Annabelle Urbscheit

Led the global rollout of multi-market campaigns across 17+ countries; partnered with creative agencies, production houses and performance teams to deliver high-quality TV, digital, social and OOH assets; developed platform-native content strategies including TikTok & Instagram-native assets; managed rights, production workflows and cross-functional teams to ensure fast delivery and high-output; elevated the brand's digital presence with platform-native assets.

Led global research and insight projects to identify growth opportunities in the plant-based category and shape the innovation and communications strategy; built a Market Development Toolkit using shopper and market data to guide regional category growth; collaborated with R&D, packaging, and finance to translate consumer insights into clear product propositions; coordinated insights sharing and strategic alignment between global teams and regions for consistent execution.

Led global consumer and market insights projects across European markets from concept through go-to-market execution; built global innovation toolkits and frameworks; collaborated with R&D and cross-functional stakeholders to translate insights into future-facing product and communications strategies; drove cross-functional alignment and contributed to long-term brand growth initiatives.