Tina Müller (Manager)

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Tina Müller, 2017

Tina Müller (born September 10, 1968 in Bad Neuenahr-Ahrweiler ) is a German business manager and chairwoman of the executive board of the Douglas perfumery . She has been a member of the supervisory board of the financial services company MLP SE since June 2015 . She became known to the public for the first time as Marketing Director and Managing Director of the Opel Group GmbH and through the brand campaign “Umparken im Kopf”.

Life

Tina Müller studied business administration and economics at the universities of Trier and Lyon . In 1993 Tina Müller started as a trainee at the German subsidiary of the cosmetics company L'Oréal Germany. A year later she moved to Wella AG in Darmstadt as a product manager . In 1995 she switched again to Henkel KGaA , where she worked for 17 years. During this time she was Corporate Senior Vice President and Chief Marketing Officer responsible for the entire Henkel Beauty Care brand portfolio. Milestones of her time at Henkel were the successful international development of the Schwarzkopf brand and the introduction of the then new hair cosmetics brand Syoss. Since 2010 she was Corporate Senior Vice President and Regional President responsible for the Western Europe region.

After separating from Henkel in 2012, she and the dermatologist Dr. Susanne von Schmiedeberg's book It's Never Too Late To Stay Young , which was published in 2014. In addition, Tina Müller is together with Prof. Dr. Hans-Willi Schroiff Author of the book Why Products Flop - The 10 Deadly Sins of Marketing .

In 2013 she moved to the Opel Group as board member responsible for marketing and products.

Since November 2017 she has been CEO of the retail chain Parfümerie Douglas GmbH, based in Düsseldorf.

Under Tina Müller, Douglas pushed ahead with the digitization of business and the expansion of e-commerce.

After Müller had to undergo an emergency operation in May 2020, the Douglas supervisory board appointed digital director Vanessa Stützle as a further member of the management. On July 1, 2020 Tina Müller returned after recovering from illness and took over the chairmanship of the Douglas management again.

"Umparken im Kopf" advertising campaign

Opel has been losing market share in Germany since the 1990s. A major reason was the ever-deteriorating brand image . The “Umparken im Kopf” campaign, developed by Opel and the Scholz & Friends agency , anticipated this problem: The aim was to put an end to reservations about the Opel brand.

For days on end, Opel published and refuted prejudices online, but also via posters and advertisements. In addition to the message “Umparken im Kopf”, there was initially no indication of the sender or intent behind the messages. In addition, celebrities such as the actress Karoline Herfurth supported the campaign and told in short videos of their own experiences with prejudice.

Since the start of the marketing campaign at the beginning of February 2014, the public perception of Opel has increased: at the end of February 2014, one in five Germans saw an advertisement from Opel, and by the beginning of April 2014, almost one in three. The market share could be increased again for the first time in decades.

The campaign was honored with the Horizont Award at the German Media Congress 2016.

Awards

Together with Opel's CEO Karl-Thomas Neumann , she received the Horizon Award “Men and Women of the Year 2015” in the Marketing category.

Tina Müller has been part of the list of the 100 most influential female managers published by Manager Magazin every year since 2016 .

Works

Web links

Individual evidence

  1. ^ Douglas GmbH: Management. In: Douglas Corporate Website. Douglas GmbH, November 1, 2017, accessed January 30, 2018 .
  2. ↑ Board of Directors and Supervisory Board. Retrieved May 14, 2019 .
  3. ↑ a b Curriculum vitae of Tina Müller, business graduate . In: MLP SE company website .
  4. ↑ Holger Rehm: "You are insane, don't do that". In: manager magazin. April 25, 2017. Retrieved January 30, 2018 .
  5. ↑ Michael Gassmann: Opel is losing its most creative mind. In: World. September 26, 2017, accessed January 30, 2018 .
  6. ↑ Dagmar Haas-Pilwat: "Carbohydrates make us age and degenerate". In: World. April 19, 2014, accessed January 30, 2018 .
  7. ↑ Why Products Flop: The 10 Deadly Sins of Marketing. In: Marketing & Communication. June 25, 2014, accessed January 30, 2018 .
  8. ↑ Opel Marketing Director Tina Müller moves to the Douglas beauty chain . In: Echo . September 25, 2017. Retrieved December 19, 2017.
  9. ↑ Henryk Hielscher: How Tina Müller Douglas missed a beauty treatment. In: wiwo.de. November 26, 2019, accessed on 19 February 2020 .
  10. ↑ Rolf Schröter: Vanessa Stützle represents Tina Müller from Douglas CEO. In: wuv.de. May 12, 2020, accessed June 3, 2020 .
  11. ↑ Marco Saal: Tina Müller takes over the helm again at Douglas - and gets reinforcements. In: horizont.net. June 16, 2020, accessed July 16, 2020 .
  12. ↑ a b Michael Reidel: "We knew immediately that this was a direct hit". In: horizon. December 21, 2015, accessed January 30, 2018 .
  13. ↑ a b "Umparken im Kopf": Creative marketing is in. In: Zeit Online. March 7, 2017, accessed January 31, 2018 .
  14. ^ A b Holger Geißler: What did the Opel campaign "Umparken im Kopf" bring? In: Wirtschaftswoche. June 2, 2014, accessed January 31, 2018 .
  15. ↑ a b More energy for Tina Müller . In: Frankfurter Neue Presse . January 21, 2016. Retrieved December 19, 2017.
  16. ↑ Eva Buchhorn: They are the most influential managers in Germany. Manager Magazin, December 15, 2017, accessed February 1, 2018 .
personal data
SURNAME Müller, Tina
BRIEF DESCRIPTION German business manager
DATE OF BIRTH September 10, 1968
PLACE OF BIRTH Bad Neuenahr-Ahrweiler