Although German by birth, Florian joined the graduate programme with
Carlsberg UK after studying for an MSc in International Marketing Management in England.
Florian says he chose Carlsberg over other offers because "I wanted a career in international consumer marketing, so the early exposure to foreign markets, and the chance to work with fun, well-recognised brands, suited me perfectly".
Cultural fit
It was also a good cultural fit. "I felt more in tune with the people," he explains. "Of course they are professional and ambitious, but the environment is very friendly, encouraging and dynamic, and no one takes themselves too seriously."
Florian’s first year was spent with the UK ale marketing team, where he worked on new TV commercials, packaging and communications for the relaunch of the Tetley’s brand. His second placement took him to the House of Beer in Copenhagen, a subsidiary of Carlsberg Denmark which mainly imports speciality beers from around the world.
Business acumen
"This was a much smaller and fairly independent business unit, so I got involved in functions like procurement, logistics and sales which really developed my business acumen," he says. "It also gave me the chance to work with international competitors and see how they managed their marketing."
Today, Florian is on the other side of the fence, selling Carlsberg brands into international markets through the Export, Licence and Duty Free department. "The experience and exposure to different levels of marketing I received really helped advance my career," he says. "I worked locally and internationally, with speciality, mainstream and competitors’ brands, in small businesses and in HQ. And I’ve gained a network of colleagues around the world with whom I can share ideas and best practice."
Florian’s advice for making the most of the programme is to keep asking questions. "Speak to as many people as you can about what they do and how things could be done better," he says. "Never be afraid to ask, and then share the knowledge."