Sabine Liberty-Expert & Interim Manager B2B Communications, Change Communications, Content Creation

With more than 95,000 employees at several locations across Germany and a budget of around 35 billion euros. Assignment in the agency's own IT system house (BA) with around 5,000 employees.

Since 2019, the transformation of the federal agency has been underway, on the way to becoming a fully digital agency.

Goal: The agency's customers should benefit from a fully digital service that allows them to handle all official matters completely online without having to appear in person.

Reporting to: Head of Central Online Services

The project in a nutshell:

Continuous content development and optimization:

• Writing and editing online content in the content team, within agile product development with SCRUM and the use of Jira and Confluence
• Web-friendly content preparation in line with SEO
• Reviewing editorial content with regard to strategic goals (e.g. wording, accessibility: simple and easy-to-understand language, scope, web-friendly creation)
• Ensuring accessibility during reviews
• Entering texts into the Oracle Webcenter Service content management system
• Further developing the agency's online presence and keeping this information offering up to date to strengthen its image as a service provider for career-related matters
• Targeted maintenance and further development of the affected web pages with regard to consistent communication and user guidance/customer journey
• Strategic and conceptual development and optimization of topics in the career information environment

Project management:

• Analysis and conceptual development of processes, e.g. for transferring the external KURSNET continuing education portal into the agency's main portal
• Creating rough technical concepts, creating and maintaining a content plan, process descriptions and click guides
• Coordination and alignment of individual work steps, including schedules, minutes, and to-do documentation

Change communication & stakeholder management:

• Communication with department and section heads, specialists within the agency, and subproject managers
• Recording these stakeholders' communication needs and developing solutions
• Preparing and moderating meetings with these stakeholders
• Moderating differing interests within the agency's internal stakeholder group
• Coordination and alignment of individual work steps, including schedules, minutes, and to-do documentation

Success:

• Created the conditions for a consistent, user-friendly and accessible portal
• Within the planned three months, created the conditions for the rollout of digital communication for citizen services, on schedule by the end of the year
• Improved the concept for restructuring the portal content
• Thanks to the quick concept development, the tight schedule could be met

PR agency with a focus on information technology, 45 employees, revenue n.a.

Support in implementing an online campaign for an IT startup company, topic area digitalization in the process industry

The project in a nutshell:

• Creating advertorials and specialist articles on digitalization, artificial intelligence and machine learning
• Copywriting using storytelling to place content with different vertical focuses in the online channels of various specialist media outlets
• Co-responsibility in editorial management: creating schedules and content plans
• Creating advertorials and specialist articles
• Implementing the media plan, including advertorial, ad and banner bookings as well as coordination with the advertising departments of relevant media outlets

Success

Very tight deadlines were met and the project started on time and was implemented as planned without any delay

Specialist in change and B2B communication from Eckental near Nuremberg, with two decades of experience in corporate communication, change communication, public relations, project management and editorial work.

Focus: change and B2B communication for industry and technology

Experience from projects in corporations, family businesses, associations and publishing houses Certified editor for print and digital media. Certified project manager for digital media. Certified Kanban Team Practitioner - use in: agile process management in corporate communication

Qualifications: Building up or realigning corporate communication as well as press and public relations work Developing strategic communication concepts and putting them into practice, e.g. for campaigns or in change and transformation processes Creating editorial texts/content Communicative support for market entries and brand positioning

Benefit for clients: To position them effectively and successfully in their target markets and make them known and visible, and to support their competitiveness To gain acceptance and understanding among key target groups such as customers, employees, partners and investors, for example in transformation processes Agile process management communication (Kanban)Benefit: improving workflows in communications departments for more efficient task handling

Industry experience: Mechanical and plant engineering, automotive/electrical engineering, information technology, energy technology, public sector

Special strengths: Proven experience in developing strategic communication concepts and putting them into practice Equally strong in analyzing target groups, market situations and developments in the market and current affairs Writing convincingly, explaining complex topics clearly, getting facts across strongly and to the point Agile working methods: Kanban, Scrum Leadership experience in teams with 5 - 10 members STEM degree; degree as a geologist; strong affinity for natural science and technology

About me and how I work: Flexible and proactive independent and structured way of working Consistent punctuality and reliability Communicative with superiors and team colleagues Team-oriented and results-oriented working style

Building strategic communication for change and growth in new target markets

A family-owned corporate group with a corporate structure, in the mechanical and plant engineering sector, with about 3,500 employees and annual sales of around 800 million euros.

To strengthen its competitiveness internationally, the mechanical engineering company pursued a diversification strategy. For this purpose, the company had developed a new type of machine in order to position itself as a key player in the target market of food/confectionery production. Until then, the company had been known as an expert in fine grinding technology for mineral raw materials. The move into the food industry with its high hygiene requirements needed a lot of explanation for market participants there and raised doubts, which meant the communication for this change had to be realigned.

Project summary: Within the first three months after the start of the collaboration, the strategically precisely developed topic management and systematic press work achieved broad media presence for Netzsch in the key media within the targeted international target markets of Europe, the USA and EMEA. All invited press representatives from these target markets accepted the invitation to the press conference and interviews at the Netzsch trade fair stand at the international leading trade fair Interpak. This campaign, designed around the trade fair appearance, made it easier for sales to hold qualified sales talks at the fair and afterwards.

Reporting to: management, internal project lead

Project in brief:

• Development of a detailed communication concept and operational implementation, including target group, market and competitor analyses and ensuring a consistent strategy development
• Project management of a six-month PR campaign for a new product launch, on the occasion of an international leading trade fair, with the following sub-tasks:
• Systematize previous sporadic press activities and raise them to an international level
• Create key messages tailored to target groups
• Develop a storyline and derive stories from the strategy for all affected business areas: For press work, journalists were regularly offered a Story of the Month as a press release with clear messages
• Building trade fair PR for the company's presence at an international leading trade fair
• Contact person for journalists, handling press inquiries & coordinating information flows between the press and Netzsch management
• Creating press reviews
• Reporting and monthly documentation

Stakeholder management:

• Close coordination with the head of marketing on the client side as well as with management
• Proactively build contacts and relationships with representatives of leading international media and spark interest in Netzsch for sustainable reporting on fine grinding technology and for visiting the trade fair stand at the leading trade fair

Information event: Preparation and organization of press conferences/press talks during the leading trade fair Interpack in Düsseldorf

Success control:

• Monitoring press response, creating reports/press clippings
• Evaluating the impact of communication and deriving improvement measures for the future development of press and media work

Success:

• Just three months after the start of the PR campaign, broad media presence through consistent, regular press work about the company and about the economic benefits of energy-efficient, hygienic food production in the specialist media selected for this purpose in Germany, Europe and overseas, with a focus on the UK, USA and EMEA
• Press representatives/journalists from these geographic regions approached me on their own within the first three months with requests for interviews with the responsible managing director due to the regular press information and had already published pieces on the new type of machine before the trade fair
• This made it easier for the sales team to connect with visitors at the fair and sped up the start of qualified sales talks
• All invited press representatives took part in the press talk as the official information event on the occasion of the trade fair appearance and then reported on the company and its technical innovations
• By the end of the press campaign, 80 percent of all press releases issued had been published in specialist media

Owner-managed real estate service provider for valuation, rental and sale of commercial properties. 10 employees, turnover n/a.

Working with: owner

Task:

• Editorial optimization of a sales brochure for marketing commercial office space with a focus on sustainability
• On-site viewing of the shell construction
• Discussion with the responsible architect and project manager
• Revising the text and, if needed, rewriting it from scratch
• Replacing technical jargon and unhelpful wording with clear explanations that highlight the environmentally friendly building equipment and budget-friendly energy supply

Challenge:

The previous text about the features of a newly built office building did not convey the specific benefit that the consistently ecological and economically sustainable building offers. Interested parties could not see the business advantage that the building offers as a low-energy house compared to conventional office buildings. This benefit had to be explained in an easy-to-understand way that everyone could grasp

Bavarian daily newspaper, an association of twelve local publishers, with regional editions for Middle Franconia, parts of the Upper Palatinate and Upper Franconia. Circulation: 225,782 copies

Task:

• Cooperation with the editorial office Rewitech from Deining/Upper Palatinate
• Editorial support for special supplements published twice a year for the North Bavarian daily press on the topics of construction, maintenance, interior finishing and energy technology

Challenge:

Very short delivery deadlines, because editorial work only starts once 2/3 of ad revenue has been secured

Success:

• On-time delivery of 16 individual, carefully researched, vividly written articles with high reader value and very little correction effort, for 16 of a total of 25 free editorial pages
• This increased productivity and secured the order and revenue

Building strategic communications for market entry in Germany

A US consulting company with more than 500 employees worldwide and revenue of around 140 million US dollars. Consulting services for insourcing and outsourcing, with particular expertise in finance and accounting, human resources, IT and procurement. The US company EquaTerra had recently merged with the sourcing consultancy TPI Inc. From the European headquarters in London, the aim was now to expand to the continent and set up a branch in Germany. Under the joint name EquaTerra, market share was to be gained in the German consulting market. Since the company was virtually unknown in Germany at the time, building and carefully implementing a communications strategy was required.

The challenge: At the time of first contact, there was great time pressure on the EquaTerra side, as market entry was already planned for autumn 2008, but EquaTerra only requested external support for the first time in September. The launch date for the German market could not be moved.

Reporting to: Head of Global Communications EquaTerra, London, Managing Director EquaTerra Deutschland GmbH

The project in brief:

• Advising the German EquaTerra management and the PR managers at the European headquarters in the UK
• Communication and correspondence with EquaTerra European Headquarters in English
• Coordinating and carrying out press relations work
• Creating an initial media package with a company profile, interview and management portrait, data and facts sheet and first press information for the launch in the German market
• Proactive outreach and relationship building with representatives of German trade and business media
• Topic management to make the company known in trade and business editorial offices in Germany
• Creating and managing schedules and editorial plans
• Documentation and reporting
• Regular media monitoring and analysis of how EquaTerra is presented in the media

Success:

• Despite internal time constraints on the EquaTerra side and the resulting high time pressure, the PR launch including onboarding was still prepared within four weeks and started on schedule with an initial communications package
• A convincing conversation with the British headquarters also helped clear up the concern that their ad-heavy press information would not be accepted by German media outlets. This shortened approval and sign-off processes, so the launch started on schedule.
• Within the first three months of the cooperation, media response was generated through initial reports about the company and company profiles in the trade and business press, and further media interest in the company and its topic IT outsourcing was created

Deutscher Ingenieurverlag is a division of VNR Verlag, a specialist publisher for guides, reference books and professional information, with 414 employees and EUR 123 million in revenue. DIV planned to publish a new handbook for engineers in leadership roles. This handbook was to be accompanied by an online information portal and newsletter as well as a magazine published 6 times a year.

Reporting line: DIV project management

Tasks:

• Topic planning, editorial workflow management for the magazine and the newsletter
• Research on management trends and development of texts
• Text content for the online portal twice a month
• Creating content plans
• Coordination with project management and editor-in-chief

Success:

• Convincing range of topics through journalistic preparation for the target group of engineers, for both the magazine and the online portal
• Efficient time management through print-ready texts delivered without any further correction effort
• Expansion of a so-called pilot issue of the magazine into an information compendium published six times a year
• My hands-on professional knowledge of the reading and information habits of engineers
• The publisher valued the convincing and journalistically professional text and topic offering. This quickly generated attention and buying interest among its target group of engineers within the first year of publication

Creating a business plan, market research, creating a marketing and financial plan as well as implementation, marketing, PR and press work on my own behalf, building a sales process, making contact with first client companies

Focus: Change and B2B communication for industry and technology

Experience from projects in corporations, family-owned companies, associations and publishing houses Certified specialist editor for print and digital media. Certified project manager for digital media. Certified Kanban Team Practitioner - used in: agile process management in corporate communications

Qualifications: Setting up or realigning corporate communications as well as press and public relations work Developing strategic communication concepts and putting them into practice, for example for campaigns or in change and transformation processes Creating editorial texts/content Communicative support for market entry and brand positioning

Benefit for clients: Positioning them with effective and successful communication in their target markets and making them known and visible, and supporting their competitiveness Building acceptance and understanding among key target groups such as customers, employees, partners and investors, for example in transformation processes Agile process management in communication (Kanban)Benefit: improving workflows in communication departments for more efficient task handling

Industry experience: Mechanical and plant engineering, automotive/electrical engineering, information technology, energy technology, public sector

Special strengths: Proven experience in developing strategic communication concepts and putting them into practice Equally strong in analysing target groups, market situations and developments in the market and in current affairs Writing convincingly, explaining complex topics in a clear way, getting facts across in a powerful and concise way Agile working methods: Kanban, Scrum Leadership experience in teams of 5 - 10 members STEM degree; diploma in geology; strong affinity for science and technology

About me and how I work Flexible and proactive independent and structured way of working Consistent reliability and meeting deadlines Good communication with supervisors and team colleagues Team-oriented and results-oriented working style

Further training: 2026: Kanban-based process optimisation and AI in agile project management teams - Business Agility Nuremberg Conference

2026: Strategic project management – Munich Project Management Days 2026

2024: Agile working methods for process management, Kanban, Flight Levels, Scrum - Business Agility Nuremberg Conference:

2024: AI in corporate communication - German PR Day of the DPRG:

Willingness to travel: All over Germany and the DACH region, unrestricted, on site with the client and/or remote

Change communication in transformation processes during the restructuring of a public authority In a state civil engineering and infrastructure project in a permanent position

Head of the Engineering Geology and Measurement Technology Department: Responsible contact person for all matters relating to engineering geology, hydrogeology and foundation engineering

The civil engineering authority of the Free State of Bavaria, responsible for the construction of major water management projects, faced the challenge of making the change from a classic construction authority to an authority for water management operations. As the state major construction projects were being completed, the restructuring was to be carried out especially in the civil engineering department. Since this previous civil engineering department was to take over the measurement checks and monitoring for the stress test of two dam systems before the handover to operations as the main responsibility, the restructuring could not take longer than six months so that employees would be familiar with the new tasks in time.

The project in key points: Change management and communication

• Leading a team of specialists with up to ten employees
• Introducing employees to new tasks and work structures
• Continuous and transparent communication with employees within the department
• Responsibility for stakeholder communication internally (head of authority, department heads) and externally to the higher-level authorities (supreme building authority / Bavarian Ministry of the Environment)
• Supporting the cultural change of the civil engineering authority in order to achieve high acceptance of the need for the transformation into an operating authority, by developing and running information events and workshops across departments and areas
• Giving the authority's specialists the opportunity to present their project achievements and make them known and visible
• Creating opportunities for cross-disciplinary exchange in order to build understanding and acceptance for the concerns and needs of the individual departments

Success:

• Department-wide restructuring completed on schedule within six months
• Through ongoing communication, the development of a vision for the new role of the department, and support through training for individual team members, uncertainty was quickly reduced and trust was built
• Employees were motivated and already within the six-month restructuring period were able to carry out their new tasks independently
• The restructuring was completed as planned before the start of the large-scale multi-stage stress tests of two dam systems, so they could begin on schedule
• The transformation of the authority into an operating authority was met with high acceptance among the workforce, especially through the internal shift toward an open knowledge culture, and sparked a strong sense of WE