Simone G.-Consultant for Marketing Strategy, Implementation, Customer Experience & Sales Performance

Omni-Channel Journey Optimization for Fiber Optic & O2 Internet at Home

Result: E2E journey optimization for O2 fiber optic and significant churn reduction throughout the entire life cycle.

• Weakness analysis (O2 fiber optic): E2E mapping of customer interactions for O2 fiber optic to uncover drop-offs at digital touchpoints and address them directly.
• Omni-channel architecture: Design of a seamless customer experience for the launch of the new installation service – from first sparking interest, through appointment booking, to the technician's on-site visit.
• Retention campaigns (anti-churn): Development of an automated communication logic that engages customers during the critical waiting period until fiber optic service becomes available at their address and reduces cancellation rates.
• System management: Definition of specific needs-based clusters and creation of relevant communication templates and content (email, letter, POS), including the logic rules for the IT infrastructure in line with system communications.
• Research into cancellation causes: In-depth analysis of the buyer and onboarding journey to identify reasons for cancellation and derive effective countermeasures.
• Data-driven CX insights: Integration of new metrics into brand tracking to measure the impact of marketing activities, analysis of satisfaction surveys (Medallia) and implementation of measures to improve NPS, Effort Score and Feedback Satisfaction Index scores.

Go-to-market for Fiber Optic & O2 Internet at Home

Result: Comprehensive GTM strategy, successful product launch and cross-media regional campaigns for the new fiber optic portfolio

• GTM strategy: Development of the go-to-market concept for the new fiber optic portfolio, including regional marketing approaches and commercial business case calculations.
• Cross-departmental project leadership: Management of the product launch in an agile setup, as well as strategic briefing and alignment of the core teams across Brand, Sales, Customer Service and Existing Customer Communications.
• Regional & national campaign management: Planning, management and targeted delivery of high-reach omnichannel campaigns to promote regional FTTH expansion.
• Cross-media planning & creative development: Comprehensive media planning and exploration of creative, locally effective approaches across the full media mix (TV, out-of-home, radio, digital and social media).
• Content creation: Creation and management of content tailored to target audiences.
• CX optimization: Optimization of the customer journey in the fixed-line segment to sustainably increase conversion rates at key touchpoints.

Best Global Brands

• Brand Transformation: Strategic contribution to defining sustainable brand purposes and authentically embedding them in the brand core of international corporations (automotive, sporting goods manufacturer, high-end retail brand).
• Post-Merger Brand Architecture: Support with the strategic realignment of brand architecture following M&A scenarios and company acquisitions for an international payment service provider.
• Brand & Coherence Audit: In-depth, data-driven analysis of Brand Experience and Brand Strength to develop actionable roadmaps for consistent global brand management. Also used as a basis for successful inclusion in the renowned annual Best Global Brands ranking (Monetary Brand Valuation).
• Growth Insights: Gathering robust qualitative and quantitative insights from evaluation processes to identify new market opportunities and develop strategic management recommendations.

• Go-to-market strategy
• Growth strategy
• Brand positioning
• Opportunity analysis
• Customer Experience
• Marketing management
• Communications strategy
• Implementation of digital marketing initiatives
• Online sales
• Performance marketing
• KPI management
• Market Research
• Project management
• PMO

Performance Marketing for Motor, Property & Life Insurance

• Campaign management: Responsible for the full campaign cycle, from initial creative development and media planning through final launch setup and ongoing monitoring, for high-reach digital campaigns, with an annual budget of €9 million.
• Budget & agency management: Performance-focused media planning, allocation, and optimization of the cross-channel marketing budget, including Search Engine Marketing/SEA, Performance Display, Social, Programmatic, Native, Remarketing, regional targeting, Content Marketing, Email, Affiliate, and partnerships; as well as effective management of the creative and media agencies involved.
• High-Performance Landing Pages: Developed and designed target-group-specific landing pages and continuously optimized their conversion rates (CRO) to significantly increase leads and sales.
• Application and Purchase Journey Analysis: Ongoing monitoring and data-driven analysis of weaknesses in digital application and purchase journeys to specifically reduce drop-offs.
• A/B/Multivariate Testing: Developed hypotheses and conducted testing across the entire Customer Journey.
• Measurable Sales Success (Result): Rigorous KPI analysis with a clear focus on online sales, including a proven 400% increase in online motor insurance purchases, as well as regular reporting to top management.
• Led the integrated product launch and digital campaign for the new motor insurance product, with responsibility for 7 subprojects.

Market launch of the property insurance product “Mein Haushalt”

• Strategic launch preparation: Developed and implemented the comprehensive digital strategy for Online Marketing & Sales to introduce a new bundled property insurance product.
• Positioning & cannibalization protection: Defined the digital value proposition for the target audience and strategically integrated the new product into the portfolio to protect existing product lines.
• User-centered customer journeys: Designed intuitive digital customer journeys across platforms to reduce complexity and simplify product selection.
• Online channel optimization: Shaped the digital market presence through targeted campaign landing pages and content pages.
• Go-to-market campaign across SEM, Display and Social Media.
• Measurable sales growth (result): Significantly increased digital sales across the entire property insurance division by expanding reach and sustainably optimizing the conversion rate.

• Launched the new prepaid brand WhatsApp SIM
• Built all eCommerce activities, including SEA, Performance Marketing, Affiliate, Email, Social Media, website design and content
• Conversion rate optimization as well as TV and radio ads
• Functional team leadership
• Budget responsibility of € 5 Mio.
• Managed six agencies

GTM development, successful market launch of the prepaid brand, setup of all eCommerce activities and marketing funnels, TV, website & content

Customer Relationship Manager: Cross-channel customer retention for the BASE and E-Plus brands, responsible for online contract renewals + inbound calls

Strategy Consulting

Strategy projects covering brand positioning, go-to-market strategy, growth strategies, marketing management, marketing ROI, communications strategy, customer experience management, market research, customer retention

• International brand positioning: Developed global positioning strategies to systematically and sustainably enter new strategic growth markets (including for Car2Go and ESET antivirus software).
• Marketing ROI: Developed and piloted a marketing monitoring system to improve the efficiency of global budget management (Mercedes-Benz Vans). Created transparency around the success of the marketing budget and developed a monitoring tool and process for effective marketing budget allocation.
• E-commerce growth strategies: Developed a customer-focused growth strategy to double revenue at Delticom by building a deep understanding of customers through primary and secondary research.
• Data-driven growth strategies: Generated well-founded quantitative and qualitative insights from brand assessment processes to identify new growth opportunities and formulate strategic management recommendations.
• CRM & customer value optimization: Designed and launched a data-driven CRM strategy for the Haufe Group to increase customer lifetime value over the long term and improve customer retention efficiency.
• Supported change management processes to implement a customer-driven organizational culture (RUAG).

• Co-responsible for a $ 10 million B2B business unit
• Managed sales and marketing activities across Europe
• Achieved a 25 % increase in revenue
• Acquired a high-volume wholesaler with € 1 million in annual revenue
• Organized and managed trade fair appearances and industry events

• Managed B2B key accounts
• Delivered product training
• Increased sales