Bea World Festival
Head of Live & Experience Branding

Ulrike Tondorf


Ulrike started gathering operational experience in shop fitting and exhibition stand construction during her studies, at the beginning of her professional life. As Head of Corporate Branding & Exhibition in Bayer, she was in charge of the design, strategic planning, steering and implementation of all national and international congress participations, exhibitions and event realizations across all HealthCare brands.  Her responsibilities were extended later with corporate branding management to increase visibility/recognition of the corporate Brand in direct association with the product Brands. Since 2017, Ulrike has been leading the Center of Excellence for Bayer`s live & experience branding, an integral part of Corporate Branding – from strategy development and implementation to conceptual design and realization of selected live communication and experience branding measures of communicative relevance. The scope includes all areas of branding that share the personal target audience approach

Ulrike in a few Tweets

  • An award-winning project in the new post pandemic context must fit to the new needs and indicate the beat, with an inspiring, attracting experiential online live communication.
  • ‘Simplicity is the new gold’ means, less is more! Concentrate on the needs of your audience.
  • Others say about me that: No matter how difficult and complicated it gets, you never lose your temper.
  • My biggest challenge in these days is to think about a good work-life balance.
  • My advice to the nominees: A live communication measure needs to deliver its purpose, be it live, online live or hybrid. Innovation and digitalization is a must, but tools have to support and not become an end in themselves.
  • “ - exchange  + experience “

Other jury members