Head of Live & Experience Branding at Bayer
Ulrike started gathering operational experience in shop fitting and exhibition stand construction during her studies, in the beginning of her professional life. As Head of “Corporate Branding & Exhibition” in Bayer, she was in charge of the design, strategic planning, steering and implementation of all national and international congress participations, exhibitions and event realisations across all HealthCare brands. Her responsibilities were extended later with corporate branding management to increase visibility/recognition of the corporate Brand in direct association with the product Brands. Since 2017 Ulrike is leading the Center of Excellence for Bayer`s live & experience branding as integral part of Corporate Branding – from strategy development and implementation to conceptual design and realisation of selected live and experience branding measures of communicative relevance. The scope includes all areas of branding which share the personal target audience approach.