20+years of executive experience in marketing, brands and transformation.
SKYNBCUniversalFOXComcastCANAL+
Services
Strategic consulting and interim management for companies that see marketing as a driver of growth.
01
Strategic Marketing Consulting
Marketing with direction. Relevance. Impact.
Go-to-market strategies
Brand & product positioning
Audience development & headroom
Communications & media strategy
Creative direction & agency leadership
Marketing ROI & performance
Details →
02
Process Optimisation & Efficiency
Strengthen structures. Increase efficiency.
Organisation & structural analysis
Process optimisation & governance
Marketing, CRM & creative organisation
Agency & cost structures
Inhousing & outsourcing concepts
Efficiency & synergy potential
Details →
03
Interim Management
Take responsibility. Deliver results. Fast.
Interim leadership of marketing organisations
Management of complex marketing and transformation projects
Immediate operational relief
Scaling teams and resources
Executive stakeholder management
Sustainable handover
Details →
Marketing with direction. Relevance. Impact.
Go-to-market strategies
Brand & product positioning
Audience development & headroom
Communications & media strategy
Creative direction & agency leadership
Marketing ROI & performance
Strategy that enables growth.
Successful marketing starts with a clear strategy. I develop go-to-market concepts, position brands and products, unlock new audiences and guide campaigns from the first idea through to performance measurement. I combine strategic thinking with operational delivery and many years of executive experience.
Typical scope
Development of go-to-market strategies
Brand development and repositioning
Unlocking new audiences (headroom)
Communications and media strategies
Development of integrated campaigns
Marketing mix and budget allocation
Selection and leadership of creative and media agencies
Creative direction and production management
C-level stakeholder management
Decision papers for executive management and boards
KPI, marketing ROI and performance analysis
Optimisation based on measurable results
Your value
Maximum reach among relevant audiences
Stronger brand positioning in the market
Shorter time to market
Optimal marketing mix and budget deployment
Measurable marketing ROI
My approach
I do not develop strategies for presentations, but for successful use in the market. My ambition is to align marketing so that it makes a measurable contribution to business success.
Strengthen structures. Increase efficiency.
Organisation & structural analysis
Process optimisation & governance
Marketing, CRM & creative organisation
Agency & cost structures
Inhousing & outsourcing concepts
Efficiency & synergy potential
Organising marketing efficiently.
Growth does not result from strong strategies alone, but also from high-performing organisations. I analyse existing structures, identify opportunities for improvement and develop marketing organisations that make decisions faster, collaborate more efficiently and deploy resources purposefully. From analysis and concept through to successful implementation, I guide change consistently through to measurable results.
Typical scope
Analysis of existing organisational and communications structures
Optimisation of marketing, CRM, PR and creative processes
Definition of clear roles, responsibilities and governance models
Optimisation of approval and decision-making processes
Creation of efficient meeting and communications structures
Optimisation of collaboration across internal, external and international stakeholders
Analysis of agency and cost structures
Development of insourcing and outsourcing strategies
Identification of synergies and cost-saving potential
Business cases for executive management and investment decisions
Implementation of initiatives and performance monitoring
Your value
Faster decision-making
More effective marketing organisations
Clear responsibilities and governance
Reduced complexity and cost
Sustainably higher-performing teams
My approach
Sustainable change only happens when structures, processes and responsibilities are considered together. That is why I support change through to successful implementation.
Take responsibility. Deliver results. Fast.
Interim leadership of marketing organisations
Management of complex marketing and transformation projects
Immediate operational relief
Scaling teams and resources
Executive stakeholder management
Sustainable handover
Leadership for a defined period. Impact from day one.
When leadership capacity is needed at short notice, projects lose momentum or change needs to be implemented quickly, I take responsibility — operationally, decisively and with a clear focus on results. I integrate rapidly into existing organisations, create transparency and lead teams and projects through to a sustainable handover. Where required, I draw on an established network of experienced marketing, creative and communications specialists, as well as agency partners, to scale resources quickly and deliver projects without delay.
Typical scope
Interim CMO / Head of Marketing
Leadership of marketing organisations
Leadership of complex transformation programmes
Management of critical go-to-market projects
Responsibility for growth initiatives
Leadership of international project teams
Executive stakeholder management
Building additional capacity through my network
Scaling marketing capabilities
Preparing a sustainable handover
Your value
Immediate operational relief for the organisation
Rapid assumption of operational responsibility
Stable leadership during critical phases
Faster implementation
Sustainable handover without loss of knowledge
My approach
I take responsibility as if it were my own organisation — with the objective of solving problems quickly, creating transparency and embedding results sustainably.
Approach
From analysis to impact.
0101
Understand
A complimentary introductory conversation to frame the starting point, objectives and challenge precisely.
0202
Align
A transparent proposal and joint briefing establish a clear, robust foundation for working together.
0303
Develop
Develop strategies, concepts and initiatives that are clearly prioritised and ready to implement.
0404
Deliver
Take end-to-end responsibility from concept through to execution.
0505
Optimise
Measure impact, improve and adapt to new insights.
0606
Learn
Document insights and retain knowledge so that results can endure.
Experience built on responsibility.Andreas Lechner Managing Director
Experience built on responsibility.
More than 20 years of executive leadership in international media, entertainment and technology companies. Responsibility for brands, marketing organisations, transformation and sustainable growth.
CANAL+ AustriaStrategic Advisor & Interim Head of Marketing2024–2025
Strategic advisory to executive management
Development of the marketing, brand and media strategy for Austria
Development and management of launch campaigns for the UEFA Champions League, UEFA Europa League and UEFA Conference League (2024 & 2025)
Management of integrated streaming content launch campaigns, including The Walking Dead: Daryl Dixon, The Walking Dead: Dead City, A Better Place and The Sentinels
Strategic agency leadership focused on consolidation, process optimisation and increased efficiency
Leadership of the marketing and creative organisation with more than 100 employees
Transformation of the in-house creative department into an integrated 360° marketing organisation
Development and implementation of several strategic inhousing initiatives, delivering sustainable cost savings of approximately €9 million per year
Building and leading high-performing marketing and creative teams with a focus on ownership, collaboration and continuous improvement
Product launches including Sky Q, Sky One and Sky Crime
Development and production of integrated launch campaigns for award-winning original productions and international formats including Babylon Berlin, Das Boot, Der Pass, Chernobyl, MasterChef and The X Factor — across broadcast, streaming, digital, social and partner platforms
FOX International Channels GermanyVP Programming, Marketing & Communications2009–2015
Overall responsibility for programming, content licensing, marketing and PR for FOX Channel, National Geographic and Nat Geo People
Conceptualisation, establishment and leadership of an in-house creative department, generating sustainable high six-figure cost savings
Development of integrated go-to-market campaigns for international series brands — including The Walking Dead, the most successful German pay-TV series premiere, as well as Homeland, Ray Donovan, The Big C and Da Vinci’s Demons
Positioning and development of international TV brands in the German-speaking market
Responsibility for programme strategy and content acquisition to develop the channel portfolio
Management of cross-functional collaboration in an international matrix organisation and of key stakeholders
NBCUniversalHead of Marketing & Creative2004–2009
Brand responsibility for 13TH Street, Sci Fi Channel, History Channel, Biography Channel and DAS VIERTE
Conceptualisation, establishment and leadership of an in-house creative department with more than 25 employees
Development and implementation of integrated marketing and communications campaigns for TV channels and programme highlights
Responsibility for brand positioning, campaign development and creative delivery across traditional and digital channels
Management of external agencies and cross-functional collaboration with national and international stakeholders
