New Expertise for International Growth: Dr. Beckmann Group Strengthens Its Global Communications, Brand and Innovation Organization
Egelsbach, July 14, 2026 – The Dr. Beckmann Group is advancing its international communications, brand and innovation organization and giving key functions a stronger global focus. With Adriana Cerami as Head of Global Corporate Communications, André Paetzel as Global Director Brand Experience & Growth and Kamila Gołębiewska as Global Director Research & Development and Sustainability, the company is reinforcing its global set-up across communications, brand and innovation. Their central tasks are to build on existing structures, drive innovation and sustainability, and align marketing, communications and product development more closely.
Advancing the global communications structure
Adriana Cerami has been Head of Global Corporate Communications at the Dr. Beckmann Group since July 1, 2026. Reporting directly to CEO Nils Beckmann, she is responsible for shaping the global communications strategy and for steering internal and external communications consistently across all markets. Her priorities include strengthening the company's reputation, developing the global corporate brand and providing communications support for transformation processes. She will also expand international collaboration with the media and other relevant stakeholders.
Adriana Cerami brings extensive international experience in strategic corporate and brand communications. Over the course of her career, she has worked on both the corporate and the agency side. Most recently, she led corporate and brand communications at Hyundai Motor Europe at a European level. Prior to that, she headed corporate communications for PepsiCo in the DACH region.
"The Dr. Beckmann Group combines strong international brands with a clear growth trajectory. I look forward to further strengthening global communications, driving a consistent corporate and brand positioning, and expanding the company's visibility worldwide," says Adriana Cerami.
"With Adriana Cerami, we are establishing corporate communications as a central function for our global development. As an internationally positioned company, we need communications that make transformation and business decisions easy to understand, bring together internal and external perspectives, and create a unified corporate brand across different markets. Adriana brings exactly the experience and strategic strength this requires," says Nils Beckmann, CEO of the Dr. Beckmann Group.
Bringing brand and growth closer together
As Global Director Brand Experience & Growth, André Paetzel takes charge of developing the global brand experience and reports to Chief Marketing Officer Marco Buschmeier. In his new role, he acts as the central link between the relevant marketing functions and, together with the international markets, will further strengthen the connection between brand building and commercial growth along the entire consumer journey.
A key focus of his work will be digitalizing the consumer journey and placing greater emphasis on the use of data and insights to make marketing decisions more data-driven. André Paetzel has been supporting the Dr. Beckmann Group for two and a half years on strategic projects and the development of its global brand management. The brand and communications expert was most recently Brand Experience Officer at Kienbaum and co-founded Creative Hive, his own consultancy and community platform. Before that, he held leadership positions at Grey and Publicis.
"Dr. Beckmann is an exceptional brand. It combines a high level of trust, genuine problem-solving expertise and strong international appeal. Our task is to connect this strong brand foundation with data, insights and modern technology in order to accelerate growth along the entire consumer journey and continue to strengthen the brand worldwide," says André Paetzel.
Putting innovation and sustainability center stage
Kamila Gołębiewska joined the Dr. Beckmann Group as Global Director Research & Development and Sustainability on July 1, 2026. In this role, she is responsible for the company's global research, development and sustainability agenda, driving technical excellence, international product development and sustainable growth. She brings extensive international experience in research and development and was most recently R&D Manager at Reckitt Germany, where she oversaw innovation and product development projects for international markets.
Her focus lies on strengthening the innovation pipeline through science-based product development, the use of data and new technologies, and the consistent integration of sustainability into research and development processes. In doing so, she relies on strong partnerships and cross-functional collaboration to accelerate development processes and further build technical expertise. The goal is to create sustainable solutions that meet both consumers' needs and the company's long-term growth objectives.
"The most impactful innovations rarely happen in isolation. They emerge when different perspectives come together, challenge established ways of thinking and, with an entrepreneurial mindset, turn ideas into solutions that create value for consumers, foster sustainable growth and make a positive contribution to our planet," says Kamila Gołębiewska.
"With André Paetzel and Kamila Gołębiewska, we are bringing brand, consumer insights, product development and sustainability closer together. What matters is that market understanding, clear positioning and responsible innovation come into play early and work hand in hand. This is precisely the intersection we are focusing on – so that needs give rise to products that win in the market and remain successful over the long term," says Marco Buschmeier, CMO of the Dr. Beckmann Group.
High-resolution image material is available here:
https://spgroup.box.com/s/yctlh9129248c5hrjnyi7sbjqm61xng9
Image credits
Andriana Cerami: ©AdrianaCerami
André Paetzel: ©Lino von der Bey
Kamila Gołębiewska: ©Kamila Gołębiewska
About the Dr. Beckmann Group
Preserving value is the most sustainable form of care – the Dr. Beckmann brand has followed this credo since the early 1980s with highly effective specialty products for fabric care, stain removal and household cleaning. Behind the brand stands the Dr. Beckmann Group, a mid-sized, fourth-generation family-owned company headquartered in Egelsbach near Frankfurt am Main. With its international business, the company is present around the globe. Alongside its best-selling brand, Dr. Beckmann, the group also includes the brands Carbona, Bullrich and fess'nett.
Press contact:
Serviceplan Public Relations & Content
Toni Schwarz
Tel: +49 (0) 89 2050 5325
E-Mail: dr.beckmanngroup-presse@house-of-communication.com
Adriana Cerami
Head of Global Corporate Communications
E-Mail:adriana.cerami@drbeckmanngroup.com
Kurt-Schumacher-Ring 15-17 | D-63329 Egelsbach
www.drbeckmanngroup.com |presse@drbeckmanngroup.com
Geschäftsführer: Nils Beckmann, Marco Buschmeier, Michael Klingel, Jan Zimpelmann
Sitz der Gesellschaft: Egelsbach | HRB 56058 | Amtsgericht Offenbach
USt-IdNr. DE 113 524 455 | GLN 4008455000