Greater Munich Metropolitan Area
I help companies professionalize marketing organizations during transformation phases — especially where Marketing, Sales, CRM, digital journeys and eCommerce need to work better together. As an interim manager and senior consultant, I bring 25+ years of experience in digital marketing, eCommerce, CRM, performance marketing and commercial leadership. My recent work has focused on building scalable revenue marketing structures: defining funnels, lifecycle stages, lead scoring models, SLA logic between Marketing and Sales, KPI frameworks and reporting structures that connect marketing activities with pipeline and revenue impact. I have hands-on experience with HubSpot, marketing automation, CRM process design, digital customer journeys, campaign management and cross-functional enablement. In complex B2B environments, I work closely with management, Sales, Marketing, IT, internal teams and external partners to improve data quality, process clarity, ownership and execution speed. My role is often to create structure in grown organizations: clarify priorities, stabilize teams, align stakeholders, improve workflows and make marketing performance more measurable and commercially relevant. Core topics: Interim Head of Marketing | B2B Revenue Marketing | CRM & Marketing Automation | HubSpot | MQL/SQL Funnel | Sales & Marketing Alignment | Customer Journey | Digital Journey | eCommerce | KPI Steering | Team Enablement | Performance Marketing | Agile Program Management
„hands on“- optimization of digital sales & marketing for B2B / B2C for profitability / bottom line; due diligence for digital businesses; C-Level advisor; interims-management; program management; re-org & enabling of teams; internationalization; set-up & enhancement of digital & performance marketing, CRM as well as B2B lead generation; marketplace integration; web analytics and KPI definition. LEADERSHIP & STAKEHOLDER PROFILE - Largest team led in an interim context: 35 (direct and indirect) - Budget ownership (max. ever held): double-digit Mio. € - Board / C-Level reporting experience: yes, frequency: weekly / monthly TECH STACK FLUENCY - Marketing Automation: HubSpot (Marketing & Sales Automation), Salesforce Marketing / Service Cloud - Ad Platforms: Google Ads, Bing/Microsoft Ads, LinkedIn Ads, YouTube Ads, Facebook/Meta Ads - Analytics / BI: Google Analytics (GA4), Google Search Console, Google Tag Manager, Google Merchant Center, Google Manufacturer Center, Hotjar, Clarity, SEMrush, Consent Manager - Collaboration & Other: Miro (IT landscape mapping, process design) References: FP Digital, Allplan, STIHL, Flyeralarm, Klingel, Here.com, LOWA, AutoScout24, ImmobilienScout24, babywalz, ALDO, Thalia, Amer Sports (Salomon, Wilson, Atomic, Mavic Suunto), Sportarena, Oberalp Group (Salewa, Dynafit), ESCADA
Setup & optimization of B2B Marketing and Lead Generation: Marketing Automation, Content Marketing, Inbound Marketing, ✅ Inbound funnel design with clear ROI focus (Marketing Qualified Leads - MQL, Sales Qualified Leads - SQL) ✅ SEA, SEO, Social & content strategy across the customer journey ✅ Marketing automation & CRM (HubSpot, Salesforce) ✅ Lead nurturing, scoring & segmentation ✅ Analytics & attribution (GA4, Looker Studio,Tableau, HubSpot)
• Acted as a cross-functional driver between Marketing, Sales, IT and external partners, proactively addressing risks, trade-offs and prioritization decisions without slowing down execution. • Enabled internal teams by establishing clear frameworks, documentation, and decision logic, ensuring that knowledge and capabilities remained within the organization. • Designed and implemented a fully connected revenue process — from campaign setup and tracking (Lead, MQL, SQL) through opportunity management to quotation and invoicing — creating full-funnel transparency and measurable revenue contribution. • Established a KPI framework linking marketing efficiency metrics (e.g., CPL) with commercial performance indicators such as ARPA and ARR, enabling budget steering based on contribution margin and pipeline quality rather than vanity metrics. • Further developed HubSpot into a central revenue platform, improving lifecycle management, data consistency, reporting accuracy, and usability for Marketing and Sales — significantly increasing visibility across the funnel. • Defined and implemented shared operating models with Sales, including SDR structure, lifecycle stages, lead scoring logic, qualification criteria, ownership rules, and handover processes. This resulted in faster lead response times and clearer accountability across teams. • Built the foundation for scalable performance marketing across Google Ads and Microsoft Advertising with a clear focus on predictable pipeline generation and revenue marketing logic instead of isolated channel optimization. • Managed the complete performance marketing agency selection process end-to-end: – structured requirements definition and KPI alignment – professional pitch setup and moderation (briefings, Q&A, evaluation matrix) – commercial negotiation including pricing transparency, performance expectations and governance model – structured onboarding and integration into internal processes
Interims Head of Ecommerce for Leonardo covering Webshop development, UX, Online Marketing Channels such as SEA, SEO, Meta, CRM; two teams + agency; agile ways of working; goals: revenue growth and improvement of profitability.