Beckers Group
‘Raising the standard of care for our world’
The number one supplier of coil coatings and a leading supplier of industrial paints worldwide, Beckers belongs to a wave of companies that has shifted business model to put sustainability at the core of decision making across the board.
I’ve been working with the Swedish-owned Group since 2019.
Headquartered in Berlin, Beckers employs 1800 people in 17 countries providing products and custom made coating solutions to customers in 60 countries around the world.
In my capacity as a global editor leading content strategy and delivery across all channels, I have helped shape an integrated brand narrative that combines grassroots representation with clear positioning and on point message discipline.
During this time we launched, grew and now benefit from a vibrant internal editorial platform (The Rainbow), which regularly receives in excess of 100K site visits and strong monthly growth and engagement. The CEO frequently posts comments on articles, which are penned by employees based on a standard form I designed, and then edited or rewritten by me to fit company tone of voice and quality standards.
On LinkedIn meanwhile, a newsroom style approach fed by The Rainbow platform has driven consistent follower growth and enviable community engagement scores, with the September 2024 performance report showing almost 50% Engagement and 46% CTR for some articles.
I am also part of the editorial board and a leading member of the design team behind a major refresh of the brand, including new promise, vision and positioning that is being activated internally and externally through grassroots storytelling, product launches, targeted PR campaigns and advocacy at regional and global levels.
That the strategy has earned the support of senior leaders as well as a wide cross section of managers and staff (including those traditionally turned off by ‘marketing’) underscores the authenticity of the commitment of Beckers and its allies to building a more sustainable world.
