Joachim Böck

Joachim Böck, BA Msc has been working as Strategic Product Manager Welding Data & Applications, Digital Services & New Business Models at Fronius International GmbH since 2020

Statement

"Coming from the HTL for control and regulation technology, the Marketing & Electronic Business degree ideally complemented my technical background - with an understanding of the market and customers as well as the use of modern (digital) technologies for existing and new business models. Combined with a semester abroad, I was also able to improve my English language skills."

Digitalization has not stopped at a welding equipment manufacturer like Fronius. Fronius has long since developed from a pure production company into a high-tech company. Responsible for digital services and new business models within the Perfect Welding business unit, the Marketing & Electronic Business course gave me the tools I needed to develop, market and implement new digital approaches. The broad field of training - from specialist marketing and e-business to management - was the perfect basis for coordinating product management teams as a hub between the specialist departments, making strategic decisions and taking responsibility for project management.

My tasks

As Strategic Product Manager for Welding Data & Applications, Digital Services & New Business Models, I am responsible for the existing product portfolio, but also for further and new developments. This means that as a market expert, it is my job to be close to the customer and to know their requirements and challenges. At the same time, the sPM acts as a hub between the specialist departments in the company. In my particular case, this involves a lot of agendas that are enriched with a digital background - be it requirements engineering, agile software development or the development and integration of new business models in coordination with the existing ERP system.

• Responsibility for the product life cycle
• Support in performance management (analyses & monitoring, identification of need for action)
• Creation of a road map
• Product maintenance (evaluation of market requirements, etc.)
• Developing discontinuation scenarios and supporting their implementation
• Strategic responsibility for the marketing mix across the entire product portfolio
• Project management in the product management team
• Responsibility for creating specifications (organization, driving forward and writing)
• Responsibility for the market launch of new products (preparation, implementation and support)
• Implementation of in-house online campaigns (SEM, SMM) as well as performance and conversion optimizations
• Google Adwords, Google Display Network, Google Shopping, Facebook Ads, Instagram
• Ads, YouTube, e-mail marketing
• Support in the specification phase
• Conducting and organizing analyses including deriving recommendations for action (MAFO, trend analyses, etc.)
  Preparing information and content for communication