Looker Experts in Munich

• 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.

• Working as a freelancer with a focus on website analysis, conversion rate optimization, and mouse-tracking tools
• Tools: Asana, Clarity, Jira, Contentsquare, Google Analytics, Hotjar, Shopify, VWO

• AI-driven marketing to boost SME growth with smart automation
• Data-led strategy to maximize ROI through targeted campaigns

• Led agile transformations of 170 FTEs for Germany, the UK, and Canada, boosted efficiency by +15% and employee NPS by +36 bps.

• Directed a 20-member AI/SaaS team to develop GenAI solutions for video/text development, cutting costs by 75% and increasing productivity by +50% through process training and workflow optimization.

• Managed a €12M P&L, achieving €1.3M annual OpEx savings via organizational and process optimization and partner collaboration.

• Delivered AI-driven business and marketing strategies to global clients across various sectors.
• Supported small businesses and entrepreneurs with social media content creation, web design, UX/UI improvements, and digital marketing strategies.
• Automated analytics workflows and developed dashboards to monitor campaign performance and engagement metrics.
• Helped clients enhance their digital presence by combining creative storytelling with measurable insights.
• Advised on AI integration in marketing workflows to boost productivity and creative efficiency.

Technical SEO for a travel-tech company with 18 domains and 8 brands in Germany, France, Spain and other markets.

• Indexing strategy for 200,000 accommodation detail pages, including canonical and hreflang architecture across all domains
• Responsible for the SEO side of M&A migrations: revenue forecast before the deal, redirect mapping, quality assurance after launch
• White-label SEO for partner websites and multibrand differentiation between the brands
• Built a control system for technical SEO stability, monitoring indexing, status codes and configurations
• Scalable content modules for SEO landing pages and homepages
• Structured data strategy for visibility in generative search systems (AI Overviews, ChatGPT Search, Perplexity)
• Managed based on revenue metrics: organic revenue, contribution margin, clicks in Search Console

Tools: Search Console, GA4, Looker, Screaming Frog, Sistrix, Semrush, Jira, Confluence

• Led B2B Mar-Tech strategy and €3.5M+ project alignment across 18+ markets, functioning as the primary bridge for freelance consultant - Product/Tech/Sales stakeholders.
• Implemented 40+ personalized customer journeys in Salesforce Marketing Cloud (SFMC), achieving a 30% uplift in conversion rate through marketing automation.
• Conducted competitive analysis and utilized market insights to define a unique value proposition, driving a 34% increase in website traffic through strategic execution.

• Owning the entire hiring funnel: defining the requirements, conducting the interview process and aligning with the talent acquisition team for hiring capacity
• Planning and monitoring resources: building an initial business plan in close coordination with the finance team and revisiting this on a monthly basis to control the achievement
• Alignment with the core team: setting up rules and processes together with the team leads of the core team in order to ensure a value driven collaboration
• Reporting to C-Level: weekly updates with CEO & COO with presentations and status reports in order to show advancements and challenges
• Creating incentive schemes: creating new incentive schemes for the different team members in order to align them with the common goal
• Coordinating ad campaign with the paid marketing team
• Coordinating webinars which highlighted new aspects of the products with the marketing team
• Coordinating specific dashboards to monitor performance with the data team

• Optimized SQL data pipelines for clean insights.
• Analyzed and visualized trends with Python.
• Improved dashboards and automations.
• Worked with Google Sheets, GCP, Snowflake, dbt, Spreadsheets/Excel, Databricks, PySpark, and Fivetran.

• Full P&L responsibility for pricing strategy, sales, and marketing with a focus on growth and efficiency
• Leading and scaling a high-performance team (5 FTE): establishing clear KPI structures, data-driven decision processes, and agile sprint setups to maximize team efficiency and output
• Developing and implementing a performance marketing architecture across all channels (SEA, paid social, programmatic, SEO, CRM, PR) to maximize revenue growth
• Increased ROAS by 32%, reduced CAC by 11%, and achieved 23% revenue growth YoY through data-driven budget allocation, cross-channel campaign optimization, and conversion rate testing
• Optimized the customer journey through conversion rate tests and audience segmentation
• Successfully integrated brand and performance marketing (SEO, organic, paid media, retention) to significantly boost brand awareness and sustainably improve ROAS

• Improved error rate in Speed Limit elements from 24% to 8% by implementing an LLM pipeline on detected objects (with natural lower bound of 6% as image coverage is only 94%).
• Extensive ML modeling of Routing Cost Function (objective function, features, hyperparameters, training data generation) which led to setting the foundation for a rebuild of a more flexible setup.
• Initiated the first Prioritization Framework for Data Curation Ops ($2M annual organizational expenses) which moves away from daily quotas and now optimizes for ‘expected business value per time unit’, achieving around 5-7% efficiency improvement.
• Close collaboration with Software Engineering & Data Engineering as well as Product & Operations.