Pia Hopfner - B2B Tech SaaS Marketing Expert for SAP

Recommended expert

Available

Esslingen, Germany

Check rate

Experience

Oct 2025 - Present

11 months

Hybrid

Marketing for SAP solutions

AEB SE

Go-to-market and campaigns for SAP-related software solutions from positioning to execution.
Buyer’s guides and sales tools,
DACH and UK including tracking and attribution,
Selection and management of the performance agency,
Content concept for the DSAG Annual Congress trade fair booth,
quality assurance of SAP-related content.
Evaluation of two marketing platforms as a decision basis for management, implementation in HubSpot.

Dec 2023 - Sep 2025

1 year 10 months

Marketing Lead & Product Owner

t.serv AG

Responsible for building and leading the marketing team with a focus on branding, lead generation, and increasing awareness in the areas of SAP HCM, SAP SuccessFactors, Solutions and BPO.
Development of the marketing strategy including brand building, positioning and budget responsibility
Disciplinary and technical leadership of a three-person team
Member of the strategy board and co-shaping the company strategy
Building the go-to-market in collaboration with sales and consulting
Implementation and operation of HubSpot (modules: CRM, marketing, sales and CMS)
Product owner of the website relaunch
Lead generation through campaigns, events, etc.
HR marketing in collaboration with People & Culture
Responsibility for data protection
Evaluation and implementation of marketing-supporting tools such as Dealfront, Miro, Canva, ChatGPT, etc.
Responsibility for internal and external trade fairs and events, partly in cooperation with SAP
Active network maintenance in the SAP partner environment and attendance at relevant conferences such as SAP Connect, SAP HCM Partner Info Day
Management of external service providers (design, performance)
Building the internal communications structure, board communication and support for company-wide formats

Apr 2022 - Mar 2023

1 year

Teamlead Marketing Solutions (B2B / B2C) / Product Owner

Bilthouse GmbH / FinTech for construction financing

Building and leading the solutions team made up of project managers, UX/UI designers and a solution architect (including coordination of tasks, projects and budget)
Product owner for the Baufi24 brand relaunch
Website including calculators
Adaptation to the franchise network and all digital assets (email marketing, ads, social, landing pages, etc.)
Product owner of the Bilthouse website
Product owner of the LoanLink24 website
Product owner of HubSpot Enterprise (marketing, CRM, CMS, service, operations)
Responsible for data protection topics within marketing
Managing agencies and freelancers (design, content, social media, web development)
Evaluation, selection and implementation of new processes, tools & software

Oct 2020 - Mar 2022

1 year 6 months

Head of Experience Management (B2B) / Product Owner

All for One Group SE / SAP partner

Building experience management with a focus on marketing, sales & support / service
Product owner of the service portal for around 30,000 users (see below)
Product owner of Conversion/4: subscription model for the S/4HANA transition
Product owner of Edge/4: customer benefits program
Disciplinary and technical leadership of a team of developers, UX experts and experience managers
Identification of all customer / prospect touchpoints of All for One Group to map and optimize the entire customer lifecycle
Initiator & product owner of All for One Gaming to recruit new employees

Sep 2015 - Sep 2020

5 years 1 month

Digital Marketing Manager (B2B) / Product Owner

All for One Group SE / SAP partner

Strategy and setup of the complete digital marketing function: selection of disciplines and management of service providers and internal subject matter experts to create customer journeys / campaigns and expand the customer experience
Selection, concept, implementation, roll-out and support of marketing tools such as HubSpot as marketing automation
Product owner service portal: implementation of a (self-)service portal for 30,000 users in cooperation with various departments, stakeholders and external & internal service providers
Responsibility / product owner for all websites and digital (marketing) services of All for One Group
Product owner Predictive 360° customer view: consolidation of all customer data from CRM (SAP), ERP (SAP), ticket system (SolMan), marketing automation (HubSpot)
Product owner Conversion/4 configurator for the subscription model of the SAP S/4HANA conversion
Contact person for public relations, including managing the external service provider and supporting journalists, e.g. at events
Support of SAP consulting as marketing manager with a focus on ERP core topics (SAP S/4HANA)

Industry Experience

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

Experienced in Information Technology, Professional Services, and Banking and Finance.

Information Technology

Professional Services

Banking and Finance

Business Area Experience

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

Experienced in Marketing, Information Technology, Project Management, Strategy, Product Development, and Sales.

Marketing

Information Technology

Project Management

Strategy

Product Development

Sales

Summary

Freelance marketing expert for B2B companies with complex products, with a focus on software and tech. Over ten years of experience.

I help where marketing is supposed to make an impact, but it does not. In concrete terms: I develop ICPs, customer journey maps, etc. and turn them into positioning and messaging, and put them into action: various campaign assets for marketing, sales and presales, as well as the processes behind them from the first inquiry to handover.

I build marketing from the ground up and restructure it when structures are missing or have grown over time. I take on individual topics when internal capacity is lacking.

Skills

Marketing And Strategy:

Positioning And Messaging, Target Customer Definition (Icp), Customer Journey And Buying-Center Analysis, Go-To-Market, Demand Generation, Product Marketing, Content Strategy, Marketing And Sales Alignment, Lead Management And Lead Scoring, Kpi Definition And Performance Measurement, Budget And Resource Planning

Campaign Concept And Execution For:

Landing Pages,
Buyer’S Guides
Playbooks
White Papers
Configurators And Self-/Assessment Tools,
Website Concept
Sales Materials And Enablement Content
Selection And Management Of Service Providers And Agencies

Systems

Cms
Marketing Automation
Crm
Analytics, Tracking, Consent
Llms
Pm Tools

Way Of Working

Product Ownership
Requirements Management
Scrum
Kanban
Stakeholder Management
Workshop Facilitation
Documentation And Knowledge Transfer

Languages

German

Advanced

French

Intermediate

Statistics

Experience

Total positions 5

Experience in Information Technology 10 y

Avg length 2 y

Longest experience 5 y

Expertise

Recent roles Marketing for SAP solutions, Marketing Lead & Product Owner, Teamlead Marketing Solutions (B2B / B2C) / Product Owner

Main industries Information Technology, Professional Services, Banking and Finance

Main business areas Marketing, Information Technology, Project Management

Profile

Created

August 2026

Need a freelancer? Find your match in seconds.

Try FRATCH GPT

Frequently asked questions

Have questions? Find more information here.

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

Pia speaks the following languages: German (Advanced), French (Intermediate).

Pia has at least 10 years of experience. During this time, Pia has worked in at least 5 different roles and for 4 different companies. The average length of individual experience is 2 years. Note that Pia may not have shared all experience and actually has more experience.

Based on recent experience, Pia would be well-suited for roles such as: Marketing for SAP solutions, Marketing Lead & Product Owner, Teamlead Marketing Solutions (B2B / B2C) / Product Owner.

Pia's most recent position is Marketing for SAP solutions at AEB SE.

In recent years, Pia has worked for AEB SE, t.serv AG, Bilthouse GmbH / FinTech for construction financing, and All for One Group SE / SAP partner.

Pia is most experienced in industries like Information Technology, Professional Services, and Banking and Finance.

Pia is most experienced in business areas like Marketing, Information Technology, and Project Management. Pia also has some experience in Strategy, Product Development, and Sales.

Pia has recently worked in industries like Information Technology, Professional Services, and Banking and Finance.

Pia has recently worked in business areas like Marketing, Information Technology, and Project Management.

Pia is immediately available part-time for suitable projects.

Daily Rate Distribution

0 2 4 6 8

<€800 €800-1200 €1600+

The rates shown represent the typical market range for freelancers in this position based on recent contracts on our platform.

Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.

Average rates for similar positions

Rates are based on recent contracts and do not include FRATCH margin.

1200

900

600

300

Daily rate avg. 1069 €

The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.

1200

900

600

300

Median rate 996 €

The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.

Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.