Chief Marketing Officer in Germany

With Brandancy, I take on marketing leadership for companies that want to move forward strategically but cannot or do not want to fill a permanent CMO position. Two models: embedded as a Fractional CMO for several months or project-based as a specialist for performance marketing and SEA.

Responsibilities

• Development of marketing strategy and positioning, from analysis to a concrete action plan
• Building and managing funnels, campaign structures, and conversion optimization
• Responsibility for paid media budgets in Google Ads, Microsoft Advertising, Meta, and LinkedIn
• Technical foundation: tracking setup, GA4, GTM, Search Console, reporting structures that are understood outside of marketing as well
• SEO and GEO, meaning visibility in classic search and in AI-supported answer systems
• Integration of AI into existing marketing processes: content production, research, reporting, lead qualification
• Building and leading internal marketing teams, managing agencies and service providers Onboarding successors and documenting everything so structures continue after the mandate

Results

• Built a complete digital setup for a real estate company in six weeks, from tracking to campaigns to content
• As Fractional CMO, on site monthly in Madrid, built a digital team and took responsibility for funnel and UI/UX strategy
• Consolidated the LinkedIn presence of a B2B FinTech holding with seven subsidiaries and established a content strategy
• Handed over marketing onboarding and documentation for a new Head of Marketing, and operations continued without interruption

Focus areas

• Fractional CMO for mid-sized companies, growing businesses, and startups
• Performance marketing and SEA with more than 14 years of hands-on experience
• AI in marketing processes, as a way of working rather than a tool demo

• Use of AI tools (ChatGPT Pro, Google Gemini Plus, Claude Pro, Make.com Pro, n8n, Sora, Google Veo3, Octoparse Professional)
• Creation of high-quality sales pipelines in CRM Pipedrive
• Automated lead generation and qualification via web scraping and AI analysis
• Development of social selling and sales materials
• 56% lead-to-deal conversion; approx. €140k in own closings

Providing executive marketing leadership for multiple clients across scaling B2B technology and B2C consumer brands. Driving growth through strategic marketing leadership, owning positioning, brand and go-to-market execution while building AI-enabled operating systems and company-specific frameworks that make teams faster, preserve institutional knowledge, and scale more effectively. Leading a full repositioning for B2B cybersecurity SaaS client, rebuilt the messaging architecture, ICPs, buying groups and defined a new go-to-market strategy spanning marketing and sales, including the go-to-market brand and market-facing presence

• Implementing AI-enabled knowledge and operational systems that improve execution, cross-functional alignment, and institutional knowledge retention

• Consolidating multiple separate brands for a B2C client into a single umbrella brand, with a new go-to-market strategy and operating setup behind it

• Brand modernization and digital growth strategy for a premium consumer brand, redesigning the brand architecture, customer journey, and e-commerce experience

• Establishing scalable content, marketing, and operating systems to support long-term growth and more effective execution

• Led full transformation from Cleancell to Phenogy, including rebranding and strategic repositioning
• Developed brand architecture, corporate identity and communication strategy
• Created investor pitch deck with compelling growth and market narrative
• Developed and introduced innovation process and culture principles for scale-up readiness
• Shaped strategic messaging and stakeholder alignment in cross-functional environments

• Designed and delivered curriculum at one of Europe’s largest universities (72,000+ students); rated highly above faculty average.

• Emphasis on purposeful storytelling, ethical frameworks and human-centred thinking.

• Acting as interim manager and fractional CMO in Berlin

• Competency mapping and conversion into a standardized taxonomy for over 100,000 employees.
• Efficiency improvements by job function.
• Assignment of all white-collar employees to nine divisions worldwide within four months.

• Developed and implemented company-wide marketing and communication strategy.
• Merged marketing and communications departments.
• Strengthened brand positioning among core target groups.
• Managed social media, content, and PR/corporate communications.
• Led the department; internal and external stakeholder management.
• Introduced KPI-driven marketing controlling with analytics.

• Head of marketing and finance for a 20-person company in the DACH region
• Development of marketing strategies and UX/accessibility
• Controlling and building an agile company structure
• Agency management
• Application of EN 301 549, WCAG, and BFSG

• Developed the complete concept, from conversion-optimized online marketing website to organic & paid ads strategy
• Created UGC/founder ads and coordinated service providers for Meta Ads
• Built the entire funnel and ads on Meta & Google, as well as organic programmatic display content on Instagram
• Ran LinkedIn Ads that led to an invitation to Die Höhle der Löwen (the German version of Shark Tank)
• Managed social media, campaign planning, campaign optimization, online shop design & creation, META Pixel implementation, and SEO strategy

Project highlights Stream Lead Change Management 06/2025 – 01/2026 7 months | corporation | 45 employees Leading a company-wide IT transformation stream Managing risks, dependencies, and escalations, board-level presentations Ensuring business readiness and successful change adoption before rollout. Organizing and conducting hypercare. Results: completed rollout for 30,000 retailers on schedule, passed data protection audit

Interim Head of Department 9 months | mid-sized company | 13 employees Reorganized structures, roles, and responsibilities Introduced KPI & performance management Established clear decision-making and governance structures Coached key personnel Results: revenue increase: +10%, sick leave: −60%

Interim CMO / Growth Lead 6 months | startup Led the marketing organization KPI-based growth management Prepared exit & decision-making documentation Results: +25% conversion rate,

• 0.5% churn, +4% Instagram growth per month 08/2022 – 04/2023 09/2021 – 02/2022

• Developed and implemented a B2B4C strategy, including two major pivots, leading to significant business growth.
• Directed product development and system architecture.
• Responsible for go-to-market strategy, product-market fit, marketing, sales, and branding initiatives.
• Accountable for lead generation and investor traction; assembled an international team and an esteemed advisory board.
• Devised creative, content, and digital strategy.

• Developing marketing strategies and campaigns
• Project management and coordination of external service providers
• Developing a short study on thought leadership
• Website relaunch
• Employer marketing