Marketing Automation Expert in Munich

• Project management in the area of “Campaign, Offer and Performance Management Classic” for PAYBACK partners from the retail, FMCG and financial services sectors
• Campaign planning, development and implementation of offer-specific concepts and measures for the channels newsletter, digital advertising (web and app), stand-alone mailings and the print mailing “PAYBACK Punkteübersicht”
• Coordination with PAYBACK program partners (including American Express, Netto, EDEKA, Marktkauf & Trinkgut), PAYBACK departments and agencies
• Documentation of tasks and processes as well as onboarding of future job holders

Member of the Revenue Operations Leadership Team

• Lead a global 13-person marketing organization across brand, demand generation, digital, and partner marketing, with responsibility for a €5M budget and international growth programs.
• Define market positioning, value propositions, and messaging for complex cybersecurity and AI-enabled software, translating technical capabilities into clear customer, partner, and commercial value.
• Generated €45M in annual pipeline through integrated demand generation, ABM, and partner programs aligned with priority ICPs and revenue targets.
• Doubled marketing ROI within 12 months by reallocating investment, strengthening performance governance, and introducing AI-enabled workflows.
• Established RevOps-aligned planning and shared performance frameworks with Sales, improving funnel transparency, prioritization, and commercial accountability.
• Delivered double-digit revenue growth among strategic partners through MDF-supported and campaign-in-a-box growth initiatives in a newly launched partner relationship management tool.
• Introduced AI-supported content, lead-nurturing, and workflow automation using Claude, ChatGPT, and n8n, reducing marketing turnaround times by 30%.
• Represented WithSecure in European cybersecurity policy and industry forums, contributing to positioning papers and executive-level stakeholder engagement.

• Vacancy cover during extensive personnel changes and ongoing professionalization and digitization initiatives
• Leadership and stabilization of the marketing team and improvements of marketing organization, processes and infrastructure
• Development of team roles, working methods and internal collaboration
• Establishment of digital marketing structures, CRM and marketing operations initiatives
• Introduction of AI-driven workflows for content and knowledge management
• Sharpening of positioning in the business units OEM and Aesthetics
• Management of strategic projects such as Microsoft Dynamics Customer Insights implementation and international brand protection projects
• Team stabilization despite extensive personnel changes
• More efficient marketing processes and reduced operational complexity
• Foundation laid for further digitization and growth initiatives

• Took on interim leadership roles as CEO, Marketing Director, or Sales Director to drive strategic transformation and revenue growth

• Provided strategic advice on marketing, sales, and brand strategy to technology-focused companies

• Led digital transformation projects to optimize marketing and sales processes

• Developed and implemented data-driven brand strategies to strengthen customer loyalty and market positioning

• Successfully expanded a Full-CGI company into a new segment

• Restructured and repositioned an AdTech company to increase its competitiveness

• Developed an innovative media model and successfully launched a high-impact climate action campaign for the United Nations Environment Programme (UNEP)

• Consulting and sales of residential and commercial properties.

• Creation of well-founded market and location analyses as well as valuation and pricing strategies.

• Development of digital marketing measures for property marketing (virtual tours, social media ads, email campaigns).

• Customer support and retention through personalized communication and automated follow-up workflows.

• End-to-end ownership of various journeys, leading the conception phase and translation of business requirements into technical specification.
• Designing and creating omnichannel customer journeys across key touchpoints for a seamless customer experience (e.g., welcome or reactivation journey for online and offline buyers, including planning, execution, and reporting).
• Utilizing customer journey mapping to identify pain points and key moments that matter.
• Leveraging AI use cases for e.g. content mapping.
• Analyzing journey and survey results to identify optimization measurements for KPI improvements.
• Deep diving into data collection and activation strategies.
• Creation of profound CRM playbooks for markets to leverage full CRM potential.
• Benchmarking industry standards and analyzing competitors.
• Advising on loyalty program development and embedding into CRM activities.
• Leading CRM migration stream within a cross-cloud enterprise project.
• Preparing management presentations.
• Designing, creating, and analyzing customer surveys & campaigns.
• Supporting the customer service team in optimizing processes with service tools.
• Always adopting a customer-centric approach.
• Engaging in requirements engineering and working in agile scrum teams daily.

Large Insurance Company – Consultant Wiesbaden: Consulting support for the introduction of an integrated planning and performance management framework (operational, financial, customer) to enhance customer-centric transparency, decision-making quality, and steering capabilities across all lines of business within an insurance organization:

• Analysis of existing processes, reports, KPIs, and KPI calculation methodologies
• Design and introduction of new, standardized customer KPIs (gross/net), as well as key steering metrics with consistent linkage across all lines of business
• Recalculation, validation, and plausibility checks of KPIs based on existing and newly integrated data sources
• Conceptual support for the development of an integrated reporting and performance management setup
• Execution of customer insights analyses to identify patterns and anomalies within customer data clusters

Large retail company – Consultant in Karlsruhe: Advisory services for the setup and step-by-step implementation of an internationally deployable RELEX solution in the supply chain management environment:

• Advising overall and sub-project management on methodology, project setup and steering (e.g. agile approach, Jira configuration, RELEX phases, Jira Structure PPM)
• Strategic-operational consulting for the introduction of RELEX including best practices
• Support in defining overarching goals and requirements (2-year target picture)
• Guidance in scoping a relevant supply chain network segment for the project
• Development of a roadmap for iterative, incremental RELEX setup and rollout
• Assessment of project dependencies (interfaces, configurations, etc.)
• Advice on prioritized implementation of business requirements and data interfaces
• Support in test planning (data validation, system testing, UAT)
• Consulting on internationalization, change management, training, and knowledge transfer
• Stakeholder advisory and alignment activities between the client, implementation partner, and RELEX

Insurance company – Management Consultant in Munich: Analysis, consulting and support for the optimization of a large-scale business and IT transformation. Focus on strategically important programs and modernization projects in the area of Managed Services Operations and processes:

• Review of project plans and deliverables; analysis of programs and projects (e.g. cloud approach, process standardization, system integration, roadmaps)
• Identification of technical, functional and personnel risks and challenges; development of content-related measures and alternative solutions
• Proposal of quality improvements for program and modernization efforts
• Sparring partner and professional, technical, structural and organizational consulting for project and program management

Large retail group – Management Consultant & Stream Lead in Cologne: Consulting, process, project and product management for the introduction and implementation of a large strategic program in the field of advanced analytics, assortment and space management:

• Setup, test and rollout of a new space planning, automation and optimization product based on the existing cluster-based merchandising approach
• Definition and setup of new processes and transformation and change management measures for the new store-specific merchandising approach
• Collaboration with Advanced Analytics and IT (internal and external) for software implementations, automations, extensions and interfaces
• MVP approach and piloting in phases with gradual rollout (pilot with 80 stores, region with 500 stores, national level with 4000 stores)

Large retail company – Agile Coach & Change Agent in Cologne: Agile coach, OKR master and facilitator for the introduction of the OKR approach in a large strategic digitization program for retail stores:

• Coaching of the core team with topic managers and team leads
• Introduction to the OKR topic and setup of the OKR cycle
• Establishment of the OKR approach in teams and on a cross-team level

Delivery and logistics company – Management Consultant in United Kingdom: Consulting and coaching in the restructuring of the Data Analytics department:

• Analysis of current challenges
• Definition of overarching goals
• Development of a proposal for a new team structure
• Identification of required competencies, skills and responsibilities
• Advisory and alignment on communication and change management strategy

• Understanding of bank’s fundamentals throughout analysis and writing specifications

• Deep analysis of security measurements to be transferred into new environment

• Process design and optimization

• Collecting requirements from different areas and processing them into agreement documentation, concepts and process description for internal and external partners

• Analysis of data delivery sources and transformation of relevant functions into new environment

• Analysis and prioritisation of value and benefits resulting from introducing smart data tools

• Mapping and migrating data within Power BI upgrade

• Change management support and evaluation

• Marketing automation and technology enablement

• Executing test and release support

• Creating training documentation for the client’s employees to understand value and benefits by using new technologies when acquiring new or creating benefits to their existing customers

• Creating a complete database of existing firewalls supporting the security of the client’s infrastructure

• Migration and re-architecture of reporting systems from multiple data sources into the cloud environment

• Digital & Omnichannel Lead: Advising various brand teams on digital marketing strategies
• Product Owner for several indication areas, further developing an HCP web portal and several patient websites
• Developing, managing, implementing and optimizing (automated) personalized omnichannel campaigns along the customer journey and funnel
• Project management and leadership
• Monitoring & reporting on the respective activities
• Designing, moderating and facilitating workshops (brand planning, digital strategy, team workshops with brand, tech, medical, sales and legal, among others)
• Managing external service providers and agencies
• Close collaboration in a cross-functional team with medical, brand and sales, including the field force

• Set up the go-to-market for Metyis DE by defining productized offerings that enabled onboarding of 5+ enterprise clients
• Successfully ran client projects, like ramping up the global marketplace business at a European consumer electronics company and scaling the DACH operations of two Dutch e-commerce and a German B2B nutrition business

Responsible for the strategic and operational management of digital platforms in the international environment of Mercedes-Benz Driving Events.

• End-to-end leadership of digital event and e-commerce platforms (webshop, microsites, event pages, on-event mobile apps)
• Interface management between marketing, IT, event management, and external tech partners
• Management of external service providers and development resources
• Introduction and implementation of IT security guidelines
• Successful support and execution of the data protection TISAX assessment
• Budget, timeline, and quality responsibility

• Optimization of strategic and operational processes for improved best practice
• Digital transformation to Data Driven Marketing, cyber security, fraud protection
• Digital communication solutions in online marketing to visualise and increase competencies, performance components, brand presence and competitive differentiation
• BI, tracking and financial model optimisation
• Knowledge promotion and synergy networking in the business process and implementation
• Go-to-market strategy
• API and data automation development
• UTM parameters and performance KPIs
• Technologies: MS Power BI, Adobe Analytics, Datorama, Tableau, Qlik, Google Analytics, Salesforce, Braze, Adobe Experience Cloud, FSCM, SOC and SIEM analytics, API, DWH, CDH

• Positioning & messaging for thesis on SEO semantics & syntax
• Hardware + software campaigns for real estate, retail & municipalities
• Developed sales and website content
• Close alignment with product, design & sales
• Introduction of new marketing processes and automations

• Engage with stakeholders across departments to identify and document business needs, goals, and objectives.
• Conduct interviews, workshops, and surveys to gather comprehensive requirements for Salesforce solutions.
• Configure Salesforce products such as Sales Cloud, Service Cloud, Marketing Cloud, Health Cloud, and Data Cloud to align with the company's requirements.
• Analyze existing business processes and identify opportunities for improvement and automation within the Salesforce platform.
• Build campaigns, automation and journeys, data management, API and integrations, scripting and customization, analytics and reporting, introduction of generative AI capabilities.
• Develop custom applications using Apex, Visualforce, and Lightning Components; create and customize Salesforce objects, workflows, validation rules, and triggers; implement custom user interfaces using Lightning Web Components (LWC).
• Develop training materials and conduct training sessions to ensure effective user adoption of Salesforce solutions.
• Provide ongoing support to end-users, addressing issues and ensuring they are proficient in using Salesforce tools.
• Create and execute test plans, including unit testing, integration testing, and user acceptance testing (UAT).
• Identify and resolve issues, ensuring that Salesforce solutions meet business requirements and quality standards.
• Design and implement customized reports and dashboards to provide actionable insights and support data-driven decision-making and product delivery.