Expert for Gender Marketing and strategic Marketing Planning
Annemike Salonen is a marketing executive specialized in Gender Marketing with more than 15 years of experience.
Since starting her career she was passionate about bringing the consumer's needs in the center of the business and translating those into actionable, winning strategies.
She had managing positions in market research, competitive intelligence and strategic marketing and business planning, always at the leading brands of the respective industries: For agencies at A.C.Nielsen, in consulting at McKinsey and in the industry sector at BMW AG. Here her career took an international turn when she took the opportunity to manage the Business Intelligence department at BMW, UK.
At McDonald's Germany Inc. she was head of the Consumer & Business Insight department. Within her role as Chairwomen of the German Women's Network together with her current business partner Silvia Merretz she implemented the Gender Diversity Strategy for McDonald's Germany.
In 2012, together with Silvia Merretz, she founded the training and consulting company business2women. It is specialized in developing Gender Management competencies and Gender Marketing. In a very engaging way, with humor and analytics she demonstrates: It pays off for companies to take care of the needs of their customers - the male AND the female!
- Female Marketing or: The female customer, the unknown species?
- Gender Market Research - Understanding, what your female customers really want!
- Successful with customer (m/f) centric Strategic Planning
- Winning Gender Diversity Strategies - How to achieve the cultural change
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