METER Group: one brand after a merger across the US and Germany.
I created the METER brand and led the rebrand from UMS, then drove the growth and digital transformation of marketing and sales.
Company
METER Group
Market
Environmental measurement
Role
VP of Sales & Marketing
Two companies, two countries, one market to win.
After the merger, US and German operations went to market under separate identities. The brand transformation unified them, so customers met one company with one voice.
From a new name to a new growth system.
The METER brand
A new name and identity for the merged company, replacing UMS in Germany.
Digital transformation
Marketing and sales rebuilt as one digital growth system across both markets.
Every METER Counts
A bicycle donation idea in support of TAHMO, a university led weather station project.
A brand the industry ranked.
#4
Germany’s most-awarded brands 2021, Horizont 49/2021.
+48%
Sales team efficiency.
+150%
Qualified lead growth.
2 → 1
Companies and countries under one brand.
Germany’s most-awarded brands 2021
Horizont 49/2021
Rank
Brand
Points
Awards
1
WWF
1468
90
2
Reporter ohne Grenzen
1412
57
3
Hornbach
588
45
4
METER Group
500
38
5
BMW
452
27
Meltdown Flags.
Glacier data rarely moves anyone. Meltdown Flags took the white out of the flags of countries with glaciers, tracking their retreat from 1995 to 2050. Climate science anyone can read at a glance, and one of the campaigns behind the 2021 ranking.