About Axel Dietz

Axel helps you to find efficient solutions for your business problems in the marketing & sales area. With many years of top-management experience in consumer goods he can help you in your projects from strategic consultancy to the temporary take-over of a operational job or investments in an early stage of your business. He also invests in start-ups and helps them in their initial phase as Senior Advisor.

Major Achievements:
Due diligence and integration of FINDUS Italy (frozen food division of Unilever) in the acquisition process by Permira

Company restructuring including closing of two factories in Germany and shift to Hungary and China. Sales growth of 22 % in a stagnating market in first half of 2008. Acquisition and integration of two other model railroad manufacturers. Introduction of best-practice sales and new retail strategy.

Molkerei Alois Müller:
EBIT growth of 20 % above plan for 2006 after 3 years of decline (at the same time single-digit net sales growth)
Restructuring of German and UK sales strategy from quantity to quality and margin. Repositioning of all A-brands in Germany and definition of new communication strategy, incl. implementation of new advertising campaign. Personally managed UK & German organizations as both GM positions were vacant (hired new UK MD, who successfully completed the UK restructuring program). Initiation of innovation process and NPDFocus on cost management and quality improvement resulting in better profit margins. Restructuring of own logistics company.

Overachieved ambitious growth objectives in both years. Introduced worldwide “best practice sales” for company’s direct sales force. Fastest growth of all competitors in the US with several highly successful new launches. Highly successful integration of newly acquired brands in the U.S. Introduction of new worldwide retail POS system for cosmetics.

Complete restructuring of the company from functional to divisional. Build-up of new retail division from scratch. Achieved turnaround in 2001 with high double-digit EBIT growth in the following years (coupled with continuous topline growth). Start of business in the U.S. Highly successful implementation of a worldwide Best Practice Sales department (introducing ECR, category management, etc.). Relaunch of all existing A-product lines and introduction of new care-line, aShare price more than tripled in 3 years before acquisition (final acquisition by P&G at 4,5 times share price).

2007 - 2008
Märklin (No. 1 model railroad manufacturer in the world)
€ 135 mio. • 1,300 empl. • Göppingen, Germany

2005 - 2006
Molkerei Alois Müller (No. 1 dairy company in Germany & UK, No. 2 in Italy)
€ 2,600 mio. • > 10,000 empl. • Aretsried, Germany

2003 - 2005
Senior Vice President Commercial
Coty (Global Cosmetics Company)
€ 1,000 mio. • > 4,000 empl. • Paris, France

1999 - 2003
President Consumer Products
WELLA (No. 2 haircare company worldwide)
€ 3,200 mio. • > 15,000 empl. • Schwalbach, Germany

Tchibo, JT International, Philip Morris


  • Consumer & Retail


  • Marketing