Projects & Initiatives
Many years of experience in consulting and execution of marketing transformation and automation projects
internationally and from all industries
Media House
Omni-Channel Marketing & Digital Experience
- Project Lead for an Omnichannel Strategy design and implementation across all markets and brands.
- Improved consumer experiences through personalization, customization and marketing automation (B2B/B2C).
- Full Adtech/Martech-Stack vendor selection, setup and run (Magento, Salesforce, Google, etc.)
- personell management process adjustment (MbO) and project system implementation (Scrum, Yield)
- Development and implementation of operating models (collaboration models, processes, roles)
- Facilitating of acquisitions, department mergers, internal transformations through change management
- Development and implementation of internal and external communication strategies
- Business process management - process design, testing, process trainings
- Execution of a change-management process with “custumer centricity” mindset (operating model, governance, processes, business rules and services)
- Design, development and deployment of mobile-apps, web-services and contents
- Implementation of a loyalty-programm, enrichment of customer journey
- Grew community and increased revenue by developing and customizing portals, applications, products and services (Visit increase + 400%, twentyfold revenue growth, increase in brand awareness to 62%)
German Public Service
Transformation of the entire customer and corporate communication across all products and services, nationally as well as regionally
Marketing Strategy and
In-housing Concept Development
- Project Lead for development of digitalization and personalization strategy
- Development of in-housing concept for centralized marketing (content, media, data, analytics and technology) for introduction of end-to-end communication and a holistic customer view
- "Content Desk” Piloting, development and implementation of a "Content/Newsroom” concept for Corporate and Customer Communications (central and decentralised)
- Assessment and development of consistent customer experience Communication Strategy for the Board
- Development of holistic marketing target picture with a "Centre of Excellence" service, product design and growth concept (horizontal and vertical)
Marketing Department Transformation Project
- Project Lead for development and implementation of digitalization strategy and in-house concept "digital factory/studio"
- Change management and operating model
- Development of agency governance, introduction of new role concepts, processes and workflow organization in customer communications
- Marketing operations (Brand, Content, SEO, Search, Social, Programmatic, Web-Analytics)
- In-housing and operation of owned channels, product and service design (content dynamization, data segmentation and attribution modelling, data visualization, lead-management, KPI design and growth strategy)
- Empowerment of staff with focus on life-stage-based, cross-channel communication (national and local)
Digital Experience Platform Development and Implementation
- Project lead for the development and implementation of a Digital Experience Platform for personalized end-2-end communication (CDP, Marketing Automation, Web-Analytics, CMS, DAM, Re-Targeting, Programmatic Advertising)
- Content-Management/Brand In-housing B2B Portal
- Expansion of Marketing Automation System
- Introduction of AB/MV testing, Head-Mapping
- Development of Personas and Use-Cases for several pilot-campaigns with 10 central product departments (10 regions, 157 offices and agencies - B2B/B2C)
Tender and Roll-out for a Marketing Management Platform
- Project Lead for preparation and implementation of a public tender
- Conception and implementation, migration and roll-out for a SaaS solution for geo-referenced, decentralized communication for local labour offices
- Change-Management and business prozess management
- Test, train and running search, social and display/video advertising, email marketing, yellow pages and event services, web-to-print and eShop solutions
Int. Automotive Company
CRM/Loyalty, Analytics & Personalized Marketing
- Project Lead in a Customer Experience Program over all markets to improved consumer experiences through personalization, customization and marketing automation (Producer/Importer/Dealer, B2B/B2C)
- Functional lead of 1st and 3rd. Party resources from IT (development, deployment, testing, training, running) and analytics teams (on-/off-/nearshore)
- Design, development and deployment of web-services and contents.
- Implementation of a loyalty-programm, enrichment of customer journey, grew community and increased revenue by developing and customizing portals, applications, products and services (Dealer Webpages, Car Configurator, Chatbot, AI, Call Center)
- Full Adtech/Martech-Stack setup and running (CRM/SAP, CMS/MS, Google Tech Stack, etc.)
- Implementation of a centralized holistic customer view (CRM/Campaign frameworks – strategy, segmentation and KPI definition)
Int. Bank
Marketing Automation and Performance Marketing
- Project Lead for a Customer journey-oriented strategy development, personalized user approach, alongside with competitor & target audience analysis
- Vendor selection and Adtech-Stack implementation of DMP, DCM, TMS, BI-analytics, DSP and SSP (Google, Adobe, etc.)
- Development and implementation of tracking strategies, conversion optimization and consolidation of KPIs and report structures as well as data segmentation and attribution modelling
- Setup and run transparent and scalable media campaigns across SEM, programmatic display, video and paid social (strategy, tagging, segmentation, reporting, optimization)
- Staff training in technical and operational issues as well as implementation of a know-how transfer in digital marketing
Int. Telecom-Provider
Cloudbased Marketplace Benchmarking
- Project Lead for an analysis of the cloud marketplace provider landscape and an assessment of 'commercial off the shelf' software firms in several markets
- The marketplace and COTS providers where evaluated according to a customized framework that has been tailored to the client needs (incl. Benchmarking, As-Is Status, Gap Analysis)
Int. Fashion Company
Amazon Advertising Marketplace Launch
- Project Lead for extending sales activities to Amazon as a Vendor and Seller
- Definition of objective and strategic approach on amazon
- Vendor selection and specific 3rd. Party Martech-Stack implementation
- Set-Up of Amazon SEO, rankings optimization of product data for all products and their variants, creation of A+ pages for selected products / articles and reporting to analyze the ranking improvements
- Increase sales at Amazon SEA by activation of products through Amazon AMS for sellers and vendors, definition of advertising formats (Sponsored Product, Headline Search, Product Display), budget allocation and definition of initial CPCs
- Keyword and match type selection or targeting and Ad design through text modules and, logos, reporting to analyze the success and basis of further optimizations, and to achieve external, target-oriented traffic
- International rollout in 4 markets
Int. Data-Supplier
Customer Data Platform (CDP) Development
- Project Lead for design, development and deployment of a customer data platform to manage and enrich large 1st. Party data sets for omni-channel-marketing communication
- Staffing CDP and DMP technology and supporting capabilities
- Design of a holistic CDP strategy and roadmap
- Development of an architecture for cookie matching, and 2nd/3rd party data acquisition
- Built data warehouse to target and present intelligent messaging based on product qualifications
- Design and Implementation of a cooperation strategy for partner data integration/activation
- CDP and DMP implementation & development incl. quality assurance and governance processes
- Subject Matter Expert for design and certification of a GDPR compliant model for enrichment and marketing of people based and pseudonymised digital data
Print Media House –
Transformation Project
- Development of a marketing and sales strategy for local digital advertising to small & medium companies (Tagesspiegel.de, Berlin.com)
Int. Media House for Economics and Finance – Product Marketing
- Development and execution of a vertical-advertising-network for Handelsblatt.com, Wirtschaftswoche (wiwo.de) and die Zeit Online (Zeit.de)
Int. Print Media House – Transformation Project
- Strategy development and introduction of organisational models for merging local editorial offices into a central newsroom for national and regional daily newspaper content
Int. Media House -
Marketing Strategy for SMB
- Development of regional marketing approach for geo-referenced advertising contacts (Bild.de, Berliner Morgenpost, Hamburger Abendblatt)
Int. Data Analytics Company
Market Launch and Marketing Optimization
- Project Lead for a reorganization and alignment of audience- and advertising-analytics products based on local requirements in ASG.
- Design and coordinate market launch and sales for new technologies to improve subscriptions for advertising verification products in the programmatic marketing area (Viewability, Fraud Protection).
- Rollout and sales for multi-platform technology for deduplicated cross-device audience measurement (online, mobile, TV & OTT).
- Initiate collaboration with joint industry companies form the media research and analysis area (iab, NET Metrix, agma, AGF, BVDW, OVK and AGOF).
- Reorganization and expansion of the audience- and advertising-analytics products in the ASG-Region
Int. Telecom-Provider
Connected TV Platform Development and Market Launch
- Project Lead for design, development and deployment of Web-Portal and Connected-TV content and services
- Design, implementation and optimization of the platform architecture (Drupal) and SEO-Catalog in context with the SEO and content strategy for optimizing the organic search results
- Carried out A/B analysis to test different digital marketing strategy in order to evaluate end-to-end customer experience across multiple channels and customer touch points by optimizing the user interface and landing pages
- Setup Adtech- and Martech-Stack and run multi-channel search and display campaigns (SEM, Social Media, Affliate, eMailing) to increase efficiency and sales
- Planning and execution of dynamic product re-targeting display and email campaigns.
- Create and monitor robust KPI's to measure the performance over all touchpoints and campaigns. Execution of strategic influencer marketing and collaboration with key websites for web-inventories on PPC basis and Data Partnerships
Int. Data Provider
Digital Transformation / Strategy Implementation
- Project Lead for development and execution of a digital marketing strategy for a repositioning of a subsidiary as a data management and analytics specialist for customers loyalty and acquisition in the dialogue and online marketing field
- Establishment and management of a consulting-oriented, case-based marketing organization with interdependencies in the objectives and commission structures for the classic sales units and subsidiaries
TVzweinull
- Development of a marketing and sales concept for local digital advertising to small and medium-sized enterprises (shz.de)
iCompetence
- Carrying out display and social media campaigns for Opus Handels GmbH - opus-fashion.com
Immobilienscout24
- Development and implementation of a concept for efficient display advertising through the use of re-targeting technologies
Mobility Startup
Digital Marketing Playbook / Strategy / Performance Optimization
- Project Lead for a global approach covering on strategic vision, capability assessment and digital opportunities for the biggest Dynamic-Ride-Sharing provider for short distances.
- Building a scalable staffing, technology and partner structure in digital marketing and generating of robust KPIs for a series b financing
- Reorganization of B2B / B2G product and sales department
- Optimized operating model for online marketing and business development, as a consulting-oriented, case-based sales unit
- Design and implementation of a multi-channel advertising and communication strategy.
- Setup, run and optimized performance based campaigns (SEM, Social, Affiliate, Loyalty, Programmatic)
FinTech Startup
Strategy Consulting and Professionalizing Programmatic Marketing
- Project Lead to design and implement a scalable operating model, technology-, staff- and 3rd. Party partner structure to generate robust KPIs for a series b financing
- Vendor selection and Adtech-Stack implementation of AdServer, TMS, MVT, DCO, DMP, DSP and Web-Analytics solution in different markets
- Managing switch to personalized targeting via dynamic ads with dynamic creatives and personalized landing pages
- Planning and execution of programmatic campaigns with different audience lists incl. retargeting