Brands
Michael Willeke to join Paramount as VP marketing for Germany, Switzerland, Austria
The Coca-Cola veteran brings two decades of brand and digital marketing experience
BERLIN: Paramount is making a Willeke move in marketing. Michael Willeke is set to join Paramount as vice president, marketing for GSA, covering Germany, Switzerland and Austria, from September 1.
Willeke announced the move on LinkedIn, saying he was excited to join Paramount and work with its team to build its entertainment brands across the region. In his new role, he will focus on strengthening the company’s brand presence and supporting the growth of Paramount+ across the three markets.
He described Paramount as an iconic brand with a legacy of storytelling, pointing to its original programming on Paramount+ as well as its Hollywood film portfolio. Willeke said he was looking forward to bringing the company’s “Mountain of Entertainment” proposition to audiences across Germany, Switzerland and Austria.
The appointment brings an experienced consumer marketing leader into Paramount’s regional operation. Willeke has spent more than 17 years at The Coca-Cola Company, holding senior marketing roles across Germany and Europe.
He has most recently served as vice president, marketing, Sparkling Flavors Europe at Coca-Cola, a position he has held since May 2024. Before that, he was vice president, marketing, Integrated Marketing Experience for Europe and previously served as integrated marketing experience director for Europe.
His Coca-Cola career has also included stints as marketing director for Germany, Denmark and Finland, digital business lead for Western Europe, director of integrated marketing communications for Western Europe, brand director for Flavors Sparkling Germany and director of marketing communications Germany.
Willeke’s experience stretches beyond Coca-Cola. Earlier in his career, he spent three years at Puma, where he was head of marketing for EEMEA and India before taking on the role of international marketing manager for running.
He began his agency career at Aimaq Rapp Stolle, first as an account manager and later as an account director. His agency portfolio included brands such as Nike, MTV, Sony Music, Ferrero and Powerade. He also briefly worked as an assistant to a producer at The Haus Filmproduction in New York.
Willeke’s move comes as streaming platforms continue to compete not only on content but also on how effectively they build lasting connections with audiences. His background spans traditional brand building, digital transformation, integrated marketing and cultural relevance, areas that could prove valuable as Paramount+ looks to deepen its position in the competitive GSA streaming market.
With Willeke taking charge of regional marketing from September, Paramount is adding a seasoned brand operator to a business where the entertainment may be the star, but marketing still has plenty of lines to deliver.
