Sabine P.-Digital & AI Transformation Lead | Interim Management
Check rate
Experience
AI Consultant
2coach
The consultancy is developing AI agents for managers for a client. The underlying logic is built in GPTs, while the client works with Microsoft.
In progress:
- Designing and implementing agents for people management and leadership development in Copilot Studio
- Transferring the GPT logic to the end client's Microsoft environment
Website Product Owner (Interim)
RheinEnergie
Starting point:
A product owner was needed to further develop the website, including to meet accessibility requirements.
Results:
- Led a 12-person team across development, UX/UI, content, SEO and analytics
- Fully achieved 2025 online sales targets
- Reduced accessibility errors by around 80%
- Increased leads from campaign pages by 100%
- Introduced a new information architecture and horizontal navigation
Digital Marketing Team Lead (Interim)
Block-Gruppe (Block Marketing / Eugen Block Holding)
Starting point:
The internal digital team had broken up, putting support for all digital channels at risk. The new managing director was tasked with reorganizing the entire marketing function.
Results:
- Advised management on organization and team structure
- Built a 4-person digital team and led it steadily through restructurings
- Introduced clear processes with business units and agencies
- Managed 10 brand websites and delivered 8 relaunches on time and within budget
- Redesigned and launched the new group website block-gruppe.de as project lead
Senior Digital Manager, Acquisition & UX
RheinEnergie
Starting point:
The online channel needed to contribute more to sales. The UX team also lacked capacity, and there was no clear ownership for managing online sales.
Results:
- Took responsibility for the online channel: translated goals into action, developed business cases and forecasts, and prioritized initiatives
- Quadrupled the conversion rate (+300%)
- Reassessed customer journeys using customer interviews and pain point analyses
- Redesigned the ordering process, from tariff calculation through to tariff presentation
- Introduced A/B testing and trust elements such as Trustpilot
Product Owner & UX Analyst
Telefónica Germany
- Analyzed customer journeys and developed a UX roadmap to optimize conversion for o2 and blau
- Repositioned the CURVED portal and optimized navigation in the webshop
Product Owner Content Management Shop
Gebr. Heinemann
Starting point:
The shop CMS needed to be migrated as part of a complete online shop relaunch, and international rollouts needed to be prepared. Support was also planned for the content manager, who then left the company at short notice.
Results:
- Migrated the CMS from Magento to SAP Commerce and set up content for 4 country shops
- Improved the omnichannel content process and introduced consistent asset usage
- Took over content management and trained the new content manager
Senior Digital Project Manager
Beiersdorf
- Managed the largest relaunch of the corporate websites beiersdorf.com worldwide
- Set up content for 5 countries, on time and within budget
Head of Online Shops (Interim)
Thalia Bücher
- Led a six-person team, reorganized responsibilities and brought the team together around a shared way of working
- Standardized and further developed the technology, user experience and templates of eight online shops across the DACH region
Interim Product Owner & Digital Consultant
Sabine Pröpsting
- Develop and further develop digital products, services and platforms from strategy through to implementation
- Roles: Depending on the assignment, I work as a Digital Team Lead, Product Manager, Product Owner, Project Manager, Consultant or Interim Manager
- Assignments as Interim Manager, Team Lead, Product Owner and Digital Consultant
Areas of focus:
- Building and managing digital teams
- Further development of digital products
- Website and online shop launches and relaunches
- UX and conversion optimization
- Identifying and assessing relevant AI use cases in marketing and product processes
- Implementing AI agents and automations (including with make.com, n8n)
Digital Team Lead / Senior Web Manager
Telefónica Germany/HanseNet
- Led an eight-person team, developed employees into senior roles and guided them through the integration into Telefónica
- Further developed the online shop and customer portal (nearly doubled conversion (+80 %))
Senior Expert Internet / Subproject Manager
Deutsche Post AG
- Responsible for the deutschepost.de website and the digital marketing strategy
- Delivered several relaunches on time and within budget
- Managed the Fulfillment & Products subproject during the development of the new online shop, then built and led the marketing team
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Professional Services, Transportation, Retail, Telecommunication, Utilities, and Food and Beverage.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Project Management, Product Development, Information Technology, and Sales.
Summary
Over 25 years of experience in digital product development and transformation, self-employed since 2011 as an interim manager, team lead and product owner.
Led teams of up to 12 people and built new teams and structures. My strength: structuring and simplifying complexity, clarifying responsibilities, and aligning business units, IT and management around a shared goal.
Today, my focus is AI: identifying and prioritizing use cases, introducing AI agents and automation, and guiding teams through change.
How I help: Supporting companies and business units with digital transformation, increasingly with AI:
- Manage digital projects: Take responsibility for products, platforms and relaunches from strategy through go-live
- Build teams and structures: Set up digital teams, clarify roles and processes, and guide people through change
- Introduce AI: Identify where AI can make a real difference, redesign processes and manage the implementation across the organization, even without a dedicated AI team
Selected achievements
- Quadrupled conversion rate by redesigning the online ordering process (RheinEnergie)
- Fully achieved 2025 online sales targets, increased leads from campaign pages by 100%, and reduced accessibility errors by around 80% (RheinEnergie)
- Built a digital team and led it steadily through several restructurings; delivered 8 relaunches on time and within budget (Block Gruppe)
- Nearly doubled conversion (+80%) by further developing the webshop and customer portal for telecommunications sales (HanseNet / Telefónica)
- AI agents in practice: two Copilot agents for managers, developed for a client (2coach), plus around 30 agents and workflows developed through training, around 10 of which are in productive use
Skills
- Digital Transformation
- Ai Use Cases
- Ai Agents
- Process Automation
- Process Analysis
- Change Management
- Team Building And Leadership
- Interim Management
- Product Ownership
- Roadmapping
- Stakeholder Management
- Agency Management
- Budget Responsibility
- Kpi Reporting
- Ux
- Customer Journeys
- Conversion Optimization
- Accessibility
- Eu Ai Act
Industries:
- Energy Supply
- Telecommunications
- Retail And E-Commerce
- Consumer Goods
- Logistics
- Hospitality And Hotels
- Consulting
Ai And Automation:
- Copilot Studio
- Langdock
- Make / Make.Com
- N8n
- Claude
- Chatgpt
Product And Collaboration:
- Jira
- Confluence
- Figma
- Miro
Methods:
- Scrum
- Service Design
- Design Thinking
- Customer Journey Mapping
- A/B Testing
Analytics:
- Google Analytics
- Etracker
- Tableau
Cms And Commerce:
- Sap Commerce
- Firstspirit
- Sitecore
- Coremedia
- Typo3
- Wordpress
- Magento
Languages
Education
Westfälische Wilhelms-Universität Münster
Diplom-Kauffrau · Businesswoman · Münster, Germany · 2,7
Focus: Marketing and Distribution & Retail
Certifications & licenses
AI Integration Expert (in progress)
Leaders of AI
Certified Service Design Thinker
XDi
Certified UX & Usability Specialist
XDi
KI-Führerschein
snipKI
Leaders of AI und Hochschule Fresenius
Statistics
Experience
Global experience
Expertise
Qualifications
Frequently asked questions
Have questions? Find more information here.
Sabine is based in Hamburg, Germany and can operate in on-site, hybrid, and remote work models.
Sabine speaks the following languages: German (Native), English (Intermediate), Spanish (Elementary).
Sabine has at least 28 years of experience. During this time, Sabine has worked in at least 11 different roles and for 10 different companies. The average length of individual experience is 3 years and 7 months. Note that Sabine may not have shared all experience and actually has more experience.
Based on recent experience, Sabine would be well-suited for roles such as: AI Consultant, Website Product Owner (Interim), Digital Marketing Team Lead (Interim).
Sabine's most recent position is AI Consultant at 2coach.
In recent years, Sabine has worked for 2coach, RheinEnergie, Block-Gruppe (Block Marketing / Eugen Block Holding), and Sabine Pröpsting.
Sabine is most experienced in industries like Professional Services, Transportation, and Retail. Sabine also has some experience in Telecommunication, Utilities, and Cosmetics.
Sabine is most experienced in business areas like Marketing, Project Management, and Product Development. Sabine also has some experience in Information Technology and Sales.
Sabine has recently worked in industries like Professional Services, Utilities, and Food and Beverage.
Sabine has recently worked in business areas like Information Technology, Product Development, and Marketing.
Sabine attended Westfälische Wilhelms-Universität Münster for Businesswoman.
Sabine has 6 certificates. Among them, these include: AI Integration Expert (in progress), Certified Scrum Product Owner®, and Certified Service Design Thinker.
Sabine is immediately available part-time for suitable projects.
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Calculated based on our freelancers’ daily rates as of 11 Nov 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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