Google Ads Expert

• Set up backend assistants, prompt engineering, customer communication, growth strategy

• Successful implementation of AI shopping assistants e.g. Thalgo.de

Through Brandancy, I lead marketing for companies that want to move forward strategically but cannot or do not want to fill a full-time CMO position. Two models: embedded as a Fractional CMO for several months, or on a project basis as a performance marketing and SEA specialist.

Responsibilities

• Developing marketing strategy and positioning, from analysis to a concrete action plan
• Building and managing funnels and campaign structures, and optimizing conversions
• Managing paid media budgets across Google Ads, Microsoft Advertising, Meta and LinkedIn
• Technical foundation: tracking setup, GA4, GTM, Search Console, and reporting structures that people outside marketing can understand too
• SEO and GEO, meaning visibility in traditional search and AI-powered answer systems
• Integrating AI into existing marketing processes: content production, research, reporting and lead qualification
• Building and leading in-house marketing teams, and managing agencies and service providers Onboarding successors and documenting processes so operations continue after the engagement

Results

• Built a complete digital setup for a real estate company in six weeks, from tracking and campaigns to content
• As Fractional CMO, worked on-site in Madrid each month, built a digital team and led funnel and UI/UX strategy
• Consolidated the LinkedIn presence of a B2B FinTech holding company with seven subsidiaries and established a content strategy
• Handed over marketing onboarding and documentation to a new Head of Marketing, ensuring a seamless transition

Focus areas

• Fractional CMO for small and medium-sized businesses, growing companies and startups
• Performance marketing and SEA, with over 14 years of experience
• AI in marketing processes—as a way of working, not a tool demo

• Managing the operational back office
• Handling proposals and invoicing
• Supporting pre-accounting tasks
• Coordinating appointments and operational meetings
• Coordinating between management, clients and external partners
• Organizing administrative day-to-day processes

Taking over operational back-office tasks significantly reduces the workload of executive management. Administrative processes run in a more structured, reliable and efficient way, freeing up more time for clients, projects and business decisions.

Goal: Future readiness and succession readiness

• Business model assessment: Conducting Business Model Canva workshops to assess the current business model and understand collaboration (3 areas)
• Systemic structural and cultural pattern analysis & role clarification: Conducting employee interviews to clarify responsibilities, interfaces, and decision-making logic in depth.
• Strategy operationalization: Breaking down the company's strategy, mission, and vision into concrete principles and operational goals that can be lived in everyday work.
• Establishment of a feedback system

• 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

• Analysis of the existing reporting platform, including processes and governance topics, with stakeholders from Sales and Marketing.

• Detailed analysis and evaluation of customer-defined requirements for existing reporting and new dashboards to be established.

• Support for stakeholders in managing sales processes and identifying KPI trends at an early stage.

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

• Development of a proposal for the required further development of processes and the Power BI platform.

• Documentation of AS-IS business processes and derivation of company-wide KPIs, including coordination with stakeholders.

• Analysis and assessment of the customer's Power BI platform.

• Analysis of processes and data governance.

• Documentation of AS-IS business processes.

• Development of recommendations for further developing processes and the reporting platform.

• Design and implementation of dashboards in Power BI.

• Development of company-wide KPIs and coordination with stakeholders.

• Microsoft Power BI.

• Data analytics.

• KPI definition and reporting.

• Dashboard design and data visualization.

• Stakeholder management and requirements management.

• Developed and implemented the overarching marketing strategy to increase brand awareness, lead generation and customer retention, closely aligned with sales and product.
• Strategically expanded market presence in Scandinavia, Belgium, Switzerland, Austria, the Netherlands and France, including country-specific communications activities.
• Established and optimized a CRM-based funnel and lead process, including the definition of KPIs, performance reporting and continuous optimization measures.
• Planned, managed and analyzed cross-channel campaigns across SEA/Google Ads, SEO, social media, email/newsletters, events, website and landing pages, as well as conversion optimization of information architecture and user journeys.
• Developed sales-supporting content such as whitepapers, case studies, newsletters and website content, and managed press and public relations as the primary contact, including for Handelsblatt.
• Built and professionally managed the marketing team with a designer and working student; briefed and managed external agencies and service providers and was responsible for a six-figure marketing budget.

• Interim PO for a DiGA-listed digital therapy platform, ensuring compliant product development in a highly regulated SaMD environment (BfArM, BSI) while maintaining delivery pace.
• Challenge: Regulatory complexity combined with hands-on delivery responsibility and only one week of onboarding time.
• Impact: Introduced AI-assisted product development workflows with clear quality standards and reinstated regular short release cycles for faster, more precise delivery. Currently optimizing product development workflows and reducing AI-generated bloat in tickets and documentation.
• Introduced an OCR-based workflow in Langdock that automates therapy plan creation from prescription images.

• Project management and control of print production for mailings and inserts
• Advertising cost planning and control
• Management and commissioning of marketing and printing service providers
• Interface between the internal departments involved and external service providers
• Planning and management of print-based new customer acquisition

Advanced AI company building comprehension and decision-making models for defense, security, and strategic intelligence environments.

• Designing GTM narrative and positioning for a technically complex product with no direct comparables
• Building institutional partnerships with defense, security, and policy stakeholders
• Validating commercial assumptions and sequencing go-to-market in a high-trust, regulated buyer environment
• Mapping the DACH enterprise and public-sector landscape for AI adoption

Amazon FBA Seller and Amazon Freelancer for Strategic Consulting and Operative Support for Amazon Sellers

I offer the following services as an all-inclusive package, that can be tailored to your needs.

Strategy Consulting: Potential Analysis Market/Competition Analysis Margin Calculation Reporting Optimisation of Logistics Coaching+Knowledge Transfer

Product Detail Page Optimisation: Listing Optimisation Image Optimisation Keyword Research (SEO+SEA) Product Launch A+Content Creation (EBC) Product Description Bullet Points Variations & Review Management A/B Testing

Scaling: PPC Campaign Setup PPC Campaign Optimisation Keyword Research Bid Optimisation Brand Store Setup/Optimisation PanEU Expansion BuyBox Optimisation Inventory Optimisation

Strategic Marketing / New Customer Acquisition (B2B):

• Market and competitor analysis: Recorded competitors, developed evaluation matrices, outlined the provider landscape with potential customers, competitors and partners
• Designed a cross-media, personalized multi-touch campaign
• Developed the multi-touch strategy in various multi-stage versions, determined touchpoints, target companies and target persons, developed ideal customer profile and contact ideas
• Designed all individual measures: Developed concepts for letters, postcards, landing pages, e-mails, phone calls and downloads
• Visualized the process logic of the contact sequences (flowchart)
• Described the distinction from “Account-Based Marketing”
• Implementation planning: Researched providers for packaging, shipping and landing page software, negotiated terms, recommended tools and partners

Social Media Marketing:

• Goal categorization, definition and recommendations for action
• Review and selection of channels
• Design of channel management
• Developed an 11-week editorial plan (Instagram & LinkedIn)
• Developed, implemented and published image and video posts
• Campaign launch, ongoing monitoring and optimization

Search Engine Optimization (SEO):

• Website audit with indexing check
• Ranking, backlink, traffic and competitor analyses
• Analyzed search and user behavior
• Consulting on SEO risks during relaunches with domain changes
• Keyword research and recommendations for action

Results:

• Identified weaknesses in the MMM setup and attribution as a whole

Responsibilities:

• Audits of Marketing Mix Modelling, Multi-Touch-Attribution, Incrementality Testing

Channels & Tools: SEA, Affiliate, TV, Adtriba MTA & MMM, Google Meridian MMM

• Founded a freelancer collective specialized in integrated campaigns and brand experiences for startups and corporates.
• Built a network of 30+ specialists across design, content, and performance marketing.
• Delivered 360° campaigns combining storytelling, digital performance, and live activations.
• Supported clients in scaling awareness and engagement through data-driven creative strategy.