A board talk with Marcel Feurer, CSMO

Mr Feurer, why did you choose to work for V-ZUG? 

First of all, I met very passionate people throughout the interview process. Secondly, I just love the fact that V-ZUG produces locally in Switzerland. V-ZUG is also very well positioned to win in the market and have a positive impact on society. And, last but not least, a biographical reason: when I was a child, my mother owned a cooking school, so I basically grew up in and around kitchens. You could go to the school, cook and have a nice evening together. At the time, I realised that cooking can create an emotional experience that bonds people. I still like to cook for friends and family to this day, and I guess this passion kind of drove me towards this industry. 

What were you doing before joining V-ZUG in Spring 2024? 

I worked at Hilti, in the construction sector, for twelve years. Hilti is well known for its robust processes and efficient operations, and that’s definitely something I took away from that experience. Another aspect that was ingrained in me while working there is customer centricity. My whole career so far has been centred around market functions, either in sales or marketing. So I’ve always tried to think not just from the inside out, but mostly from the outside in, to understand what the customer needs. Hilti is a very people-focused company as well. I’ve learnt that, with a motivated team, you can achieve basically anything, even your highest ambition. It’s all about leadership, it’s all about teamwork. 

What are the differences you encountered when you shifted to V-ZUG?  

The company is smaller than my previous employer, which means that we have much more direct interactions with each other. It’s more intimate, almost personal – I really like that. Another key difference is that we produce locally. Everything is here, centred around Zug, and everybody is within walking distance, which I like a lot. Personally, I have much more freedom to shape the strategy of the company, partly because of my role, but also because in our dynamic market environment we are still able to shape our go-to-market approach. We do a very good job in each department. The next steps we will take is to maximise interaction between departments to create value for our customers and partners. 

What are your goals as the Chief Swiss Market Officer at V-ZUG? 

First of all, retaining our position as the preferred brand for our end customers and as the producer of the most reliable and durable appliances in Switzerland. The second goal is making sure that the best talent in Switzerland want to come work for us. Finally, creating a positive impact in the marketplace. Everybody should be able to say: if I go with V-ZUG, I have the best product and service that I could possibly have.

Is there any project that you would like to tell us about? 

We have thousands of interactions with our customers and partners every day through our service team, our application advisory, our physical presence at the ZUGORAMAs and through our direct sales force. At the moment, these touch points are kind of isolated. We are currently building a networked approach to the information flow, which I believe is key to guarantee that our marketing activities, campaigns and direct customer approaches are going to be even more effective. 

What are the values that you believe V-ZUG and Switzerland have in common? 

I think the similarities are extremely striking. We, the Swiss people, are quite reliable and precise. The same goes for our products. Then I’d say quality: if you produce in Switzerland, like us, you need to have an edge on the international market thanks to the quality of your products, and we do. I think Switzerland also stands for that passion for details, just like V-ZUG: we really care about the small things that you might not notice at first glance, but that add value to the overall project. Swiss people are grounded: just like our appliances, we don’t need to be in the spotlight, we prefer to integrate nicely within the context. Finally, the Swiss are nature-oriented people, and our company really cares about people and the environment.  

What does your mum think about your new job? 

Now that I’m working at V-ZUG, I noticed that she asks me a lot of questions, much more often: what’s going on, what kind of products are you launching, etc. She loves the world of chefs and traditional cuisine, so she also wants to give me tips. She really loves that I’m working at V-ZUG. 

At the beginning of this interview, you mentioned that you like to cook. What are your favourite recipes? 

I have three little boys, so I really need to be able to cook fast, healthy and effectively. Sometimes I feel like I need to be able to make meals to the standard of a professional chef. But it’s usually simple stuff, like a good lasagne, pasta, pizza or Asian food. I do quite a lot of wok dishes, with a lot of greens and vegetables. A traditional Swiss recipe that we love at home is Alpen macaroni. I would say my signature dish is Mexican tacos: I spent a lot of time in Mexico, and I know what a good taco tastes like!

About Marcel Feurer

Marcel Feurer has been Chief Swiss Market Officer (CSMO) and a member of the Executive Board of V-ZUG since May 2024. He started his career at Liechtenstein-based construction supplier Hilti AG, where he worked in sales and marketing positions at Group headquarters, in Switzerland and Belgium/Luxembourg. Most recently, he was National Sales Manager at Hilti (Switzerland) AG. Marcel Feurer holds a Master’s degree in Strategy and International Management and a Bachelor’s degree in International Relations from the University of St. Gallen (HSG).