Maike Petersen

Interim Head of Marketing

Bekmünde, Deutschland

Erfahrungen

Juni 2019 - Juni 2020
1 Jahr 1 Monate
Mertingen, Deutschland

Interim Head of Marketing

SIGEL GmbH

  • Led the "Digitale Vermarktungsstrategie 2020" project as sparringspartner to the exec board
  • Implemented Salesforce as the interface between marketing and sales with vision, strategy and roadmap
  • Drove change in sales achieving over 80% digital-initiated revenue
  • Coached executive management in digital mindset and New Work
  • Increased SEO input to 75% aligned with the digital strategy
  • Facilitated cross-department collaboration via Product-Marketing-Sales (PMV)
  • Defined and integrated 54 new lead-generation subprocesses into marketing and digital sales
  • Launched new brand manual and agile working (2 OKRs, 15 sprints, 303 backlog items, 75% completed)
  • Enforced rapid testing and data-driven marketing
  • Acted as product owner and team enabler for Growth Marketing
Sept. 2018 - Bis heute
6 Jahren 10 Monaten
Dortmund, Deutschland

Product Owner, Marketing Manager & Consultant Digitale Transformation

Dr. Ausbüttel

  • Partnered with the supervisory board to enable digital transformation across commercial, sales, customer service, marketing, CRM and ERP
  • Advised top management and division heads as a sparringspartner
  • Led development of internal structures for Digital 2.0 including teams for digital challenges
  • Created digital strategy, content strategy, keyword and linkbuilding strategies
  • Prepared webshop launch and enterprise business project with data architecture planning
  • Defined KPI matrix and established reporting frameworks
  • Launched webinars, community portal and roadmap for future products and processes
  • Set up social channels, digital advertising, video strategy for LMS
  • Implemented Google Search Console, Google AdWords, Typo3, WordPress and SEO tools
Juli 2018 - Dez. 2019
6 Monaten
Wismar, Deutschland

Consultant Content Marketing Strategie & SEO-Audit

Molkerei Rücker

  • Conducted a deep dive analysis and facilitated a two-day scoping workshop with stakeholders
  • Defined online marketing strategy including KPI definition, customer journey and marketing mix
  • Developed a channel roadmap with budget recommendations and implementation packages for website, newsletter, performance marketing, SEO, SEA, content marketing, social media and digital advertising
  • Introduced reporting and editorial planning processes
  • Implemented a new newsletter planning approach
  • Delivered a comprehensive SEO audit with crawling, analysis and recommendations for page speed, URL architecture and keyword semantics
  • Enabled the in-house marketing team and managed agency coordination
März 2018 - Feb. 2019
1 Jahr
Fulda, Deutschland

Project Lead – Prio 1 Growth Projekt: Neue Vorgehensweise & Content Marketing Strategie

Lampenwelt GmbH

  • Introduced monthly Product-Marketing-Sales (PMV) meetings and defined the content marketing strategy
  • Enabled top management and operational teams for digital change
  • Designed and implemented new cross-functional processes with collective process design
  • Reported project status to the executive board and supervisory board
  • Achieved up to 85% uplift in campaign planning and execution
  • Reorganized leadership roles and onboarded a new marketing director
  • Created the PMV "Big Picture" and empowered teams for ideation
  • Established benchmarks for WOW content across channels
Aug. 2016 - Feb. 2017
7 Monaten
Hamburg, Deutschland

Chief Marketing Officer

bobbles TV, bubbles media gmbh

  • Developed online (80%) and offline (20%) marketing strategy for the European Pay TV platform "bobbles.tv"
  • Introduced internal processes for planning, creation and monitoring of online advertising
  • Established a complex reporting structure and trained team members on report generation
  • Restructured and trained the social media team for performance
  • Managed budget planning, audience identification (NCA concept) and adjusted target definitions
  • Presented strategies to international shareholders
  • Oversaw online campaigns (display, retargeting, Google AdWords, Facebook Advertising)
  • Set SEO strategy (technical and content), managed Google Search Console, URL structure, and keyword concepts
  • Managed newsletter tools (MailChimp, Experian) and CMS platforms (custom, WordPress)
  • Coordinated external agencies
März 2015 - Sept. 2016
1 Jahr 7 Monaten
Hamburg, Deutschland

Head of Team Online

Curtius Lütten Werbeagentur

  • Coordinated all online marketing activities for ECE shopping centers
  • Led the Digital Couponing project including concept and realization
  • Developed strategy, concept, consulting and online campaigns (display, retargeting, Google AdWords, Facebook Advertising)
  • Managed social media, Google Analytics, SEO (technical and content) and keyword research
  • Led project management, budget responsibility and team development
  • Acted as interface between internal processes, IT, customer service and external agencies
  • Drove digital transformation and multi-channel newsletter planning
  • Implemented tracking, CMS (Typo3, WordPress) and Jira ticketing
  • Positioned the agency as #1 online competency for ECE and created a new business model for online products
  • Conducted technical tests and internal process optimizations
März 2014 - Mai 2015
1 Jahr 3 Monaten
Wedel, Deutschland

Online Marketing Lead – Site Merchandiser DACH-Shop

Creatrade Holding (Faibels Shop)

  • Managed three e-commerce shops for the DACH region to increase sales and optimize product presentation
  • Led a team of 3 in graphics and content management
  • Coordinated E-Commerce, online marketing, IT, sales, product management and customer service departments
  • Oversaw marketing calendar, project management, monitoring and reporting
  • Planned and executed marketing campaigns with KPI analysis using FACT-Finder, etracker, DWH, 360, STEP and Hybris5
  • Managed internal processes and external agency collaboration
  • Led multi-channel newsletter planning, UX and website restructuring, tracking with etracker, CMS (Hybris3 & Hybris5) and Jira ticketing
  • Supervised testing teams to improve navigation, recommendation engines, UX and homepage slider based on data analysis
Okt. 2010 - März 2012
1 Jahr 6 Monaten
Yokohama, Japan

Marketing Director

SJSK K.K.

Okt. 2010 - März 2012
1 Jahr 6 Monaten
Yokohama, Japan

Vorstandsmitglied

Stiftung DSTY

Zusammenfassung

Seit fast 25 Jahren Erfahrung im Marketing – ausgehend vom klassischen Brand Marketing hin zu Digital-Kompetenz & zur Königsdisziplin holistisches Growth Marketing.

  • Head of Marketing
  • Content Marketing Strategie
  • CMO – Chief Marketing Officer
  • Head of Team Online
  • Online Marketing Lead – Site Merchandiser DACH-Shop
  • Product Owner, Scrum, Agiles Arbeiten
  • Mitglied im Steering-Commitee
  • Langjährige Erfahrung im Projektmanagement
  • Mentor eCommerce
  • Enabler B2B, B2C
  • Motivator Lead-Generierung

Sprachen

Deutsch
Muttersprache
Englisch
Verhandlungssicher
Japanisch
Fortgeschritten

Ausbildung

März 1992 - Feb. 1997

Muthesius Hochschule Kiel

Dipl. Kommunikations-Desingerin · Kommunikations-Design · Kiel, Deutschland

AVS - Auguste Viktoria Schule Itzehoe

Allgemeine Hochschulreife · Itzehoe, Deutschland

Zertifikate & Bescheinigungen

Google Adwords

Hamburger Akademie für Fernstudien

Google Analytics Fernlehrgang