Google Analytics Expert in Munich

• Concept & IT implementation of inbound B2C campaigns, BPM process documentation
• Cross-functional implementation of several whitepapers / guides
• Setup of the customer journey with MS Dyn365 / CRM: Forms, landing pages, campaigns
• Project controlling, process documentation, testing and training / coaching, analytics reports
• Hands-on implementation & on-time launch of all campaigns for digital customer acquisition

• 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 Punkteübersicht”
• Coordination with PAYBACK program partners (including American Express, Netto, EDEKA, Marktkauf & Trinkgut), PAYBACK departments and agencies
• Documentation of tasks and processes as well as onboarding of future job holders

Re-engaged to own two product streams end to end, from concept and UX design through to AI-assisted implementation.

• Redesigned the offer and follow-up journey across 38 insurance plans, 16 providers, and four age segments, spanning web, WhatsApp, email, and SMS.
• Launched the rebuilt conversion flow in a live A/B test against the legacy version - evaluation still in progress.

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

• Clarification of project objectives, scope and the target business vision for building the AI-based knowledge database.
• Derivation of the initial architecture and implementation strategy for the Zasterbot chatbot, including separation of the MVP and further development stages.
• Development of a target business vision for building a structured knowledge database and integrating a future chatbot.
• Derivation and prioritization of use cases for information retrieval and provision by the chatbot.
• Modeling of data structures and flows for the effective organization of the knowledge database on the Base44 platform.
• Design and implementation of data models for storing and linking relevant information.
• Development of processes for extracting, analyzing and preparing raw data for the knowledge database.
• Ensuring data consistency and quality as the basis for the future chatbot.
• Planning the integration of Large Language Models (LLMs) and Retrieval-Augmented Generation (RAG) for precise and context-specific answers.
• Implementation of functions for analyzing and displaying data from the knowledge database.
• Use of the Base44 platform with JSON Schema-based entities and a flexible permission concept.
• Implementation of Deno functions for backend logic, event processing and connecting external APIs.
• Integration of OpenAI services for initial data analysis.

• 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

• Managed brand development from positioning through to the operational marketing structure
• Planned and implemented opening events
• Built up social media, including content creation and community management, as well as coordinating the website and external partners
• Developed marketing strategies to increase visibility and customer traffic and introduced basic marketing and communication processes

Member of the Revenue Operations Leadership Team

• Lead a global 13-person marketing organization across brand, demand generation, digital, and partner marketing, with responsibility for a €5M budget and international growth programs.
• Define market positioning, value propositions, and messaging for complex cybersecurity and AI-enabled software, translating technical capabilities into clear customer, partner, and commercial value.
• Generated €45M in annual pipeline through integrated demand generation, ABM, and partner programs aligned with priority ICPs and revenue targets.
• Doubled marketing ROI within 12 months by reallocating investment, strengthening performance governance, and introducing AI-enabled workflows.
• Established RevOps-aligned planning and shared performance frameworks with Sales, improving funnel transparency, prioritization, and commercial accountability.
• Delivered double-digit revenue growth among strategic partners through MDF-supported and campaign-in-a-box growth initiatives in a newly launched partner relationship management tool.
• Introduced AI-supported content, lead-nurturing, and workflow automation using Claude, ChatGPT, and n8n, reducing marketing turnaround times by 30%.
• Represented WithSecure in European cybersecurity policy and industry forums, contributing to positioning papers and executive-level stakeholder engagement.

• 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

• Building, implementing and selling automated Data Science solutions such as Scorecard Factory and Forecast Factory
• Implementation of automated end-to-end cloud processes
• Development of LLM and NLP models
• Creation of interactive reports
• Support for national and international large corporations as well as medium-sized companies in implementing ML projects

• Defined the vision, strategy, and roadmap of AI-powered analytics products, ensuring they met the business needs of Sales, Marketing, Finance, and executive teams across Europe.
• Collected business requirements, prioritized AI product features, and led Agile development of forecasting and analytics solutions. Defined product specifications, user stories, and acceptance criteria to ensure successful delivery.
• Collaborated with business stakeholders, Product Owners, data scientists, ML engineers and software engineers to transform AI models into scalable business products and integrate AI insights into operational workflows.
• Designed and implemented Generative AI solutions leveraging Large Language Models (LLMs) to automate reporting and enable natural-language querying of enterprise data, reducing manual effort by approximately 30%.
• Defined product goals and success metrics, tracked product performance and user adoption, and continuously improved the product based on user feedback and business results.
• Established data governance, master data quality and reporting standards across SQL, BigQuery and Power BI environments to ensure reliable, secure and scalable analytics.

• More than 20 years of experience in optimizing digital business models, multichannel marketing strategies, traffic generation and conversion optimization.
• Developed a unique perspective across various industries and their challenges by working in multiple roles throughout the career.
• Service portfolio includes strategic alignment of all marketing disciplines (digital and analogue) to target groups, goals and KPIs.
• Analysis and optimization of all existing marketing channels, including SEA, SEO, TV, social media, display and affiliate.
• CRM focus on identification of cross-selling potential, expansion of customer lifetime value and strategies to minimize churn.
• Data-based marketing: tracking and analyzing all possible data across the user journey.
• Setup and implementation of new technologies such as advanced tracking methods (Server2Server), BI/web controlling and AI tools.
• Operational and strategic know-how in all marketing disciplines.
• Strong team player, developing new marketing potential collaboratively and sharing know-how at any time.
• Troubleshooting complex marketing and business problems in a structured and efficient manner.
• Coaching and development of employees, including onboarding, offboarding and recruitment of new team members.
• Experience across industries such as retail/eCommerce, telecommunication, entertainment, insurance, industrial manufacturing and digital agencies.
• Worked with or for customers and employers including Kind, Telefónica, Payback, Allianz, Home Shopping Europe, Amazon Prime Video, Maxdome, PosterXXL, Sky, Klickparts.com and Ration1.de.
• Experience in B2C, B2B and B2B2C projects.
• At KIND: management and execution of all affiliate marketing activities, Native and Display campaigns, CTV campaigns and approximately 30 campaigns simultaneously.
• Built and managed partnerships with Doctolib, DeutschlandCard, Payback and dm.
• Planning, management and performance monitoring using Google Analytics, Jentis, Looker, Power BI, ThoughtSpot, Salesforce and SAP.
• Managed budgets of approximately EUR 450,000 and individual campaign budgets between EUR 30,000 and EUR 300,000.

• Owned requirements management for a connected mobile app integrating live vehicle hardware and embedded systems, from analysis through implementation (Requirements Management). App has grown to 500,000+ Google Play downloads and 5,800+ App Store ratings (4.4/5), ranking #170 in Germany's Navigation category.
• Steered digitalization and process optimization projects, coordinating between specialist departments, development teams, and external partners.
• Formulated requirements as user stories and acceptance criteria, accompanying implementation through testing and release.
• Applied genuine, practical AI Fluency to identify automation opportunities and accelerate delivery work. Applied SAFe and PRINCE2 methodologies; earned SAFe® 6 POPM and PRINCE2® Foundation certifications while in this role. Certified in Anthropic's AI Fluency framework.

First network for professionals working on circular business models

Founded a global network for professionals working on circular business models to connect, collaborate, innovate, and scale impact.

• Partnered with the City of Munich and Circular Munich on a 3-year strategy to improve data collection and textile reuse in Munich.
• Advised 5 SMEs on how to pilot, scale and optimize circular business models for profitability and sustainability.
• Produced market research on the circular business landscape to highlight opportunities, trends and risks.