Barbara Zelenay
Barbara Zelenay
Event moderator

barbara
zelenay

Lead | Drive | Engage

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Leader

Setting the Tone by Example

Bold, inspiring marketing leader with 16 years global experience. Head of global teams and expert in managing hybrid working models in highly complex matrix organizations. Currently youngest member of Chief Digital Office Mobility leadership team.

Previous roles include functional leadership of over 50 communicators in 19 countries in EMEA.

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Hands-on Strategist

Pioneering Marketing Strategies

The beauty is in the mix - expertise in analog and digital communication channels, enabling agile, cutting-edge strategies. Strategic decision-maker and operational problem-solver always ready to step up. Navigating data-driven strategies, and not shy to change course if needed and taking responsibility start to finish.

A strategist with focus on execution!

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Technology Enthusiast

Let’s Connect the World

Technology enthusiast with special focus on future-oriented, hard-to-explain technologies shaping the future of the industry. Front runner and early adopter in digital transformation with special touch for bringing visions into reality. Exceptional communicator with a proven track record of building high performance teams, as well as bridging cultural and generational gaps.

(Digital) transformer

Always pushing the envelope, questioning the status quo and inspiring the organization to follow.

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Experience

BOSCH GROUP

Head of Marketing, Communications and Stakeholder Management
at Chief Digital Office Mobility Solutions

Robert Bosch GmbH - Stuttgart, Germany
October 2019 - until present

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Think big, start small, learn fast
Think big, start small, learn fast

Driving digital transformation as a member of Chief Digital Office’s leadership team

  • Achieved a 95% acceptance rate of a digital collaboration tool across 22 departments within 2 months through personalized onboarding focused on user journey

  • Leading a team of 11 experts towards marketing excellence

  • Progressively driving change in the organization with inspiring initiatives

Increasing channel impact
Increasing channel impact

Data-driven

  • Organic growth of company internal social media community from 200 to over 1000 members in the first year, additional 50% growth in second year with steadily high engagement.

  • Streamlining from over 100 communities to a few main ones targeted by stakeholder analysis

Perception is reality
Perception is reality

Untapped approaches

  • Activating Bosch Ambassadors on external Social Media to drive the company’s Image as a digital transformer.

  • Identify and guide colleagues with an authentic personality with relevant content to the right place, time and format for biggest impact through their PERSONAL profiles.

Head of Marketing and Business Strategy Communications

Robert Bosch Car Multimedia GmbH - Hildesheim, Germany
June 2013 - April 2018

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Getting on the radar
Getting on the radar

Pioneered a concept car vision implementation, which led to a significant overhaul of customer product and brand perception - 50% increase in Customer Engagement over three years.

Customer Success
Customer Success

Focus on tailored user journey and customer communication. Product innovation has to be reflected in communication tools and approaches as well. 50% increase in Customer Engagement over three years.

Invented for life
Invented for life

Focus on B2B with B2C elements across all communication channels for our products. Responsible for all external and internal product content. Expertise in software and services product demonstration to truly show what it is invented for.

Examples of my work, click here.

International Communications Manager

Robert Bosch GmbH - Stuttgart, Germany
July 2011 - June 2013

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Expect the Unexpected
Expect the Unexpected

Project Lead (2012-14) for biennial Global Communicators’ Meeting, with 150 participants, including Bosch CEO and other C-Level Management. Project Team (2013) for biennial Bosch Automotive Press Briefing, with 300 journalists from over 10 countries and Bosch C-Level Management. Re-routing of activites after the 2011 Tsunami disaster in Japan.

Learn, Train, Develop
Learn, Train, Develop

Communications Training Program - Concept design and execution of introductory training for all new communication associates at Bosch Worldwide. Three day intensive course with workshop elements, giving insight into all communication areas and channels. Trained nearly 100 new colleagues in 2 years. The concept is still in place today, 7 years later.

Communication Strategy Coordinator
Communication Strategy Coordinator

Functional lead for EMEA (Europe, Middle East and Africa), including communication strategies, budget and employee review. Managed over 50 communicators in 19 countries. Central contact for all communication channels and tools with focus on press and media.

Assistant Manager, Toyota Global Sales Account & Project Manager, Corporate Communications

Bosch Corporation - Tokyo/Nagoya, Japan
October 2008 - June 2011

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Customer Sales Window

Toyota Global Sales Account

  • Cross-Divisional Management of Global Sales and Marketing Activities

  • Customer Strategy Development and Global Business Plan Analysis

  • Risk Management - Communication Task Force Leadership

  • Shared Services - Benchmarking of Tools and Methods across JOEMs

  • Establishment and roll-out of “Toyota Way" Training for Bosch associates on 4 Continents

Centennial Project Lead - Concept Design and Execution

 

Sales Coordinator, Toyota Europe Sales Account

Robert Bosch S.A. - Brussels, Belgium
January 2006 - September 2008

Featured
Customer Awarded Sales

  • Sales Window towards Toyota Motor Europe

  • Introduced and professionalized a CRM system - resulting in double-digit growth in leads as well as an increase in customer satisfaction by more than 10%.

  • Introduction of new Raw Material Calculation Process - awarded by Toyota Europe with a Cost-Effectiveness Supplier Award, and introduced this process for all suppliers

  • Event Management - New Technology Forums and C-Level Meetings

Marketing Assistant & Planning Analyst

Robert Bosch LTD - London, UK
July 2005 - December 2005

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Technology Promotion & Train-the-Trainer

  • Event Manager for Train-the-Trainer Events in UK and Ireland

  • Co-operation with Renault for Dealership Training

  • ESP Installation Rate Research and Analysis

  • Marketing Activities to raise Technology Awareness and Installation Rates in the region

EDUCATION

Master of Business Administration
Executive MBA

Temple University – Fox School of Business, Tokyo, Japan
GRADUATED 2011

Women Mean Business Scholarship 2010
Young Leaders Scholarship 2009

United Business Institutes, Brussels, Belgium Transfer to JP
Leadership & Change Management focus

BA Joint Honours
Business and Mass Communications

London Metropolitan University, UK
GRADUATED 2006


Vesalius College Brussels, Belgium ‘Auslandssemester’
Vienna University, Austria ‘Vordiplom’

Secondary Education

Abitur

Jan Papanek High School/Gymnasium, Bratislava, Slovakia

School Parliament President
EU Socrates Intercultural Project

Rotary Club Youth Exchange

West Caldwell High School, New Jersey, USA

Youth Exchange Year
Honor Roll
Rotary Club Honorary Member

Lacrosse

Lacrosse
Tournament Director
Tournament Director

ELF 2019 European Women’s Lacrosse Championships
FIL 2018 World Lacrosse Championships

  • Tournament Director for a 16 Team event - took over mid event

  • Logistics Coordinator for 46 National Teams (Athletes and Staff) and Public

  • Festival Tournament Referee in Chief - Assigning, Evaluation and Remuneration

  • Live Broadcasting Commentary of World Championship Games

Referee in Chief
Referee in Chief

European Lacrosse Federation
German Lacrosse Federation - Youth

  • First female referee to officiate at a men’s lacrosse world championship event

  • Development and Education

  • Tournament Staffing and Evaluation

  • World Lacrosse Men’s Officiating Committee

(Honorary Positions)

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References

More references available upon request or on my LinkedIn profile:

“Frau Zelenay ist sehr pragmatisch, ein Macher unter den Strategen. Sie ist sehr entscheidungsfreudig und steht zu ihren Entscheidungen. Durch ihr sehr breites Fundament, Wissen und Netzwerk in der Bosch Welt hat sie bei komplexem Themen immer die übergeordnete Bosch Strategie im Auge. ”
— Manfred Baden, President, Automotive Aftermarket, Bosch Group

Mrs. Zelenay is very pragmatic, a maker under the strategist. Very decisive and stands behind her decisions. With complex topics she is able to keep the over arching company strategy in focus, thanks to her extensive and broad foundation, knowledge and network in the Bosch world.

“Hochmotiviert, mit hoher Energie die sie auch austrahlt. Sie ist als Mensch ein Gewinn für jedes Team, insbesondere zur Förderung von Motivation, Teamspirit und guter Zusamenarbeit. Organisationstalent und sehr hohe Belastbarkeit auch in kritischen Situationen. ”
— Thomas Kropf, President, Corporate Research, Bosch Group

Extremely motivated, with a high level of energy that is contagious. As a person, she is an asset to every team, especially when it comes to promoting motivation, team spirit and good cooperation. A true organizational talent and very resilient even in critical situations.

“Above all her noticeable natural leadership quality, independence, resourcefulness and engaging courage of conviction of never being afraid to fight for what she believes is right, are rare traits sought for and to be fostered. ”
— Hermann Kaess, Executive Vice President, Bosch Group