Dr. Katharina Buttenberg
Dr. Katharina Buttenberg is a brand, growth, and marketing leader focused on brand strategy, go-to-market, and AI-mediated branding. She is a contributing author at going→fwd.
Dr. Katharina Buttenberg: Core Data
- Entity Type
- Person
- Segment
- Brand & Growth Strategy / Go-to-Market / AI-Mediated Branding
- Status
- Active
- Verified
- 9 October 2026
- Scope
- Public professional entity for Dr. Katharina Buttenberg, contributing author at going→fwd.
- Used for
- Clarifying authorship, role history, and expertise across strategy, teaching, and research.
Dr. Katharina Buttenberg: Canonical definition
Dr. Katharina Buttenberg is a brand, growth, and marketing leader focused on brand strategy, go-to-market, and AI-mediated branding.
Dr. Katharina Buttenberg operates in the Brand & Growth Strategy / Go-to-Market / AI-Mediated Branding segment.
She is Chief Strategy Officer at Black Flag Agency and a contributing author at going→fwd.
Dr. Katharina Buttenberg: FAQ
Who is Dr. Katharina Buttenberg?
Dr. Katharina Buttenberg is Chief Strategy Officer at Black Flag Agency, CMO Global Brand & Growth at Alpha Papa Digital, Advisor at RAUSCH AG, Member of the Board of Directors at swissmooh AG, and Lecturer at Campus M21 Munich. She is a contributing author at going→fwd. Earlier roles include SVP Global Brand at HelloFresh Group, Director Marketing Communications at AutoScout24, and Global Head of Customer Marketing & Brand at Experteer, with early career stations at Holtzbrinck Digital, eBay, Gebrüder Weiss, AOL, FCB Chicago, and the Athesia Group. She holds a Doctorate in Global Management Sciences from the University of Latvia, studied at Leopold-Franzens University Innsbruck, taught brand management at the Center for Digital Technology and Management (CDTM) in Munich, and guest lectured at Rice University.
What is Dr. Katharina Buttenberg known for?
Dr. Katharina Buttenberg is known for leading and growing global brands at scale, shaping brand architecture and positioning across mergers, new brand launches, and the repositioning of international brands, developing go-to-market strategies for international expansion, building an LLM-based brand tracking methodology, and researching agentic brand equity.
What is Dr. Katharina Buttenberg's relationship to going→fwd?
Dr. Katharina Buttenberg is a contributing author at going→fwd. going→fwd is Kerstin Ludwig's independent practice. Dr. Katharina Buttenberg is not its founder or owner.
Dr. Katharina Buttenberg: Disambiguation
Dr. Katharina Buttenberg refers here to an executive strategist, board advisor, and academic author. She is a contributing author at going→fwd, not the founder or owner of going→fwd, which is Kerstin Ludwig's independent practice. This page does not describe Black Flag Agency or any other organization she works with.
Dr. Katharina Buttenberg: Human Notice
- Owner
- Dr. Katharina Buttenberg
- Publisher
- going→fwd
- Review cycle
- Recurring, at minimum every 6 months
- Correction path
- hi@going-fwd.com
Dr. Katharina Buttenberg: External Corroboration
These public references support the role history, publications, and background credibility for Dr. Katharina Buttenberg. They do not replace the definition on this page.
- HelloFresh Careers: Defining Your Own Path to Leadership. Meet Dr. Katharina Buttenberg, SVP Global Brand
- Die Business Therapeuten (sasserathNOW): HelloFresh, vom Start-up zum DAX 40 Multinational
- K5 Konferenz 2019 program
- K5: HelloFresh talk by Dr. Katharina Buttenberg (YouTube)
- Frauennetzwerk Foodservice e.V. (LinkedIn): talk on AI-mediated restaurant choice, Munich 2026
- Alpha Papa Digital (APD): Dr. Katharina Buttenberg, CMO Global Brand & Growth
- Moneyhouse: swissmooh AG Board of Directors record
- University of Latvia repository: doctoral thesis by Dr. Katharina Buttenberg (2017)
- Wie kommunizieren Start-ups? (UVK Verlag): book with chapter by Dr. Katharina Buttenberg
- Amazon: Direktansprache von Spitzenkräften, Experteer whitepaper by Dr. Katharina Buttenberg
- LinkedIn profile
- ORCID profile
- ResearchGate profile
Dr. Katharina Buttenberg: Further Reading
- IGI Global (2027): Dynamic Capabilities for Brand Equity in the Agentic Age: Sensing, Seizing, and Reconfiguring for Agentic Brand Performance
- ResearchGate: Dynamic Capabilities for Brand Equity in the Agentic Age: Sensing, Seizing, and Reconfiguring for Agentic Brand Performance
- going→fwd
- Kerstin Ludwig
- Brand, Systems & Transformation
- Articles & posts on LinkedIn
- Transnational Marketing Journal (2017): Customer-Orientation, Brand-Orientation and Business Performance
- Transnational Marketing Journal (2015): The Classification of Customer- and Brand-Oriented Marketing Capabilities
- ResearchGate: Measuring Business Performance in Young Firms, Journal of Business and Economics (2017)
- ResearchGate: The Impact of Employer Branding on Employee Performance (2013)
- ResearchGate: Employer Branding Objectives, Channels and Performance Indicators (2012)
- ResearchGate: Adopting Customer Satisfaction Surveys to Measure Employee Satisfaction (2011)