Martina Poulopati Gerhard

Martina Poulopati Gerhard

Global Marketing & Communications Director at Essity
Munich, Germany

About me

Global marketing & communications expert with 20 years of agency & client side experience in Europe & the US, combining strategy & creativity for measurable effectiveness. Extensive experience working on A+ list brands in a variety of industries, from FMCG to consumer electronics to IT, in B2C and B2B roles.

Core competencies:
• Creative excellence proven with 200+ awards, including D&AD black pencil of decade, Grand Prix at WARC for effective use of brand purpose and numerous Cannes Lions (including 2x back-to-back Titanium, Grand Prix Glass Lion)
• Building & scaling communications competencies across geographies
• Leading research, monitor, brand health optimization for marketing performance
• 10 years of experience in diverse & inclusive people management, direct & indirect
• Internal/external stakeholder management within complex multicultural organizations
• Excellent presentation skills, influencing skills & inspirational event speaking

Speaker/panel participation: Cannes Lions, D&AD, Festival of Marketing, Contagious
Juror: Cannes Lions (glass), British Arrows, Immortal Awards


Global Marketing & Communications Director
September 2019 - Present (4 years 5 months)
Category: household towels, brands including: okay, plenty, zewa, lotus and moreResponsibilities: Lead on brand communication strategy, monitor advertising performance and brand health, contribute to and implement the global brand strategy, develop and recommend the brands' overall visual identity including packaging and product identity, brand architecture (assortment denominations, sub brands, price tiers), global market segmentation and strategic price positioning
Global Brand Communications Manager
January 2015 - January 2020 (5 years)
Category: Feminine Care (brands: Libresse, Bodyform, Nana, Nuvenia)Responsibilities: Global brand communications strategy, big idea development, research, tracking & optimization, integrated end-to-end campaigns, brand purpose activation. Awards for 2018 Libresse/Bodyform Viva La Vulva campaign include Cannes Lions Titanium, Glass Lion for Change (gold) and 11 more lions across categories, Black Pencil of the Decade (craft) at D&AD (that's right), Grand Prix at the One Show, 2 Grand Prix at the Clios, Grand Prix at APG, Grand Prix at Kinsale Sharks and many more.Awards for 2017 Libresse/Bodyform #bloodnormal campaign include Cannes Lions Titanium, Grand Prix Glass Lion for Change, D&AD Impact White Pencil, Grand Prix of Excellence at Marketing Society, Grand Prix at WARC for effective use of brand purpose, and more.Awards for 2016 Libresse/Bodyform Red.Fit “Blood” campaign include 2 gold + 1 bronze Cannes Lions, 3x D&AD pencils and more. -
2019 Speaker & Jury Member: Glass, The Lion for Change
London, United Kingdom
May 2019 - June 2019 (1 month)
Team Lead, Head of Global Comms Assets & Content Production
December 2013 - December 2014 (1 year)
Category: Domestic Appliances Responsibilities: Setting up and managing the team that produces and globally deploys all product communications assets. Large-scale print, film & digital production with a focus on CGI, set-up and overseeing of the deployment process and asset management platform.
Global Campaign Manager, Integrated Marketing Communications
January 2011 - December 2013 (2 years 11 months)
Categories: Domestic Appliances, Philips O'Neill headphones
Responsibilities: leading the development and global activation of integrated campaigns for the launch of hero products in the domestic appliances and consumer electronics portfolio.
Global Marketing & Business Development Manager
Gluly España
January 2010 - December 2010 (11 months)
Product: Gluly Sidebar (internet browser plug-in)
Responsibilities: development of global marketing & business development plan, monitor and analysis of industry trends, & key competitor activity.
Global Account Supervisor
San Francisco, United States
June 2006 - May 2009 (2 years 11 months)
Microsoft global integrated corporate brand campaign (Realizing Potential)Microsoft People_Ready Business, global B2B online campaign Boys & Girls Clubs of America, national online & offline campaign Bank On SF, regional offline campaign (an initiative of the Treasurer of San Francisco)
Account Supervisor (previously Account Executive)
McCann Worldgroup SF
United States
November 2001 - May 2006 (4 years 6 months)
Clients: Coca-Cola Hellas, Bacardi Hellas, Boots Healthcare, Seton Scholl Hellas, Nestle, Cereal Partners Hellas, Unilever, Bo Concept, Johnson & Johnson, Lufthansa, Goodyear


Master's degree

2009 - 2010 (1 year)

Bachelor of Arts (B.A.)

1998 - 2003 (5 years)
Major in Advertising & Public Relations


2000 (1 year)

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