Peer Schmidt


Senior Partner

Peer is an internationally experienced manager with a proven track record of business development marketing, sales, commercial management and coaching and people development. His last role was Global Account Director and Transnational Trade Director for the Bacardi Group. Based on his In-depth knowledge in consumer goods, he stands for success in transnational strategic management of international retail customers, the maximisation of product prices globally and the continued growth of brand value.

Strengths and Career Achievements

Peer brings more than 30 years of Marketing and Sales experience on national and international level.

After setting up the new sales organisation in East Germany right after reunification he became Marketing Manager for agency brands at Bacardi GmbH Germany. As Sales Director (1993 – 2000) he was responsible for the on & off trade channel as well as for the trade marketing. He formed Bacardi Germany into the leading sales organisation for international spirit brands. In 2000 he became responsible to set up the international Key Account organisation for the Bacardi- Martini Group. Since 2003 he was accountable to lead the strategic approach for international customers for the Bacardi-Martini Group across the international regions/markets. As Transnational Trade Director he was accountable for protecting brand and consumer value worldwide through greater transparency of product flow, optimised go-to- market strategies across channels and creating minimum pricing by SKU/size level. As Business Process Owner – Order to cash – (2007 -2012) he was responsible to set the strategic vision and direction for designing business processes and configuring the SAP software. This new global process delivered visibility of trade investment by business driver and pricing cross customers and markets.

He was representing the Bacardi-Martini group at the European Brand Manufacturer Association (AIM) – Industry and Trade Committee since 2000 and was a founding member of the ECR Shrinkage & On shelf availability Group.

Sector and Service Expertise

Peer has deep knowledge of the international brand manufacturing sector. He advises Steinbeis VMI clients on (international) Key Account Management, intercultural competences, leadership, leading of leaders, leading interdisciplinary teams, commercial capability programs, product management, communication and product positioning/pricing.

Contact