LinkedIn Experts

Project: Consulting & Concept Development Programmatic Print / Donor Communication

Tasks:

• Analysis of existing print advertising materials and donor communication
• Development of a new thank-you letter and dialogue marketing concept
• Advice on emotional and target-group-specific communication with donors
• Concept development for a cross-channel on- and offline marketing mix
• Coordination of print, email, and CRM communication as part of new marketing processes
• Support in introducing new communication workflows around the future email software
• Creation of briefing materials and campaign approaches for different target groups
• Research, selection, and management of suitable print and production service providers
• Advice on personalization and automation options in the programmatic print environment

Technical implementation:

• Coordination of print and digital processes
• Management of external service providers and print providers
• Support in integrating new marketing and communication processes

Reporting:

• Analysis of existing response mechanisms
• Assessment of optimization potential in donor communication
• Recommendations to improve impact, personalization, and efficiency Markets: Germany [link]

Sub-project lead in an agile IT environment

Leading a software development team (10 employees)

• Leading a software development team with 10 employees
• Budget responsibility approx. 3 million euros per year
• Conducting employee and job interviews
• Responsibility for resource planning (budget and employees)
• Digitalization of a web interface
• Regular reporting to customers and stakeholders (C-level)
• Product management: developing and implementing product strategies; defining requirements to guide product development
• Structuring product development & continuous testing efficiently to quickly incorporate feedback & compliance points
• Close collaboration with stakeholders & various teams to understand requirements, set priorities, ensure rollout, and increase user-friendliness
• Project experience in an energy industry company, including the functioning of energy markets, the basics of energy generation and distribution, as well as current challenges and developments in the industry
• Project experience in the railway sector - including the structure and operation of railway systems.
• Project experience within the 16.7 Hz traction power sector incl. knowledge of regulatory processes
• Formulating the sub-project charter and the project profile according to the project standard together with the project management
• Controlling service delivery according to the project charter
• Planning and controlling human resources including budget planning for the sub-project
• Ensuring the work capacity of the sub-project participants, e.g. by requesting access rights and documents for the sub-project team
• Planning and control for the respective sub-project (time, scope, budget) including the creation of necessary documents
• Alignment with the business department and Product Owners to plan the sub-project scope and the corresponding implications
• Executing milestone planning according to the agreed process model
• Effort estimation and support of sub-project controlling as well as overall project controlling in forecasting and planning
• Reporting sub-project status (according to status slide template) including progress (according to progress measurement)
• Analyzing, preparing, and addressing action and decision requirements
• Escalating sub-project issues to the project management
• Creating and managing Change Requests (CR)
• Quality assessment of completed task packages from a project management perspective (time, scope, and budget)
• Implementation management of the overarching guidelines and requirements in the sub-project, supported by cross-functional roles on the functional and technical side.
• Identifying, managing, documenting, and communicating opportunities, risks, and dependencies within and across sub-projects
• Supporting project management in creating the overall project plan and overall status reports
• Preparing and managing commissioning including the required documents and protection needs assessment

Scrum Master in an agile IT environment supporting a software development team in the full-stack area (7 people)

• Close collaboration with stakeholders & various teams to understand requirements, set priorities, ensure rollout, and increase user-friendliness
• Implementation of the selected Scrum method, including the required events, meetings, artifacts (product backlog, sprint backlog, burndown charts), metrics, as well as conducting required training in an agile IT environment
• Preparation of Scrum events such as Daily, retrospectives, Review, Sprint planning, estimation, and refinement (agile way of working)
• Moderation of retrospectives and elimination of obstacles to move the team and product forward
• Preparation of action items and retros via whiteboard and Figma
• Application and improvement of agile methods such as Kanban, Scrum, SAFe, or Scrum of Scrums
• Tracking the "Definition of Done" and "Definition of Ready" for all work results of the development team
• Advising on information flow and communication improvements between Product Owner and project team
• Experience with automation, validation such as mandatory field checks, notification functions, creation of filters, boards, and reports via JQL, and setting up cycle time
• Use of Jira & Confluence
• Setting up a progress measurement for project management to transparently map planned vs. actual team capacities and actual efforts for user stories
• Measuring team progress: creating team KPIs: "velocity", "burn-down chart", "throughput", "costs", "quality", "scope"
• Evaluation of agile metrics, process management, and process modeling methods (BPMN, EPC, UML)
• Communication and moderation know-how
• Methodological competence proven in conflict discussions

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

• Develop scalable social selling strategies for B2B companies in the industrial sector
• Support marketing and sales teams in targeting prospects on LinkedIn, building trust, and generating quality leads

Excerpt:

• Further development of the content marketing strategy, increasing SEO website traffic via the heat pump info hub (blog) by over 300%
• Project responsibility for the website/content area and management of external agencies and service providers
• Concept and implementation of a lead nurturing strategy with an email sequence incl. lead magnet
• Setting up data tracking and reporting for the SEO area

• Served as point of contact for Disney Studios GSA
• Identified growth hacks to increase cinema ticket bookings, maximize reach, optimize frequency, and achieve 100% VTR
• Managed stakeholder relationships and collaborated with an interdisciplinary team
• Performed hands-on optimizations based on operational implementations on Meta (Facebook, Instagram), TikTok, Pinterest, Reddit, and Snapchat

Covering a vacancy in HR Operations, hiring HR Manager, active search, Personio automation and workflows, ATS implementation, setup of interfaces to HRMS

• Acting as a professional sparring partner for management and leaders on HR topics
• Advising employees on HR matters
• Maintaining department capability during transition
• Analyzing weaknesses in the performance appraisal process
• Integrating the SAP appraisal tool
• Negotiating and organizing short-time work
• Analyzing and consolidating employment contracts
• Preparing references and recruiting
• Advising on organizational development

• Planning, optimization, and analysis of SEA and Meta campaigns
• Planning and execution of automations and mailings
• Optimization of landing pages (funnel, structure, copy, image)
• Creation of creatives, media plans, and reports
• Planning and support for the move to server-side tracking

• Review and creation of German-language training data for AI models, with a focus on language quality, tone of voice, and suitability for target groups.
• Design of prompts and evaluation frameworks for quality assurance of AI responses.
• Prompt design and creation of AI training content in German and English.
• Language and voice training for AI models in German.

• Workflow automation
• Process management
• Scrum Master
• Introduction of new office processes on a regional and global level
• Project support in ISO 9001, 13485, and 17025 projects

With Brandancy, I take on marketing leadership for companies that want to move forward strategically but cannot or do not want to fill a permanent CMO position. Two models: embedded as a Fractional CMO for several months or project-based as a specialist for performance marketing and SEA.

Responsibilities

• Development of marketing strategy and positioning, from analysis to a concrete action plan
• Building and managing funnels, campaign structures, and conversion optimization
• Responsibility for paid media budgets in Google Ads, Microsoft Advertising, Meta, and LinkedIn
• Technical foundation: tracking setup, GA4, GTM, Search Console, reporting structures that are understood outside of marketing as well
• SEO and GEO, meaning visibility in classic search and in AI-supported answer systems
• Integration of AI into existing marketing processes: content production, research, reporting, lead qualification
• Building and leading internal marketing teams, managing agencies and service providers Onboarding successors and documenting everything so structures continue after the mandate

Results

• Built a complete digital setup for a real estate company in six weeks, from tracking to campaigns to content
• As Fractional CMO, on site monthly in Madrid, built a digital team and took responsibility for funnel and UI/UX strategy
• Consolidated the LinkedIn presence of a B2B FinTech holding with seven subsidiaries and established a content strategy
• Handed over marketing onboarding and documentation for a new Head of Marketing, and operations continued without interruption

Focus areas

• Fractional CMO for mid-sized companies, growing businesses, and startups
• Performance marketing and SEA with more than 14 years of hands-on experience
• AI in marketing processes, as a way of working rather than a tool demo

• Available for interim assignments as Interim HR Director, Interim Head of HR, Interim CHRO, as well as HR transformation and project assignments; nationwide and pan-European, open to all industries.
• Focus: HR Strategy, organizational development, post-merger integration from Day 1, HR digitalization, performance management, building and scaling HR organizations.

• Strategic consulting for the Head of Brand on brand strategy and change processes
• Analysis of existing processes, resources, and interfaces within the team as well as with internal and external stakeholders
• Development and implementation of recommendations for action to improve processes and increase efficiency
• Project management and change management for the successful implementation of measures
• Management and selection of external service providers to ensure smooth execution
• Optimization of internal processes and interfaces through in-depth analysis and recommendations for action
• Effective acceleration of decision-making and management processes in brand management
• Successful management of external service providers and agencies for more efficient workflows and higher quality