ANNA-KARIN BIRNIK
Singapore
Summary
I am a global marketing leader with 20+ years of experience creating and transforming brands for long-term sustainable business growth. With a track record of executing high-impact end to end strategies, optimizing marketing operations, and leading multi-million-dollar initiatives across 50+ markets, I specialize in turning business vision into measurable brand impact and revenue growth.
Overview
27
27
years of professional experience
Work History
Interim CMO/Consultant
FREELANCE
Stockholm/Singapore
08.2024 - Current
- Developed a launch and communications plan for a start-up technology company
- Engaged to deliver a marketing plan for a new non-alcoholic beverage
Managing Director, Global Head Brand & Digital Channels
STANDARD CHARTERED
Singapore
11.2017 - 07.2024
- Company Overview: FTSE 100 bank with presence in over 50 markets and 90,000 employees
- Managed the global brand (USD 8 billion Brand Finance) and corporate digital channels
- Led a team of 30, managing a USD 35M+ annual marketing budget and creative/media agency partnerships overseeing USD 200M+ spend
- Refreshed the brand to deliver a new business strategy, meet evolving customer needs and grow through corporate ventures and partnerships improving key brand and business metrics positively
- Delivered integrated brand campaigns driving brand metrics and contributing to 5xROI
- Scaled the digital maturity of the corporate affairs, brand and marketing function resulting in a more efficient operating model and digital channels engagement and follower growth
- FTSE 100 bank with presence in over 50 markets and 90,000 employees
Director, Business Consulting
PUBLICIS.SAPIENT
Singapore
08.2016 - 10.2017
- Product Owner leading agile teams developing apps, websites, social campaigns and dashboards for clients
- Advised clients on marketing operations when implementing new martech tools ensuring faster more efficient operating model and improved customer experiences
Head, Brand Engagement
STANDARD CHARTERED
Singapore
11.2010 - 12.2015
- Developed an employee value proposition (EVP) to become employer of choice
- Delivered an internal communications strategy and implemented key initiatives to drive internal awareness and understanding of the bank's brand promise Here for good
- Achieved a 42% adoption rate of the Chairman's Here for good award and met eNPS targets
- Implemented experience initiatives improving sales channel customer journeys and client communications leading to increased digital banking adoption with 25% and NPS with 15%
Director, Brand Strategy
INTERBRAND
Singapore
05.2006 - 10.2010
- Trained in Interbrand's brand strategy, architecture and amplification methodology
- Led brand strategy and implementation projects managing a team of 10 consultants acting as subject matter experts on brand in M&A, post-merger integration and turnarounds
- Created new and revitalized established brands resulting in increased market share, brand equity, and revenue growth for a range of clients across sectors in the APAC region
Head, Segment & Offer Management
NAWRAS (now Ooredoo)
Muscat
11.2004 - 12.2005
- Launched Nawras in Oman, achieving 15% market share in six months
- Hired, coached and trained a team of local Omani marketing professionals
Product & Segment Manager
ORANGE
Sweden/Denmark
06.2001 - 10.2004
- Responsible for developing new mobile data products, go to market strategies and launch to increase revenue
- Managed product life cycles and developed marketing campaigns, increasing customer lifetime value
Analyst, E-commerce Team
DATAMONITOR
London
08.1999 - 05.2001
Junior Consultant, Neural Networks Team
MCCANN-ERICKSON
London
06.1998 - 07.1999
Education
Professional Diploma - Marketing
Chartered Institute of Marketing
London12.2005
MSc - European Studies
London School of Economics
London06.1999
MSc - Political Science
Uppsala University
Sweden06.1998
AFS International Exchange Student -
Northwest High School, Wichita, KS
USA05.1992
Skills
- Insights
- Brand Strategy
- Brand Management
- Corporate Venture Building
- Customer Experience
- Advertising
- Martech
- Digital Marketing
- Communications
- Content Marketing
- Product Management
- Employee Experience
- Change Management
- Stakeholder Engagement
- People Leadership
- Project / Program Management
Personal Information
Citizenship: Swedish Citizen/Singapore PR
Key Achievements
- Drove Brand Growth, Led a large-scale global brand transformation enhanced brand equity metrics, customer satisfaction scores and delivered campaigns with 5x ROI.
- Oversaw Global Budget, Managed a marketing budget of USD 35M+, overseeing USD 200M+ agency spend globally.
- Scaled Digital Capabilities, Built high performing global teams, implemented martech tools and simplified processes resulting in 30% increase in web engagement, growing social to 10 M+ followers and created efficiencies.
- Boosted Employee Engagement, Achieved over 40% adoption rate of a large-scale internal change management program and met employee satisfaction targets.
- Acted as a Trusted Advisor, Delivered consultancy engagements creating new and repositioning established brands, launching multi-sensory assets and experiences.
- Spearheaded product launches, Launched a new telco achieving 15% market share in 6 months. Led product innovation and go-to-market strategies driving higher revenue per customer.
Languages
- English (fluent)
- Swedish (native)
- French (beginner)
Timeline
Interim CMO/Consultant
FREELANCE
08.2024 - Current
Managing Director, Global Head Brand & Digital Channels
STANDARD CHARTERED
11.2017 - 07.2024
Director, Business Consulting
PUBLICIS.SAPIENT
08.2016 - 10.2017
Head, Brand Engagement
STANDARD CHARTERED
11.2010 - 12.2015
Director, Brand Strategy
INTERBRAND
05.2006 - 10.2010
Head, Segment & Offer Management
NAWRAS (now Ooredoo)
11.2004 - 12.2005
Product & Segment Manager
ORANGE
06.2001 - 10.2004
Analyst, E-commerce Team
DATAMONITOR
08.1999 - 05.2001
Junior Consultant, Neural Networks Team
MCCANN-ERICKSON
06.1998 - 07.1999
Professional Diploma - Marketing
Chartered Institute of Marketing
MSc - European Studies
London School of Economics
MSc - Political Science
Uppsala University
AFS International Exchange Student -
Northwest High School, Wichita, KS
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