Interim Change Management at Veganz GmbH

Veganz began as Europe’s first vegan supermarket and evolved into a food brand making the shift to plant-based eating easy and accessible. The initial approach: offer familiar products – like schnitzel or cheese – but plant-based. As the company matured and public awareness around sustainability and vegan lifestyles increased, there was a need to move from a purely substitution-driven narrative to a holistic brand experience that aligned with evolving consumer expectations.

I joined Veganz during a strategic repositioning phase, not just to shape messaging, but to bridge the often-missed gap between vision and implementation. Working alongside the leadership team, my focus was to help translate the new brand strategy into actionable systems, restructure marketing workflows, and ensure cross-departmental collaboration between marketing, sales, and customer support.

Project Overview

Client: Veganz GmbH

On behalf of: Create Meaning GmbH

My role: Interim Head of Marketing

Timeline: January – April 2018

My Role

  • Developed a sales-integrated social media strategy to support B2B and retail partnerships

  • Facilitated international marketing communication efforts during the company’s expansion into France

  • Restructured the department to move customer support and e-commerce operations under marketing for greater synergy

  • Implemented new tools and collaboration systems (e.g., ticketing, workflows) to reduce friction between departments

  • Worked closely with team members on short- and mid-term goal setting, improving clarity and accountability

  • Recruited and onboarded a permanent Head of Marketing to ensure long-term continuity

Key Insights & Takeaways

  • Change management is delicate – especially when restructuring teams and workflows. Merging departments, implementing new tech stacks, and making staffing decisions requires empathy, clarity, and consistency.

  • Vision without execution often fails. Translating a strategy deck into day-to-day actions and real team habits is where real value is created.

  • I joined Veganz as a meat eater and left a vegan. Working inside a plant-based food company allowed me to close my own value-action gap – not because of ideology, but because the behind-the-scenes stories of animal agriculture simply didn’t align with my ethics anymore. It was a transformative experience.

What I’m Proud Of

  • Building the foundation for a more integrated, responsive marketing department

  • Helping the brand move from a focus on substitution (vegan alternatives) to inspiring a fuller, lifestyle-aligned narrative

  • Supporting a smoother international expansion while keeping the tone and messaging human, clear, and aligned

  • Personally aligning my lifestyle with my values, which continues to shape how I approach both work and life


Sustainability Impact

A shift to plant-based eating is one of the most effective levers individuals have to reduce their environmental impact. From water use and deforestation to biodiversity loss and ocean dead zones, the ripple effect of our food choices is enormous. At Veganz, I got to support that shift both from the inside out and the outside in to move closer to closing the gap of SDG14 and SDG15.