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Man with CPAP mask and ResMed device in bed, woman sleeping in the background
Missions

From B2B to consumer business

Founded in 1989

B2B → B2C (D2C in development)

MedTech, Hardware

Resmed is a global MedTech corporation with over 10,000 employees worldwide – specialised in sleep apnea, respiratory diseases, and digital health solutions.

With devices like the AirSense and the myAir app, ResMed connects hardware with data-driven patient management – making it one of the few medical technology companies consistently betting on connected health.

The strategic shift: away from a pure B2B model, toward the end consumer directly. A direction with great potential – and the complexity that comes with a global corporation in transition.

Sidekick

Farina Schurzfeld
Elena Knispel

Project lead

Farina SchurzfeldElena Knispel

Role

Head of Health Consumer Marketing EMEA

Scope

6/24— 6/25

Mission Report

The Mission

  • Resmed underwent a strategic shift from classic B2B sales toward a direct-to-consumer focus in EMEA

  • AndRobin took on the interim role as Head of Health Consumer Marketing EMEA – goal: build a functional D2C organisation, from creating shared understanding to establishing the D2C business

  • The consumer marketing infrastructure was fragmented, and the team was not yet ready to scale

What we delivered

  • 10+

    Operational bottlenecks identified and resolved

  • 7

    Team members led and operationally realigned

  • 6+

    Campaigns supported, including growth pilots in Germany and Poland conceived and launched

Our Approach

  • Discovery phase with interviews, country analyses, and D2C structure review

  • Status assessment: systems, teams, campaign processes, and decision paths

  • Close collaboration with leadership team, local markets, and global stakeholders

Superpowers Applied

  • Go-to-market & growth strategy

  • Organisational development & performance management

  • Marketing architecture & branding

  • Interim C-Level & Sidekick Leadership

  • Change management & team transformation

What we tackled

  • Developed D2C strategy and campaign roadmap for EMEA

  • Conceived and implemented growth initiatives in DE and PL

  • Built consumer marketing infrastructure

  • Built scalable ops infrastructure: Confluence hub, team rituals, and campaign planning framework

Learnings

  • Transformation requires leadership – initiatives don't fail because of bad ideas, but because of unclear responsibilities

  • Building consumer marketing in a B2B corporation means working against legacy thinking and fragmented structures – not just missing tools

  • Effective consumer marketing needs a solid foundation, whether corporation, SME, or startup

What the client says

I am so grateful for the incredible handover and support from AndRobin in building the consumer marketing foundations in EMEA.

I may never truly fill your shoes, but I will do my best to carry the work forward.

Lucy Brown
Head of Consumer Marketing EMEA at Resmed

Man with CPAP mask and ResMed device in bed, woman sleeping in the background
Missions

Mission accomplished

View overview
Metallbude Profitability operationally stabilized 2026 Work in progress
CM Insurance Growth due diligence completed 2025 Resmed Consumer marketing EMEA built 2025 Complori Growth plateau broken through 2023 medicalmotion Trusted medical brand established 2022
Contact
Farina Schurzfeld

Farina Schurzfeld

Managing Director & Sidekick Commercialisation & Growth

  • CMO
  • Digital Health
  • Growth Hacking
  • Brand Building
  • Fundraising Strategy

Farina is an entrepreneur with heart and a hands-on mentality – specialised in sustainable growth and building scalable structures. With over 15 years of experience in the international startup scene, she guides companies through critical growth phases – strategically clear, operationally strong, and with a deep understanding of the pitfalls on the path to scale-up.

She founded Selfapy, Germany’s leading digital therapy platform (exit 2025), was part of the founding team of Groupon Germany, and led international expansion at Airtasker – now listed on the ASX. In parallel, she built TSL, Sydney’s largest coworking space.

Her superpower? Growth with foresight – and the courage to pull the right levers at the right time.

Farina’s focus areas include:

  • Scalable growth strategies & growth operations
  • Organisational design & leadership structures
  • Pricing & revenue optimisation

As a mentor (including at Grace and the Founders Institute), conference host of health.tech, and podcast host of “Growthbbusters”, she shares her experience with the next generation of entrepreneurs.

She has been recognised by Forbes Magazine as “30 under 30” and as one of the “25 women making the world more sustainable”.

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Elena Knispel

Elena Knispel

Managing Director & Sidekick Operations

  • COO
  • Revenue Operations
  • Organisational Design
  • Short-term Rentals
  • Community Building

A creative, entrepreneurial mind and operational professional who loves building structures from scratch.

With 12 years of experience in the international startup scene – including as a founding member of Airbnb Australia & New Zealand – her expertise lies in aligning strategy, operations, and culture to build ambitious growth organisations.

With a hands-on growth-hacking mentality, she is passionate about topics such as:

  • Growth Operations: from Startup to Scale-up
  • Organisational Design
  • Pricing & Revenue Optimisation Strategies
  • Community Building as a Growth Driver

Her superpower? Raising the bar – and motivating teams to joyfully exceed their own expectations.

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Jörn Kamphuis

Jörn Kamphuis

Sidekick Product & Operations

  • COO
  • Organisational Development
  • Launcher
  • Product Manager
  • Specialised Generalist

“Methods are based on mindsets & processes are based on people”

Meet Jörn – a jack-of-all-trades in both entrepreneurial and creative disciplines. He is a (social) entrepreneur, (corporate) innovation expert, and organisational development specialist. As a true polymath, he enjoys exploring the meta-level of things. He has a talent for discovering connections between mindsets and experiences and thus helps others improve their decision-making processes.

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Mathias Rhode

Mathias Rhode

Sidekick Performance Marketing & BI

  • CMO
  • Performance Marketing
  • Business Intelligence
  • Marketing Strategy
  • Data-driven Marketing

Marketing leader meets data strategist.

With over 15 years of experience in online and offline advertising, Mathias has been instrumental in driving the growth of numerous companies – achieving over 300% increases in top-line performance. He has built robust marketing infrastructures, managed budgets exceeding €10 million, and led international teams of up to 30 people.

Mathias employs a bottom-up, performance-driven marketing strategy, translating it into actionable online and offline channel management. His business intelligence expertise enables precise, data-driven decision-making – for effectively identifying and scaling business opportunities.

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Corinna Macy-Lewandowski

Corinna Macy-Lewandowski

Sidekick Ground Control

  • Office Allrounder
  • Finances & Bookkeeping
  • Orga Queen
  • Team Support

Operational powerhouse meets orga queen – bringing structure, efficiency, and infectious energy to every corner of the office.

It’s always smooth sailing with this real-life Captain ⛵ (and salsa-dancing mum of two)!

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Jana Tepe

Jana Tepe

Sidekick Marketing & Org Design

  • Founder & CEO
  • B2B
  • Growth Hacking
  • Positioning
  • Leadership

Jana Tepe is an entrepreneur with nearly 15 years of experience in the startup scene – shaped by strategic vision, creative hands-on mentality, and strong leadership skills. She co-founded and scaled Tandemploy, one of Europe’s leading HR tech startups, and led it to a successful international exit in 2022. Subsequently, she served as Marketing Director EMEA at Phenom, driving the company’s international positioning and market entry in Europe.

Today, she supports founders and leadership teams as a mentor, board member, and investor – with strategic clarity, honest M&A insights, and a feel for the right levers in fast-paced times.

Her focus areas include:

  • B2B Growth & Internationalization
  • Positioning & Market Entry Strategies
  • Leadership & Organisational Development

She has been recognised by the BBC as “30 under 30”, by LinkedIn as an “HR Top Voice”, and as one of the “25 women changing the economy”.

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Steffen Welsch

Steffen Welsch

Sidekick Sales

  • GTM Strategy
  • Revenue Architecture
  • Enterprise Sales
  • RevOps
  • AI-powered Sales Intelligence

Sales thinking meets AI architecture.

Steffen builds sales where none exists yet – and reimagines it where it’s been running for years. As employee number one at Tandemploy, he built a complete sales organisation from the ground up: enterprise clients like Lufthansa, SAP, and Evonik, deals reaching six-figure ARR, and ultimately a successful exit. At Phenom, he then learned the other side – the internationally operating, highly scalable SaaS company with a revenue engine like a scaling machine. Here he expanded his expertise, drove the DACH region forward, and turned six-figure deals into seven-figure ones. As CRO at talentsconnect, he ultimately led an entire revenue team through a strong growth phase.

Today, he combines classic dealmaking with modern technology: he develops GTM architectures where a unified data layer, AI agents, and RevOps truly work together – turning strategy into predictable growth.

His focus areas include:

  • GTM Strategy & Revenue Architecture
  • Enterprise Sales & Scaling
  • AI-powered RevOps & Sales Intelligence

His superpower? Being able to do both: develop strategies – and then roll up his sleeves to personally help elevate sales organisations to the next level.

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