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• Strategic consulting for the implementation of a CTV sales concept in the livestreaming area - sports
• Consulting and support in selecting sales partners
• Strategic consulting and screening of ad technologies, their integration, and delivery of an integrated business workflow
• Stakeholder management and management support
• Pricing, cost and benefit analyses
• Sub-project leadership for external and internal stakeholders and teams

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

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

• Responsible for all online marketing activities of the brands Adam & Eve, Augenmanufaktur and fleeky

• Planning and execution of the automated customer journey for newsletter mailings, including improving the conversion rate.
• Developing and implementing targeted and seasonal email campaigns.
• Analyzing campaign data to optimize customer outreach.
• Increasing open rates through targeted segmentation strategies.
• Coordinating the creative team to design engaging content.
• Creating monthly performance reports to measure success.

• 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

• Content Management: Developing the messaging and creating content for the website, brochure, and social media activities as part of a product launch in the USA (neurosurgery)
• Strategic Marketing: Developing the customer profile, positioning, and messaging as part of the go-to-market strategy for a product launch (ENT surgery)
• Briefing and managing external service providers as well as stakeholder management

• 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.