Roxana Bieber - Omnichannel Strategy Lead & Transformation Management

Q: Where is Roxana based?

Roxana is based in Berlin, Germany .

Q: What languages does Roxana speak?

Roxana speaks the following languages: German (Native), Spanish (Advanced), English (Intermediate), Italian (Elementary) .

Q: How many years of experience does Roxana have?

Roxana has at least 13 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 8 months . Note that Roxana may not have shared all experience and actually has more experience.

Q: What is Roxana's latest experience?

Roxana's most recent position is Omnichannel Strategy Lead & Transformation Management at emetriq GmbH .

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

In recent years, Roxana has worked for emetriq GmbH , Comma Soft/Alan , Giso/Rocks , Solarwaterworld , and HNF-NICOLAI ebikes .

Q: Which industries is Roxana most experienced in?

Roxana is most experienced in industries like Advertising , Information Technology , and Retail . Roxana also has some experience in Healthcare , Tourism , and Pharmaceutical .

Q: Which business areas is Roxana most experienced in?

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 .

Q: Which industries has Roxana worked in recently?

Roxana has recently worked in industries like Advertising , Healthcare , and Tourism .

Q: Which business areas has Roxana worked in recently?

Roxana has recently worked in business areas like Marketing , Human Resources , and Strategy .

Recommended expert

Berlin, Germany

Experience

Jul 2025 - Present

9 months

Omnichannel Strategy Lead & Transformation Management

emetriq GmbH

Development and optimization of holistic full-funnel marketing strategies
Analysis and evaluation of existing tracking and attribution models
Development of recommendations to optimize data flow and tool integration
Deriving insights based on performance data
Creating management reports and deriving strategic recommendations for the C-level
Developing an integrated, data-driven approach to manage digital marketing and communication activities

Oct 2024 - Jun 2025

9 months

Strategic omnichannel consulting & campaign execution for AI application Surfski

Comma Soft/Alan

Development and implementation of a customized omnichannel marketing strategy to position Alan in the B2B environment
Design, management, and optimization of LinkedIn campaigns for lead generation and outreach to tech-savvy decision-makers
Performance management of Google Search campaigns including ad copy and budget responsibility
Implementation and optimization of Google Display Network campaigns to increase visibility in the awareness funnel
User behavior analysis with Matomo for data-driven optimization of the customer journey

Sep 2024 - Present

1 year 7 months

Strategic marketing consulting & campaign execution for brand building

Giso/Rocks

Development of an omnichannel marketing strategy focused on branding, community building, and lead generation
Planning and execution of Meta campaigns (Facebook & Instagram) and LinkedIn
Advising on brand positioning and tone in digital channels
Setting up performance campaigns including audience targeting, ad copy, and A/B testing
Developing a reporting and analysis setup to measure campaign performance
Close collaboration with the founder to optimize the growth strategy

Jun 2024 - Present

1 year 10 months

Performance Marketing & Web Analytics Setup

Solarwaterworld

Technical setup and configuration of Google Analytics 4 including event tracking and goal definition
Planning, implementation, and ongoing optimization of Google Search campaigns in the tourism sector
Management and creative design of Google Display Network campaigns to raise brand awareness
Setup and integration of Google Search Console to monitor organic visibility
Development of a distribution strategy for GetYourGuide to increase revenue through third-party platforms
Creation of interactive performance dashboards to visualize KPIs

May 2024 - Aug 2024

4 months

Digital Marketing & Agency Management

HNF-NICOLAI ebikes

Setup and implementation of Google Analytics 4 for data-driven performance measurement
Planning, management, and optimization of Instagram/Meta campaigns focused on reach
Operational community management on Instagram including interaction and support
Development and execution of a cross-channel content plan including editorial content
Analysis and evaluation of existing agency partners as part of a strategic realignment
Management and coordination of external agencies to ensure consistent brand representation
Stakeholder management in an interdisciplinary environment

Mar 2024 - Present

2 years 1 month

Performance Marketing Setup & Platform Optimization

Next LeWel Up GmbH

Creation, management, and analysis of LinkedIn campaigns for B2B outreach and lead generation
Technical setup of Google Search Ads including keyword strategy and conversion goals
Creation and optimization of the Google Business Profile for local visibility
Optimization of existing Instagram/Meta activities to increase reach and engagement
Implementation and configuration of Google Analytics 4 for precise funnel analysis

Jun 2021 - Sep 2023

2 years 4 months

Head of Omnichannel Marketing & International Team Leadership & Upskilling

Corza Medical

Strategic development and operational leadership of a global omnichannel marketing setup focused on 43 international markets
Management and assurance of smooth project workflows and building effective cross-functional processes
Development of holistic omnichannel strategies closely aligned with business goals and market needs
Establishment and optimization of cross-channel performance campaigns (social media, Google Ads) to boost sales and brand awareness
Responsibility for an annual budget of up to €500,000, including strategic resource allocation and ROI optimization
Evaluation, management, and quality control of national and international marketing agencies
Creation of data-driven dashboards and definition and analysis of custom KPIs
Conducting and moderating omnichannel strategy workshops for internal training

Nov 2019 - Apr 2021

1 year 6 months

Omnichannel Strategy Lead & Transformation Management

MSD (Merck Sharp & Dohme)

Leading the company-wide omnichannel implementation in collaboration with an internal task force
Developing a comprehensive omnichannel strategy and roadmap including marketing plans, budgeting, attribution models, and reporting structures
Managing seamless product launches across the customer journey to increase user engagement and market success
Establishing efficient communication channels and optimizing cross-functional collaboration
Coordinating with external consulting firms for strategic alignment, process integration, and project execution
Customizing and integrating tools such as Salesforce, Google Analytics, GDN, Jira, MS Teams, and SharePoint
Developing a scalable omnichannel market model focusing on integration, customer experience, and international rollouts
Creating dashboards, reports, and templates for data-driven management and process optimization
Playing an active role in reorganizing the marketing department, including talent development, recruiting, and skill building
Identifying digital opportunities through market analysis to drive innovation and growth
Strategic evaluation and management of international agencies
Providing internal omnichannel consulting to support campaigns, change projects, and strategic marketing initiatives

Jun 2019 - Aug 2019

3 months

Programmatic Campaign Management & Strategy

Immobilien Scout 24

Developing targeted campaign strategies to increase reach and conversions
Creating, managing, and optimizing display campaigns via DoubleClick (DV360)
Conducting structured A/B tests to validate creatives and targeting
Preparing reports and analyzing campaign results to derive optimization measures

Feb 2019 - May 2019

4 months

Concardis GmbH

Setting up a comprehensive tracking system for the merchant portal and mobile apps (iOS & Android) using Google Analytics, Google Tag Manager, and Firebase
Defining all tracking requirements to optimize the user journey and target existing customers through strategic cross-/up-selling campaigns
Collaborating closely with development teams: providing specific tracking guidelines and reviewing implemented code to ensure data quality
Conducting targeted analysis of usage data as a basis for data-driven product improvements, segmentation, and personalized marketing actions

Nov 2018 - Feb 2019

4 months

Concardis GmbH

Conduct in-depth campaign analyses to assess performance and optimize based on data
Define relevant KPIs for the digital merchant interface to measure success and guide the customer journey
Strategically evaluate and help shape the agency landscape in terms of efficiency and quality
Optimize and operationally manage external agencies, implementing clear responsibilities and quality processes
Build a new campaign and tracking structure to improve data quality, efficiency, and audience targeting
Play an active role in the rebranding process: adapt communication strategy, structures, and platforms to the new brand identity
Realign and restructure the marketing department with a focus on scalability and clear role profiles
Conduct internal training to strengthen the performance marketing team

Oct 2018 - Mar 2020

1 year 6 months

Performance Marketing Audit & Market Entry Strategy

Malt Community

Conduct an audit of the existing performance marketing setup (Google Ads, LinkedIn, GDN, Google Analytics)
Develop new campaigns and a roadmap to optimize the tracking architecture
Design and deliver hands-on training in performance marketing
Collaborate with the business intelligence team to optimize the data warehouse
Create a scalable online marketing entry strategy for expansion into Italy and Spain

Apr 2018 - Sep 2018

6 months

Interim Team Lead, Display & Social Media

eBay

Take on the leadership role as interim team lead for the display and social media team
Develop and manage the overall strategy for cross-channel campaigns
Plan and execute the digital marketing strategy for the Football World Cup
Optimize team processes and marketing activities for increased efficiency
Strategically monitor and analyze campaign performance

Jan 2018 - Present

8 years 3 months

Strategic Consulting, Recruiting & Marketing Structure Setup

Epro360

Develop customized job descriptions in performance marketing
Select suitable candidates, conduct interviews, and participate in hiring decisions
Guide the onboarding process for quick team integration
Analyze and evaluate agency partners to optimize the vendor structure
Design and create a cross-channel omnichannel dashboard

Dec 2017 - Feb 2018

3 months

Strategic Analysis & Omnichannel Marketing Consulting

Office Company Telekommunikationssysteme

Conduct a status quo analysis of all marketing channels, systems, and tools
Define and categorize customer and lead segments
Develop a complete customer journey map
Design and lead hands-on omnichannel marketing workshops

May 2016 - Feb 2017

10 months

Berlin, Germany

Senior Online Marketing Manager – Global Performance – Campaigns

Zalando

Strategic planning, localization and operational execution of global display campaigns in 15 markets
Led cross-channel performance campaigns including A/B tests and KPI analysis
Collaborated with up to 60 internal stakeholders and introduced efficient workflows

Feb 2015 - May 2016

1 year 4 months

Berlin, Germany

Senior Online Marketing Manager – Display IT & ES

Zalando

Developed and implemented display strategies in Italy and Spain, including performance and retargeting campaigns
Managed a team of 3 and oversaw a €5M budget
Negotiated local programmatic deals and optimized based on KPIs

Aug 2014 - Feb 2015

7 months

Berlin, Germany

Programmatic Campaign Manager DACH

Yieldr

Managed advertiser accounts in the DACH region and optimized programmatic campaigns (RTB)
Conducted KPI-based analysis and collaborated with data scientists
Delivered pitch presentations and expanded the client portfolio with a focus on ROI

May 2012 - Aug 2014

2 years 4 months

Milan, Italy

Account Manager

Jobrapido

Provided strategic support for international markets (DACH, South Africa, India)
Responsible for budgets (>€300K/quarter) and campaign management (CPC/CPM)
Conducted market analyses, developed sales strategies, and led a team of 10
Handled B2B key accounts and implemented regional growth initiatives

Industry Experience

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

Experienced in Advertising, Information Technology, Healthcare, Retail, Tourism, and Pharmaceutical.

Advertising

Information Technology

Healthcare

Retail

Tourism

Pharmaceutical

Business Area Experience

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

Experienced in Marketing, Human Resources, Business Intelligence, Strategy, Project Management, and Sales.

Marketing

Human Resources

Business Intelligence

Strategy

Project Management

Sales

Summary

Strategic consulting in digital marketing & data-driven omnichannel marketing. Experienced in developing and implementing complex, scalable marketing setups across more than 40 countries – locally and globally. I combine performance marketing, technology, and consulting for cross-channel integration of brand strategy with 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 teams are also part of my repertoire, as well as implementing high-performance 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

German

Native

Spanish

Advanced

English

Intermediate

Italian

Elementary

Education

Oct 2002 - Jun 2005

Crown Plaza Hotel

Hotel management training · Berlin, Germany

Oct 1996 - Jun 2002

Max-von-Laue-Realschule

Secondary school diploma · Berlin, Germany

Euro-FH

Sales and Marketing · Hamburg, Germany

...and 1 more

Statistics

Experience

Total positions 19

Experience in Advertising 8.5 y

Avg length 1 y 4 m

Longest experience 8 y 2 m

Global Experience

Countries worked in 2 (Germany, Italy)

Primary country Germany

Expertise

Recent roles Omnichannel Strategy Lead & Transformation Management, Strategic omnichannel consulting & campaign execution for AI application Surfski, Strategic marketing consulting & campaign execution for brand building

Main industries Advertising, Information Technology, Healthcare

Main business areas Marketing, Human Resources, Business Intelligence

Qualifications

Highest degree Bachelor

Profile

Created

October 2025

Last Update

October 2025

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Roxana based?

Roxana is based in Berlin, Germany.

What languages does Roxana speak?

Roxana speaks the following languages: German (Native), Spanish (Advanced), English (Intermediate), Italian (Elementary).

How many years of experience does Roxana have?

Roxana has at least 13 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 8 months. Note that Roxana may not have shared all experience and actually has more experience.

What roles would Roxana be best suited for?

Based on recent experience, Roxana would be well-suited for roles such as: Omnichannel Strategy Lead & Transformation Management, Strategic omnichannel consulting & campaign execution for AI application Surfski, Strategic marketing consulting & campaign execution for brand building.

What is Roxana's latest experience?

Roxana's most recent position is Omnichannel Strategy Lead & Transformation Management at emetriq GmbH.

What companies has Roxana worked for in recent years?

In recent years, Roxana has worked for emetriq GmbH, Comma Soft/Alan, Giso/Rocks, Solarwaterworld, and HNF-NICOLAI ebikes.

Which industries is Roxana most experienced in?

Roxana is most experienced in industries like Advertising, Information Technology, and Retail. Roxana also has some experience in Healthcare, Tourism, and Pharmaceutical.

Which business areas is Roxana most experienced in?

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.

Which industries has Roxana worked in recently?

Roxana has recently worked in industries like Advertising, Healthcare, and Tourism.

Which business areas has Roxana worked in recently?

Roxana has recently worked in business areas like Marketing, Human Resources, and Strategy.

What is Roxana's education?

Roxana holds a Bachelor in Sales and Marketing from Euro-FH and a Bachelor in Hotel Management from Poppe und Neumann Hotelfernschule.

What is the availability of Roxana?

Roxana is immediately available full-time for suitable projects.

What is the rate of Roxana?

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