Shiva Krapp is a Global Procurement Manager in the Global Procurement Marketing department at Beiersdorf, where she manages the global creative agency ecosystem and drives strategic partnerships across the NIVEA and Derma brands. In her role, she focuses on strengthening creative excellence, improving content production effectiveness, and building scalable, efficient ways of working to support impactful global brand communication. With a background in creative agencies and marketing procurement, Shiva brings strong expertise in content production and extensive experience leading cross functional initiatives that connect strategy, creativity, and operations. She has played a key role in developing end to end content production frameworks, refining agency models, and establishing governance structures that empower global teams. Her expertise spans agency management, creative strategy, negotiation, and operating model design. Today, Shiva is particularly focused on advancing global content capabilities and creative effectiveness to enable distinctive, insight driven brand experiences across brands and regions.