Barbara Tobiesen
Senior Digital Growth Consultant
Erfahrungen
Senior Enabler
enable2grow GmbH
Senior Enabler for digital growth strategy and digital Transformation
Digital Growth and E-Commerce Consultant
Self-employed
I consult clients project based or as interim CMO in building customer centric growth strategies, effective e-commerce and digital marketing experiences that really connect with customers. I bring a holistic customer and business understanding and work closely with my clients from business case to execution. I focus on helping SMBs to grow and retain their customer base with engaging campaigns, exciting web/ marketplace UX and putting KPI & tracking in place. And – support them in automating operations and backend to make room for more growth!
My core areas of expertise are:
- Digital & E-Commerce growth strategy
- Digital customer acquisition & retention
- Conversion funnel optimization
- KPI framworks
- E-Commerce tech (shop, process automation)
About Me:
- I am passionate to support brands flourish, customers happy and businesses grow.
- Strong customer & growth-mindset, developed during 7 years of Marketing leadership @Amazon
- Analytical problem solving skills trained during years of internal and management consulting
- Strong project management
What I believe in:
- Customer first: always ask what problem you can solve for your customer
- Data driven: instead of endless debate identify core hypothesis, test and let the data speak
Senior Product Marketing Manager - EU Heavy & Bulky
Amazon
Responsible for increasing awareness and CX of EU Heavy Bulky products and installation services. Built up and managed a marketing team
- Customer insight: Led insight studies and identified awareness and trust gaps
- Strategy: Defined an EU marketing / CX strategy and made it a top business priority for EU senior leadership
- Leadership: Built up and managed a team of 2 Sr. Marketing Managers
- Marketing operations: Launched performance, onsite and affiliate campaigns; tested value propositions and messaging, set up regular performance reporting
- CX: Designed CX feature roadmap for pre-purchase customer journey; global product ownership for search filters
- Pricing: ownership for pricing strategy for installation services incl. automating competitor price monitoring, price elasticity experiments
Senior Product Manager Customer Experience - EU Hardlines
Amazon
- Led Amazon’s European Basket Building program which enables automated product recommendations at scale.
- Delivered +20% YoY revenue growth by scaling the programm's coverage through machine learning and improving conversion with new CX features
- Delivered +22% YoY deals revenue by implementing a deals strategy involving business and vendors
- Owned global initiative to increase discoverability of compatible products by integrating compatibility attributes into catalog and related customer facing website features (Vision, tech roadmap, budget)
- Managed a broad global stakeholder network from senior management to business and tech.
Head of Product Management and Online Marketing, DE Books
Amazon
- Responsible for revenue management and demand strategy of the Books category DE – one of the largest categories on Amazon, and a team of 8 FTE (incl. 2 managers)
- Category revenue management: weekly reporting & deep dives, annual forecasting
- Marketing strategy: Defined and implemented an x-channel traffic and conversion strategy (SEO, affiliate, email, onsite display) supporting 18% YoY category revenue growth
- CX initiatives: Owned pricing initiatives, feed & data management and vendor marketing relations
- Leadership: Transformed the team from an execution function to a team of project managers delivering scalable and high impact CX and marketing initiatives. Reduced repetitive tasks by -30%, implemented a new marketing management system and spareheaded the reorganization of all media marketing teams to a centralized organization (Books, DVD and Music;~25 FTE)
Manager, Online Marketing and Content Management, DE Books
Amazon
- Full responsibility for CX, content and traffic of the DE Books category, leading a team of 6 marketing managers that execute emailing, onsite display, SEO and content Management.
- Relaunched the Books homepage creating an inspiring experience, reduced abandonment rate by -15%
- Launched a SEO initiative (+15% YoY Rev) and drove data-driven optimisation of 20 e-mail programs
- Launched an affiliate partnership with BILD to generate offline visibility
Senior Program Manager
Hubert Burda Media
Corporate Development, Burda Publishing Magazines Division, reporting to the CEO
- Acted as the core PMO for two company-wide transformation programmes that delivered 25%YoY profit; Managed and controlled 12 workstreams
- Outsourced copy editing services of 20 magazines, cost savings of -45% p.a.
- Re-negotiated pre-press services contract for 45 magazines, saving-25% p.a.
- Innovation: Organised a 2-month SCRUM rapid prototyping bootcamp for 15 software developers; Design thinking workshops for 150 employees
Project Manager
Hubert Burda Media
- Corporate Development, Burda Publishing Magazines Division, reporting to the CEO
- Supported the launch of a new business unit for digital and entertainment
Management Trainee Crossmedia
Hubert Burda Media
Associate Consultant
Roland Berger Strategy Consultants
Freelancer Online Marketing
Hitradio Antenne Niedersachsen
Associate Consultant
Simon-Kucher & Partners
Telecommunications, IT
Zusammenfassung
Hi I’m Barbara. I am a digital marketing and e-commerce consultant with over 13 years hands on experience: 8 years e-commerce and digital marketing @Amazon and more than 5 years in strategy and corporate development. I help growing SMB businesses to boost their growth with engaging digital marketing strategies and e- commerce optimization. I am passionate to help brands flourish, making customers happy and businesses grow. I have a creative spirit, an analytical mind and thrive on making change happen.
You want to: ? Bring your customer acquisition to a next level? ? Turn customers into loyal fans that come back again and again? ? Boost your shop’s conversion rate? ? Automate all the e-commerce processes that cost you so much time? ? Or simply nail how and where you can delight your customers most?
Get in touch!
I am passionate about #ecommerce #Digitization #digitalstrategy #growthmarketing #growthstrategy #consulting #customeracquisition #customerretention #conversionoptimization #customercentricity
Top skills: B2C-Marketing, Email Marketing, Team Management
Publication: Schöne neue Markenwelt: Eine empirische Untersuchung des Potenzials zur Nutzenstiftung von Marken auf Social Networking Sites am Beispiel von Facebook, in Helmut Scherer, Daniela Schlütz, Hannah Schmid-Petri, Anke Trommershausen (Hg.): Marken im Web 2.0
Sprachen
Ausbildung
San Jose State University
Visiting student, Communication and Media studies · San Jose, Vereinigte Staaten
University of St. Gallen - HSG
Visiting student, Marketing · St. Gallen, Schweiz
Hanover University of Music, Drama and Media
Master of Arts · Media management · Hannover, Deutschland
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