Google Analytics Experts

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

• Marketing Strategy: Lead the end-to-end analysis and evaluation of cross-channel marketing campaigns across the entire Customer Journey. My focus is identifying optimization potential and deriving clear, actionable recommendations that drive measurable business impact.
• Data Science & AI: Advanced predictive modeling (Churn, LTV), market basket analysis, clustering, and real-time AI-powered audience discovery utilizing RAG/LLMs.
• Marketing Analytics & Measurement: End-to-end attribution analysis, Marketing Mix Modeling (MMM), audience segmentation, conversion path analysis, and A/B testing across all major platforms.
• Data Engineering & Reporting: Designing and managing robust, multi-platform data pipelines (BigQuery, GCP) for data consolidation, automated dashboard generation, and critical API integrations.

• Development of a production-ready Enterprise AI solution for the automated processing of invoices and business documents
• Integration of Azure AI Document Intelligence and LLM technologies into existing business processes
• Development of robust REST APIs for automated document processing and system integration
• Extraction, validation, and storage of structured invoice data in Azure SQL as a base for analytics and machine learning models
• Development of an AI-based recommendation engine with machine learning and deep learning to generate personalized product recommendations based on historical purchase data
• Implementation of logging, monitoring, error handling, and validation mechanisms for stable production use
• Collaboration with business teams to define business rules and integrate the solution into existing enterprise processes

Technologies: Python, Azure AI Document Intelligence, Azure OpenAI, Azure SQL Database, REST APIs, Machine Learning, Deep Learning, OCR, Pandas, JSON, Workflow Automation

• Goal: Development and optimization of loyalty and CRM measures for a leading e-commerce platform
• Solution: Identification of promising users, increase in engagement, and long-term retention to drive revenue growth
• Definition of local CRM direct communication for specific segments
• Translation of research insights into actionable recommendations
• Planning and implementation of CRM campaigns in close collaboration with marketing and product teams
• Identification of optimization potential in direct communication
• Collaboration with external agencies on creative solutions, prototyping, and UAT
• Measurement and reporting of key KPIs

Planning, execution & moderation of crisis communication and reputation management

AQIM is a non-profit organization based in Austria. An association of interim managers from Germany and Austria. Founded in December 2024. Multi-part training with workshops and consulting for preventive crisis communication, in cooperation with the founding members and those responsible for communication. To assess crisis potential for the market entry strategy and ahead of a digital campaign.

The project in a nutshell:

Consulting and training for the purpose of:

• Analysis of crisis potential as a new market entrant and its internet-based communication activities
• Planning and developing crisis communication with targeted measures
• Developing a crisis plan to minimize reputation risks in an emergency
• Conducting training and information sessions

Success:

• What started as a one-time consulting event for preparing an information campaign became a multi-part workshop on preventive crisis communication. This not only gave the organization expertise and confidence in the event of acute challenges, but also gave the participating interim managers new skills for their day-to-day work on assignments
• The workshop enabled those responsible to launch the information campaign that was being prepared at the time and planned for six months, as scheduled at the end of January 2026 on social media
• Careful scheduling and defining how to handle critical voices in terms of terminology and tone, as well as compliance rules, ensured a smooth start and run of a 3-month information campaign

• 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

Most mid-sized companies already have their numbers. What is missing is the translation: a dashboard with forty tiles does not answer a single question that is actually asked in management.

Analysis

• Evaluation of existing data with Python and SQL
• Checking data quality and methodology before making a statement
• The result is an analysis that leads toward a concrete decision

Preparation

• Reports in Power BI and Tableau
• Interactive calculators and visualizations on the web
• Presentations and specialist texts for customers, sales and the public
• Analysis and communication from one source — that

• Modernization of a large-scale Java enterprise application*

The project is modernizing a complex enterprise application that has grown over many years. The existing Spring-based legacy system runs on Java 8, OSGi, and Eclipse RCP and is being gradually migrated to a modern, maintainable architecture with Java 25 and Quarkus.

Marcus works on analysis, architecture, refactoring, and implementation. One focus is on untangling historically grown structures and dependencies and on building a clean, sustainable Java and Quarkus technology stack.

Tools & technologies: Java 8, Java 25, Quarkus, Hibernate ORM with Panache, EclipseLink, OSGi, Eclipse RCP, Maven, JUnit, Mockito, REST, JSON, Git, Eclipse IDE, IntelliJ IDEA Ultimate, Jira, Confluence

• Project management of a simplification project to reduce effort for an IT transformation project
• Stakeholder management and preparation of decision papers for top management
• Scoping and PI planning across multiple delivery streams
• Planning requirements for the transformation project
• Creating partner and customer journeys for structured end-to-end capture of requirements
• Designing suitable tracking methods for project progress
• Coordination with IT service providers and transformation project committees

• Marketing consulting for the business units EDL@Home and Commodity (electricity & gas)
• Development and implementation of the marketing/sales strategy in close coordination with the department head
• Definition and expansion of key channels (web, app, portal, social, paid, sales partners)
• Goal, annual, and budget planning for the EDL@Home business unit
• Leading and running team workshops to define goals & develop campaigns
• Campaign/content planning for different target groups
• Concept and implementation of the regional multi-channel sales campaign incl. A/B testing
• Optimization of the customer experience across all channels
• Technical support/advice for the product teams during iterative implementation
• Building and managing a campaign dashboard to measure success
• Managing external agencies and internal teams
• Regular results presentations and reporting to department leadership
• Active stakeholder management

• PROBLEM: GTM effort is guesswork across fragmented identities and channels, with no closed feedback loop.
• BUILT: Cost-pyramid engine (L0–L3): identity resolution across ~25k entities, explainable intent scoring, and a closed decision loop (propose → execute → evaluate → learn) with calibration.
• IMPACT: Shipped v1.3.1 with a live demo; 99% of operations resolve at the free L0 tier (CI-enforced); $0 to run without any API key.

• Create a tracking concept for Google Tag Manager and Google Analytics including data layer, events, triggers, and reporting
• Manage the project team (developers, designers, performance specialists)
• Serve as communication interface between stakeholders and digital departments

• Designed role-based delivery assignment workflows, switchable between own fleet and partner carriers, with traceable status chains from „pending“ to „in delivery.“
• Designed AI-assisted route optimization, where dispatchers review drive-time-optimized route suggestions as drafts and apply them in one click.
• Designed a central planning interface for delivery and route management, bringing table view, map view, and route composition into a single workflow.
• Built interactive prototypes to align new product features early with stakeholders and engineering.

Key methods: AI-assisted Product Design, Workflow Design, Role-Based Workflows, Dashboard Design, Interaction Design, Prototyping, Logistics/Operations UX, Stakeholder Collaboration

• Led strategic IT and process consulting projects, streamlined business processes, and aligned IT systems with business goals, resulting in a 20% improvement in organizational efficiency.
• Led international transformation projects using agile and traditional methods, managing a cross-functional team of more than 15 professionals and delivering solutions on time and within budget.
• Developed cloud-based ERP/CRM systems (Salesforce, Infor, Microsoft) for clients, ensuring seamless integration and reducing system downtime by 30%.
• Led large-scale change management initiatives, actively involving stakeholders at all levels and driving the successful rollout of innovative systems in global organizations.
• Led requirements analysis and the tender process for clients, identified cost-saving opportunities, and improved operational workflows.