Manuel Fürderer

Work

About

Contact

Manuel Fürderer

Manuel Fürderer

Work

About

Contact

Hello, I am
Manuel Fürderer

Hello, I am Manuel Fürderer

Brand Strategy · Integrated Campaigns · EMEA

Hello, I am
Manuel Fürderer

I help organisations build brand systems that scale — from corporate vision to product communication, across markets, channels, and years.

I help organisations build brand systems that scale — from corporate vision to product communication, across markets, channels, and years.

I help organisations build brand systems that scale — from corporate vision to product communication, across markets, channels, and years.

15+

Years in brand strategy & integrated campaigns

B2B & B2C

Healthcare, fashion, consumer, gaming, tourism

EMEA

International team leadership and market rollouts

15+

Years in brand strategy & integrated campaigns

B2B & B2C

Healthcare, fashion, consumer, gaming, tourism

EMEA

International team leadership and market rollouts

Selected work

A three-level communication architecture translating a new corporate claim into coherent brand communication across three disease areas and the full product portfolio — EMEA-wide.

Sysmex — Disease Management Communication Concept

Messaging framework

Brand architecture

Sysmex · EMEA · 2024

Sysmex — Disease Management Communication Concept

A three-level communication architecture translating a new corporate claim into coherent brand communication across three disease areas and the full product portfolio — EMEA-wide.

view case study →

Product launch

Sub-brand identity

Sysmex · EMEA · 2022-2024

Sysmex — Clinical Flow Cytometry

"Get into the flow!" — building a distinctive sub-brand identity for a specialist audience, differentiated from Haemostasis while coherent within the Sysmex brand system.

view case study →

Brand campaign

B2C · Fashion

Witt Weiden · 2018–2020

Witt Weiden — "Mode, die mich mag"

A complete campaign identity for an established fashion brand — claim, bespoke typeface, new image world, brand handbook — validated by independent market research as having "woken the brand up."

view case study →

A three-level communication architecture translating a new corporate claim into coherent brand communication across three disease areas and the full product portfolio — EMEA-wide.

Sysmex — Disease Management Communication Concept

Messaging framework

Brand architecture

Sysmex · EMEA · 2024

Sysmex — Disease Management Communication Concept

A three-level communication architecture translating a new corporate claim into coherent brand communication across three disease areas and the full product portfolio — EMEA-wide.

view case study →

Sysmex — Haemostasis Four Powers Campaign

Product launch

Integrated campaign

Sysmex · EMEA · 2024

Sysmex — Haemostasis Four Powers Campaign

Repositioning Sysmex as a total haemostasis solution provider following a major partnership shift — across 12+ LinkedIn posts, website, video, print, and all EU markets, activated simultaneously.

view case study →

Product launch

Sub-brand identity

Sysmex · EMEA · 2022-2024

Sysmex — Clinical Flow Cytometry

"Get into the flow!" — building a distinctive sub-brand identity for a specialist audience, differentiated from Haemostasis while coherent within the Sysmex brand system.

view case study →

Employer branding

Recruitment

Lufthansa Technik · 2017–2020

Lufthansa Technik —
Employer Branding

Three campaigns — apprentice recruitment, employee engagement, referral programme — built on a single insight: the most convincing employer brand comes from real people, not polished promises.

view case study →

Brand campaign

B2C · Fashion

Witt Weiden · 2018–2020

Witt Weiden —
"Mode, die mich mag"

A complete campaign identity for an established fashion brand — claim, bespoke typeface, new image world, brand handbook — validated by independent market research as having "woken the brand up."

view case study →

Approach

Good brand strategy is architecture before art direction. The most memorable campaigns are built on a framework that gives every team — creative, product, sales, local market — a shared language to work from.

Good brand strategy is architecture before art direction. The most memorable campaigns are built on a framework that gives every team — creative, product, sales, local market — a shared language to work from.

Brand architecture

Stakeholder management

EMEA rollouts

Messaging frameworks

Team leadership

Campaign development

Customer journey

Agency management

Brand governance

About

Strategic thinking, creative excellence, and commercial understanding — in one role.

I'm a brand and marketing expert with over 15 years of experience in brand management, integrated communication, and campaign development. I've built strong brands, led international teams, and managed agencies and stakeholders across complex organisations.

Currently working as a Freelance Consultant in Brand & Marketing — advising on brand positioning, developing integrated marketing and campaign strategies, and acting as a sparring partner for marketing, creative, and leadership teams.

My work lives at the intersection of strategy and execution. I'm most useful when a brand needs both a clear framework to communicate from — and someone who can translate that framework into campaigns that actually land.

I'm a brand and marketing expert with over 15 years of experience in brand management, integrated communication, and campaign development. I've built strong brands, led international teams, and managed agencies and stakeholders across complex organisations.

Currently working as a Freelance Consultant in Brand & Marketing — advising on brand positioning, developing integrated marketing and campaign strategies, and acting as a sparring partner for marketing, creative, and leadership teams.

My work lives at the intersection of strategy and execution. I'm most useful when a brand needs both a clear framework to communicate from — and someone who can translate that framework into campaigns that actually land.

Core competencies

  • Brand strategy & management

  • Campaign development

  • Integrated marketing

  • Brand governance & CI

  • Stakeholder management

  • Team leadership & coaching

  • Customer journey & content

  • Agency management

  • Brand activation

  • Agile working methods

  • Strategic & conceptual thinking

  • Commercial understanding

Education

Freiburger Grafik Schule

Graphic Design / Visual Communication (B.A.)

2003–2007

Zinzendorf Gymnasium Königsfeld

Fachhochschulreife

1994–2003

About

Strategic thinking, creative excellence, and commercial understanding — in one role.

I'm a brand and marketing expert with over 15 years of experience in brand management, integrated communication, and campaign development. I've built strong brands, led international teams, and managed agencies and stakeholders across complex organisations.

Currently working as a Freelance Consultant in Brand & Marketing — advising on brand positioning, developing integrated marketing and campaign strategies, and acting as a sparring partner for marketing, creative, and leadership teams.

My work lives at the intersection of strategy and execution. I'm most useful when a brand needs both a clear framework to communicate from — and someone who can translate that framework into campaigns that actually land.

Core competencies

  • Brand strategy & management

  • Campaign development

  • Integrated marketing

  • Brand governance & CI

  • Stakeholder management

  • Team leadership & coaching

  • Customer journey & content

  • Agency management

  • Brand activation

  • Agile working methods

  • Strategic & conceptual thinking

  • Commercial understanding

Education

Freiburger Grafik Schule

Graphic Design / Visual Communication (B.A.)

2003–2007

Zinzendorf Gymnasium Königsfeld

Fachhochschulreife

1994–2003

Experience

10/2025 — present

Freelance

10/2025 — present

Freelance

Freelance Consultant · Brand & Marketing

Brand positioning, integrated marketing strategy, and campaign development. Sparring partner for marketing, creative, and leadership teams.

Campaign development

Consulting

Brand strategy

12/2020 — 09/2025
Sysmex Europe SE

12/2020 — 09/2025
Sysmex Europe SE

Manager Campaign & Creative → Team Lead Campaign & Creative

Manager Campaign & Creative →
Team Lead Campaign & Creative

Strategic development of brand and communication initiatives for EMEA. Built and led an international Creative Team. Responsible for integrated marketing campaigns, brand identity, corporate design standards, and international training programmes on branding and brand governance.

Agency management

Brand governance

Team leadership

EMEA campaigns

Brand architecture

09/2017 — 11/2020
Communicators AG

09/2017 — 11/2020
Communicators AG

Senior Art Director

Integrated marketing and communication campaigns for national and international clients. Employer branding, dialogue marketing, new business strategy development.

New business

Integrated campaigns

Employer branding

01/2014 — 03/2017
Goodgame Studios

01/2014 — 03/2017
Goodgame Studios

Team Lead Product Marketing Art → Team Lead Online Marketing Art

Positioning and communication strategies for new products and games. Led an international team of up to 20 marketing, design, and creative specialists. Performance-oriented campaigns across digital channels.

Product marketing

Digital campaigns

Team leadership (20+)

Performance marketing

01/2009 — 12/2013
Geometry Global / argonauten G2

01/2009 — 12/2013
Geometry Global / argonauten G2

Senior Art Director → Art Director → Junior Art Director

National and global marketing campaigns. Creative team supervision. UX/usability optimisation. New business pitch concepting and design.

UX

Creative direction

Global campaigns

08/2007 — 12/2008
s&k GREY

08/2007 — 12/2008
s&k GREY

Graphic Designer → Trainee

Screen design, direct mailings, print, OOH, new business pitch design.

Graphic design