Marlene Linzner-Scherf

About

With a robust educational background in Political Science, New Media, and Social Media Management, I have honed my expertise in global brand and social media strategy. I currently serve as the Global Social Media Strategy Lead at ASML, where I develop and implement comprehensive social media strategies and crisis management protocols. Previously, I was the Global Brand Management Lead D2C at Philips, where I successfully enhanced the brand's consumer-centric KPIs and brand strength. My tenure at Philips also included roles such as Global Lead Social Engagement D2C and Global Senior Manager R&R and Social Consumer Care, where I drove innovation in social consumer engagement and improved customer feedback and loyalty. At Azerion, as a Social Media Strategist, I led a strategic transformation to enhance follower engagement. My career is marked by a commitment to optimizing brand communication and consumer engagement across digital platforms.

Experience

• Global Social Media Strategy Lead · ASML04-01-2024

  Tasked with Global Social Media Strategy Development and driving Maturity across regions and stakeholders. Set-up of performance measurement framework. Development of crisis management protocols. Content and channel optimization.

• Global Brand Management Lead D2C · Philips09-01-2022 – 04-01-2024

  Tasked with bolstering the Philips brand by driving key initiatives designed to boost consumer-centric KPIs and overall brand strength factors. Served as a trusted brand advisor for internal and external stakeholders, maintaining consistency in implementation across various channels and touchpoints. Supported change-management initiatives and performed regular brand pulse checks to track brand performance and health. Achievements include boosting Philips brand score by +1pt within a year, ensuring cohesive brand communication across channels, improving brand perception, advancing Philips brand values and culture via effective thought leadership, developing a robust internal brand community, enhancing employee brand advocacy, and successfully aiding in seamless organizational changes while maintaining optimal brand health.

• Global Lead Social Engagement D2C · Philips06-01-2020 – 09-01-2022

  Developed and deployed a community management strategy for social media touchpoints. Developed and implemented a global social media strategy specifically for direct-to-consumer (D2C) marketing. Created strategies for target audiences to build a strong online community. Enhanced the brand's presence to drive consumer engagement. Analyzed Social Media metrics and consumer behavior to fine-tune strategies and plans. Drove innovation in Social Consumer engagement through segmentation and automation. Managed Social Care A&P budget. Achievements include successfully establishing community management capabilities, integrating effective newsroom operations, fostering successful partnerships and collaborations for innovative projects, improving consumer perception through improved response rates and speed, developing and implementing workflow to increase joy-share opportunities, and developing an innovative content strategy for the parenting business unit.

• Global Senior Manager R&R and Social Consumer Care · Philips03-01-2019 – 06-01-2020

  Created and implemented a global Social Media Care and digital support strategy. Enhanced consumer engagement via digital channels for Philips Consumer Engagement and Consumer Care. Initiated Net Promoter Score (NPS) detractor programs and coordinated their expansion across markets. Formulated and executed Ratings & Reviews and Social Engagement Strategy. Achievements include achieving a global +7% improvement in SLA for Philips Consumer Engagement and Consumer Care, effectively introducing and scaling NPS detractor programs across various markets, improving customer feedback and loyalty, and realizing 95% market compliance within a year for the Ratings & Reviews and Social Engagement Strategy.

• Social Media Strategist at ZoominTV · Azerion10-01-2018 – 02-01-2019

  Created and executed a unified, sustainable social media strategy for ZoominTV, enhancing brand consistency across all platforms. Led strategic transformation to high-quality media formats to enhance follower engagement. Led a team of 2 creatives and 1 social media manager. Achievements include leading a strategic shift towards qualitative media formats, resulting in a 5% increase in follower engagement, boosting community engagement through effective strategies and partnerships, and improving content performance through relevancy and optimization pilots.

Education

• Academie voor Coaching en CounsellingCoach/Counselor
• University of AmsterdamNew Media and Digital Culture
• Werbeakademie WienSocial Media Management
• University of ViennaMag. phil., Political Science and Government

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