Emarsys Experts in Germany

• Project manager for the analysis, implementation, and optimization of digital processes
• Concept, management, and optimization of comprehensive marketing campaigns for lead generation via Paid Social (incl. Meta Ads, TikTok Ads)
• Concept and implementation of content production and marketing activities
• Project management in omnichannel marketing and process automation
• Implementation of digital tools to improve customer acquisition and support
• Internal stakeholder management and coordination of external service providers

• Project management in the area of "Campaign, Offer and Performance Management Classic" for PAYBACK partners from the retail, FMCG and financial services sectors
• Campaign planning, development and implementation of offer-specific concepts and measures for the channels newsletter, digital advertising (web and app), stand-alone mailings and the print mailing "PAYBACK points overview"
• Coordination with PAYBACK program partners (including American Express, Netto, EDEKA, Marktkauf & Trinkgut), PAYBACK specialist departments and agencies
• Documentation of tasks and processes as well as onboarding of the future role holder

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• Goal: Replace an outdated Shopware system with a scalable, future-proof solution based on microservices and a headless architecture.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

• Design and supervise implementation, testing and rollout of end-to-end processes and system integrations (frontend & backend)
• Integrate with OEMs (Daimler, BMW/MINI) and CPOs (Ionity and others)
• Introduce CPO discount packages with lifecycle processes
• Implement consenting process for GTC & tariff updates and marketing opt-ins via SAP Emarsys
• Automate blocking/unblocking of customers and integrate MS Dynamics CRM and proprietary 3rd level tool
• Coordinate migration and go-live of new fleet portal
• Migrate PSP from Datatrans to Adyen (credit card, PayPal) and integrate SEPA/BACS with Adyen via webhooks
• Support and enhance OpenInformer billing engine: Oracle→PostgreSQL migration, PostgreSQL upgrade, regression test suite, performance troubleshooting, invoice relocation to Azure Storage
• Identify and analyze fraud cases and implement countermeasures
• Provide problem management, incident support and hypercare after major rollouts

• 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

• Bedrock technology operations role providing the foundations on which PUMA's global product teams build PUMA.com and associated systems
• Managed a €3.5 million CAPEX portfolio including ~20 externals and 16 platform and tooling vendors
• Started up and led five functional teams for platform engineering, cloud administration, edge technology, continuous performance testing, and L2 support / incident management
• Person of last resort for mysteries, intractable bugs, compliance crises, litigation support, and black-hole issues where ownership was unclear or contested
• Sole author and driver of a multi-million-euro, multi-year RFP for Global Operations Center serving the direct-to-consumer technology estate for eCommerce, order management, and brick-and-mortar retail tech support
• Conceived, designed, developed and productionized Order Viewer, a secure internal application providing observability into PUMA.com order data at sub-second latency; independently delivered architecture, implementation, GCP deployment, SSO integration and organizational compliance.

Consulting on and implementation of technical processes in CRM and email marketing, international project management

• Driving app monetization and growth initiatives for Bundesliga products.
• Moderation of cross-team ideation workshops for idea generation.
• Amplitude Product Analytics, Google Ad Manager, Firebase.

• Digital & Omnichannel Lead: advising various brand teams on digital marketing strategies
• Product Owner for several indication areas to further develop an HCP web portal and multiple patient websites
• Development, management, execution, and optimization of (automated) personalized omnichannel campaigns along the customer journey and funnel
• Project management and leadership
• Monitoring & reporting of the respective measures
• Design, moderation, and facilitation of workshops (brand planning, digital strategy, team workshops, including brand, tech, medical, sales, legal)
• Management of external service providers and agencies
• Close collaboration in a cross-functional team with medical, brand, and sales teams, including field sales

• data integration for SAP marketing applications Emarsys and SMC
• processing data from SAP applications for email delivery
• event-driven architecture with around 50 microservices for processing several million messages per day during high season
• development of a marketing campaign management tool (frontend Angular, backend C# ASP Web API)
• support for the Product Owner in communication with stakeholders and creation of epics, stories, and tasks

• 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.

• Enterprise and IT strategy
• Digital transformation
• Process and portfolio management
• Interim IT management

• Currently working with various clients across industries—from e-shops to local businesses such as sports & language courses and consulting agencies.

• 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.