Benedikt Grass

Chief Marketing Officer, PassportCard Deutschland GmbH

Benedikt Grass

Chief Marketing Officer, PassportCard Deutschland GmbH

Innovative Performance Marketing Leader with a Global Mindset

Health insurance companies, like any other organization, rely on skilled professionals who can effectively shape their brand image, connect with the appropriate target audience, and drive business growth. In this context, having capable marketing personnel becomes paramount as they play a vital role in steering the marketing efforts of the company. Also, pertaining to how competitive the market has become in today’s time, Health Insurance companies are relying on their Marketing Leadership to communicate the value of insurance products, build trust with customers, and differentiate the company from its competitors.


Highlighting an outstanding marketing professional, Benedikt Grass, who holds the position of Chief Marketing Officer (CMO) at PassportCard Deutschland GmbH, is notable for his exceptional expertise, strategic foresight, and innovative methodologies. His instrumental role in crafting influential marketing campaigns, forging a solid brand image, and nurturing customer interaction has significantly propelled the success and expansion of PassportCard within the health insurance industry.

From the Scratch

Coming from a background in business development and sales rather than marketing, Benedikt Grass gained exposure to a sales-driven and data-driven marketing approach where he never perceived these disciplines as separate entities. This realization became particularly evident during his tenure as a strategic consultant, working within the global ecosystems for a highly successful consulting partner. “Marketing assumed an increasingly crucial role in my professional journey, and I comprehended that in the realm of commerce, prioritizing the customer and approaching marketing and sales from every conceivable angle at all times are imperative”, Benedikt Grass shared. He continued – “This understanding continues to evolve each day as I constantly strive to learn and grow. Hence, while I hold the title of CMO, I perceive myself as perpetually evolving into one. It’s not merely a title but a mindset that guides my approach”.

As the CMO

Leading PassportCard Deutschland GmbH as the CMO, Benedikt finds his responsibilities across all the marketing activities conducted, and across various channels such as B2B, B2C and B2B2C. Benedikt Grass orchestrates an integrated approach by leveraging a comprehensive range of omni channels, including email, digital advertising, affiliate marketing, print, digital assets (web), content marketing, SEO, PR, social media, and events. Each channel is meticulously managed with well-defined and measurable key performance indicators (KPIs), emphasizing lead generation tailored to the unique strengths of each channel.


Also, as a result of the excellence displayed by the current CMO, The performance marketing strategy implemented recently has proven to have the most significant impact, catapulting PassportCard Deutschland GmbH far ahead of the competition by approximately four years. This industry-leading approach, focused on continuously building and refining performance marketing initiatives targeting end-consumers exclusively, serves as a powerful catalyst for achieving remarkable growth.


This approach was possible all due to Benedikt Grass recognizing the importance of operating within a unique industry context. Also, to illustrate this point, the CMO explained through an example where a German Expat embarks on his overseas journey, while an Italian individual relocates to Iceland. Despite the diverse backgrounds they come from and the despite different destinations, through the CMO’s POV both hold a strong potential to become valuable clients. “The key lies in effectively identifying and targeting these prospects on a global and local scale, employing parameters, clustering techniques, defining target personas, and devising personalized approaches”, Benedikt exclaimed.

PassportCard Deutschland GmbH in a Nutshell

PassportCard Deutschland is an insurance solutions provider for expatriates, people who are living and working abroad for a long time – NOT travel!  PassportCard is part of the DavidShield Group, a leader in international health and travel insurance since 1999. The company provides services to its customers in 150 countries and has offices in Germany, UK, Cyprus, Israel and Australia. PassportCard leverages the group’s extensive knowledge of the global health insurance business, combined with innovative technology and an understanding of customer needs, to ensure the company always offers state-of-the-art insurance products and services.

Future-ready Today

When we asked Benedikt Grass about the biggest challenge facing companies such as PassportCard, he spoke about how he and his team have to find niche customers across the globe, despite focusing on Germany. But one thing which relatively helps him and his team in this pursuit is the Global Reach of this very business.


Through the conversation Benedikt also elaborated that recognizing the true opportunity which awaits as the world is moving towards global mobility, post the pandemic phase. Also, with remote work becoming the new norm, the boundaries of traditional work environments have expanded significantly, which has opened up vast possibilities for reaching and engaging with a broader audience, as geographic limitations are no longer as prominent.


All in all, summarizing the conversation by talking about what he and his team are looking forward to achieving in the days to come, Benedikt Grass concluded – “The marketing of Passport Card Germany is already trailblazing the way in marketing when it specifically comes to expatriate health insurance solutions. We will not only maintain this leading position but manifest it. We will do so by using the latest technology paired with marketing fundamentals. This all in the total context of “mobile first””.

Knowing Benedikt Grass

Benedikt Grass, despite not completing a university degree, embarked on a professional career at an early stage, initially venturing into sales and business development roles in the UK. Throughout his professional journey, he has been on the move across Europe, spending significant periods in the UK, France, and Luxembourg. Currently residing in Berlin with his wife in a vibrant patchwork family, Benedikt finds a healthy work-life balance through his passion for sports. His wife, a triathlete, serves as both a driving force and a tremendous support system. Together, they embark on frequent travels, immersing themselves in diverse environments that naturally encourage physical activity.


Benedikt firmly believes that one’s actions define who they are, blurring the boundaries between professional and personal life. He remains deeply engaged with the marketing industry, not only by attending relevant fairs in Germany but also by actively surrounding himself with exceptional peers from the field. By working within their marketing agency, Benedikt remains at the forefront of the ever-evolving marketing world, particularly in the realm of performance marketing. This deliberate immersion enables him to stay at the pulse of industry trends and developments.

Business Leaders

PassportCard Deutschland GmbH


Benedikt Grass
Chief Marketing Officer


PassportCard is part of the DavidShield Group, a leader in international health and travel insurance since 1999. We serve our customers in 150 countries and have offices in Germany, UK, Cyprus, Israel and Australia. PassportCard leverages the group’s extensive knowledge of the global health insurance business, combined with innovative technology and an understanding of customer needs, to ensure we always offer state-of-the-art insurance products and services.

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