Projects

Discover selected projects and challenges from my clients.

petxperts consulting: Marken- und Unternehmensberatung für die Heimtierbranche

DEICHMANN: Expanding the Promotional Assortment to Include Pet Supplies

An analysis of DEICHMANN’s core target groups and a comparison with the target group of pet product buyers revealed interesting overlaps. petxperts ’ task was to derive a recommendation and determine the potential for expanding DEICHMANN’s promotional product range to include the pet sector.

Fleischeslust: Brand & Innovation Strategy

petxperts consulting developed a comprehensive brand strategy for the Fleischeslust brand and established the innovation process. Part of the development of the innovation strategy included an innovation workshop and the creation of new product concepts.

Interim Management for the Seitz Group

Due to a sudden vacancy, petxperts consulting has taken over the interim marketing leadership of the Seitz Group and the management of the marketing team. In addition to traditional marketing tasks, the assignment also included designing and supporting the strategic planning process.

felmo Product Line Extension

petxperts has developed a recommendation for expanding the felmo product line (food and non-food). A key focus was on prioritizing the new product development pipeline for felmo’s private-label product lines and generating product ideas that could be implemented quickly (“low-hanging fruit”).

Your expert for pet brands and pet retail

Katrin Zimmermann

Management consultant & interim manager

I am an avid dog and horse owner, I love cats, and I am a brand enthusiast. At petxperts consulting, my love for animals combines with my extensive expertise in brand management and strategic brand leadership.My passion is reflected in the customer-centric development and target-audience-oriented communication of brand and product concepts.

Discover my profile

REFERENCES & CLIENT STATEMENTS

What others say

With Katrin’s support, we were able to successfully refine the brand positioning of our mid-price brands 4Horses and 4Riders, and thanks to her in-depth analysis and detailed agency briefing, we were able to execute the subsequent brand relaunch in a way that resonated with our target audience.

Katrin impressed us with her excellent expertise—including in the analysis of our own brand architecture—and smooth project execution, and she quickly earned the trust of our team. Working with her was a pleasure, and I can wholeheartedly recommend her

Arnd Wiegler, Managing Director
Equiva GmbH

A successful launch requires not only a good idea, but also the right keys to open doors. Katrin Zimmermann was just such a key for us.

With her experience, expertise, and reliability, she helped us position BOGGL® not only professionally but also authentically.

Katrin thinks along with us, thinks ahead, and thinks outside the box! Her advice is not only technically sound but also spot-on from a human perspective. She is absolutely reliable, always on top of things—and always one step ahead.

For us, Katrin is not just a consultant, but a true partner. She handles so much behind the scenes, creates structure, and made our product launch so much easier—which was worth its weight in gold.

When we have questions, she’s always our first point of contact. Because she understands what matters to us—both professionally and personally.

Working with her is not only helpful but absolutely enriching.

Julia Davids, Managing Director
Fräulein Smilla GmbH

Katrin is not only a consummate professional in brand management but also a highly experienced and empathetic leader. Thanks to her in-depth knowledge of the pet market, she was the perfect interim choice for our marketing director position. Katrin made a positive impact very quickly, supported the team effectively, and integrated seamlessly into our existing leadership team.

In developing our corporate strategy, she successfully supported us methodically with a perfectly tailored roadmap and also provided valuable substantive insights.

The planning, coordination, and implementation of all initiatives were always on point and of the highest professional standard. A thoroughly positive and successful collaboration!

Max Graf Kerssenbrock, Managing Director
Seitz Heimtiernahrung GmbH & Co KG

Katrin supported our strategic reorientation of the Fleischeslust brand by revising its brand positioning. We benefited enormously from Katrin’s professional expertise in this process.

With her marketing know-how and deep, holistic understanding of the pet food industry, she provided us with valuable insights into both the retail landscape and the behaviors of shoppers and their pets.

Furthermore, our collaboration with Katrin was characterized by respectful communication on equal terms, empathy, openness, and reliability.

Markus Schwarz, Marketingleitung
Seitz Heimtiernahrung GmbH & Co KG

Katrin established the brand management function at Fressnapf—a true unique selling point in the retail sector at the time. She successfully positioned the brand portfolio and expanded it with a customer-centric approach.

Katrin succeeded in turning Fressnapf’s exclusive brands into true brands. She provided product development with clear positioning guidelines—including the right to veto developments that did not align with the brand.

Without Katrin and her expertise, the Fressnapf exclusive brands would not be at the level they are today. She is an experienced and accomplished manager whom I hold in high regard, and I would be delighted to work with her again at any time.

Alfred Glander, Beirat, Senior Consultant, former CEO
Fressnapf-Gruppe

Katrin was key in further developing our product portfolio and working out the new product development strategy for felmo. When starting with the product expansion, it was important for us to be fast and launch new products monthly.

We also wanted to ensure that we invested our time and resources into the right products – with high sales potential and in line with our brand positioning. With Katrins expertise we significantly accelerated our assortment growth and were able to focus on the right things.

I highly recommend to make use of Katrin’s services and expertise to companies starting up in pet retail. She is an expert in her field, 100% reliable, quick in understanding company problems and needs and she delivers real added value.

Maximilian Roëll, Head of E-Commerce
felmo

References

Clients and brands I have worked with

FULL-SERVICE SUPPORT

petxperts service portfolio

Is your brand stagnating? Are you unsure whether the positioning is still up to date? Are your innovation projects lacking customer centricity? Discover my services:

Assortment Development & Innovation

Aligning your brand with your product range can be challenging, but it is essential for clear market positioning. I can help you identify the areas with the greatest growth potential, develop customer-centric product concepts, and evaluate your current product ranges.

To assortment development

Brand Strategy & Development

Brand diversity in the pet market is booming. The selection for consumers is vast, and expectations are rising. Is your brand positioned clearly enough and presented in a way that ensures its future success to thrive in this demanding environment?

About Brand Strategy

Corporate Strategy

Brand and corporate strategies should be seamlessly integrated and clearly defined. This is essential for effectively aligning the entire organization across departments to achieve corporate goals. I will design a tailored strategic process for you and assist you in developing the relevant content.

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Interim Management

Is there a key position open on your marketing team? With my many years of management and leadership experience in the pet industry, I’ll quickly get up to speed on your projects and ensure a seamless transition.

To interim management

Network

If you require agency services or in-depth expertise, I have access to a comprehensive network of specialists who can provide tailored support for your projects as needed.

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Your customer benefits

petxperts stands for expertise and a strong commitment to service, always focusing on what matters most. petxperts works closely with clients to analyze their processes and proactively seeks solutions.

petxperts offers:

Up-to-date, comprehensive market and competitive intelligence, along with customer-centric insights tailored to your specific needs.

The optimal package of strategy, design, and implementation—petxperts provides its clients with condensed knowledge, designs and supports projects, and, upon request, also implements them operationally.

Years of market experience and proven project management skills gained from numerous brand (re)launches and thousands of successfully launched products.