Berlin, Berlin, Germany
Business leader driving growth through pricing, marketing, and go-to-market strategy at global scale. Track record of building and scaling organizations and leading cross-functional teams across international markets, including at HelloFresh, Delivery Hero, Friday, and Babbel. Combines analytical rigor with pragmatic execution to translate data into sustainable business impact across customer acquisition, retention, and monetization.
Own marketing strategy for HelloFresh's largest international markets (€1.5B+ revenue). Drive customer acquisition and brand performance across a multi-market portfolio while leading two global centres of excellence: Pricing & Incentives (€50M+ annual profit uplift) and Marketing Analytics. Translate complex growth tradeoffs into clear strategic direction, aligning commercial, brand, and data functions at scale.
Built and led marketing for HelloFresh's international expansion cluster — launching 7 new markets from zero to €200M+ combined revenue and 3.5M+ customers. Developed a replicable GTM playbook adopted across all future launches. Led post-acquisition brand integration and rebuilt the central analytics function to drive measurable improvements in growth efficiency and retention. Also held accountability for HelloFresh Market and central performance channels.
Appointed to broaden leadership scope as Managing Director while continuing to lead marketing.
Led Marketing and UX (Performance, Brand, CRM, Aggregators, Product Design) to drive customer growth and retention. Launched new markets and product categories, achieving 60%+ portfolio growth through acquisition, cross-selling, and up-selling strategies.
Led multi-brand marketing across Brand Strategy, Performance Marketing, CRM, Campaign Management, and Restaurant Marketing for platforms Lieferheld, Pizza.de, and Foodora. Turned around market share loss, driving sustained growth and contributing to €400M+ annual GMV.
Led offline marketing across 15+ countries with an 8-digit budget. Drove 50%+ acquisition growth by rapidly testing and optimizing media buys in new markets. Built data-driven attribution and analytics frameworks to maximize ROI across market portfolio.
Led media buying, negotiated rates, and managed ATL campaigns to maximize impact and ROI. Developed and executed budget and media plans, optimizing ROI tracking for advertising spend.
Developed and implemented multi-channel attribution models. Conducted marketing mix and customer journey ROI analyses. Performed market research to refine brand positioning. Built tools to optimize marketing channels at the contribution margin level. Delivered customer segmentation and cohort analyses for CRM optimization.