Roxana B.-Omnichannel Strategy Lead & Transformation Management
Check rate
Experience
Omnichannel Strategy Lead & Transformation Management
emetriq GmbH
- Developed and optimized holistic full-funnel marketing strategies
- Analyzed and assessed existing tracking and attribution models
- Developed recommendations to improve data flow and tool integration
- Derived insights from performance data
- Prepared management reports and developed strategic recommendations for the C-level
- Developed an integrated, data-driven approach to managing digital marketing and communications activities
Strategic Omnichannel Consulting & Campaign Implementation for AI Application Surfski
Comma Soft/Alan
- Developed and implemented a tailored omnichannel marketing strategy to position Alan in the B2B market
- Designed, managed, and optimized LinkedIn campaigns to generate leads and reach technology-focused decision-makers
- Managed the performance of Google Search campaigns, including ad copy and budget responsibility
- Implemented and optimized Google Display Network campaigns to increase visibility in the awareness funnel
- Analyzed user behavior with Matomo to optimize the customer journey using data
Strategic Marketing Consulting & Campaign Implementation for Brand Building
Giso/Rocks
- Developed an omnichannel marketing strategy focused on branding, community building, and lead generation
- Designed and implemented Meta campaigns (Facebook & Instagram) and LinkedIn campaigns
- Advised on the brand's positioning and tone across digital channels
- Set up performance campaigns, including audience targeting, ad copy, and A/B testing
- Developed a reporting and analytics setup to measure campaign performance
- Worked closely with the founder to optimize the growth strategy
Performance Marketing & Web Analytics Setup
Solarwaterworld
- Set up and configured Google Analytics 4, including event tracking and goal definition
- Designed, implemented, and continually optimized Google Search campaigns in the tourism sector
- Managed and created Google Display Network campaigns to increase brand awareness
- Set up and connected Google Search Console to monitor organic visibility
- Developed a distribution strategy for GetYourGuide to increase revenue through third-party platforms
- Created interactive performance dashboards to visualize KPIs
Digital Marketing & Agency Management
HNF-NICOLAI ebikes
- Set up and implemented Google Analytics 4 to measure performance using data
- Designed, managed, and optimized Instagram/Meta campaigns focused on reach
- Managed the Instagram community day to day, including engagement and support
- Developed and implemented a cross-channel content plan, including editorial content
- Analyzed and evaluated existing agency partners as part of a strategic realignment
- Managed and coordinated external agencies to ensure consistent brand management
- Managed stakeholders in an interdisciplinary environment
Performance Marketing Setup & Platform Optimization
Next LeWel Up GmbH
- Created, managed, and evaluated LinkedIn campaigns for B2B outreach and lead generation
- Set up Google Search Ads, including keyword strategy and conversion goals
- Created and optimized the Google Business Profile to improve local visibility
- Optimized existing Instagram/Meta activities to increase reach and engagement
- Implemented and configured Google Analytics 4 for precise funnel analysis
Omnichannel Marketing Leadership & International Team Management & Upskilling
Corza Medical
- Strategically developed and managed a global omnichannel marketing setup, focusing on 43 international markets
- Managed and ensured smooth project delivery while building effective cross-functional workflows
- Developed comprehensive omnichannel strategies closely aligned with business goals and market needs
- Established and optimized cross-channel performance campaigns (Social Media, Google Ads) to increase revenue and brand awareness
- Managed an annual budget of up to 500.000 €, including strategic resource allocation and ROI optimization
- Evaluated and managed national and international marketing agencies and oversaw quality control
- Created data-driven dashboards and defined and analyzed individual KPIs
- Led and facilitated omnichannel strategy workshops for internal training
Omnichannel Strategy Lead & Transformation Management
MSD (Merck Sharp & Dohme)
- Led the company-wide omnichannel implementation in collaboration with an internal task force
- Developed a comprehensive omnichannel strategy and roadmap, including marketing planning, budgeting, attribution models, and reporting structures
- Managed seamless product launches across the customer journey to increase user engagement and market success
- Built efficient communication flows and improved cross-functional collaboration
- Coordinated with external consulting firms on strategic alignment, process integration, and project delivery
- Adapted and integrated tools such as Salesforce, Google Analytics, GDN, Jira, MS Teams, and SharePoint
- Developed a scalable omnichannel market model focused on integration, customer experience, and international rollouts
- Created dashboards, reports, and templates to support data-driven management and process optimization
- Played an active role in reorganizing the marketing department, including talent development, recruiting, and skills development
- Identified digital opportunities through market analysis to drive innovation and growth
- Strategically evaluated and managed international agencies
- Provided internal omnichannel consulting to support campaigns, change projects, and strategic marketing initiatives
Programmatic Campaign Management & Strategy
Immobilien Scout 24
- Developed targeted campaign strategies to increase reach and conversions
- Created, managed, and optimized display campaigns through DoubleClick (DV360)
- Conducted structured A/B tests to validate creative assets and targeting
- Created reports and analyzed campaign results to identify optimization opportunities
Concardis GmbH
- Built a comprehensive tracking setup for the merchant portal and mobile apps (iOS & Android) using Google Analytics, Google Tag Manager, and Firebase
- Defined all tracking requirements to optimize the user journey and target existing customers through strategic cross-selling and up-selling campaigns
- Worked closely with development teams by providing specific tracking requirements and reviewing implemented code to ensure technical data quality
- Analyzed usage data to support data-driven product improvements, segmentation, and personalized marketing activities
Concardis GmbH
- Conducted in-depth campaign analyses to evaluate performance and support data-driven optimization
- Defined relevant KPIs for the digital merchant interface to measure success and manage performance across the customer journey
- Strategically evaluated and helped shape the agency landscape to improve efficiency and quality
- Optimized and managed external agencies, and implemented clear responsibilities and quality processes
- Created a new campaign and tracking structure to improve data quality, efficiency, and audience targeting
- Played an active role in the rebranding process by adapting the communications strategy, structures, and platforms to the new brand identity
- Realigned and restructured the marketing department with a focus on scalability and clear role profiles
- Delivered internal training to strengthen the performance marketing team
Performance Marketing Audit & Market Entry Strategy
Malt Community
- Audited the existing performance marketing setup (Google Ads, LinkedIn, GDN, Google Analytics)
- Developed new campaigns and a roadmap to optimize the tracking architecture
- Designed and delivered practical performance marketing training
- Worked with the Business Intelligence team to optimize the data warehouse
- Developed a scalable online marketing entry strategy for expansion into Italy and Spain
Interim Team Lead, Display & Social Media
eBay
- Took on the leadership role of interim team lead for the display and social media team
- Developed and managed the overall strategy for cross-channel campaigns
- Planned and implemented the digital marketing strategy for the FIFA World Cup
- Improved team processes and marketing activities to increase efficiency
- Strategically monitored and analyzed campaign performance
Strategic Consulting, Recruiting & Marketing Structure Development
Epro360
- Developed tailored job descriptions in performance marketing
- Selected suitable candidates, conducted interviews, and contributed to hiring decisions
- Supported onboarding to help new team members integrate quickly
- Analyzed and evaluated agency partners to optimize the service provider structure
- Designed and created a cross-channel omnichannel dashboard
Strategic Analysis & Omnichannel Marketing Consulting
Office Company Telekommunikationssysteme
- Conducted a status quo analysis of all marketing channels, systems, and tools
- Defined and categorized customer and lead segments
- Developed a complete customer journey map
- Designed and facilitated practical omnichannel marketing workshops
Senior Online Marketing Manager – Global Performance – Campaigns
Zalando
- Strategic planning, localization, and operational execution of global display campaigns across 15 markets
- Leading cross-channel performance campaigns, including A/B tests and KPI analysis
- Working with up to 60 internal stakeholders and introducing efficient workflows
Senior Online Marketing Manager – Display IT & ES
Zalando
- Developing and implementing display strategies in Italy and Spain, including performance and retargeting campaigns
- Leading a team of 3 and managing a budget of €5 million
- Negotiating local programmatic deals and optimizing based on KPIs
Programmatic Campaign Manager DACH
Yieldr
- Managing advertiser accounts in the DACH region and optimizing programmatic campaigns (RTB)
- Conducting KPI-based analysis and working with data scientists
- Preparing pitch presentations and growing the client portfolio with a focus on ROI
Account Manager
Jobrapido
- Strategically managing international markets (DACH, South Africa, India)
- Managing budgets (>€300K/quarter) and campaigns (CPC/CPM)
- Conducting market analysis, developing sales strategies, and leading a team of 10
- Managing B2B key accounts and implementing regional growth initiatives
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Advertising, Information Technology, Tourism, Healthcare, Retail, and Pharmaceutical.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Human Resources, Strategy, Business Intelligence, Project Management, and Sales.
Summary
Strategic consulting in digital marketing and data-driven omnichannel marketing. Experienced in developing and implementing complex, scalable marketing setups across more than 40 countries, both locally and globally. I bring together performance marketing, technology, and consulting to integrate brand strategy across channels and deliver measurable results. Specialized in cross-channel campaign management (Search, Social, Display, Programmatic), tracking architectures, KPI systems, and data-driven decision models. I advise companies on transformation, rebranding, system integration, and agency selection, both operationally and strategically. Workshops, team building, and upskilling marketing departments are also part of my experience, along with implementing high-performing go-to-market strategies, including for AI-powered products.
Skills
Omnichannel Marketing Strategy & Implementation
Performance Marketing (Sea, Paid Social, Programmatic)
Tracking & Data Analysis (Ga4, Gtm, Matomo, Attribution)
Campaign Management & Optimization
Agency Management & Evaluation
Customer Journey & Funnel Design
Graphic Design / Creative Production
Team Leadership & Upskilling
Project Management
Business Intelligence & Tool Integration
Adwords / Google Ads
Google Analytics 4
Google Firebase
Google Sheets
Google Tag Manager
Hubspot
Jira
Mailchimp
Microsoft 365
Looker Studio
Salesforce Cloud
Sharepoint
Reddit
Snapchat
Meta
Xing
Instagram
Apple Ios
Amazon
Doubleclick / Dv360
Programmatic Buying
Wordpress
Wp Forms
Surveymonkey
Matomo
Renderforest
Chatgpt
Chatbox.Ai
Jungle Scout
Medtube
Doccheck
Google Search Console
Various Dsps And Ssps
Various Ad Exchanges
Xmind
Languages
Education
Crown Plaza Hotel
Hotel Management Training · Berlin, Germany
Max-von-Laue-Realschule
Realschulabschluss · Berlin, Germany
Euro-FH
Sales and Marketing · Hamburg, Germany
Statistics
Experience
Global experience
Expertise
Qualifications
Frequently asked questions
Have questions? Find more information here.
Roxana is based in Berlin, Germany.
Roxana speaks the following languages: German (Native), Spanish (Advanced), English (Intermediate), Italian (Elementary).
Roxana has at least 14 years of experience. During this time, Roxana has worked in at least 16 different roles and for 17 different companies. The average length of individual experience is 1 year and 9 months. Note that Roxana may not have shared all experience and actually has more experience.
Based on recent experience, Roxana would be well-suited for roles such as: Omnichannel Strategy Lead & Transformation Management, Strategic Omnichannel Consulting & Campaign Implementation for AI Application Surfski, Strategic Marketing Consulting & Campaign Implementation for Brand Building.
Roxana's most recent position is Omnichannel Strategy Lead & Transformation Management at emetriq GmbH.
In recent years, Roxana has worked for emetriq GmbH, Comma Soft/Alan, Giso/Rocks, Solarwaterworld, and HNF-NICOLAI ebikes.
Roxana is most experienced in industries like Advertising, Information Technology, and Tourism. Roxana also has some experience in Retail, Healthcare, and Pharmaceutical.
Roxana is most experienced in business areas like Marketing, Human Resources, and Strategy. Roxana also has some experience in Business Intelligence, Project Management, and Sales.
Roxana has recently worked in industries like Advertising, Tourism, and Healthcare.
Roxana has recently worked in business areas like Marketing, Human Resources, and Strategy.
Roxana holds a Bachelor in Sales and Marketing from Euro-FH and a Bachelor in Hotel Management from Poppe und Neumann Hotelfernschule.
The availability of Roxana needs to be confirmed.
Daily rate distribution
The rates shown represent the typical market range for freelancers in this position based on recent contracts on our platform.
Average rates for similar positions
Rates are based on recent contracts and do not include FRATCH margin.
The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.
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.
Calculated based on our freelancers’ daily rates as of 6 Nov 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
Similar freelancers
Discover other experts with similar qualifications and experience
Gunter H.
Oliver H.
Claudius W.
Adrian G.
Michael T.
Hakan E.
Ana Rita G.
Markus K.
Jens S.
Jasmin G.
Experts recently working on similar projects
Freelancers with hands-on experience in comparable project as a Omnichannel Strategy Lead & Transformation Management
Torben S.
Florian M.
Ralf G.
Bianca W.
Kristoffer L.
Carolin S.
Franz S.
Mark R.
Tim A.
Darius M.
Nearby freelancers
Professionals working in or nearby Berlin, Germany
Magdalena O.
William N.
Chris W.
Gonzalo S.
Vaios K.
Paul K.
Henrik B.
Mansharan K.
Ece B.
Björn S.
