Marketing & Communication

• Establishment of a data analytics setup for controlling and sustainably optimizing crucial KPIs.
• Execution conducted through several workshop sessions.
• Result: Consolidated marketing KPI dashboard and light OKRs for Q3/Q4 2022.

• Strategic marketing consulting with a focus on performance marketing, marketing automation, tag management, influencer marketing, and B2B2C marketing.
• Development and implementation of marketing automation concepts to activate new customers and increase retention rates of existing customers.
• Challenge: Motivating offline customers in veterinary practices to use online services such as telemedicine from Pfotendoktor.
• Acting as a sparring partner for the management in the creation of a new business plan including overall responsibility for marketing budgets.
• Key performance indicators (KPIs): CAC (Customer Acquisition Cost), CLV (Customer Lifetime Value).

• Strategic overall responsibility for marketing in three countries (Germany, Austria, Switzerland).
• Disciplinary and technical leadership for 10 employees in Brand & Performance Marketing, CRM, and Business Intelligence.
• Board member with investors and management circle.
• Media planning and budget responsibility of over €3.5 million per year (95% online & TV, 5% print).
• Cohort analyses development (Customer Retention Rate, Product Retention Rate) based on animal type, feed type, etc.
• Advancement of various CRM measures to optimize customer and product retention rates.

KPIs:

• CAC / Number of new customers per month.
• CLV (Customer Retention Rate + Product Retention Rate).
• Definition of goals and KPIs for all marketing team members.
• Close cooperation with the retail team.

Successes:

• Empowerment and development of the second line management.
• Expansion of new marketing channels such as YouTube, Pinterest, GDN, influencer marketing, and TV advertising.
• Restructuring management reporting/dashboards for investors, econa, and executive board.

• Overall responsibility for digital marketing across over 10 countries, with a focus on Germany, UK, France, Belgium, and Switzerland.
• Leadership of a team of 15 employees in areas of Brand & Performance Marketing including Paid Social (Facebook, Instagram, LinkedIn), Search (Google, Bing), Display (Programmatic, IO, GDN), Native (Taboola, Outbrain, Plista), Content Marketing, SEO, Social Media, Website, and Marketing Analytics.
• Budget and media planning exceeding €5 million per year.
• Strategic repositioning of web assets including sub-brands for B2C and B2B in Germany.
• Sparring partner for CRM team concerning CRM requirements management.
• Cohort analysis of Leads to Orders per channel.

KPIs:

• CPL, CPO: Scaling of lead generation while reducing CPO by lowering CPL.

Successes:

• Entrepreneurial, qualitative, and quantitative team development.
• Development and expansion of strategic touchpoints in customer-oriented (B2C) digital marketing.
• Agile realignment of online platforms such as heizung.de as a non-branded SEO portal for consumers (growth from 1.5k monthly users to over 500k monthly users).
• Restructuring various old collaborations.
• Development of Core-KPI Dashboards for C-Level and Executive Board of Viessmann Group.