Google Analytics Certification

Consumer marketplace and HR technology. Role concluded following company insolvency.

• Partnered directly with the CEO on growth strategy, operating budgets and acquisition efficiency, with commercial accountability for a seven-figure marketing budget.
• Led Marketing and Customer Success, aligning customer acquisition, partner requirements, service delivery and operational priorities.
• Audited paid-media structures and technical tracking across Google Ads, Meta, TikTok and Bing; developed a Google Ads rebuild plan and began implementation, including a separate sandbox account to test an alternative strategy.
• Collaborated with Engineering on data pipelines, partner-feed automation and server-side tracking to improve the reliability of performance measurement.
• Established a structured creative-testing approach across Meta and TikTok, connecting advertising concepts with landing-page experiences.
• Built B2B marketing capabilities for enterprise partners and recruiters, including lead-generation funnels, qualification workflows and sales-enablement materials.
• Audited lifecycle activity, technical health and deliverability; designed a plan to replace disconnected automations with coordinated email, SMS and WhatsApp journeys.
• Applied generative AI to segmentation, messaging and localisation workflows to support execution and testing.

• Founder and independent specialist at AndEvgenix Digital, focused on performance marketing, web analytics, conversion tracking, SEO, web development and e-commerce.

• Support companies with the setup, audit and optimization of their digital marketing infrastructure – from websites and e-commerce platforms to advertising, analytics and conversion tracking.

• Set up, manage and optimize Google Ads campaigns, including Search and Performance Max campaigns.

• Audit existing Google Ads accounts, campaign structures, conversion tracking and analytics setups to identify technical and performance issues.

• Implement and audit Google Analytics 4 (GA4), including events, conversions, custom tracking requirements and data collection.

• Set up and manage Google Tag Manager (GTM), including tags, triggers, variables and custom tracking implementations.

• Implement conversion and event tracking for websites, landing pages and e-commerce platforms.

• Implement Enhanced E-commerce tracking for online stores and verify correct transmission of product, cart, checkout and purchase data.

• Configure and troubleshoot cross-domain tracking for websites and services operating across multiple domains.

• Implement and audit Google Ads conversion tracking and resolve missing, duplicate or incorrectly recorded conversions.

• Set up and work with Meta Ads, Meta Pixel and conversion tracking.

• Implement and troubleshoot Meta Conversion API (CAPI) integrations.

• Analyze tracking and attribution issues across websites, GA4, Google Ads, Meta Ads and other marketing systems.

• Diagnose incorrect or inconsistent analytics data and troubleshoot technical tracking implementations.

• Create analytics and performance reports using Google Analytics 4 and Looker Studio.

• Perform SEO audits, technical SEO analysis and website optimization.

• Work with WordPress and WooCommerce on website development, maintenance, technical improvements and e-commerce projects.

• Work with Shopify and PrestaShop on e-commerce websites, tracking, integrations and technical improvements.

• Develop and optimize websites and landing pages with a focus on performance, tracking, SEO and marketing requirements.

• Work with Google Merchant Center, product feeds and e-commerce integrations.

• Configure and troubleshoot product data feeds for advertising and e-commerce platforms.

• Implement marketing, analytics and website integrations using APIs and existing platform integrations.

• Use JavaScript for tracking implementations, custom website functionality and technical integrations.

• Work with PHP and MySQL for website development, troubleshooting and custom technical tasks.

• Implement automation for marketing and business processes where repetitive manual workflows can be simplified.

• Work with both new implementations and existing setups, including audits, troubleshooting, migrations and optimization.

• Handle individual technical tasks as well as long-term projects covering websites, analytics, tracking, SEO and paid advertising.

• Work directly with clients to understand the existing setup, identify the actual technical or marketing problem and determine the required solution before implementation.

• Focus on solving the actual problem without unnecessary rebuilding or adding work that does not contribute to the project goal.

• Google certified in Google Ads, Google Ads Measurement and Google Analytics.

B+R Autohaus

AUTOMOTIVE DEALER GROUP

Replaced an arbitrary lead-value system with one weighted by actual sales priority, helping bidding reflect what leads were genuinely worth across this multi-location dealer group.

eCommerce platform for home décor and furnishings, serving European customers.

• Drove 35% QoQ sales growth by optimizing Google & Meta Ads and improving ROI tracking with GA4 and Looker Studio; increased conversions by 47% through CRO and email automation.
• Boosted organic traffic by 300% and top-3 SERP rankings by 130% through SEO audits, keyword clustering, and content optimization.

Technologies used: Google Ads, Meta Ads Manager, Shopify, GA4, Looker Studio, Google Tag Manager, SEO, Email & SMS Automation, TikTok Ads, Influencer Marketing

• Own and develop Power BI reporting for digital sales channels, subscriptions, mobility products and the operational performance of a large public transport company.
• Create reusable semantic models, DAX measures, Power Query transformations and KPI definitions for monthly management reporting and interactive decision support.
• Translate sales and operational questions into scalable dashboards covering sales performance, customer behavior, product usage and service processes.
• Support the migration of analytical workloads from Azure Synapse to Databricks SQL, including source validation, view design and data quality checks.
• Integrate web and app analytics as well as subscription, CRM, consent, customer service and transaction data into consistent reporting processes.
• Work with Product Owners, Data Engineers and stakeholders from Marketing, Sales and Governance to improve data usability, documentation and trusted self-service analytics.

• Marketing Strategy: Lead the end-to-end analysis and evaluation of cross-channel marketing campaigns across the entire Customer Journey. My focus is identifying optimization potential and deriving clear, actionable recommendations that drive measurable business impact.
• Data Science & AI: Advanced predictive modeling (Churn, LTV), market basket analysis, clustering, and real-time AI-powered audience discovery utilizing RAG/LLMs.
• Marketing Analytics & Measurement: End-to-end attribution analysis, Marketing Mix Modeling (MMM), audience segmentation, conversion path analysis, and A/B testing across all major platforms.
• Data Engineering & Reporting: Designing and managing robust, multi-platform data pipelines (BigQuery, GCP) for data consolidation, automated dashboard generation, and critical API integrations.

• Developed and maintained dynamic 5 Power BI dashboards to report KPIs, identify trends, and uncover actionable insights.
• Collaborated with Marketing and Engineering teams to optimize and implement new marketing campaigns.
• Interpreted data to identify trends and actionable insights, collaborating with stakeholders to convert them to actions and optimisations
• Continuous improvement of reports to enhance understanding of business

Communication with a plan and clarity: I provide interim communications leadership for companies that want to explain complex topics clearly and share them with the outside world in a planned way.

I’m a journalist with over 20 years of experience in editorial leadership and corporate communications, including as deputy editor-in-chief at several media companies and working with Voith and KEA Baden-Württemberg. I’m also certified as a Data Analyst (Python, SQL, Power BI, Tableau, D3.js).

Typical assignments:

Assessment: workshop, audit and findings on existing communications Communications plan: topics and channels for 6 to 12 months Interim communications leadership, for example one day a week Data storytelling: turning data into presentations, reports and articles

I work with data and use analysis to decide which topic works best on which channel, including visibility in AI search systems.

• Manage and coordinate complex, data-driven digital campaigns across multiple platforms (DSPs, Ad Servers, DCO).
• Collaborate with cross-functional teams, clients, and external partners to ensure seamless campaign execution.
• Develop and implement quality standards to improve operational efficiency and campaign performance.
• Analyze client requirements and translate them into strategic campaign concepts and operational roadmaps.
• Advise and enable internal teams and clients on digital marketing and campaign management best practices.
• Oversee end-to-end campaign delivery, including planning, execution, monitoring, and optimization.

• Planning, management and monitoring of the Corporate Responsibility Tech Enablement project for IT
• Design and implementation of the EUDR (EU Deforestation Regulation)
• Design and implementation of the Eco-Design Regulation
• Continuation of projects as part of the Corporate Responsibility strategy
• Definition and review of requirements (e.g. governance, success metrics) and, where necessary, analysis and resolution of problems
• Overall management, marketing, communication and quality assurance of the projects
• Creation of the project plan including timeline/roadmap, budget and resources
• Ensuring compliance with budget and deadlines
• Defining project management guidelines, methods and priorities
• Planning and tracking resources & efforts, also in cooperation with other IT departments
• Evaluation of projects and preparation of results (reporting to management)
• Identification and reduction of risks
• Regular communication with stakeholders
• Management of internal and external stakeholders and service providers (Jira, Confluence, backlog management, task tracking, Sharepoint, MS 365 Platform etc.)
• Development of standards and automation of processes
• Technical design and documentation of the Digital Product Passport
• Selection and evaluation of potential software providers
• Training and workshops on Osapiens

Label: Azure Cloud, Jira, Confluence, Power BI, SAP BW, AWS, Miro, Bee360, Draw.io, Sharepoint, MS 365 Platform, Trello, Osapiens, Naravero etc.

• Working as a freelancer with a focus on website analysis, conversion rate optimization, and mouse-tracking tools
• Tools: Asana, Clarity, Jira, Contentsquare, Google Analytics, Hotjar, Shopify, VWO

• Team leadership: Prioritization and coordination of four cross-functional teams.
• Platform strategy: Development and implementation of strategies to optimize existing IT platforms.
• Stakeholder management: Active management of expectations and communication with internal and external stakeholders.
• Program and innovation management: Prioritization and coordination of cross-department projects as well as innovation initiatives.
• Product Owner consulting: Advising Product Owners with a focus on product development and continuous product improvement.
• Organizational development: Improving communication and decision-making structures across all organizational levels.
• Change management: Implementing best-practice change management methods to ensure continuous optimization and innovation.
• Quality assurance: Ensuring high quality standards in processes, services, and deliverables.

• Executing the roadmap for LMS/LXP platform with 550+ enterprise clients and 4+ million users
• Led the 0-to-1 development of a conversational AI role-play product with the AI team
• Led GTM for the AI Roleplay, creating a new ARR stream, acquiring 15+ enterprise customers in Q1
• Led the development & GTM of a conversational AI Mentor product
• Serving on the strategic leadership team, contributing to long-term product and business strategy

• Heading up an Ecommerce team of 18 people responsible for six online stores as well as SEO content projects with turnover and budget responsibility of approximately €3.5 M per year, daily business, optimizations and growth.

• +78% margin in year 1, +42% margin in year 2

• Sales losses far below the industry average after Corona

• Active customers more than doubled and new customers more than doubled

• Back on growth track in all data in 2023