Lufthansa Group Customer and Brand Tracking (m/f/d)

This is an exciting opportunity to develop the customer and brand tracking for the largest aviation group in Europe, Lufthansa Group. As the Lufthansa Group, embarks on modernizing its Group brand, the goal of the Referent Customer & Brand Tracking is to drive the global tracking of customers, competitors and cultural trends and translate insights into brand strategy and tangible actions.

Tasks

The Group Brand Strategy & Brand Management team drives four key strategic topics: 1) Brand Strategy & Brand Measurement 2) Brand Management 3) Design & Visual Identity Development 4) Premium Project.

• Establish group-wide methodology to measure the success of our brands
• Set up new customer & brand tracking study (scope, RFP, manage agency, PMO)
• Continuously manage new customer and brand tracking
• Competitor tracking
• Track industry & cultural trends
• Set Global and local brand KPIs
• Track brand initiatives and campaigns
• Analyze cause-and-effect relationships with brand initiatives/campaigns
• Make tangible recommendations to brand strategy team and the rest of the organisation
• Brand tracking agency management
• Build a strong internal brand insights community and ‘own’ the customer tracking agenda
• Manage and drive a) customer research and b) research for B2B = non-airline brands
  
  

Benefits

• Have a shower
• Hybrid working possible
• Employee events (summer festivals, participation in sports competitions etc)
• Part-time models
• Canteen (subsidized by employer)
• Old-age provision / employee retirement
• Health days
• Fitness studio / sports facilities / company football etc.
• Flight privileges
• Binding program / network program
• Profit sharing / LVV (bonus)
• holiday / Christmas bonus
• Promotion of women
• Development programs / Training opportunities
• Lufthansa shares
• Flexible working hours
• 13th monthly salary
• Doctor‘s office
• Support for relocation
• Discounts / shopping
• Diversity programs
• Business cell phone / ipad
• Free parking
• Lockers for cyclists / sportsmen
  
  

Requirements

Please send your application and CV in English only.

• +6 years background from brand research agency/corporate brand research department
• Subject matter expert in customer brand tracking
• Analytical thinking
• Can bring complex insights into tangible strategic actions and recommendations
• Ability to translate customer insights and general trends into brand innovation ideas
• Understands the myriad of ways brands can be measured including the strengths and weaknesses of different approaches
• Experience in managing research agencies
• Ability to translate brand insights into measurable KPIs
• Ability to strategically recommend how to deliver on KPIs based on customer brand tracking
• Top class stakeholder management in complex organizations
• Strong communications skills
• Fluent in English
  
  

Company

Deutsche Lufthansa AG is a globally operating aviation group. In the financial year 2022 it generated annual revenue of EUR 32,770 bn with an average of 109.510 employees. Deutsche Lufthansa AG is organized into the business segments Network Airlines, Point-to-Point Airlines, the Aviation Services segment with the business segments Logistics, MRO and Catering, and the other companies and Group functions.