Strategy
Bringing together business goals, market and target groups – and turning them into clear positioning, growth approaches and actionable concepts.
Positioning
Target groups
Growth strategies
Marketing & communications strategist · Hamburg
From idea to launch.
Repositioning, relaunch, mission statement or campaign: I develop sound concepts for brand, marketing and communications – and implement them across all channels. With more than 25 years of experience in retail, e-commerce, healthcare and B2B.
Discover my concepts
OTTO / LASCANA
Swarovski CRYSTALLIZED
UKE
miaVILLA
conference-tv
Beiersdorf
Profile
In every position, my focus has been on building brands, sharpening their positioning and making them clear and consistently tangible – both internally and externally.
I derived the idea for LASCANA from my own growth strategy and led the brand development as project lead. At UKE, I led the online and offline campaign for its 125th anniversary and co-developed the new corporate mission statement, including project management. Today I am responsible for marketing, brand strategy and communications at conference-tv.
My strength is connecting: thinking strategically, developing creatively, bringing people together and structuring implementation.
My core competencies
Bringing together business goals, market and target groups – and turning them into clear positioning, growth approaches and actionable concepts.
Positioning
Target groups
Growth strategies
From the brand idea, naming and identity to corporate design and a consistent presence across digital and physical touchpoints.
Brand identity
Corporate design
Brand management
Aligning internal and external communications, crafting messages, enabling participation and providing orientation for different audiences.
Internal communications
Corporate communications
Stakeholder management
Designing and implementing integrated activities: content, campaigns, e-commerce and digital channels combined with print, PR, events and retail.
Campaigns
Content marketing
E-commerce
Discover my work
My concept architecture
The four phases I follow when developing concepts – shaped by my practical experience, from international brand communications at Swarovski CRYSTALLIZED to the present day.
My way of working
In use at conference-tvA system that translates strategic goals into concrete tasks: processes are documented, priorities are clear and next steps are traceable – adapted to the organisation and its resources.
In practice · conference-tv since 2021
My current role shows how my concept architecture and way of working come together in everyday business: at conference-tv I am responsible for marketing, brand strategy and communications. I continue to develop the positioning and the digital presence and take campaigns from concept to implementation.
Current campaign
Goal: to make conference-tv visible to school authorities – in personal conversations at the trade fair stand and with a talk, followed by a memorable direct mailing. I designed, planned and implemented the campaign across all touchpoints.
Quotes from my employers
Particularly noteworthy is her commitment to developing and implementing innovative marketing strategies that strengthen our market position in the long term.
Particularly noteworthy are her strategic approach and her creativity combined with a sense of what is economically feasible.
Ms Westphal played a key role in the successful development of the SWAROVSKI CRYSTALLIZED™ brand. […] Particularly noteworthy are both her creativity and her conceptual and strategic thinking.
AI-generated from an original portrait
Studio · Design & visualisation
An experiment: how well can an AI create pictures of me in which I recognise myself? Using my own portrait photos as a template, it creates pictures from different eras – from Babylon Berlin to Hildegard of Bingen. The face stays mine.
The studio is my space for design and visualisation: painting and AI images, sketches of my ideas, key visuals and campaign visuals – and the making of my own brand.
Idea Lab
Here I show how I think – even before something is finished. I mark the current stage of development directly on each project.
Two ideas: a food truck in summer and a park café all year round.
My own brand project for urban wildlife – with information and tips for adults on how to help hedgehogs, squirrels and the like, and stories for children.
A café for everyone where dogs are welcome. A meeting place with room to meet people and do things together.
Personal
I love learning, I paint, and I draw inspiration from travel, nature and meeting people. For me, new perspectives are part of work just as much as of life.