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Kirsten Foster

Brand Architecture


Kirsten is a recognized C-level brand strategy consultant with an international portfolio of blue chip clients and proven track record of delivering category-breaking brand strategy solutions. Based in London, she specializes in complex brand strategy, brand portfolio and brand architecture projects for B2B and corporate clients, often as part of a change in business strategy, M&A, IPO or spin-off. ​


From 2008 to 2016 Kirsten was a senior leader at the world-renowned branding firm Landor, heading the 35-consultants strong brand strategy team across Europe, the Middle East and Africa. At Landor, Kirsten led the most high-profile projects of the firm, including the development of Covestro, the new brand for Bayer's global Material Science arm. The brand was developed to enable the independence of the business in October 2015. The new brand supported the most successful IPO in 15 years, 3 times oversubscribed and an increase in share price by 50% since IPO as well as increase in employee engagement from 50% to 90%. Most recently Covestro reported its best quarterly results in its 80-year history.  


Kirsten also led the major brand architecture strategy project for RSM International, where she guided the board and leadership of RSM International, McGladrey USA, Baker Tilly UK and 100 member firms in their decision to come together under the unified global brand name RSM. RSM since moved from 7th to 6th largest global accountancy firm. Other projects during her time at Landor include brand strategy, brand positioning, brand architecture, naming projects for clients such as Henkel, Bayer, Vodafone, Alcoa, EY, Adecco, Booz&Co, Barclays Bank, Siemens, Linde, Alcatel, British Airways, Etihad, Alitalia, Smith&Nephew.  


Before joining Landor, Kirsten was Head of Strategy Europe at the Brand Union, based in London, delivering global brand strategy projects for Credit Suisse, GE, KPMG, RBS, Mercedes-Benz.  


From 1999 to 2004 Kirsten was a founding member of BBDO Consulting (now Batten&Company), the management consultancy arm of Omnicom, advising clients such as BMW, Deutsche Bank, Audi, T-Mobile, Allianz, Dresdner Bank and Mercedes on their global brand strategy. She was a key part of the founding team, developing the offer and growing the business from five to 100 brand strategy consultants in less than four years, thus creating the single most successful brand consultancy in Germany. She delivered high-profile global brand strategy projects, including brand positioning, brand portfolio and architecture, brand valuation and global communication strategies.


Kirsten started her career in 1994 as International Brand Manager at Henkel, one of Europe’s largest FMCG companies, operating worldwide with leading brands in Cosmetics (Schwarzkopf), Detergents & HomeCare (Persil) and Adhesives (Loctite, Pritt). She developed and executed brand, marketing, new product and communication strategies across Europe and Asia and conducted one of Henkel's largest and most successful European brand roll-out programmes.  


Educated in the US and Germany, Kirsten holds an MBA from the University of Mannheim, Germany’s oldest and leading business school.

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