Adobe Analytics Experts in Germany

In-house consulting provider and driver of transformation within the group, multi-stakeholder environment and C-level.

Realignment and stabilization of a cross-functional transformation and scaling program within the group. Sharpening the target picture, priorities, and set of measures, as well as building reliable governance, planning, and steering structures. Structuring roles, responsibilities, and strategic initiatives while including AI and IT automation ideas.

• Designed program realignment and project portfolio management

• Developed strategy model and target picture for IT projects

• Structured portfolio, roadmap, and priorities

• Established governance and regular meetings

• Worked out operating model for flagship projects

• Assessed AI and automation ideas

• Clarified roles and responsibilities

• Implemented change measures

• Developed, moderated, and evaluated workshops

• Transformed 17 initiatives into a steering model

• Increased transparency and decision-making ability

• Strengthened commitment in steering

• Sharpened the operating model structurally

• Integrated three top-5 institutes

• Involved over 80% of stakeholders

• Governance

• Portfolio steering (PPM)

• Change management

• Artificial intelligence

• Workflow automation

• AI use case assessment

• Confluence

• Jira

• Stakeholder management

• Developed and maintained dynamic 5 Power BI dashboards to report KPIs, identify trends, and uncover actionable insights.
• Collaborated with Marketing and Engineering teams to optimize and implement new marketing campaigns.
• Interpreted data to identify trends and actionable insights, collaborating with stakeholders to convert them to actions and optimisations
• Continuous improvement of reports to enhance understanding of business

Large Insurance Company – Consultant Wiesbaden: Consulting support for the introduction of an integrated planning and performance management framework (operational, financial, customer) to enhance customer-centric transparency, decision-making quality, and steering capabilities across all lines of business within an insurance organization:

• Analysis of existing processes, reports, KPIs, and KPI calculation methodologies
• Design and introduction of new, standardized customer KPIs (gross/net), as well as key steering metrics with consistent linkage across all lines of business
• Recalculation, validation, and plausibility checks of KPIs based on existing and newly integrated data sources
• Conceptual support for the development of an integrated reporting and performance management setup
• Execution of customer insights analyses to identify patterns and anomalies within customer data clusters

Large retail company – Consultant in Karlsruhe: Advisory services for the setup and step-by-step implementation of an internationally deployable RELEX solution in the supply chain management environment:

• Advising overall and sub-project management on methodology, project setup and steering (e.g. agile approach, Jira configuration, RELEX phases, Jira Structure PPM)
• Strategic-operational consulting for the introduction of RELEX including best practices
• Support in defining overarching goals and requirements (2-year target picture)
• Guidance in scoping a relevant supply chain network segment for the project
• Development of a roadmap for iterative, incremental RELEX setup and rollout
• Assessment of project dependencies (interfaces, configurations, etc.)
• Advice on prioritized implementation of business requirements and data interfaces
• Support in test planning (data validation, system testing, UAT)
• Consulting on internationalization, change management, training, and knowledge transfer
• Stakeholder advisory and alignment activities between the client, implementation partner, and RELEX

Insurance company – Management Consultant in Munich: Analysis, consulting and support for the optimization of a large-scale business and IT transformation. Focus on strategically important programs and modernization projects in the area of Managed Services Operations and processes:

• Review of project plans and deliverables; analysis of programs and projects (e.g. cloud approach, process standardization, system integration, roadmaps)
• Identification of technical, functional and personnel risks and challenges; development of content-related measures and alternative solutions
• Proposal of quality improvements for program and modernization efforts
• Sparring partner and professional, technical, structural and organizational consulting for project and program management

Large retail group – Management Consultant & Stream Lead in Cologne: Consulting, process, project and product management for the introduction and implementation of a large strategic program in the field of advanced analytics, assortment and space management:

• Setup, test and rollout of a new space planning, automation and optimization product based on the existing cluster-based merchandising approach
• Definition and setup of new processes and transformation and change management measures for the new store-specific merchandising approach
• Collaboration with Advanced Analytics and IT (internal and external) for software implementations, automations, extensions and interfaces
• MVP approach and piloting in phases with gradual rollout (pilot with 80 stores, region with 500 stores, national level with 4000 stores)

Large retail company – Agile Coach & Change Agent in Cologne: Agile coach, OKR master and facilitator for the introduction of the OKR approach in a large strategic digitization program for retail stores:

• Coaching of the core team with topic managers and team leads
• Introduction to the OKR topic and setup of the OKR cycle
• Establishment of the OKR approach in teams and on a cross-team level

Delivery and logistics company – Management Consultant in United Kingdom: Consulting and coaching in the restructuring of the Data Analytics department:

• Analysis of current challenges
• Definition of overarching goals
• Development of a proposal for a new team structure
• Identification of required competencies, skills and responsibilities
• Advisory and alignment on communication and change management strategy

• Analysis of the existing reporting platform including processes and governance topics with stakeholders from sales and marketing.

• Detailed analysis and evaluation of client-defined requirements for existing reporting and new dashboards.

• Supporting stakeholders in managing sales processes and early detection of KPI trends.

• Use of Microsoft Power BI as central analysis and reporting platform.

• Developing a proposal for the necessary evolution of processes and the Power BI platform.

• Gathering current business processes and defining company-wide KPIs in coordination with stakeholders.

• Analysis and inventory of the client's Power BI platform.

• Analysis of processes and data governance.

• Recording and documenting current business processes.

• Developing recommendations for process and reporting platform improvements.

• Designing and implementing dashboards in Power BI.

• Defining company-wide KPIs and aligning them with stakeholders.

• Microsoft Power BI.

• Data analytics.

• KPI definition and reporting.

• Dashboard design and data visualization.

• Stakeholder management and requirements management.

• Conducting and evaluating web analyses
• Creating and editing tags and scripts in the area of tag management as well as banners and other client-side web elements in the area of consent management
• Technologies used in development: Tealium, JavaScript, IntelliJ, Git, Android Studio, Selenium, Appium, Adobe Analytics, Power Automate, Power App

Re-platforming an e-commerce shop to a microservice architecture

• Goal: Replace an outdated Shopware system with a scalable, future-proof solution based on microservices and a headless architecture.
• Led a full architecture consulting process and defined the microservice boundaries based on a headless architecture with commercetools as PIM/OMS and Next.js as the frontend solution.
• Developed and integrated several decentralized services (e.g. internationalization, personalization).
• Took over the configuration of central third-party systems such as Contentstack and Algolia.
• Built a stable cloud infrastructure on Google Cloud with monitoring via Grafana.

Technologies: commercetools, Next.js, Contentstack, Algolia, Google Cloud, Grafana, TypeScript, Shopware

Development of an international e-commerce platform

• Goal: Build a high-performance, user-friendly and international e-commerce platform.
• Defined a scalable, high-performance and maintainable software architecture that served as the foundation for the platform's international expansion.
• Selected a best-of-breed technology stack that enabled the development of an industry-leading shop and reduced development effort for new features by 30%.
• Ensured seamless integration of critical third-party systems (PIM, CRM, ERP) to guarantee end-to-end business processes and a consistent data foundation.
• Implemented comprehensive tracking and analytics tools for continuous performance monitoring and optimization of the customer journey.

Technologies: React.js, Next.js, commerceTools, Algolia, Salesforce, Heroku, CI/CD, PHP, Google Analytics

AI-powered personalization and customer data platform in e-commerce

• Goal: Replace static content with a dynamic, AI-based personalization strategy to increase user relevance and automate marketing processes.
• Designed and built a customer data platform to aggregate and combine customer and analytics data from distributed sources.
• Implemented automated categorization of customer profiles as the basis for delivering personalized content and product recommendations in the Shopware frontend.
• Developed a semantic similarity algorithm based on Python and OpenAI to calculate product and content similarity from user profiles.
• Built the technical connection to retail media platforms to control external ad placements along the customer journey.

Technologies: Shopware 6, Python 3, OpenAI, Elasticsearch, PHP, Symfony, Twig

Shopware tracking & consent architecture (GDPR) for 4 online shops

• Goal: Build a unified, GDPR-compliant tracking infrastructure across multiple shops with central consent management across several Shopware instances.
• Defined a comprehensive tracking guide and developed a modular architecture compatible across multiple Shopware versions.
• GDPR-compliant integration of Usercentrics and Adobe Launch through a central tag manager.
• Full tracking setup (page, order, product, user) incl. partner-specific tracking (Emarsys, Channelpilot, etc.).
• Detailed event and error tracking to proactively identify technical drop-offs.

Technologies: Shopware, Adobe Analytics, Usercentrics, Tag Manager, PHP, MySQL, GDPR

AI/LLM search engine with RAG and hybrid search (Python, Elasticsearch)

• Goal: Build an AI-powered search engine with RAG architecture and hybrid search to accurately match service providers from over 500,000 company records.
• Developed an automated data pipeline (web scraping + LLM) that continuously crawls company data and converts it into structured formats using LLMs.
• Implemented a RAG workflow incl. vectorization for semantic search to increase search accuracy and relevance.
• Configured and fine-tuned Elasticsearch for hybrid search (vector + keyword search).
• End-to-end development of backend API, frontend and deployment on live servers.

Technologies: Python, FastAPI, Elasticsearch, LLM, RAG, React, Docker, Web Scraping

AI/computer vision system (Python, ML) – object detection under difficult conditions

• Goal: Develop an AI-powered recognition system with reliable performance even in rain, fog, snow and darkness.
• Built and annotated a large training dataset incl. difficult conditions.
• Trained a YOLO-based object detection model; carried out systematic error analysis and improved data quality and preprocessing.
• Coordinated with stakeholders through regular status updates.

Technologies: Python, Machine Learning, TensorFlow, PyTorch, YOLO, OpenCV

• Designing new apps as well as enhancing and running 29 Angular apps for digital claims in an Nx monorepo
• Maintaining and improving a shared component library with ~300 libraries for multiple product teams
• Migrating all apps to a new design system including its component library and systematic refactoring
• Developing and maintaining the CI/CD pipelines (Jenkins, Azure DevOps, Terraform, AWS)
• Managing releases independently including branch handling, versioning, PR coordination and production deployment
• Implementing and maintaining tracking (Adobe Analytics)
• Ensuring accessibility according to BFSG/WCAG
• Test-driven development (TDD) with Jest and Cypress
• Code reviews, mentoring and setting up best practices in the team
• Technologies: TypeScript, Angular 16-20, RxJS, NgRx, Nx (Monorepo), npm, HTML, (S)CSS, Storybook, Jest, Cypress, Cucumber, Husky, Node.js, Git, AWS, Azure DevOps (Repos & Pipelines), Jenkins, Terraform, TDD, BFSG, WCAG, Nexus, IntelliJ, Adobe Analytics

Industry: digital sovereignty, public sector

Responsibilities:

• Project coordination (teams: consulting, development, testing, deployment/operations)

Products and standards:

• Jira, Confluence, Asana, Miro, Mural
• Open Source, Keycloak, Open Xchange, ownCloud

• Developed data-driven performance strategies and managed cross-functional agency teams.
• Led KPI forecasting, budgeting, and implemented scalable creative solutions.
• Linked creative insights with analytics to increase marketing efficiency.
• Developed inspiring campaigns based on brand strategy and data-driven insights.
• Performed budget planning, forecasting, and full KPI accountability.
• Led and executed an agency pitch for performance marketing.

• Strategic rebuild and initial integration of the B2B CRM as the basis for a scalable and sustainably automated lead management process
• Building and optimizing CRM processes and CRM campaign management לאורך the entire customer lifecycle
• Developing, planning, and implementing lead generation strategies for trade fairs, roadshows, partner sites, and other relevant B2B touchpoints
• Designing and modeling differentiated customer journeys and workflows for different target groups, touchpoints, and phases of the customer lifecycle
• Designing first-touch and branding flows to systematically move new contacts into automated CRM journeys
• Building lead nurturing processes for automated qualification, activation, and further development of leads until they are ready for sales
• Designing and implementing marketing automations to reduce manual processes and scale the delivery of relevant content
• Developing and optimizing automated lifecycle campaigns based on user behavior, interactions, interests, and lead status
• Campaign management for email marketing and B2B communication, including editorial newsletters, trigger and automation emails, as well as ad hoc campaigns
• Responsibility for newsletter sign-ups as well as optimization of the underlying processes and consent journeys
• Consent management and optimization of opt-in processes as the basis for compliant and scalable CRM communication
• Planning and implementation of ad hoc campaigns including A/B testing as well as continuous optimization of content, sending logic, and conversion
• Analysis and evaluation of CRM performance and derivation of specific measures to increase engagement, lead quality, and conversion
• CRM strategy consulting and workflow modeling with a focus on automation, scalability, and a consistent customer experience
• Technical setup and structuring of data instances as well as coordination and support of data migrations
• Optimization of data and system processes as the basis for automated and target-group-specific CRM communication
• Internal and external stakeholder management as well as coordination of interfaces and external agencies
• Technical project management from strategic concept development through implementation to analysis and continuous optimization

• Interim responsibility for the affiliate marketing activities of MediaMarkt and Saturn
• Planning and execution of Q3 activities with a focus on Black Friday preparation
• Management and development of existing partner programs through EasyMarketing
• Expansion and activation of publisher and partner networks
• Project and account management, as well as campaign control and reporting
• Analysis and optimization of performance to increase revenue and efficiency
• Ensuring a smooth handover to internal teams

I help marketing teams and leaders get from data to decision - understanding their business model, defining what to measure, and building the tracking and reporting infrastructure to make it happen.

• Built and optimized analytics setups for 60+ clients across D2C, E-Commerce, SaaS, LeadGen and Subscription businesses in my career - from early-stage startups to enterprises
• Core focus: GA4 & GTM tracking architecture (incl. server-side), consent-compliant measurement, marketing dashboards (Power BI) and attribution
• Trusted long-term partner: most client relationships extend well beyond the initial project into ongoing strategic and operational support (NPS > 9.4)
• Regularly act as analytical sparring partner for marketing leads and C-level stakeholders, bridging the gap between data, tech and business strategy

• Strategic support for the CRM team in Kiel for Jaguar Land Rover.
• Development and implementation of industry-specific CRM strategies for marketing automation for Jim Beam.
• Development and implementation of target group-specific anti-churn and retention strategies for Landesbank Berlin.
• Selection and onboarding of service providers and agencies for Melitta.
• Consulting on the development of strategic processes and on the selection and implementation of a marketing automation software for Miles & More.
• Development and establishment of segmentation approaches based on use cases and customer value for NIVEA.

• Working as a freelancer with a focus on website analysis, conversion rate optimization, and mouse-tracking tools
• Tools: Asana, Clarity, Jira, Contentsquare, Google Analytics, Hotjar, Shopify, VWO