Search Engine Advertising Experts in Germany

• Creation of detailed concepts for all relevant GTS modules (compliance, pricing, customs clearance, Intrastat, preferences)
• Planning and conducting workshops, including scheduling and documentation
• Development and consulting of the organisational structure and its master data
• Setup and customisation of compliance functions: sanctions list review, embargo, legal control, US re-export
• Uploading and maintaining sanction and commodity lists
• Implementation and validation of integration tests
• Setup and customisation of the modules: pricing (including uploading of customs tariff numbers and STAWN data), customs clearance (including application for test operation with customs), Intrastat and preferences (including preference calculation and LLEs)
• Development and presentation of prototypes
• Derivation of insights for the final concept

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]

• Project manager for the analysis, implementation, and optimization of digital processes
• Concept, management, and optimization of comprehensive marketing campaigns for lead generation via Paid Social (incl. Meta Ads, TikTok Ads)
• Concept and implementation of content production and marketing activities
• Project management in omnichannel marketing and process automation
• Implementation of digital tools to improve customer acquisition and support
• Internal stakeholder management and coordination of external service providers

• 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

• Create a tracking concept for Google Tag Manager and Google Analytics including data layer, events, triggers, and reporting
• Manage the project team (developers, designers, performance specialists)
• Serve as communication interface between stakeholders and digital departments

• 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

• Founded, built, and scaled a management consultancy for go-to-market, growth, and digital transformation
• End-to-end brand building: CI/CD, website, and social media presence as a consistent digital footprint
• Built a B2B marketing & sales funnel incl. CRM for structured lead generation
• Developed and built a service portfolio & verticals: including an AI Board for strategic GenAI classification as well as a go-to-market/growth vertical for the food industry
• Built a partner network for co-delivery
• Acquired, onboarded, and delivered consulting engagements

As part of the migration from Shopware 5 to 6, it was decided to rethink the entire e-commerce landscape of the regional FUNKE online shops from scratch. The main goals, besides creating a reliable platform with multiple sales channels for each regional brand, were the "rebranding" and the brand development around it.

The rebranding was also transferred into the advertising materials CI, which in the daily newspaper sector, alongside digital performance ads, still has print as a strong focus in the target group segment.

My responsibilities/tasks in this project:

• Creating the UI design system
• UX research
• Prototyping
• Rebranding & creating the new CI manual across all regional shops
• Shopware 6 front-end & back-end development
• Design & creative lead
• Ad design, landing pages

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

Strategic Marketing / New Customer Acquisition (B2B):

• Market and competition analysis: Identified competitors, developed evaluation grids, sketched provider landscape with potential customers, competitors and partners
• Concept for a cross-media, personalized multi-touch campaign
• Developed the multi-touch strategy in different variants with several stages, defined touchpoints, target companies and target people, developed the ideal customer profile and contact ideas
• Designed all individual measures: developed concepts for letters, postcards, landing pages, emails, phone calls and downloads
• Visualized the logic of the contact sequences (flowchart)
• Described the distinction from "account-based marketing"
• Implementation planning: Researched providers for packaging, shipping and landing page software, negotiated terms, recommended tools and partners

Social Media Marketing:

• Target categorization, definition and recommendation for action
• Review and selection of channels
• Concept for channel management
• Developed an 11-week editorial plan (Instagram & LinkedIn)
• Created, implemented and published image and video posts
• Campaign launch, ongoing monitoring and optimization

Search Engine Optimization (SEO):

• Website audit with indexing check
• Ranking, backlink, traffic and competition analysis
• Analyzed search and user behavior
• Consulting on SEO risks during relaunches with domain changes
• Keyword research and recommendations for action

• Manage and coordinate complex, data-driven digital campaigns across multiple platforms (DSPs, Ad Servers, DCO).
• Collaborate with cross-functional teams, clients, and external partners to ensure seamless campaign execution.
• Develop and implement quality standards to improve operational efficiency and campaign performance.
• Analyze client requirements and translate them into strategic campaign concepts and operational roadmaps.
• Advise and enable internal teams and clients on digital marketing and campaign management best practices.
• Oversee end-to-end campaign delivery, including planning, execution, monitoring, and optimization.

• IT consulting
• Power Platform & Databricks
• AI software development (custom software)
• Commercial responsibility for the company

• Internationalization of brand processes and communication for Alpecin, Bioniq, Linola, Plantur, Vagisan
• Innovation project for market entry into a completely new segment
• Development of brand content: UGC, visual brand story for hair care
• Implementation of AI tools, consumer insight systems, and a customer centricity mindset

• Lead generation for S2 Software in 10 European countries
• Google Ads (& Bing) and funnel optimization (A/B testing, copywriting, etc.)
• Increased leads by 250% between October and April (the company has been on the market for 10+ years)
• Responsible for the performance of 8 lead-gen websites and 2 online shops