Berlin, Berlin, Germany
Having worked in various fields – from CRO to data analytics, measurement, SEO, and MarTech, as well as building a successful department in an international marketing agency from scratch – I learned that I need both: “in-depth technical stuff” and strategic challenges. The intersection between what drives me and what provides benefits to the companies I have worked for is the optimization of an existing status quo by analyzing, defining levers, deriving strategies, and implementing measures. In this respect, I am thankful to have been able to learn a lot by supporting a variety of business models over the last 15 years – from local to national to brands that make billions worldwide. As one of my personal highlights, working as an external expert for one of the Big 3 in management consulting not only helped me deepen my expertise in marketing but also broadened my horizon regarding what is important when creating new brands from scratch or optimizing international business models in various countries. Using cross-departmental knowledge to solve complex problems and facilitate understanding is one part of what fuels my motivation. The second part is seeing colleagues develop through an inclusive leadership approach that encourages participation – gaining knowledge and expertise, but also growing in confidence and becoming more critical thinkers. Transitioning from 12 years in international agencies to an enterprise in private education felt like a natural progression, as continuous learning and improvement have been central to my career. I also believe in sharing insights and knowledge, as it fosters both individual and organizational growth.
CRO | A/B Testing | Digital Measurement/Tracking for 10+ markets • Establishing a holistically thinking & acting CRO & Digital Measurement (tracking) department • Scaling an A/B testing program that effectively contributes to business growth • Improving User Experience for our customers by collecting research-based insights • Supporting data-driven decision-making by providing a comprehensive digital measurement (tracking) base • Educating about insights into user behavior
⦁ Leading & developing the team / department responsible for CRO, UX Research & Digital Analytics ⦁ Scaling success and business impact of the A/B testing program on 5+ domains ⦁ Improving the digital data measurement setup for 10+ domains ⦁ Enhancing the MarTech stack with focus on CRO, testing, digital measurement and data analytics ⦁ Leading 7-figure overall projects to transform the company's general MarTech stack ecosystem
⦁ Establishing and heading the department responsible for Digital Analytics, Conversion Rate Optimisation and Marketing Automation. ⦁ Direct report of C-Level ⦁ Full budget and personnel responsibility for the entire department ⦁ Professional and disciplinary management of conversion optimizers, web analysts and developers ⦁ Full responsibility of the strategic development of the department and client services ⦁ Sales and revenue streams ⦁ Optimization of processes, tool stacks and collaboration with internal and external stakeholders/partners ⦁ Achieved exceptionally high levels of customer, stakeholder, and employee satisfaction ⦁ Clients served in consulting and workshops include several international projects with one of the "Big Three" in management consulting, one of the "seven supermajors" in oil, an internationally operating german testing organisation, international payment providers and further national and international brands from SMB to enterprise
⦁ Establishment and further development of the CRO analysis department ⦁ Strategic and operative consulting of CRO customers via A/B testing and CRO analysis ⦁ Clients: Global leader in online payments, one of the largest German real estate platforms, Global leader in classifieds, one of the biggest hotel chains in Europe, large E-Commerce players in consumer electronics and fashion/jewelry, HR/finance SaaS ⦁ Special successes: Increase of the already very above‑average A/B Testing success rate by another 30%