Marketing Automation Experts in Hamburg

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

Providing executive marketing leadership for multiple clients across scaling B2B technology and B2C consumer brands. Driving growth through strategic marketing leadership, owning positioning, brand and go-to-market execution while building AI-enabled operating systems and company-specific frameworks that make teams faster, preserve institutional knowledge, and scale more effectively. Leading a full repositioning for B2B cybersecurity SaaS client, rebuilt the messaging architecture, ICPs, buying groups and defined a new go-to-market strategy spanning marketing and sales, including the go-to-market brand and market-facing presence

• Implementing AI-enabled knowledge and operational systems that improve execution, cross-functional alignment, and institutional knowledge retention

• Consolidating multiple separate brands for a B2C client into a single umbrella brand, with a new go-to-market strategy and operating setup behind it

• Brand modernization and digital growth strategy for a premium consumer brand, redesigning the brand architecture, customer journey, and e-commerce experience

• Establishing scalable content, marketing, and operating systems to support long-term growth and more effective execution

• Design and integration of complex applications based on market and segment-specific customer journeys
• End-to-end project management from software/process design to rollout
• Stakeholder management and requirements engineering
• Business and process analysis
• Business strategy and business development
• UI/UX design and management
• Accessibility according to WCAG 2.0 and BITV 2.0
• CRM/CMS integration and digital marketing management
• Design thinking and software integration management
• Kanban, Scrum and agile methods
• Planning, design and integration of marketing experience platforms and marketing planning platforms
• Definition of customer journeys and conversion optimization

• Strategic support for the CRM team in Kiel for Jaguar Land Rover.
• Development and implementation of industry-specific CRM strategies for marketing automation for Jim Beam.
• Development and implementation of target group-specific anti-churn and retention strategies for Landesbank Berlin.
• Selection and onboarding of service providers and agencies for Melitta.
• Consulting on the development of strategic processes and on the selection and implementation of a marketing automation software for Miles & More.
• Development and establishment of segmentation approaches based on use cases and customer value for NIVEA.

• Consulting and interim management for portfolio strategy and implementation
• Building transition and monetization portfolio, focus on telecoms
• Business unit transformations (structure, services, roles)
• Executive coaching
• Go-to-market, positioning, and offering logic
• Transferring telecom-specific monetization logics to other industries

• Creation and planning of the content plan
• Editorial planning for 10 channels
• Image shoot (organization, coordination, execution)
• Selection of image, text and video content

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

• Competency mapping and conversion into a standardized taxonomy for over 100,000 employees.
• Efficiency improvements by job function.
• Assignment of all white-collar employees to nine divisions worldwide within four months.

• Offering interim management and freelance services for a wide range of online marketing channels, including performance marketing, SEO, SEA, social media, and email marketing.

• Advising on and implementing data-driven marketing strategies to increase reach, conversion, and brand positioning.

• Flexible project management for marketing initiatives in different industries, tailored to the specific business goals and challenges of clients.

• Translated technical style guides for corporate branding (Porsche, BMW, Health AG)
• Collaborated with copywriting teams on pitch development
• Recorded professional voice-overs for corporate branding videos