Munich, Bavaria, Germany
CRM- and marketing lead with 10+ years of experience across loyalty, lifecycle marketing, customer communication and consumer activation. Experienced in building and optimizing cross-channel CRM communication across email, app, push, print and partner ecosystems in large-scale B2C environments. Strong background in customer engagement, campaign operations, segmentation, marketing automation and integrated communication strategies — combining data-driven CRM expertise with brand and creative communication experience. Led CRM and communication initiatives for one of Germany’s largest loyalty programs and collaborated with major consumer brands including EDEKA, Netto, Esso, BMW and McDonald’s. Particularly interested in scalable customer communication systems, lifecycle optimization, operational efficiency and modern automation-supported marketing processes. Currently expanding expertise in digital transformation and AI through an MBA program focused on Digital Transformation & AI.
• Led integrated marketing and communication initiatives for a financial and information platform. • Supported the launch and communication of multiple financial products across digital customer touchpoints. • Improved onboarding and customer communication processes with focus on usability and conversion. • Built testing and optimization approaches for messaging, segmentation and campaign performance. • Developed KPI and campaign reporting structures for performance monitoring and operational steering.
• Led cross-channel CRM and customer communication initiatives across email, app, push, print and partner channels within one of Germany’s largest loyalty ecosystems. • Managed and developed a CRM marketing team of up to 7 people. • Built and optimized segmentation, trigger and lifecycle communication approaches to improve customer relevance and engagement. • Enhanced operational efficiency and campaign scalability through process optimization and marketing automation. • Optimized newsletter templates with mobile-first and dark-mode principles, increasing click rates by 20%. • Managed partner-related marketing activities with annual business impact in the multi-million euro range. • Collaborated with major retail and consumer brands including EDEKA, Netto and Esso. • Combined CRM, loyalty and brand communication to create consistent customer experiences across multiple touchpoints. • Coordinated internal stakeholders, external agencies and partner teams in a fast-moving consumer environment.
• Managed integrated print and digital CRM campaigns for consumer and partner communication. • Developed onboarding, retention and activation initiatives to improve engagement and customer loyalty. • Coordinated cross-functional teams including BI, production, partner management and external agencies. • Created communication and activation concepts focused on customer relevance and response performance. • Supported campaign execution, quality assurance and budget coordination across multiple projects.
• Developed integrated campaigns and communication concepts across TV, print, online, OOH and direct marketing. • Worked on campaigns and productions for brands including BMW and McDonald’s. • Contributed to one of McDonald’s Germany’s most successful digital campaigns (“BigMac-Hunt”). • Built strong expertise in consumer communication, visual storytelling and activation-driven campaigns.
• Developed direct marketing and sales activation campaigns across multiple customer touchpoints. • Worked on integrated consumer communication concepts focused on engagement and response. • Supported creative campaign development and cross-channel communication initiatives.
• Contributed to integrated brand and communication projects for clients including Tchibo and Siemens. • Supported campaign concept development, corporate communication and creative execution across channels.