• Led a comprehensive rebranding initiative including visual identity, messaging, digital presence – from positioning workshop to website relaunch.
  • Developed positioning and content strategy.
  • Established processes and content framework for strategic communication (corporate + AI Competence Center).
  • Developed thought leadership content and marketing materials for multiple practice areas.
  • Relaunch of corporate website (requirements management, target workshops, conception, project management, implementation, agency management)
• Setup of MarTech infrastructure
  • Integration of CMS, CRM, and email marketing solution
  • Ensuring compliance (GDPR, e-Privacy, EU AI Act, cookie consent)
  • Implementation of workflows for marketing automation
• Team building and management
  • Creation of an effective content and process framework as well as a suitable software solution for governance and collaborative work in the newly established marketing team
• Corporate newsletter: setup, technical and editorial management, handover to the team
• AI Competence Center: establishment of a digital presence for AI competence center, support with governance

• Ethical assessment of AI applications in a highly innovative but strictly regulated high-tech context
• Development and successful testing of an AI-supported, efficiency-maximized process
• Interface between tech/dev team, political and customer requirements
• Successful completion significantly ‘below time and budget’

This assignment led to further research and the development of a perfect process for ethics and compliance assessments, and ultimately to the founding of Ethaas.

• Internal strategy and implementation (team, infrastructure, processes)
  • Management and development of the marketing team
  • Development and implementation of CRM-supported processes and workflows – interaction between marketing, sales, tech, and customer service
• External strategy and implementation (brand, communication, channels, content, events, lead generation)
  • Development and establishment of a long-term global marketing strategy based on the corporate strategy
  • Development, establishment, and further development of brand and tone of voice
  • Lead and demand generation concept including scoring and nurturing processes, technical and content implementation
  • Conception and implementation of channel and content strategy, further development and implementation of event strategy, format development and creation (white papers, webinars, magazine, website, blog, video and event formats including trade fairs)
  • Relaunch of corporate website (requirements management, target workshops, conception, project management, implementation, management of external resources)
• Agency management
• Partner management
• Responsibility for a workstream during internal restructuring

Special projects/achievements:

• Launch & editing of industry magazine
• Largest pitch win in company history
• Integrated Europe-wide sales campaign

Role became obsolete with the acquisition of HQ revenue by its competitor Lighthouse.

• Strategic development and management of marketing
  • Conception, development, and continuous refinement of a holistic marketing and content strategy (content, email marketing, social media, events)
  • Translation of strategic goals into operational measures, including roadmapping, prioritization, KPI definition, performance monitoring, and reporting
  • Close collaboration with sales and customer success teams to coordinate activities throughout the customer journey
• Content Marketing & Brand Positioning
  • Holistic responsibility for all content channels (design & implementation):
  • Corporate website, blog, newsletter, social media, press relations
  • Creation and management of content formats (blog articles, website texts, white papers, brochures, advertising materials)
  • Strengthening brand visibility and thought leadership through targeted industry collaborations and partnerships
• E Mail Marketing, Marketing Automation, Lead Generation, Website
  • Responsibility for HubSpot (setup, automation, segmentation, reporting), conception and implementation of marketing automation and email marketing strategies (nurturing campaigns, newsletters, segmentation, logic, templates)
  • Planning and implementation of lead generation measures, including SEO & SEA
  • Continuous optimization of customer acquisition costs (CAC)
  • Technical responsibility for the website relaunch (structure, content, messaging)
• Social Media, Campaigns, Events, Brand Visibility
  • Implementation and further development of the social media strategy
  • Conception and execution of integrated marketing campaigns
  • Planning and management of events, digital formats, and speaking opportunities
• Leadership, Collaboration, Governance
  • Professional supervision and development of an intern to become a junior marketing manager
  • Management of external agencies and service providers
  • Responsibility for KPIs, reporting, and GDPR-compliant implementation of all marketing measures
• Further Focal Points
  • Close interface function with sales and customer success
  • Establishment and maintenance of strategic partnerships (especially consulting firms), management of university collaborations (including Frankfurt School of Finance & Management, WHU, St. Gallen, LMU, FAU)

Special projects/achievements:

• Increase in lead numbers by approx. 500% with a simultaneous significant reduction in CAC through strategic content collaborations
• Sustainably successful implementation of a creative Christmas and Chinese New Year campaign “Forecast Cookies” during the coronavirus pandemic
• Sustainable increase in brand presence in the relevant industry environment
• CEO positioning through a series of video interviews and ghostwriting of specialist articles published in leading industry media

• Building and setting up the European marketing team (reporting to CEO)
• Developing and executing the European marketing strategy
• Budgeting for all European marketing activities
• Hands-on work on
  • corporate website,
  • content for blog, website, e-books, brochures and flyers,
  • marketing automation and newsletter,
  • events and speaking opportunities,
  • SEO & SEA,
  • lead generation,
  • GDPR compliance
  • KPI controlling and reporting

• Further professional development of the marketing team (3 FTEs)
• Established content marketing as a dicipline and developed the digital marketing strategy
  • Managed the corporate website relaunch (concept, content, implementation)
  • Introduced CRM and established corporate newsletter
  • Concepted and implemented lead gen & marketing automation measures (newsletter, nurturing, conversion optimization)
  • Responsibility for SEO, KPI controlling, reporting, and GDPR compliance
• Expert support for the product teams in UX issues

Special projects/achievements:

• In-house website relaunch in < 4 months (2.5 FTE)
• Marketing management for the live format “Decision-Makers Forum”

Department was dissolved as part of a change in corporate strategy (turnaround).

• Management and further development of the marketing and HR team (2.5 FTE)
• Overall responsibility for marketing strategy and implementation with a focus on lead generation
  • Management of all online and offline marketing activities for Pinuts and the enterprise product Universal Messenger (website, content marketing, email marketing, social media, events, partner marketing)
  • Responsibility for SEO, conversion optimization, lead management, KPI controlling, and GDPR
  • Implementation of account-based marketing and content-driven campaigns (including annual industry reports and studies on topics such as the status of accessibility or legal compliance in the industry)
  • Design and implementation of studies, webinars, and downstream sales campaigns
• HR Marketing & Recruiting
  • Employer branding, career page, job advertisements,
  • conducting selection interviews
• Project Business: Consulting and operational support in customer projects (industry & public sector) on strategy, content, SEO, and conversion

• Created, designed (typesetting), and translated numerous user manuals of Klarstein, auna, blumfeld, Capital Sports, and numan products
• Quality assurance in accordance with corporate design guidelines
• Coordinated the translator team (EN, FR, ITA)
• Developed design templates
• Tested and documented production samples
• Served as primary point of contact for purchasing, customer service, and content management within the technical editorial team

• Research and market monitoring;
• Branding and product portfolio development;
• Preparation of profitability analyses and feasibility concepts;
• Design adaptation;
• Product lifecycle management;

• Creation of technical product descriptions;
• editorial revision;
• quality assurance;
• Creation and recording of articles in the ERP and via the CMS (Sage);

• Betreuung der Website und der Redakteure;
• Organisation von Kooperationen mit Medienpartnern;
• Verfassen von Interviews, Reviews, Blogeinträgen;
• Social-Media und PR;

• Promotion of albums, singles, and concerts/tours across various media;
• Building a media network and distribution list;
• Servicing media partners with videos, CDs, vinyl records, and downloads;
• Liaising with press representatives and artists, and accompanying them during promotional activities;
• Preparatory accounting: processing expenses, travel costs, and office supply costs with parent labels;

• Interviewer & Technischer Support | L&H Marketing Services | 04.2011 – 06.2014
• Internshio | Atelier Kati von Schwerin | 03.2011 – 09.2011
• Editorial Assistance | Financial Times Deutschland | 04.2010 – 04.2011
• Member of the student’s council  | Heinrich-Heine-Universität Düsseldorf | 10.2009 – 10.2010
• Tutor for philosophy | Heinrich-Heine-Universität Düsseldorf | 10.2010 – 03.2011
• Civil Service | Goethe-Institut Düsseldorf | 01.2007 – 09.2007
• Office Assistant / Assistant to CEO | Wulf e.K. | 02.2006 – 12.2006
• Assistant (graphic design + SEO) | Graphic Dept. Dynamo D | 2002 – 2005