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Hi, I’m Michael Lutz. I’m a Spirits Specialist, Brand Expert and Event & Project Manager focused on crafting marketing strategies and executing 360° activations for premium brands. I love organizing masterclass tastings, staff trainings and guest shifts that bring products to life in bars, shops and events, while coordinating multi-channel campaigns across B2B and B2C channels. Over the past decade I’ve collaborated with premium brands in the DACH region and beyond, bridging marketing, PR and consumer relations with hands-on event execution. I’m fluent in German and English, with Spanish at a basic level, and I thrive in multicultural environments with a strong focus on measurable results and stakeholder relationships.…Hi, I’m Michael Lutz. I’m a Spirits Specialist, Brand Expert and Event & Project Manager focused on crafting marketing strategies and executing 360° activations for premium brands. I love organizing masterclass tastings, staff trainings and guest shifts that bring products to life in bars, shops and events, while coordinating multi-channel campaigns across B2B and B2C channels. Over the past decade I’ve collaborated with premium brands in the DACH region and beyond, bridging marketing, PR and consumer relations with hands-on event execution. I’m fluent in German and English, with Spanish at a basic level, and I thrive in multicultural environments with a strong focus on measurable results and stakeholder relationships.

Michael Lutz

Brand Designer, Brand Strategist, Project Manager, +2

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Hi, I’m Michael Lutz. I’m a Spirits Specialist, Brand Expert and Event & Project Manager focused on crafting marketing strategies and executing 360° activations for premium brands. I love organizing masterclass tastings, staff trainings and guest shifts that bring products to life in bars, shops and events, while coordinating multi-channel campaigns across B2B and B2C channels. Over the past decade I’ve collaborated with premium brands in the DACH region and beyond, bridging marketing, PR and consumer relations with hands-on event execution. I’m fluent in German and English, with Spanish at a basic level, and I thrive in multicultural environments with a strong focus on measurable results and stakeholder relationships.…Hi, I’m Michael Lutz. I’m a Spirits Specialist, Brand Expert and Event & Project Manager focused on crafting marketing strategies and executing 360° activations for premium brands. I love organizing masterclass tastings, staff trainings and guest shifts that bring products to life in bars, shops and events, while coordinating multi-channel campaigns across B2B and B2C channels. Over the past decade I’ve collaborated with premium brands in the DACH region and beyond, bridging marketing, PR and consumer relations with hands-on event execution. I’m fluent in German and English, with Spanish at a basic level, and I thrive in multicultural environments with a strong focus on measurable results and stakeholder relationships.

Available to hire

Hi, I’m Michael Lutz. I’m a Spirits Specialist, Brand Expert and Event & Project Manager focused on crafting marketing strategies and executing 360° activations for premium brands. I love organizing masterclass tastings, staff trainings and guest shifts that bring products to life in bars, shops and events, while coordinating multi-channel campaigns across B2B and B2C channels.

Over the past decade I’ve collaborated with premium brands in the DACH region and beyond, bridging marketing, PR and consumer relations with hands-on event execution. I’m fluent in German and English, with Spanish at a basic level, and I thrive in multicultural environments with a strong focus on measurable results and stakeholder relationships.

Skills

Copywriting

Logo

Promo Video

Experience Level

Copywriting

Expert

Logo

Intermediate

Promo Video

Intermediate

Language

German

Fluent

English

Advanced

Spanish; Castilian

Beginner

Work Experience

Spirits Specialist, Brand Expert, Event & Project Manager (Freelancer) at Herr Lutz

June 1, 2024 - Present

Developing and implementing marketing strategies for multiple clients; executing 360° project management (B2B and B2C), social media campaigns, secondary placements and promotions in department stores; conducting PR measures, client and consumer relations management; organizing masterclass tastings, food pairings, staff trainings, guest shifts, drink strategy conception and implementation; managing social media channels, agency briefing and follow-up analysis.

Brand Development Manager GSA (DACH) at Osborne

October 1, 2019 - May 31, 2024

Led marketing strategy conception and implementation for premium brands; managed 360° projects including B2B and B2C trade, social media campaigns, secondary placements and promotions in department stores; coordinated PR activities with agencies; masterclass tastings, food pairings, staff training, guest shifts, drink strategy conception and implementation; directed social media management, agency briefing and follow-up analysis; responsible for all premium brands in on- and off-trade.

Whisky Consultant & Brand Ambassador (Freelancer) at Herr-Lutz

June 1, 2015 - October 1, 2019

Interim Brand Ambassador at Moët Hennessy for Ardbeg, Glenmorangie & Hennessy; conducted whisk(e)y and craft beer tastings, food pairings and event organization; developed influencer and blogger relations; managed project-based copywriting, social media conception and implementation; engaged in networking within the industry.

Co-Owner at dreihundert prozent UG

March 1, 2010 - December 1, 2018

Handled customer acquisition and service, promotion, and marketing; managed social media operations and strategic buying; controlled budgets, merchandising and stock controls; supervised eCommerce projects and online shop operations.