Google Analytics Expert in Dusseldorf

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

Independent Consultant

• Advisory focus: E-Commerce, Digitalization, Automation, Pricing, Assortment & Merchandising, Platform Strategy
• Industries: Retail & Consumer Goods
• Subject Matter Expert for leading management consultancies
• Ongoing executi...

• Created marketing content including videos, graphics for marketing and sales activities
• Developed content strategies using Adobe Creative Cloud tools for course promotion
• Additionally worked on content as director, producer and script writer
• Set up KPIs for online marketing, then analyzed analytics and engagement

• Gathered and analyzed requirements in close collaboration with business departments to develop data-driven solutions and scalable PowerBI reporting infrastructures.
• Conducted detailed error analyses and optimized existing semantic and data models to ensure a robust data architecture and high data quality and to improve PowerBI reporting.
• Developed and implemented scalable ETL processes for data preparation and integration.
• Built a wiki for table and view descriptions as well as PowerBI PowerQuery and KPI documentation to ensure a consistent understanding of data structures and key performance indicators.

• Content responsibility for two areas (careers and continuing education, as well as school, training and studies) and coordination with specialist departments
• Topic research and content planning for the online portal
• Web-friendly creation of target-group-relevant and SEO-optimized content for the online portal
• Building and maintaining multimedia content in the online portal CMS (Drupal)
• Monitoring the content of the online portal using Google Search Console and Matomo
• Ensuring the quality of the online portal through tests and analyses
• PowerPoint presentation of work results in topic conferences with BA specialist departments
• Supporting the existing online presence and analyzing and fixing errors

• AI-Enabled Analytics & Reporting: Lead a 2-person BI team, applying predictive analytics and automation to translate complex business requirements into forward-looking insights, recommendations, and financial reports.
• Advanced Data Visualization: Design and maintain 25+ high-impact Power BI/Tableau dashboards tracking company-wide KPIs and trends, structured to support predictive and automated reporting.
• Web Analytics & Insights: Own GA4 tracking and analysis, driving a 15% increase in conversion insight through deeper customer journey analysis.
• Data Pipeline Optimization: Partner with data engineers to redesign and automate data pipeline workflows, cutting manual reporting time by 20% while safeguarding data accuracy and system uptime.

• Ensured 99%+ platform availability across Android, iOS, and web, maintaining zero customer-impact and zero P1 incidents through proactive monitoring and risk mitigation.

• Led Incident, Problem, and Change Management with offshore operations and vendors, driving rapid issue resolution and improving product stability.

• Partnered with QA teams and international OpCos to validate defects, reproduce issues, and enhance product quality using real-time customer insights.

• Managed end-to-end lifecycle activities including platform migrations, infrastructure upgrades, certificate renewals, and integrations (Identity, API, Messaging).

• Established operational excellence and governance by designing service support models, leading Early Life Support (ELS) and post-launch stabilization, delivering KPI reporting, and ensuring seamless transition from project to service management.

• Product: Secure Net - Classic, Converged & Home Wifi Protect

• Product Description: The all-in-one digital security service that helps keep you and your family safe online when using the Vodafone (Mobile and Broadband) network. Get alerts if your personal information shows up anywhere it shouldn't, whilst we find and block malicious content across all your devices using.

• Clients: Vodafone OpCos - Spain, Italy, UK, Ireland, Greece, Turkey, Germany, Portugal, Romania

• Role & Location: Service Manager for Lifecycle and Operations at Düsseldorf, Germany

Worked with/on: ITSM Remedy, Jira, Confluence, Splunk, Dynatrace, Tableau, Mongo DB, Google Analytics, App Follow

• Establishment of as-is baseline performance and KPI framework
• Extrapolation of baseline-potential in relation to product, demand and organizational structure for t + 3 years into the future
• Development of measure-based improvements forecast
• Finalization of financial business modelling by including unit structure changes, commission scheme development and overhead costs
• Stack: Microsoft Excel

• Delivered comprehensive programmatic video advertising product strategy for Sportradar DSP, conducting competitive assessment, identifying product gaps, and developing prioritized roadmap recommendations; created KPI framework for campaign performance monitoring and sales enablement materials.

• Serving as ad tech product advisor for Guidepoint and Dedale Intelligence, delivering paid consultations on current and emerging ad tech market trends, product strategies, and monetization opportunities.

• Managed paid advertising campaigns on Meta for clients in both cultural events and performance marketing, optimizing audience targeting and overall campaign performance.

• Led end-to-end delivery of WHOacademy.org, defining product vision, success metrics, and execution strategy for a global learning platform built on Open edX and hosted on Azure.
• Drove program execution across cross-functional teams (UX, frontend, backend, mobile, DevOps, content), coordinating delivery of web (JavaScript) and iOS/Android applications through structured CI/CD pipelines, ensuring predictable, high-quality releases.
• Managed senior stakeholders across multiple WHO entities and external partners, aligning priorities, roadmap, and KPIs to measurable outcomes including platform adoption, performance, scalability, and learner engagement.
• Oversaw vendor and partner performance, ensuring compliance with SLAs, timelines, security, and quality standards.
• Led complex multi-organization migrations (IARC, PAHO, WPRO, OpenWHO), managing course, user, and data transitions with minimal disruption and clear risk governance.
• Provided post-launch Level 2 production support, collaborating with Global Service Desk teams and leveraging ServiceNow for incident, problem, and change management, ensuring platform stability and continuous improvement based on operational metrics.

• Focus: Visual AI consulting, enablement, service, support and strategic growth for Fortune 500 clients
• Conducted AI consulting and workshops, training up to 6+ employees to enhance AI knowledge for clients such as Microsoft and Amazon
• Designed and automated workflows, driving 35% more ROI through improved time, resource, and investment effectiveness
• Led Salesforce initiatives securing €400k pipeline within three months
• Drove AI services adoption, enabling 10× faster content streams for brand and marketing units through accelerated content creation, improved quality, and reduced licensing costs

• Campaign lead for media campaign launching Samsung Galaxy Z Fold7/Flip7 and advising on media strategies for other product and brand campaigns.
• Holistic and efficiency-focused media strategy and execution across awareness to performance marketing channels including Social Media, SEA, OLV/CTV, TV, DOOH.
• Achieved sales target ahead of schedule for the Samsung Galaxy Z Fold7/Flip7 campaign.