Positioning and "communicating out loud

The challenges at Goldbach are exactly as he sees them. Because of his history, Klaus Nadler, as a proven "digital guy," is expected to be "heavily involved in the digital areas" and play a strategic role there, in addition to his classic duties as Chief Marketing Officer and Group Product Management. "Goldbach is very well known. But it is difficult to differentiate the business areas. We are very strongly perceived as a TV marketer. But the fact that we are also a leader in the online segment is only very vaguely noticed. The same is true in other business areas. For me, the task is therefore obvious: a clear positioning of the business areas, a clear statement of what we actually do, and establishing the whole topic more strongly on the market." This is Klaus Nadler's initial analysis after just under four weeks in his new job. He finds it most difficult to clearly position Goldbach Interactive's business areas.

"As a former outsider, I was late to notice that the creative digital agency is also part of the group. This is despite the fact that it is an agency with 71 people that is also doing well in the BSW ranking at number 8. Unfortunately, this is still too little known, just like their remarkable customer base. We also have a branch in Germany, and from the former Suchtreffer we have developed Goldbach Interactive Deutschland there." The new CMO now wants to position all of this and then communicate it accordingly "loudly." Klaus Nadler is supported by an 11-person marketing department, including public relations and investor relations. From July 2014, an expert for product management will also be active. The data management area, which is important for marketing, also already has a high-caliber staff.

A forward strategy has always driven the manager. "It's important to me to be able to make an essential contribution. In doing so, I can admit without bad feelings: I actually like working a lot. And yet I manage to maintain a balance between private and professional life." Klaus Nadler is proud of his 15-year-old daughter, who lives with his ex-wife in Hamburg, contacts him almost every evening by text message "and wants to come to Zurich every chance she gets." He lives here, or rather in Kilchberg, with his new partner and their 15-month-old daughter. "Everything has settled down perfectly in the meantime. "

Klaus Nadler started his career by studying business administration with a focus on marketing in Giessen. While still at university, he worked part-time for Alcatel and was then offered a job after graduating. He was also interested in advertising from an early age. Already very close to his current specialty was a second job. At T-Online, at that time still a spin-off of Telecom, Klaus Nadler was there from the beginning - "as employee number 23". He was part of a team that was considered to be "pioneers of the Internet in Germany. Nadler was allowed to help build up e-commerce. "These first shopping portals were also the first business area to achieve a high level of importance alongside the access business to the Net."

These successes in Darmstadt eventually led Nadler to specialize even more in the di gital area. "That was the topic with the most potential for me. I also liked that dynamic, back in the pioneering days of the World Wide Web." The belief in the future even encouraged self-employment. As part of an agency network, Klaus Nadler designed and programmed websites for SMEs.