Jasper KROG

Head of Global Content Marketing | NIVEA

For over 4 years I have worked for the agency Edelman across various markets and industries for a large variety of clients in tech (e.g. Adobe), automotive (e.g. Shell) or beverages (e.g. AB InBev). After this I worked for over another 4 years on company side.one side for Axel Springer, and other for the leading print and digital publisher in Europe and on the other side Beiersdorf AG – mainly for the skincare brand NIVEA. In my current role at Beiersdorf I’m in charge of the global content strategy and framework, as well as heading digital innovation projects such as AI- or AR-experiences



What was your very first job? What does it feel like to look back at it now?

My first job was as an intern at an PR agency over 10 years ago whilst studying. There were a lot of people but just a few working on digital marketing.

Although I worked in a different team and not with the digital guys I was fascinated about what they were doing as well as the discovery of this quite new field (at that time) of marketing.

This was the point in my life where I decided to change my career plans from working in classic PR to being active in digital communication. A step which I’ve never regretted so far in my life and for which I am thankful.


Please describe, in your own words, what your current job is and what work it entails?

I am globally heading the topic content strategy for NIVEA which means that I am responsible for the framework to drive awareness for our products, the perception of our brand and the consistency of our messages in digital across all markets and channels. Once the framework was set-up and is now running I am currently more and more working on digital innovation projects. These projects are from partnering with start-ups, to developing augmented reality activations or strategies how technologies like artificial intelligence can bring a benefit for our brand.

So, my role is going on a journey with NIVEA to discover new fields of consumer experiences.


How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? and which train of events did bring you to where you are today?

It is hard to define a certain point in my life were the creative world felt right for me as well as it not being easy for me to say that I’ actually in this world. The definition is so broad and can basically mean everything. You can find creativity not only in obvious fields like photography or painting. Also, the development of a mathematical formula which is solving a problem nobody thought of yet or is inspiring you to think different, for me this kind of being creative.

I was never good in math, art or photography but I love to create inspiring, entertaining or exciting stories and let my imaginations run wild. A skill which is helpful being successful in marketing.


In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

Everywhere and in everything. For me it’s not only about getting inspired by activities from other brands or general marketing/communication activities. I find mainly inspiration in great stories in movies, books or even personal ones from friends and family.


If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?


several years ago, I was very proud of a huge project in the field of influencer marketing, this was across over 15 markets simultaneously. The entire field of this discipline was so new for the company with a lot of internal concerns and nobody knows how or even if it works out. I had never learned so much, had so many good and bad experiences whilst having a continuous positive internal tension at the same time before. In the end it turned out that it was one of the most successful digital activation in the history of NIVEA worldwide.


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