BAADER appoints Joachim Wallenstein as Director Global Marketing

The BAADER Group is strengthening its global brand and marketing activities: with immediate effect, Joachim Wallenstein has been appointed Director Global Marketing. This strategic move reflects the growing importance of the corporate brand as well as the increasing complexity of international marketing.

Walllenstein, 53, has more than 20 years of international leadership experience in marketing and sales – including positions at Philip Morris, Volkswagen Truck & Bus (RIO), and Somfy. His expertise spans brand strategy, digital marketing, innovation management, and the leadership of multinational teams.

“With Mr. Wallenstein, we are gaining an experienced and internationally minded leader who will connect our marketing globally, unlock potential in digital marketing, and further sharpen BAADER’s strategic profile,” said Petra Baader, CEO of the BAADER Group.

With this appointment, BAADER sends a clear signal: alongside the strategic expansion of its global footprint, marketing and brand are moving further into focus – with clear structures and global expertise. Just recently, BAADER opened a new production site in Malaysia to strengthen its international presence in manufacturing and sales. The company also expanded its footprint in Latin America with a hub in Querétaro, north of Mexico City.

The new leadership role is a strong message to the market: BAADER is positioning itself with a powerful, integrated, and internationally oriented marketing approach – spanning product marketing, digital channels, thought leadership, content marketing, and corporate branding. This underlines BAADER’s ambition to drive innovation not only in products and solutions but also in communication and global brand management.

About BAADER

Founded in Lübeck in 1919, BAADER is a mechanical engineering company and today ranks among the world’s leading providers of machinery and solutions for food processing. For more than 100 years, BAADER has stood for engineering excellence, precision, and innovation – from state-of-the-art fish and poultry processing to digital technologies and data analytics. With around 1,600 employees in more than 100 countries, we develop machines and systems that combine quality, efficiency, traceability, profitability, and sustainability.

Media Contact

Harald Ehren
Global Head of Corporate Communications

Office  +49 451 5302-343
Mobile +49 174 694 2500

harald.ehren@baader.com / www.baader.com