Christof Baer is Head of Performance Marketing for Kimberly‑Clark UK & Ireland, where he leads media, retail and performance marketing across Andrex and Kleenex. With 25 years’ experience in FMCG, he specialises in connecting brand building and performance marketing to measurable business outcomes. Christof led the media and retail transformation of the Andrex Get Comfortable relaunch, contributing to a return to household penetration growth after years of decline and multiple industry awards, including a Thinkbox TV Planning Award and a Cannes Silver Lion. An active member of the ISBA Media Leaders group, Christof regularly speaks on marketing effectiveness, retail media and the future of brand growth.