Nominated for CMO of the Year 2026: Raphael Werner Puts Denner in the Fast Lane

For Raphael Werner, transformation is not a project with a beginning and an end. It is an ongoing process. He is convinced that those who continuously develop their companies don’t have to wait for a major upheaval in the first place.

Transformation as a Permanent State

This attitude also shapes his leadership style. For him, change doesn’t come from buzzwords, but from consistent improvements in day-to-day operations. At the same time, he emphasizes the importance of the people behind every transformation. Anyone who wants to create something new must bring teams along with them, provide direction, and highlight opportunities.

Especially at a time when artificial intelligence, new technologies, and changing customer expectations are transforming entire industries, this skill is one of the most important qualities of modern marketing leadership.

Between Data, Technology, and Creativity

Werner describes himself as someone who wants to combine technology with traditional brand management. New technologies should not only increase efficiency, but also enable and enhance creativity.

This approach is also reflected in his current role at Denner. Since the company’s reorganization, as Head of Customer, he has been responsible for marketing, promotions, digital business, and customer insights. In this role, he brings together under one roof precisely those disciplines that are crucial to the success of modern brands today.

In the age of AI, marketing is increasingly becoming a discipline centered on connectivity. Data, technology, creativity, and customer focus must all be considered simultaneously. Werner is one of those marketing executives who view this development not as a threat, but as an opportunity.

«I love combining technology and classical music in whatever way I can.»

Humor as a Strategic Competitive Advantage

Over the past few years, Werner has made a name for himself with campaigns that grab attention because they dare to be different. Sometimes cheeky, sometimes surprising, often with a dash of self-deprecating humor. The «Lidl Heart Heist» received a great deal of attention; in it, a fictional Denner employee stole the Swiss heart from the Lidl logo.

The «Lifetime Free Shopping» promotion also sparked a lot of discussion. Both examples demonstrate a brand strategy that doesn’t rely on loudness, but rather on ideas that resonate culturally.

The results prove that humor can also be effective from a business perspective. In a short period of time, Denner succeeded in firmly establishing its own brand in the public consciousness while simultaneously setting new trends in a highly competitive retail market.

The Man Who Brought Terrence Hill Back in Front of the Camera

When asked why he, of all people, deserves the title «CMO of the Year,» Werner replies with a wink. After all, he was the one who brought Terrence Hill back in front of the camera for a brand for the first time in over 40 years—and may even have produced the film legend’s final movie.

Behind this humorous response, however, lies a serious message. Successful marketing happens when people persistently bring great ideas to life. This is exactly what Werner’s career path so far demonstrates: After more than 16 years helping to build Lidl Switzerland, he moved to Denner, quickly took on additional responsibilities, and shaped the company’s communications with a series of eye-catching campaigns.

Being nominated as a finalist for the «CMO of the Year 2026» is therefore not just an accolade for individual campaigns. It honors a marketing executive who has mastered technological development, cultural relevance, compelling storytelling, and consistent execution in equal measure—and who thus exemplifies the demands of modern brand management.