Alexander Rohwer is leaving the Otto Group after 16 years. The Vice President of Brand and Advertising of the Hamburg retail and services group will resign from his position in March, as he announced last week on the career network Linkedin.
Rohwer started his career within the Otto Group in 2010 at EOS in Hong Kong, where he developed an entry strategy for the Chinese market. He then moved to the group’s own management consultancy and supported various Otto Group companies in strategic projects. In 2018, Rohwer took over the management of the Otto brand. Under his leadership, the brand was modernized, creative campaigns were implemented, new brand assets were developed and systematic measurement methods were introduced. A special highlight was the reactivation of the cult advertising claim “I think it’s good”, which honors the heritage of the brand and at the same time interprets it in a modern way.
“All of this was only possible with strong teams and colleagues who worked with passion, creativity and dedication on these and countless other projects,” emphasizes Rohwer in his farewell post.
The outgoing head of marketing cited the dynamic changes in the market as the reason for his upcoming move, in particular the influence of artificial intelligence on marketing and brand management. He was particularly interested in a different perspective on these topics with new opportunities for personal development that consciously take him out of his comfort zone.