Prof. Dr. Wolfgang Merkle


Prof. Dr. Wolfgang Merkle, studied business administration at the University of Göttingen with a focus on marketing and business administration. Since his PhD "Corporate Identity for Retailers" he has been working for reputable and well-known brands - from 1991 to 1998 in marketing and advertising of the Otto Group Hamburg, from 1999 to 2002 as founding director of ZARA and Massimo Dutti in Hamburg, 2002 until 2007 as Marketing Director at Galeria Kaufhof in Cologne and most recently between 2007 and 2015 as Chief Marketing Officer for Tchibo in Hamburg.

In these positions he has acquired a recognised expertise, practical experience and concrete achievements in

  • the development and implementation of strategic positioning concepts of companies in market and competition,
  • the design and implementation of holistic brand experiences both transient and in online concepts,
  • the (further) development and design of non-food assortments and FMCG products.