Anika Kröll - Fractional CMO | GTM Leader

Q: Where is Anika based?

Anika is based in Berlin, Germany and can operate in on-site , hybrid , and remote work models.

Q: What languages does Anika speak?

Anika speaks the following languages: German (Native), English (Advanced) .

Q: How many years of experience does Anika have?

Anika has at least 10 years of experience. During this time, Anika has worked in at least 7 different roles and for 8 different companies . The average length of individual experience is 1 year and 3 months . Note that Anika may not have shared all experience and actually has more experience.

Q: What is Anika's latest experience?

Anika's most recent position is Fractional GTM & Marketing Consultant at Bosch Building Technologies / susteco solutions GmbH .

Q: What companies has Anika worked for in recent years?

In recent years, Anika has worked for Bosch Building Technologies / susteco solutions GmbH , ohhh! foundation (Organisation for Human Health and Happiness) , Petcare Solutions GmbH , and Trafo MediaTech GmbH .

Q: Which industries is Anika most experienced in?

Anika is most experienced in industries like Construction , Real Estate , and Energy . Anika also has some experience in Retail , Media and Entertainment , and Food and Beverage .

Q: Which business areas is Anika most experienced in?

Anika is most experienced in business areas like Marketing , Project Management , and Business Intelligence . Anika also has some experience in Finance and Operations .

Q: Which industries has Anika worked in recently?

Anika has recently worked in industries like Construction , Real Estate , and Healthcare .

Q: Which business areas has Anika worked in recently?

Anika has recently worked in business areas like Marketing , Project Management , and Business Intelligence .

Recommended expert

Berlin, Germany

Check rate

Experience

Jan 2022 - Jun 2025

3 years 6 months

Berlin, Germany

Fractional GTM & Marketing Consultant

Bosch Building Technologies / susteco solutions GmbH

Created the communication concept for a new brand, including setting up a joint venture.
Developed brand marketing and communication strategies and actions in collaboration with investors.
Built and launched the website with Google Tag Manager, Google Analytics, Looker Studio, and other reporting tools.
Established and managed social media channels (LinkedIn).
Carried out dialog marketing activities, such as preparing and hosting monthly marketing calls with ecosystem partners.
Oversaw event planning: designed and coordinated public and partner-focused events like Partner Summits and trade shows (Expo Real, Real Estate Arena, etc.).
Handled press relations: secured ongoing positive media coverage and crafted engaging press releases to raise brand awareness and credibility.
Managed projects and led external agencies and internal stakeholders from the C-level, product, and IT teams.

Jan 2022 - Dec 2022

1 year

Interim Chief Growth Officer

ohhh! foundation (Organisation for Human Health and Happiness)

Built a data analytics setup to track and sustainably optimize key KPIs through workshop sessions.
Delivered a consolidated marketing KPIs dashboard and simple OKRs for Q3/Q4 2022.

Jan 2021 - Dec 2021

1 year

Berlin, Germany

Strategic Marketing Consultant

Petcare Solutions GmbH

Provided strategic marketing advice focusing on performance marketing, marketing automation, tag management, influencer marketing, and B2B2C marketing.
Designed and implemented a marketing automation concept to attract new customers and boost retention of existing ones.
Served as a sparring partner for management in creating a new business plan, with full responsibility for marketing budgets.
Defined KPIs: CAC and CLV.

Jan 2021 - Dec 2021

1 year

Chief Marketing Officer

Trafo MediaTech GmbH

Designed the online marketing strategy with a team of 4 employees, freelancers, and external agencies.
Advised on cost control and KPI tracking for CAC and CLV.
Defined and monitored KPIs: CAC and CLV.

Aug 2019 - Dec 2020

1 year 5 months

Berlin, Germany

Chief Marketing Officer

Pets Deli Tonius GmbH

Took strategic overall responsibility for marketing in three countries (DE, AT, CH).
Managed and led 10 employees in brand and performance marketing, CRM, and business intelligence.
Served as a board member in the investor and management circle.
Planned media and budget of over €3.5M per year (95% online and TV, 5% print).
Expanded cohort analyses (customer retention rate and product retention rate by pet type and feed type).
Developed various CRM measures to improve customer and product retention rates.
Managed contribution margins DB I and DB III.
Set targets and KPIs for all marketing staff and worked closely with the retail team.
Achievements: developed and empowered a second management level; explored new marketing channels (YouTube, Pinterest, GDN, influencer marketing, TV advertising); restructured management reporting and dashboards for the investor, econa, and the executive board.

Feb 2019 - Jul 2019

6 months

Freelance Online Marketing, CRM and BI Consultant

Smart Host GmbH

Developed content marketing strategy to build organic traffic and generate organic leads.

Aug 2016 - Jan 2019

2 years 6 months

Head of Digital Marketing

VC/O GmbH - Viessmann Group

Held overall responsibility for digital marketing in over 10 countries with focus on DE, UK, FR, BE, CH.
Managed 15 employees in brand & performance marketing including paid social (Facebook, Instagram, LinkedIn), search (Google, Bing), display (Programmatic, IO, GDN), native (Taboola, Outbrain, Plista), content marketing, SEO, social media, website and marketing analytics.
Planned media and budget >5 M EUR annually.
Was third employee at Viessmann Digital Berlin to build the digital marketing team.
Strategically repositioned web assets including sub-brands for B2C and B2B in DE.
Advised top management and local marketing teams.
Steered global agencies and service providers.
Served as sparring partner for the CRM team and managed CRM requirements through digital marketing.
Built cohort analysis from lead to order by channel.
Responsible for KPIs CPL and CPO, scaling lead generation while reducing CPO through lower CPL.
Defined targets and KPIs for all subunits and employees.
Achievements: entrepreneurial and quantitative team development; developed new strategic customer-oriented digital marketing touchpoints; agile realignment of online platforms including heizung.de SEO portal from 1.5 k to >500 k users/month; restructured legacy collaborations; built core KPI dashboards for C-level and executive board.

May 2015 - Jul 2016

1 year 3 months

CEO / COO

ocono GmbH (Covus Group)

Promoted to management with full operational responsibility for the company.
Assumed full profit and loss responsibility including creation of financial plans, cash flow planning and monthly actual vs. plan analysis with accounting.
Responsible for KPIs: revenue (especially revenue per 1 000 visits) driving revenue growth and contribution margin from paid marketing campaigns.
Defined targets and KPIs for all units and employees.
Trained staff and supported them in achieving their goals.
Achievements: successfully relaunched existing portals with significant SEO growth; built a marketing team; managed six-figure monthly budgets on AdWords and Bing; achieved five-figure monthly contribution margin.

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Construction, Real Estate, Retail, Energy, Media and Entertainment, and Food and Beverage.

Construction

Real Estate

Retail

Energy

Media and Entertainment

Food and Beverage

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Marketing, Project Management, Business Intelligence, Finance, and Operations.

Marketing

Project Management

Business Intelligence

Finance

Operations

Summary

Experienced eCommerce and digital professional with more than 15 years of work experience. My main focus areas are brand and performance marketing, CRM, and business intelligence, driven by a strong passion for data and a hands-on approach. I have over 10 years of leadership experience in growing revenue and EBIT. I bring many years of entrepreneurial leadership in international companies and established startups, working with in-house and hybrid teams. I am full of energy and resilience, with a drive to empower and inspire teams and people around me.

Skills

Corporate Design >6 Yrs Crm > 8 Yrs E-Commerce >15 Yrs Email Marketing >20 Yrs Go-To-Market >6 Yrs Growth Marketing >7 Yrs Communications <10 Yrs Lead Generation >12 Yrs Marketing >20 Yrs Marketing Consulting >5 Yrs Performance Marketing >8 Yrs Product Marketing >15 Yrs Project Management >15 Yrs Social Media Marketing >12 Yrs Public Relations >10 Yrs Strategic Marketing >10 Yrs Search Engine Optimization (Seo) >18 Yrs

Languages

German

Native

English

Advanced

Education

Sep 2004 - Aug 2008

Potsdam University of Applied Sciences

Diploma · Information Science · Potsdam, Germany · 1.3

Statistics

Experience

Total positions 8

Experience in Construction 3.5 y

Avg length 1 y 5 m

Longest experience 3 y 5 m

Global Experience

Countries worked in 1 (Germany)

Primary country Germany

Expertise

Recent roles Fractional GTM & Marketing Consultant, Interim Chief Growth Officer, Strategic Marketing Consultant

Main industries Construction, Real Estate, Retail

Main business areas Marketing, Project Management, Business Intelligence

Qualifications

Highest degree Master

Profile

Created

May 2025

Last Update

June 2026

Need a freelancer? Find your match in seconds.

Try FRATCH GPT

Frequently asked questions

Have questions? Find more information here.

Where is Anika based?

Anika is based in Berlin, Germany and can operate in on-site, hybrid, and remote work models.

What languages does Anika speak?

Anika speaks the following languages: German (Native), English (Advanced).

How many years of experience does Anika have?

Anika has at least 10 years of experience. During this time, Anika has worked in at least 7 different roles and for 8 different companies. The average length of individual experience is 1 year and 3 months. Note that Anika may not have shared all experience and actually has more experience.

What roles would Anika be best suited for?

Based on recent experience, Anika would be well-suited for roles such as: Fractional GTM & Marketing Consultant, Interim Chief Growth Officer, Strategic Marketing Consultant.

What is Anika's latest experience?

Anika's most recent position is Fractional GTM & Marketing Consultant at Bosch Building Technologies / susteco solutions GmbH.

What companies has Anika worked for in recent years?

In recent years, Anika has worked for Bosch Building Technologies / susteco solutions GmbH, ohhh! foundation (Organisation for Human Health and Happiness), Petcare Solutions GmbH, and Trafo MediaTech GmbH.

Which industries is Anika most experienced in?

Anika is most experienced in industries like Construction, Real Estate, and Energy. Anika also has some experience in Retail, Media and Entertainment, and Food and Beverage.

Which business areas is Anika most experienced in?

Anika is most experienced in business areas like Marketing, Project Management, and Business Intelligence. Anika also has some experience in Finance and Operations.

Which industries has Anika worked in recently?

Anika has recently worked in industries like Construction, Real Estate, and Healthcare.

Which business areas has Anika worked in recently?

Anika has recently worked in business areas like Marketing, Project Management, and Business Intelligence.

What is Anika's education?

Anika holds a Master in Information Science from Potsdam University of Applied Sciences.

What is the availability of Anika?

Anika is immediately available part-time for suitable projects.

What is the rate of Anika?

Anika's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.