The Discounter Opportunity
Axel became an independent Senior Executive Consultant in 2017. He is based in Düsseldorf/Germany. His dedication is to help international CPG companies to drive profitable top-line growth via improved Sales organisational performance.
Axel has more than 27 years of executional and strategic leadership experiece at Global blue chip CPG companies – both, with private labels and with leading brands. Axel is of German citizenship and holds a Master degree in Business Administration.
After University he worked 5 years for Mars in Germany. He then spent 17 years with Reckitt Benckiser in various roles in Germany & abroad. Initially he successfully led the international expansion of RB´s private label arm, where he was personally responsible for the largest PL customers Lidl & Aldi.
In 2001 he changed roles and moved to RB´s Global Headquarter in the UK to take responsibility for the development of Global customer relationships with RB´s largest Global customers such as Wal Mart, Tesco, Carrefour as well as the leading discounters of the world – this time on the branded goods side.
In 2006 Axel joined RB´s European Management Board as Area Sales Director Eupoe and led all European Sales activities for international brands such as Dettol, Cillit Bang, Vanish Oxi Action, Finish, Harpic, Scholl, Nurofen, Durex and Strepsils.
Axel joined Fiskars in 2012 as President Sales Region Europe, Middle East & Africa. Here he successfully initiated and overlooked significant strategic changes such as the development and implementation of a European Sales structure, business turnarounds, the implememtation of a European wide ERP system and the integration of newly acquired companies. Today Fiskars comprises of brands such as Iittala, Royal Copenhagen, Waterford, Wedgewood, Gerber and Fiskars.