Google Tag Manager Expert in Hamburg

I help marketing teams and leaders get from data to decision - understanding their business model, defining what to measure, and building the tracking and reporting infrastructure to make it happen.

• Built and optimized analytics setups for 60+ clients across D2C, E-Commerce, SaaS, LeadGen and Subscription businesses in my career - from early-stage startups to enterprises
• Core focus: GA4 & GTM tracking architecture (incl. server-side), consent-compliant measurement, marketing dashboards (Power BI) and attribution
• Trusted long-term partner: most client relationships extend well beyond the initial project into ongoing strategic and operational support (NPS > 9.4)
• Regularly act as analytical sparring partner for marketing leads and C-level stakeholders, bridging the gap between data, tech and business strategy

• Planning, steering, and monitoring the Corporate Responsibility Tech Enablement project for IT
• Concept and implementation of the EUDR (EU Deforestation Regulation)
• Concept and implementation of the Eco-Design Regulation
• Continued support of projects within the Corporate Responsibility strategy
• Definition and review of guidelines (e.g. governance, success metrics) and, if needed, analysis of issues and their solutions
• Overall project management, marketing, communication, and quality assurance for the projects
• Creation of the project plan including timeline/roadmap, budget, and resources
• Ensuring compliance with budget and deadlines
• Defining guidelines for project control, methods, and priorities
• Planning and tracking resources and effort, also together with other IT teams
• Evaluation of projects and preparation of results (reporting to management)
• Identification and reduction of risks
• Regular communication with stakeholders
• Steering internal and external stakeholders and service providers (Jira, Confluence, backlog management, task tracking, SharePoint, MS 365 platform etc.)
• Development of standards and process automation

Label: Azure Cloud, Jira, Confluence, Power BI, SAP BW, AWS, Miro, Bee360, Draw.io, SharePoint, MS 365 platform, Trello etc.

• Project leadership for the relaunch of the B2B online shop based on SAP Commerce (formerly Shopware 5)
• Coordination of internal and external resources
• Stakeholder management and requirements management
• Support in the functional concept design of features
• Creation of project reports and running SteerCo meetings
• Leading and moderating regular meetings and alignments
• Consulting on the company's e-commerce strategy
• Sparring partner for the Head of E-Commerce

As a bridge between Legal, IT, and Marketing, my responsibilities include conducting technical due diligence, documentation, and designing privacy-compliant IT functions across multiple B2P Telefónica Germany brands as part of the RAITT digitalization program. Focused on aligning web and app services with GDPR, TDDDG, and Privacy by Design & Default principles.

Core responsibilities included analysing and visualising data flows across customer journeys, validating tracking and martech integrations, and supporting IT teams in designing privacy-compliant digital architectures. Delivered documentation for internal legal assessments and maintained OneTrust governance and cookie-banner accuracy.

Services and technologies involved:

• Identity & Authentication: CIAM (OAuth2, OIDC), login and session handling, customer account services
• Analytics & Measurement: Google Analytics (GA4), Google Tag Manager (Server-side Tagging & Data Stream Design), event tracking and tagging
• Advertising & Attribution: Google Ads, Google DoubleClick / Campaign Manager, Meta Pixel, affiliate partner integrations
• Experience & Personalisation: Adobe Experience Manager (AEM), Adobe Target, Adobe Experience Platform (AEP), Adobe Edge Network
• Security & Delivery: Cloudflare (CDN), PayPal FraudNet
• Compliance & Governance: OneTrust CMP, consent categories, cookie governance, TDDDG-compliant banner logic
• General web/app services: partner APIs, data transfers, tracking schemas, consent-dependent data activation

• Conducted market and keyword research targeting enterprise buyers and procurement managers

• Built and managed Google Search campaigns focused on high-intent keywords such as “network infrastructure Baku” and “enterprise IT procurement”

• Wrote high-performing ad copy that emphasized BestComp’s vendor partnerships and reliability

• Developed dedicated landing pages aligned with search intent to boost Quality Score and conversions

• Set up conversion tracking using Google Tag Manager and GA4

• Continuously optimized CPC bidding, ad extensions, and negative keyword filtering

• Decreased cost per lead by 38%

• Improved conversion rate by 157%

• Increased click-through rate by 42%

• Dropped cost-per-click by 22%

• Achieved top-of-page rate exceeding 85% for strategic keywords

• Migration of the CMP to TCF 2.0 and adjustments of consent signals in Google Tag Manager
• Audit and optimization of variables, triggers, and tags in Google Tag Manager