Instagram Experts in Munich

Development of AI-powered marketing and content workflows, concept development for scalable content processes, prompt engineering, and development of an AI-based text generator for scalable on-brand communication as well as creation of marketing and conversion copy.

• Development of an accessible, responsive website based on Figma designs for a major sports event in compliance with WCAG, BITV, and EN 301 549
• Technical planning and setup of the tool stack with Vite, Playwright, Docker, and GitLab CI
• Worked on two existing projects (Vue.js & Nuxt), with a focus on bug fixing, accessibility audits, and new feature development
• Collaboration with design and QA to consistently implement accessible UI patterns
• Consulting on improving existing frontend architectures with regard to accessibility, performance, and maintainability

• Clarification of project goals, scope, and functional target vision for building the AI-based knowledge base.
• Deriving the initial architecture and implementation strategy for the Zasterbot chatbot, including defining the MVP and expansion phases.
• Developing a functional target vision for building a structured knowledge base and integrating a future chatbot.
• Deriving and prioritizing use cases for information retrieval and provision by the chatbot.
• Modeling data structures and flows for effectively organizing the knowledge base on the Base44 platform.
• Designing and implementing data models for storing and linking relevant information.
• Developing processes for extracting, analyzing, and preparing raw data for the knowledge base.
• Ensuring data consistency and quality as the foundation for the future chatbot.
• Planning the integration of large language models (LLMs) and retrieval-augmented generation (RAG) for precise and context-aware responses.
• Implementing features for analyzing and visualizing data from the knowledge base.
• Using the Base44 platform with JSON-schema-based entities and a flexible permission model.
• Implementing Deno functions for backend logic, event processing, and external API integration.
• Integrating OpenAI services for initial data analysis.

• Third communications team hire; built and led Instacart’s first Brand Communications and Social Impact functions.
• Tapped to additionally lead Brand/Consumer Communications and Product/Technology Communications.
• Directed the launch of Instacart Health, resulting in more than 100 pieces of media owned content coverage across business, technology, health, policy, consumer and grocery industry media, making the launch Instacart’s #1 proactive media cycle of 2022.
• Led the launches of Instacart’s first integrated brand campaigns, including “The World is Your Cart” featuring Grammy Award–winning artist Lizzo, resulting in top-tier national coverage across mainstream consumer, business, ad/marketing trades and tech outlets.
• Oversaw the successful launch of Instacart’s first Developer Platform, which included top-tier partners including The New York Times and WeightWatchers.
• Built Instacart’s first data storytelling program, including hiring a data analyst and developing an internal Trends Expert spokesperson, resulting in an always-on storytelling machine that drives thousands of pieces of coverage and established Instacart as a top source of grocery insights (e.g., led an opportunistic news cycle on “egg-flation” using Instacart data insights, resulting in hundreds of pieces of coverage).
• Established Instacart’s first celebrity partnerships, resulting in branded social media posts and Instacart endorsements in top consumer and lifestyle outlets.
• Led the development of Instacart’s first social impact strategy in service of the company’s policy objectives, including a three-year, multi-million-dollar partnership with Partnership for a Healthier America, a disaster relief program with Feeding America, and an employee volunteering and donation matching program.
• Created and led “Get Vaxxed for Snacks,” a pandemic-era vaccination campaign that resulted in 100+ pieces of media coverage and bolstered the company’s policy relationships.
• Conceived and directed Instacart’s first Giving Tuesday holiday giving campaign, leading to strong press coverage and an annual strategy that grew to include brand advertising partners.

• Coordination of implementing IT projects, subprojects, and enhancements within DevOps
• Management of IT service providers and responsibility for the quality of IT systems while meeting strategic guidelines
• Assisting in the creation of security-relevant IT documents, including security profiles, Data@Cloud, SCA, and penetration tests
• Full project management responsibility: monitoring and ensuring adherence to resources (scope, schedule, cost, and quality)
• Defining requirement profiles for external service providers and reviewing and evaluating proposals
• Supporting the setup and management of Windows and Linux servers in collaboration with Infosys, including configuring and enabling network ports

• Advising on and handling questions related to payroll, the EU Pay Transparency Directive, terminations, warnings, maternity protection, parental leave, staff scheduling, and process improvements.

• Supporting and advising employees and managers.

• Preparing employment contracts, warnings, terminations, employee agreements, and certificates.

• Managing company pension schemes and workplace integration management.

• Creating HR reports, including recommendations.

• Developing presentations on core working hours, smart working, and commission proposals.

• Supporting the implementation of Kronos, including deriving and implementing improvements.

• Preparing and finalizing payroll for about 200 employees in cooperation with external payroll service providers.

• Maintaining data in Oracle HCM and Kronos.

• Ensuring timely and smooth payroll processing.

• Implementing process improvements such as time tracking via Kronos and reducing system errors.

• Marketing strategy
• Budget responsibility for the DE/AT/CH/IT markets with a volume of around 1 million euros
• Managing the social media profiles in DE/AT/CH/IT
• Strategy development for Europe-wide and local social media campaigns
• Concept and coordination of paid advertising campaigns
• Adaptation of global campaigns in local markets
• Development of new social media formats
• Leading influencer campaigns
• Performance analysis and optimization of campaigns and social media profiles
• Managing external agencies

• Responsible for innovative sourcing and recruiting strategies to attract A-players
• Managing the entire recruiting process (excluding tech) for blue- and white-collar roles
• Leading a 14-member team
• Building an AI-powered HR tech stack
• Promoting employer branding, active sourcing, and data-driven process optimization

• Built and scaled full-funnel growth and lead-gen campaigns managing €500K+ annual ad spend and improving lead-to-SQL efficiency by 30% for B2B and SaaS clients
• Developed HubSpot CRM automation including lifecycle stages, lead scoring, attribution reporting, and multi-step nurture workflows to increase pipeline velocity
• Managed conversion-focused website and landing page optimization
• Led cross-functional project teams streamlining marketing operations
• Selected clients: Usercentrics, Organon, KUKA Robotics, WeWash

• Lead marketing & social media projects for Google Cloud executives across the DACH region.
• Manage executive social media programs.
• Develop KPI-driven reporting systems (Weighted Engagement, ER%, impressions, clicks) to optimize campaigns.

• Operating as Managing Director with full P&L responsibility including oversight of all content and marketing/growth spend
• Budget ownership of 10m+ € for content & marketing investments
• Grew subscriber base by factor 2,5x since January 2022 and simultaneously reduced content spend significantly
• Implemented off-platform distribution of podcasts and initial ad-monetization setup
• Increased CLV (customer lifetime value) while decreasing CAC (customer acquisition cost)
• Ongoing adaption of content and marketing strategy to react to market dynamics

Project highlights Stream Lead Change Management 06/2025 – 01/2026 7 months | corporation | 45 employees Leading a company-wide IT transformation stream Managing risks, dependencies, and escalations, board-level presentations Ensuring business readiness and successful change adoption before rollout. Organizing and conducting hypercare. Results: completed rollout for 30,000 retailers on schedule, passed data protection audit

Interim Head of Department 9 months | mid-sized company | 13 employees Reorganized structures, roles, and responsibilities Introduced KPI & performance management Established clear decision-making and governance structures Coached key personnel Results: revenue increase: +10%, sick leave: −60%

Interim CMO / Growth Lead 6 months | startup Led the marketing organization KPI-based growth management Prepared exit & decision-making documentation Results: +25% conversion rate,

• 0.5% churn, +4% Instagram growth per month 08/2022 – 04/2023 09/2021 – 02/2022

Communication strategy and implementation, campaign management and optimization, weekly reporting, testing, ad design, and consulting in influencer collaborations