And she wants to make a difference. Her particular attention is on the structure of the sales channels under consideration of global markets and their dynamics. Think global, act local – indispensable for a global market leader with branches in North America, Asia and Europe. But CRM optimization and marketing automation are also high on her list in order to build a scalable winning organization through digitalization: “If you want to compete at the top in today’s globalized world, it’s no longer enough to only introduce excellent products onto the market. In order to be noticed in this highly competitive environment and to establish trusting customer loyalty, you need the right tools that enable close cooperation within the worldwide customers and locations and ensure efficient processes.”
That she can with all her experience and expertise, she had already proven at several global players. “At Oxford Instruments in Great Britain, for example, I did not only drive the sales, service and product strategy as Director Sales and Service, but during those 14 years, I also managed to expand my expertise in materials analysis. X-ray technology has always been in the focus, since it’s the way to reveal internal structures of materials and components. And as Vice President of Sales and Marketing at Bruker Nano in Berlin from 2010 to 2015, I continued to remain in the same industry and already watched Yxlon from afar,” she recounts. The company warmly welcomes Barbara Nichtern.
