Ulf Engelbrecht

Ulf Engelbrecht is an accomplished professional with extensive experience in brand portfolio management and strategic alliances, currently serving as the Director of Brand Portfolio Management & Global Strategic Alliances at BSH Home Appliances Group since April 2004. In this role, Ulf oversees the strategic management of the company's brand portfolio, driving consumer segmentation, positioning, and innovation processes. Prior roles at BSH include Director of Brand Innovation & Global Strategic Alliances and Director of Category & User Experience Global Brand Siemens, where Ulf focused on long-term innovation strategies and global product positioning. Ulf's career began at NFO Infratest Wirtschaftsforschung as a Consultant, specializing in stakeholder management and pricing strategies for major German banks. Ulf holds a Master's degree in Economic Geography from Ludwig-Maximilians-Universität München.