Mark R.-Fractional CMO & Freelance B2B Marketing Manager

Strategic review with roadmap and KPIs Area: Coaching Role: Strategy

• Analysis of strategy and marketing activities: LinkedIn, newsletter, Google Analytics, blog, landing pages
• Assessing activities based on their contribution to goals
• Identifying weaknesses and opportunities
• Developing a strategy approach with data-based performance tracking

Result: Prepared a report on strategic direction, target audience, customer journey, goals and performance tracking, and discussed it in a workshop. Developed an optimization roadmap with relevant KPIs and concrete steps for implementation.

Marketing strategy and management for B2B services Role: Strategy, management, execution | External part-time role, closely coordinated with executive management

• Leading all marketing activities, from marketing planning to ongoing management
• Guiding a small internal team
• Budget and campaign planning
• Content planning and creating promotional materials, such as playbooks, ads and landing pages
• Establishing consistent marketing processes, for example for content creation and lead management

Timeline:

• 08 bis 09.2024: Marketing planning for a new B2B online shop (USP, channels, messaging, KPIs)
• 10.2024 bis 01.2025: Launch and marketing of the online shop with the internal team
• 02 bis 12.2025: Ongoing marketing leadership, with a focus on campaigns, content, website and team processes

Result: Shifted marketing from one-off activities to consistent processes, and the internal team has since managed social media and the website independently. Developed a lead management strategy. Created a marketing strategy with a realistic assessment of market potential. Launched the online shop on time and supported it with a coordinated campaign across social media, Google Ads, customer mailings and the blog. Rebuilt the website structure with dedicated service pages and redesigned sales materials.

Field marketing for the DACH region with a dedicated budget and a shift towards company-hosted events B2B SaaS, marketing cloud for marketing automation and email marketing, scale-up Role: Strategy, management, execution | Reported to Head of Demand Generation

• Managed the DACH marketing budget in the low six figures
• Shifted from industry trade shows to company-hosted events: planned and led a roadshow in Munich, Frankfurt, Hamburg and Berlin
• Selected the event agency through a pitch process, and managed the agency and local service providers
• Developed the event concept and program: panels with existing customers and partners to support new customer acquisition
• Coordinated with Sales, Global Sales Leadership, Customer Success and international Marketing
• Managed goals using OKRs
• Other activities: industry events, roundtables, email and social media marketing, and support for digital campaigns

Result: Delivered an event series in four cities with 30 speakers and more than 200 attendees. Received very positive feedback from attendees and increased impressions on the company’s LinkedIn profile by 100 to 500%.

Full responsibility for marketing in Europe European branch of an international pharmaceutical industry association, hosting conferences and training courses, around 10 employees Role: Strategy, management, execution | Reported to General Manager Europe, with a functional reporting line to the global Head of Marketing in the US

• Managed a marketing budget in the low six figures and allocated it across events, channels and activities
• Recommended budget shifts between conferences to senior management, including reallocations in favor of new formats
• Set up budget tracking and standard processes for design production, editorial and email planning, quality assurance and online advertising billing
• Managed three external service providers: two designers and a performance marketing agency
• Attracted attendees for around 14 conferences and 15 training courses per year, each with 100 to 1,500 attendees
• Managed all channels: Google, LinkedIn, social media, email marketing, trade media, newsletters and print
• Helped introduce Marketo
• Played a key role in moving conferences to digital formats during the COVID period

Result: Established clear processes for all marketing activities and introduced quality assurance, significantly reducing errors in brochures and emails. Kept senior management fully informed about the budget status at all times. Significantly improved collaboration with the US headquarters. Reached the attendance target for the largest conference, with around 1,500 attendees, in a short time.

Rebranding and PR as the company shifted its focus to the UK market Owner-managed company with a long history, fintech providing AI-powered fraud detection for banks and retailers, around 100 employees (now part of Sabio) Role: Strategy, management, execution | Reported to CMO

• Researched and shortlisted branding agencies in London and met with them, contributing to the final selection
• Managed the rebrand with the agency: logo, colors, fonts, visual style, business stationery and presentation templates
• Developed a UK PR strategy with an external PR consultant
• Prepared content for the CEO’s press trip to London: press kit and interview briefings, including for the Financial Times and Bloomberg
• Managed the company’s presence at an international trade show in Paris

Result: Fully launched the new brand identity within six months. Secured coverage in international business and technology media.

• Business model design
• Go-to-market strategies
• Market studies
• Definition of commercial messages
• Inbound and outbound marketing
• KPI monitoring and reporting