods knowledge, he has a proven track record in strategically managing international trade accounts across countries, maximising product pricing and delivering profit-driven and brand equity enhancing results.
Strengths and career successes
Peer brings more than 30 years of marketing & sales experience at national and international level from Bacardi.
After building up the sales organisation in the new German states, working as Marketing Manager for the agency brands of Bacardi GmbH Germany, he developed the organisation into the leading sales organisation for international spirits in Germany as Sales Director – responsible for trade, gastronomy and trade marketing.
He was responsible for leading the regional and multi-country strategic approach to international accounts for the Bacardi-Martini Group, representing more than 45% of the European business and 25% of the Global business. He was also responsible for global brand and consumer protection by creating better visibility of product flows and improved channel and cross-country marketing strategy.
As a business process owner, he was responsible for the strategic vision, planning of business processes and configuration of SAP software to support a new global process that provides transparency of prices and business driving trade investments across countries at the individual product level.
He represented the Bacardi-Martini Group in the European Brand Association (AIM) for 15 years and was a founding member of the ECR Shrinkage & On shelf availabilty Group.
Sector and specialities
Peer has in-depth knowledge of the international branded goods sector. He advises Steinbeis VMI clients specifically on the topics of (international) key account management, intercultural competencies, leadership, including leadership of executives, management of interdisciplinary teams, commercial capability programmes, product management, including market strategies and communication, product positioning.