LinkedIn Ads Experts in Germany

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

• Developed data-driven performance strategies and managed cross-functional agency teams.
• Led KPI forecasting, budgeting, and implemented scalable creative solutions.
• Linked creative insights with analytics to increase marketing efficiency.
• Developed inspiring campaigns based on brand strategy and data-driven insights.
• Performed budget planning, forecasting, and full KPI accountability.
• Led and executed an agency pitch for performance marketing.

• Managing and scaling multiple client accounts (Meta & Google Ads) with a focus on ROAS and CPA
• Developing and A/B testing ad creatives, offers, and landing pages
• Building email and flow automations in Klaviyo (welcome, abandoned cart, post-purchase)

• Digital & Omnichannel Lead: advising various brand teams on digital marketing strategies
• Product Owner for several indication areas to further develop an HCP web portal and multiple patient websites
• Development, management, execution, and optimization of (automated) personalized omnichannel campaigns along the customer journey and funnel
• Project management and leadership
• Monitoring & reporting of the respective measures
• Design, moderation, and facilitation of workshops (brand planning, digital strategy, team workshops, including brand, tech, medical, sales, legal)
• Management of external service providers and agencies
• Close collaboration in a cross-functional team with medical, brand, and sales teams, including field sales

• Rapidly operationalized measurement frameworks and insight generation to evaluate go-to-market initiatives, directly influencing regional planning and investment decisions within the first 60 days.
• Led complex attribution and incrementality analyses to quantify campaign impact, identifying key trends that drove improvements in user adoption and engagement.
• Partnered with product and marketing leadership to translate complex behavioral data into prioritized OKRs and clear strategic narratives.

• Strategic and operational leadership of marketing for multiple B2B and B2C trade fairs focusing on positioning, brand building, and target group engagement

• Development and implementation of brand relaunches including logo, CI, slogan, and cross-media communication strategy

• Planning, design, and production of trade fair magazines, sponsorship packages, pitches, and marketing materials

• Establishment of professional social media channels (Meta, LinkedIn) including content strategy, editorial planning, and audience growth

• Advising the executive board on strategic communication, digital brand presence, and sales alignment

• Campaign planning including ads, video formats, newsletters, sponsorship communication, and event digitization

• Press relations, media partnerships, and development of audience-specific content

• Relaunch of the B2C trade fair "Haus-Bau & Energie Ilsenburg" including repositioning, visibility, and modernization

• Digitization of internal processes to optimize internal communication and project workflows

• Development and overall management of the CANNAFRIENDS trade fair as the largest community and educational event around medical cannabis

• Strategic and operational responsibility for concept, brand presence, community engagement, and external communication

• Creation of a patient-focused brand in the medical cannabis market including claim, visuals, sponsor strategy, and communication line

• Organization, moderation, and speaker acquisition for over 40 presentations, panels, workshops, and festival formats

• Management of digital communication, content production (Instagram, TikTok, podcast), and influencer campaigns

• Building and maintaining a network of pharmacies, patient organizations, providers, and medical experts

• Analysis, monitoring, and reporting to optimize the customer journey

• Design and implementation of digital trade fair experiences in cooperation with app providers

• Budget and media partnership management as well as public representation

• Founded a freelancer collective specialized in integrated campaigns and brand experiences for startups and corporates.
• Built a network of 30+ specialists across design, content, and performance marketing.
• Delivered 360° campaigns combining storytelling, digital performance, and live activations.
• Supported clients in scaling awareness and engagement through data-driven creative strategy.

• Overall project responsibility for building and positioning the brand
• Management of branding, marketing strategy and operational marketing structure
• Planning and execution of opening events
• Coordination of external service providers (e.g. website, content, implementation)
• Conceptualizing and managing the social media presence, including content and community management
• Implementation of core marketing and communication processes for sustainable scaling
• Close coordination with management and relevant stakeholders

• Fractional marketing leader, conducting audits and leading projects while advising C-level stakeholders on infrastructure, performance, and operations.
• Developing performance management frameworks including CAC/LTV analysis, target setting, OKRs, and KPI alignment across regional segments and acquisition channels.
• Developing segmentation strategies, ICP profiles, and full-funnel structures in collaboration with marketing and sales teams.
• Supporting CRM (HubSpot) implementation and developing the marketing framework for lead scoring, attribution, lifecycle journeys, reporting, and cross-team processes.
• Coaching cross-functional stakeholders through complex strategic processes, driving alignment across marketing, sales, product, and business analytics.
• Developed executive-level reports and presentations with project outcomes and actionable insights to support business decisions.
• Supporting GTM activities including new market launches and agency procurement.
• Hiring, onboarding, and coaching digital marketing teams.

• Analyzing existing strategy and marketing activities

• Reviewing LinkedIn, newsletter, Google Analytics, blog, and landing pages

• Identifying weaknesses and opportunities

• Developing a strategic approach

• Developing a data-driven performance tracking approach

• Creating a comprehensive report on strategic direction, target audience, customer journey, marketing goals, and performance measurement

• Conducting a workshop to review the report

• Deriving a roadmap for optimization, including relevant KPIs

• Develop comprehensive media plans and strategies aligned with client goals, target audience insights, and industry best practices
• Oversee the entire lifecycle of PPC and PSA campaigns, from planning and execution to optimisation and reporting
• Prepare and share detailed campaign performance reports with Looker Studio, highlighting key metrics, insights, and recommendations
• Utilise project management tools like Asana Board to efficiently organise, track, and prioritise tasks related to campaign management and client communication
• Regularly communicate with clients via email and phone calls to discuss campaign progress, address concerns, and provide updates as main point of contact
• Prepare and facilitate monthly, quarterly, and annual business reviews or strategy meetings with clients to review campaign performance, discuss strategic initiatives, and align on future objectives
• Provide strategic recommendations and insights to help clients achieve their business objectives and drive growth
• Collaborate with internal teams, such as creative, copywriting, and analytics, to ensure timely execution and delivery of campaign assets and materials

Projects:

• Skyrocketing Sales in Travel: Developed and executed a comprehensive paid advertising campaign encompassing paid search and display advertising for a leading travel company. Targeted audiences researching flights and holiday packages using keyword research, compelling ad copy, and strategic bid optimization to maximize reach and impact.

• Owns MarTech, measurement and tooling across DE/AT/IE; works in close partnership with activation and analytics teams
• Set up and chairs a governance forum for DE/AT/CH/IE/UK to define and enforce measurement, taxonomy and workflow standards
• Developed a taxonomy generator that reduced campaign and structure setup from 2–3 days to around 1 hour
• Automated AV and Partnerships data pipelines and prepared “econometrics-ready” datasets for marketing mix modelling and budget decisions
• Coordinates 7–8 tool owners and channel leads to harmonise setups, QA and reporting across markets

• Designed and deployed a cloud-based grocery list app using AWS EC2 for hosting and RDS for persistent data storage, achieving 99.9% uptime across all test environments
• Reduced average response time by 2× through efficient deployment logic and optimized database queries, resulting in a smoother user experience across devices
• Utilized AWS (EC2, S3, RDS, IAM), Azure basics, Terraform, CloudFormation, Docker, Kubernetes basics, Jenkins, GitHub Actions, TCP/IP, DNS, Python, Bash scripting

• Cost per visit consistently better than benchmark
• Consulting and campaign management (paid social & native) for distributing marketing content to corporate clients, including setting up performance tracking and reports
• Building a lead funnel and running lead generation campaigns