Clarity over completeness
A clear decision with 80 percent of the information is better than a perfect analysis that no one uses. I reduce to what makes the difference.
Anna Hermann & Azelion
Azelion is the connection of strategic clarity and operational execution — carried by more than 14 years of international leadership experience in MedTech, Healthcare and Digital Health.
Profile
Executive leader for Growth, Brand & Marketing Transformation
I'm Anna Hermann, Diplom-Betriebswirtin (FH) in Marketing & Sales and founder of Azelion. More than 14 years of international leadership and industry experience in Healthcare, MedTech and Digital Health — with a clear view of the commercial framing of new technologies such as AI in regulated markets — with a demonstrated track record in growth- and sales-oriented marketing strategies, Go-to-Market, brand positioning, lead generation and customer engagement.
My experience does not come from observation, but from ownership: bringing products to market, sharpening positionings, building and aligning marketing and sales, leading international teams in matrix organizations and driving growth targets against resistance. I know both — the concept side and the Monday morning when the plan meets reality.
Azelion is built on a simple observation: companies rarely need one more presentation. They need someone who asks the right questions, sets a direction and then rolls up their sleeves.
Expertise
Where I take ownership
Topics I have worked on operationally as a leader and advisor over many years.
- Growth Strategy & Commercial Excellence. Strategic and operational marketing leadership, growth and sales strategies.
- Marketing Transformation. Building scalable, KPI-driven marketing organizations — internationally and in the mid-market.
- Go-to-Market & Product Commercialization. Launch and commercialization strategies for complex medical and technical products.
- AI in MedTech & Marketing. Commercial framing of AI-based MedTech applications as well as AI-assisted marketing approaches, marketing automation and data-driven steering.
- Brand Strategy & Positioning. Brand architectures, rebranding, differentiating brand messages and international brand leadership.
- Lead Generation, Retention & Cross-Selling. From campaign to CRM and Sales Enablement.
- Marketing day-to-day – Freelance & Interim. Website, social media, campaigns, content, print and customer acquisition – classic in scope, consistently digital, with clear responsibilities in the day-to-day.
- Organizational Transformation & Change. Developing organizations, roles and capabilities in marketing and sales.
- Portfolio & Product Management. Portfolio steering, business cases and product lifecycle management in regulated industries.
Career
The stations that shaped the experience
Over 14 years in leadership and specialist roles in international corporate and mid-market structures across MedTech and Healthcare.
Founder · Marketing, Strategy & Execution, Growth, Brand & Digital Transformation
Azelion · Ulm · Regensburg
Founding of Azelion. Support for MedTech and Healthcare companies in growth, marketing and transformation initiatives. Current mandate: Interim Product & Innovation Lead for a dental manufacturer.
Head of Group Marketing
Zimmer MedizinSysteme GmbH · Neu-Ulm
Responsibility for international marketing across three global business units in more than 140 countries. Brand strategy, Go-to-Market excellence, commercial growth and marketing transformation.
Head of Marketing
Mediq Germany · Dresden, Merzig, Frankfurt
Strategic repositioning and international brand transformation following the acquisition of Germany's leading specialist provider for diabetes care. Marketing, digital transformation, e-commerce and international Go-to-Market initiatives across several Healthcare business units (diabetes, home care, incontinence).
Senior Manager Marketing & Communications
PATRIZIA Foundation · Augsburg
Leadership of international marketing, brand and communications initiatives in a complex private-equity and foundation environment with start-up character. Positioning, rebranding, cross-media campaigns and build-up of digital communications structures.
Senior Project Manager – Int. Marketing / References & Events
ulrich medical · Ulm
Steering of international marketing and reference programs in diagnostic imaging (CT/MRI contrast media applications). Collaboration with radiologists, reference centers, distributors and subsidiaries.
International Product & Brand Manager
HARTMANN GROUP · Wound Management and Operating Room Management
International product, portfolio and brand responsibility in wound and OR management across 12 subsidiaries. Strategic Pricing, competitive analysis, sales and communications materials, international launches.
How I work
How I work
Four principles that shape every mandate — and that you can hold me to.
Close to the team
Strategy is built with the people who put it into practice — sales, marketing, product management, executive leadership. Not in a quiet back room.
Honest in sparring
You get my assessment, even when it's uncomfortable. If I'm not the right fit, I say so in the initial conversation.
Impact over dependency
The goal of every mandate is a company that can carry on without me. Knowledge, processes and tools stay with you.
Qualification & network
Professional foundation and engagement
Education, certifications and voluntary roles that support the work.
Education & further training
- Diplom (FH) Betriebswirtin Marketing & Sales. University of Applied Sciences Neu-Ulm.
- PRINCE2® project management certification. International standard for project control.
- Executive coaching. Potential development and labor law (Dieter Dahmen, Dagmar Rampf).
- Certified trainer qualification (Ausbildereignung) HWK Ulm as well as Social Media Manager IHK Ulm.
Additional and voluntary
- Honorary member of the examination board for certified (technical) business administrators, IHK Ulm.
- Lecturer for marketing, sales and project management (IHK Schwaben & RKU, 2018 – 2025).
- Languages. German (native), English (fluent, business proficiency), Polish (fluent, business proficiency).
Network
Three ways to work with Azelion
Azelion is deliberately lean — and therefore flexible.
- Directly with me. As an interim manager or freelancer, I take responsibility for strategy and execution.
- With experts from my network. Whenever different or additional expertise is needed, I bring in people I know personally and have delivered successful projects with.
- Always with a single point of contact. You aren't coordinating multiple service providers — I take responsibility for quality and outcome.
Frequently asked questions
Good to know
From what company size does working together make sense?
From the funded growth stage through the established mid-market to internationally operating corporates. What matters is not size, but a concrete commercial task and the willingness to make decisions.
Do you work on-site or hybrid?
Hybrid. Kick-off, workshops and important milestones naturally take place on-site, and interim mandates are hybrid by design. The action radius is Germany-wide by default, and international on request — the short distances to Stuttgart, München and Regensburg allow for more frequent on-site presence.
How long does a typical mandate run?
Projects typically run between two and six months, interim mandates between six and twelve months. Sparring formats are long-term and significantly leaner.
What sets Azelion apart from an agency?
An agency executes what it is briefed to deliver. Azelion decides with you what should actually be tackled in the first place — and then takes responsibility for the commercial outcome, not only for deliverables.
What does the entry point look like in practice?
A 30-minute initial conversation, free of charge and without obligation. You then receive a brief written assessment with a proposal on scope, timeframe and cost.
Let's get to know each other.
A conversation quickly shows whether the chemistry is right and where Azelion can make the greatest difference for you.