Home > Companies > C-Suite On Deck > Q&A with Kolja Eikelmann, CMO & Head of Marketing at PPG Industries

Q&A with Kolja Eikelmann, CMO & Head of Marketing at PPG Industries

MEDIA 7 | June 20, 2019

CMO & Head of Marketing at PPG Industries
Kolja Eikelmann, CMO & Head of Marketing at PPG Industries is a forward thinking and result-driven Marketing expert with 20 years of experience in the FMCG marketing industry. 

In this Q&A, Kolja shares his unique marketing experiences and gives us interesting insights about PPG Industries, a global supplier of paints, coatings, optical products, and specialty materials which is driving innovation, sustainability and color in the industry.

MEDIA 7: What inspired you to get into Marketing?
KOLJA EIKELMANN: I wouldn’t be able to say when I first realised marketing was the path for me, but I think it’s been evident my whole life that I’m interested in the diversity that marketing allows. Since childhood, I have always been so fascinated with the details of a product, no matter what it is. I have an endless sense of curiosity and I think that was the major driving factor for me to enter the world of marketing.

I realised marketing might be for me when I discovered the unique opportunity it offers to be involved in all spectrums of the business; not just advertising, but also in creating solutions and analysing outcomes. The overarching goal is always to make a real difference and help people in their daily lives, and marketing allows you to both be a part of the solution as well as a witness to the outcomes.

My job with PPG is very colourful – just like my company! Within my one job title I get to explore innovation, creativity and analysis. This variety has always been appealing to me.

M7: You have an exemplary marketing experience of more than 20 years in the FMCG industry. How have the marketing dynamics changed over these years and what tactics do you feel modern marketers should adopt, to survive in this competitive world?
KE: As you would expect of any industry in the 21st century, marketing is constantly changing and increasing in complexity in this digital age. The increasing presence of digital media and the growing demand for ease-of-access online services, has resulted in the field growing broader than ever before. The possibilities now are numerous, but they are fragmented; you must be truly dedicated to the field to build the knowledge base of marketing tools required to thrive in such a climate. Ultimately, PPG wants to produce work that has the greatest impact on businesses, this was arguably easier in the past when you had a traditional, simple media mix, as opposed to now when success depends on mastering traditional media and online outlets, social media and digital advertising tools.

For example, it can be easy to spend a lot of money on Google ads that are expected to be high value, but instead, organizations might see greater return on sales if the money had been allocated to a faster and more agile response to SEO.

In marketing, it can be easy to get caught up in the creativity of the work – as that is most often our strength – but not fully immersing yourself in the analytical side of things is a mistake that is often reflected in outcomes. I would recommend that every marketer should always make sure to know their KPIs inside and out and try to get as familiar with Excel spreadsheets and analysis as they are with the creative work.

In this constantly changing modern landscape, marketing has become even more important than ever before. Specifically, in the paints and coatings industry, marketing was a late bloomer as it has been driven by shelf sales for so long. However, as an industry we are refocusing on innovation and purpose; and pushing the boundaries on what is expected from paints and coatings and what they can do. PPG aims to improve and protect the world through our products – but none of this is possible without proper marketing to support the business.


"A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working."

M7: Your work experience spans across highly complex matrix organizations to entrepreneurial and start-up businesses. What do you believe is your driving force behind your proven track records and achievements?
KE: I am very proud to say I have left behind a strong track record of positive differences within the companies in which I am working. Although I have worked in many different, seemingly unrelated industries, the knowledge and tools that I learnt at each step along the way continue to prove invaluable for each new challenge I face. From paints, to dairy, to cosmetics – your collective marketing knowledge spans across whichever business you are a part of. Once you’ve built up this knowledge base, the true challenge is not having the tools but knowing which tools to use and when.

I have always been most drawn to companies that challenge me to make a difference. This is how I’ve shaped my career and how I made my decisions on where to work.

M7: How well do you believe that a service-oriented and data-driven leadership approach along with business strategy and operational execution can lead to company growth with an upsurge in revenue/sales?
KE: I strongly believe in a service-oriented and data-driven leadership approach, as well as incorporating social and ethical capabilities. Data-driven leadership is the key to the future – in many industries – but especially in marketing. The industry today is all about knowing your KPIs and business cases, which are data rich. Working in marketing is about being able to positively impact business outcomes, and that ultimately boils down to the ability to add value for your customers and consumers. Focussing on PPG work as a service-oriented industry highlights the need for data availability – both in that of the business and that of our customers – to be able to best consult and serve. Knowing your data is the key currency for success in the 21st century.

Data analysis can provide us with information such as click through rates and viewership. We are able to access tools now that, if used right, can prove invaluable to achieving successful outcomes. Being able to use this information to your advantage will allow you to instantly see whether your data retrieval is successful. Every business case and KPI that you set out to tackle can then be achieved using the data to measure sales growth.

M7: PPG Industries has been included in the list of American Fortune 500 companies. What do you think has made it possible to build a fortune for PPG industries?
KE: PPG has a strong culture of building the business across SBUs through investment, innovation and acquisition. We are one of the leading and largest paints and coatings companies in the world. This status is maintained by PPG’s culture of investing in R&D and constantly challenging the boundaries and expectations of the coatings world.

The opportunity to build our position as a market leader in many countries around the world is only possible through our global network and international approach. For example, our Alison Park facility in Pittsburgh, Pennsylvania is a major hub of innovation for PPG – but work that is done there is often inspired by an idea from Europe, that itself was driven by a customer need from Asia. To stay on the frontlines we can’t sit still and be complacent. Our recent acquisition of Hemmelrath and a new plant in Tianjin, China is evidence of our strategy to expand our foothold, our abilities to deliver for customers and our capacity for innovation to maintain our position as a market leader.

PPG has many moving parts which all function in different areas of the world across different business units, but our central goal is to add customer value. A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working.


"Data-driven leadership is the key to the future – in many industries – but especially in marketing."


M7: How is PPG Industries’ tagline ‘WE PROTECT AND BEAUTIFY THE WORLD’ serving its purpose of enhancing the world through its paints and coating solutions?
KE: PPG is in every part of daily life – even if you don’t realise it. You touch and feel PPG in your living environment practically 24/7: from your car to an airplane, to your refrigerator, to your laptop or even your soda can. This tagline reflects how PPG’s paints and coatings cover every part of life. PPG products provide the expected functionality of adding a colour or coating to an object, but even more than that, PPG products enhance the longevity of an item and increase its appeal. Whether it is an electronics coating that makes a laptop feel smooth to the touch, or a coating that protects the body of an airplane from overheating in the sun. PPG’s mission is not to provide what is expected, but to offer innovative solutions to questions no one expected an answer for.

Environmental impact is one of the greatest concerns of the 21st century, for both our customers and us as manufacturers. As a business founded on mass production, it is our responsibility – and therefore our challenge – to be as positive a force as possible in the fight against climate change. This is why so many of our modern products are developed to align to both PPG’s mission of protecting the world and the United Nation’s Sustainable Development Goals: boat coatings that reduce friction and therefore reduce fuel consumption, aircraft windows that don’t need frames to reduce plane weight to help minimise carbon emissions, electric vehicle battery coatings that enable cars to travel for significantly longer periods of time per charge, increasing the viability of electric vehicles on roads. We are innovating with purpose – for the public, for our customers, for consumers and for our own PPG people.
The world cannot function without paints and coatings in our everyday life, and that’s why PPG’s tagline is so powerful. If we are going to continue to be a worldwide presence, we want to be sure we are making the world a more beautiful place in the most long-term, stable way possible.

M7: You have taken transformational business initiatives to foster incremental business changes and drive cultural change throughout the organization especially in dynamic business sectors. What are some of the advantages of taking such timely measures?
KE: As part of the global shift towards greater digitization, businesses have the opportunity to drive cultural change. Digital transformation is a key component, especially as peoples' buying habits are evolving and changing how they purchase products. This is acutely felt in Europe, with its variety of different countries, cultures and languages. From a marketing standpoint, the industry is offering incremental business changes in this new culture of on-demand. In the age of Amazon and digital transformation, people want easier and faster solutions from the paints and coatings industry. Customers want to get the job done as quickly and as easily as possible with support from the supplier. As a result, PPG is innovating to be more agile and fast, by developing architectural paints that take less time to dry or offering customers a more on-demand paint matching experience.


"A successful campaign is one tailored to the needs, style and audience of the customer."

M7: You have an amazing experience of working with top leading companies like Nestle, L’Oreal and currently PPG Industries, how influential was your role in transforming marketing tactics for these organizations?
KE: My roles in these organizations were really diverse. For L’Oréal, I was more into sales and worked within category management. This later proved very influential for my future marketing career as it introduced me to the integration between marketing and sales in helping to serve customers in the best way possible. Integrated communication between marketing and sales is an essential tool in connecting both ends with the business purpose while still staying customer focused. You need to drive your campaigns forward and also sell your products in a much more complex way that is completely focused on the customer’s view. In order to do this, you need to know what is best for the customer when you place your products within a category role. This requires a lot of analytical skills to convince a customer what is best for them. You need to oversee the whole thing and act almost as both an internal and external consultant for your company. This whole picture view of the marketing process really influenced my journey and helped me strengthen my skillset for my future roles, such as when I was head of digital for Nestle.

When it comes to marketing, you can’t just pick the most creative, 360 media campaign available and offer it to the client. A successful campaign is one tailored to the needs, style and audience of the customer. To be best at what we do, it is essential to build an in-depth understanding of your customer’s view and what is best for them. This experience came with me into my work for PPG in using this knowledge to establish myself in a more leading role. At PPG I am also the communicator in the company and need to understand everyone’s view and connect with all the different departments. I am not only the marketer in my department but I’m also responsible for looking at the whole value chain within this digital leading role. PPG has experienced double-digit growth in the past two years in both B2B and B2C and this success is down to how closely we collaborate here.

M7: Kolja, what is your super power?
KE: I would say my super power is a combination of my visual and analytical skills, articulated through my courageous and enthusiastic mindset. Being able to both develop a specialized skill set and confidently acknowledge my areas of expertise and strength makes for a very beneficial cocktail to drive progress. Having empathy and other social skills are important to exert a positive influence within my team at PPG. However, these qualities should also be backed by facts – knowledge, experience and history -- which is a combination I have not seen in many people. Being self-confident and believing in my strengths is a powerful tool in business, and something that has greatly helped me along the way.

M7: Knowing what you know now, what advice would you give your younger self?
KE: I’m really driven by being up to date and well informed in as many areas as possible, and I would advise my younger self to do the exact same. I’ve always been a very curious person, but I would tell my younger self to be even more so and to take in as much information as possible. In this fast-moving world, that is just getting faster as we become more digital, there is always something new to learn or discover. If you remain stuck in one point of view or one way of thinking, you are already behind the curve. Stay flexible, stay interested and always remain in a constant state of learning.

ABOUT PPG INDUSTRIES

PPG: WE PROTECT AND BEAUTIFY THE WORLD™
At PPG (NYSE:PPG), we work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 135 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, we operate and innovate in more than 70 countries and reported net sales of $15.4 billion in 2018. We serve customers in construction, consumer products, industrial and transportation markets and aftermarkets. To learn more, visit www.ppg.com.

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Kimco Realty® Acquires Stonebridge at Potomac Town Center

Kimco Realty Corporation | August 25, 2023

Kimco Realty® North America’s largest publicly traded owner and operator of open-air, grocery-anchored shopping centers and a growing portfolio of mixed-use assets, today announced the acquisition of Stonebridge at Potomac Town Center, a 96%-occupied, 504,000-square-foot, grocery-anchored lifestyle center in Woodbridge, Virginia, for $172.5 million. The center, which has an estimated population of over 230,000 people and an average household income of $125,000 within a five-mile radius, is anchored by a 138,500 square foot Wegmans, one of the state's top-ranking grocers with a trade area of 40 miles, and the only Apple store in the greater trade area. The center's diverse tenant mix features a complementary blend of leading national brands, including REI, Ulta Beauty, Starbucks, Cava, Firebirds Wood Fired Grill, as well as a variety of local shops which include boutique fitness, personal services, restaurants and medical uses. "We’re excited to add Stonebridge at Potomac Town Center, a premiere grocery-anchored center situated in a high barrier-to-entry location with strong demographics, to our dynamic portfolio,” said Ross Cooper, Kimco’s President and Chief Investment Officer. “This center boasts a robust growth profile that will complement and solidify Kimco’s position as the leading retail player in the suburban Washington D.C. market.” This acquisition presents a variety of growth prospects, including the potential to develop three outparcel retail buildings, increase density through mixed-use development, and enhance the existing merchandising mix through the recapture of below market leases. Strategically located at the intersections of I-95, Dale Boulevard, Route 1, and Opitz Boulevard, the center benefits from 5.5 million annual visits, ranking in the 97th percentile nationally. Construction of a municipal park and ride garage adjacent to the center demonstrates continued government investment in the area and is expected to drive additional traffic upon its completion in mid-2024. About Kimco Realty Kimco Realty is a real estate investment trust (REIT) headquartered in Jericho, N.Y. that is North America’s largest publicly traded owner and operator of open-air, grocery-anchored shopping centers and a growing portfolio of mixed-use assets. The company’s portfolio is primarily concentrated in the first-ring suburbs of the top major metropolitan markets, including those in high-barrier-to-entry coastal markets and rapidly expanding Sun Belt cities, with a tenant mix focused on essential, necessity-based goods and services that drive multiple shopping trips per week. Kimco Realty is also committed to leadership in environmental, social and governance (ESG) issues and is a recognized industry leader in these areas. Publicly traded on the NYSE since 1991, and included in the S&P 500 Index, the company has specialized in shopping center ownership, management, acquisitions, and value enhancing redevelopment activities for more than 60 years. As of June 30, 2023, the company owned interests in 528 U.S. shopping centers and mixed-use assets comprising 90 million square feet of gross leasable space.

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Real Estate Technology

AREP Partners with Award-Winning Tech Accelerator Unstuck Labs to Ignite a New Era of Innovation at Rosslyn City Center

Business Wire | September 01, 2023

American Real Estate Partners announced a partnership with Unstuck Labs, an award-winning tech accelerator and mobile app developer that works with early-stage startups, founders, and innovation programs. United by a shared goal of providing environments for people to feel and perform at their best, Unstuck Labs chose one of AREP’s custom-designed SuiteX office spaces for its new startup studio location at the company’s newly transformed Rosslyn City Center (RCC) in the heart of Arlington, Virginia. And every week, RCC will be home to Unstuck Tuesdays, a free workshop for the brave, curious entrepreneur looking to level up. “We are incredibly proud to partner with Arlington Economic Development, Rosslyn BID and Unstuck Labs to support and bring new businesses to Rosslyn,” said Paul Schulman, Principal and COO at AREP. RCC isn’t your typical office building. With innovation and technology ingrained in its DNA, AREP developed RCC to accommodate the ever-changing customer and digital landscape, incorporating prop tech to elevate the tenant experience. RCC offers tech-advanced workspaces that foster innovation and connectivity and leverages broader tech partnerships like Wired Score, Datawatch and VTS to better serve and understand its customers. Each tenant has exclusive use of AREP’s award-winning tenant engagement app AREPx to seamlessly access exclusive events and programming, building features, and amenities in and around the building. Unstuck Labs’ jargon-free, no-fluff approach to accelerating startups’ growth and commitment to building a learning community of passionate founders who help each other succeed perfectly aligns with AREP’s mission. And there’s no better place for the two companies to lock arms than the gateway to the nation’s capital. Ranked No. 3 on Niche’s list of Best Cities to Raise a Family in America and No. 5 on its list of Best Cities for Young Professionals in America, Arlington has emerged as one of the nation’s premier destinations for new businesses, especially in the technology field. RCC’s prime location in the heart of Rosslyn coupled with its unapologetic customer-first philosophy and world-class amenities make it a premier destination for growing businesses - not to mention its location above one of the Washington region's busiest Metro transit stations, providing seamless access to the wider DMV area. "You know, at Unstuck Labs, we're not just about lighting up creativity or speeding up innovation. We're about dreaming big, about building a future where ideas have no limits, and RCC? Well, it's the perfect place for us to make this happen," said Wa'il Ashshowwaf, CEO and Co-founder of Unstuck Labs. "Just think about it. We're right in the middle of this amazing hub, with big-name corporations and top universities as our neighbors. We're surrounded by incredible talent and folks who are just as eager to make a difference as we are. And our new spot at RCC? It's not just an office with a killer view, it's a place where dreamers and doers come together. After a day of shaping the future, we can kick back at the Assembly Food Hall, get our sweat on at Gold's Gym, or just jump on the Metro and be home in no time. It's all part of the journey. We're super excited to be a part of the Rosslyn BID and Rosslyn City Center community, and together, we're going to make a future where every idea has the potential to change the world. And you know what? We can't wait to get started." “Rosslyn is attracting innovators from all over the country, and RCC is the epicenter of it all,” said John Chesley, AREP’s MD Asset Management. “More and more tech companies are choosing AREP because we offer connectivity, accessibility, and world-class amenities in bustling, walkable communities. And with a prime location in one of the nation’s top cities for startups and incubator businesses, RCC provides companies like Unstuck Labs with everything they need to grow their business and thrive.” "Arlington has always been an excellent location for tech companies to grow and thrive, and the region's local tech startups are some of the most innovative in the nation," said Michael Stiefvater, Acting Director of Arlington Economic Development's Business Investment Group. "The resources of Unstuck Labs will allow for some of these early-stage startups to collaborate and expand on opportunities available locally. We are proud to support Unstuck Labs in Rosslyn via the Arlington Innovation Fund.” “Rosslyn is designed to help companies like Unstuck Labs plug into an ecosystem in a prime location with business amenities and connections that support growth and expansion at any stage,” said Mary-Claire Burick, president of the Rosslyn Business Improvement District (BID). “When I met the Unstuck Labs team, I knew that their commitment to dreaming big and building the future of innovation would be an asset to Rosslyn and, in turn, could help them thrive and excel within our connected and vibrant neighborhood. I can’t wait to see what the future of this relationship will hold.” ABOUT AMERICAN REAL ESTATE PARTNERS Headquartered in the Greater Washington metropolitan area, AREP is an institutional fund manager and operating partner focused on data center, residential, industrial, and office assets, on both a development and repositioning basis in key markets along the East Coast.Since the company’s founding in 2003, AREP has deployed over $5.3 B across targeted geographies, acquired more than 21 million SF of Class A real estate, and currently oversees over 10 million SF. AREP's vertically integrated real estate platform and experienced Management Team provide exceptional expertise in all ownership disciplines from acquisition to realization. By leveraging this expertise, AREP remains at the forefront of real estate innovation, maximizing investment and enhancing performance to provide added value for its investors. ABOUT UNSTUCK LABS Unstuck Labs is an award-winning digital agency, venture-building studio, and hyperlearning community based in Arlington, Virginia. Founded by a team of career professionals turned entrepreneurs, Unstuck Labs helps early-stage startups and innovation programs to validate ideas, build products, and launch ventures. Unstuck Labs offers a range of services, including mobile and web development, branding and marketing, pitch decks and fundraising, and advisory and mentoring. Unstuck Labs also runs a 12-week startup studio program that provides hands-on support, deliverables, and perks to selected founders.

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Mortgage and Lending

RE/MAX and CCIM Institute Forge New Relationship to Empower Real Estate Professionals

PR Newswire | August 24, 2023

RE/MAX, LLC, one of the world's leading franchisors of real estate brokerage services, announces a groundbreaking relationship with the CCIM Institute, the premier provider of commercial real estate education. This collaboration, unveiled during the 2023 RE/MAX Broker Owner Conference, opens up new possibilities for growth and success for commercial brokers and residential agents interested in expanding their expertise. RE/MAX® affiliates can now access the comprehensive educational resources at discounted rates through RE/MAX University® and the CCIM platform. The courses range from foundational knowledge for beginner agents to advanced topics for seasoned brokers. RE/MAX provides a wide variety of educational opportunities that enable agents to expand their knowledge and stay cutting-edge. "At RE/MAX, we support the growth and development of our affiliates, and this relationship with CCIM is a testament to that dedication," said Shawna Gilbert, Senior Vice President of RE/MAX Global and Commercial. "We recognize the growing demand for expertise in commercial real estate, and through this alliance we offer our agents and brokers unparalleled access to valuable education and resources." With CCIM Institute's offerings integrated into RE/MAX University, learners can conveniently engage with the courses at their own pace and on their own time. Broker/Owners can track their agents' progress, fostering a culture of continuous learning and development within their offices. Aside from the new education CCIM Institute will provide, real estate professionals who are interested in commercial real estate can attend the 2024 RE/MAX Global Commercial Symposium from June 10 – 12 in Tampa, Florida. The annual event provides agents with insights from leaders in the commercial space and ample opportunities for networking. About the RE/MAX Network As one of the leading global real estate franchisors, RE/MAX, LLC is a subsidiary of RE/MAX Holdings with more than 140,000 agents in over 9,000 offices and a presence in more than 110 countries and territories. Nobody in the world sells more real estate than RE/MAX, as measured by residential transaction sides. RE/MAX was founded in 1973 by Dave and Gail Liniger, with an innovative, entrepreneurial culture affording its agents and franchisees the flexibility to operate their businesses with great independence. RE/MAX agents have lived, worked and served in their local communities for decades, raising millions of dollars every year for Children's Miracle Network Hospitals® and other charities.

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