Anika Kröll
Marketing & Communication
Experience
Jan 2022 - Present
3 years 7 months Lorem ipsum dolor sit amet
Bosch Building Technologies/susteco Solutions GmbH
- Development of brand marketing and communication strategy and measures in alignment with investors.
- Website creation and implementation, including Google Tag Manager, Google Analytics, and various reporting tools such as Looker Studio.
- Implementation of social media channels like LinkedIn.
- Execution of dialog marketing measures like monthly marketing calls with ecosystem partners.
- Event management: Conceptualization and coordination of public and partner-oriented events such as Partner Summits and trade fairs (Expo Real, Real Estate Arena, etc.).
- Press work: Ensuring consistent and positive media coverage, preparation of compelling press releases for brand awareness and credibility improvement.
- Project management: Steering of external agencies and internal stakeholders including C-Level, product teams, and IT.
Jan 2022 - Dec 2022
1 year Lorem ipsum dolor sit amet
ohhh! foundation (Organisation for Human Health and Happiness)
- 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.
Jan 2021 - Present
4 years 7 monthsMarketing & Communication
Freelance & Interim Management Consulting
- Development of a communication concept for a new brand, founding and joint venture (susteco solutions GmbH).
- Creation of brand marketing and communication strategy and measures in alignment with investors.
- Website development and implementation including Google Tag Manager, Google Analytics, and reporting tools like Looker Studio.
- Implementation of social media channels such as LinkedIn.
- Direct marketing measures, including the preparation and execution of monthly marketing calls with ecosystem partners.
- Event management: Conceptualization and coordination of public and partner-oriented events such as Partner Summits and various trade fairs like Expo Real and Real Estate Arena.
- Press work: Ensuring consistent and positive media coverage as well as preparing compelling press releases to increase brand awareness and credibility.
- Project management: Management of external agencies and internal stakeholders from levels such as C-Level, product teams, and IT.
Jan 2021 - Dec 2022
2 yearsInterim Chief Marketing Officer
Petcare Solutions GmbH
- 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).
Jan 2021 - Dec 2021
1 yearInterim Chief Growth Officer
Trafo MediaTech GmbH
- Creation of an online marketing strategy with a small team of 4 marketing employees, freelancers, and external agencies.
- Consulting on non-marketing issues in cost control and KPI monitoring for CACs (Customer Acquisition Costs) and CLV (Customer Lifetime Value).
- KPIs: CAC and CLV management and monitoring.
Aug 2019 - Dec 2020
1 year 5 monthsBerlin, Germany
Chief Marketing Officer
Pets Deli Tonius GmbH
- 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.
Feb 2019 - Jul 2019
6 monthsFreelancer for Online Marketing, CRM and BI
Smart Host GmbH
- Development of a content marketing strategy aimed at increasing organic traffic and generating organic leads.
- B2B CRM software for hotels.
Aug 2016 - Jan 2019
2 years 6 monthsBerlin, Germany
Head of Online Marketing
VC/O GmbH - Viessmann Group
- 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.
May 2015 - Jul 2016
1 year 3 monthsBerlin, Germany
Managing Director | COO
ocono GmbH (Tochter Covus Group)
- Promotion to management.
- Comprehensive management of operational company leadership.
- Expansion of responsibilities to include complete profit and loss accountability including drafting financial plans, cash-flow planning, and monthly plan-versus-actual analysis together with accounting.
KPIs:
- Revenue (especially revenue per 1,000 visits): Achieving revenue growth.
- Contribution margin from paid marketing campaigns.
- Definition of goals and KPIs for all units and employees.
Personal development:
- Provide technical training for staff and assist them in achieving their goals.
Successes:
- Successful relaunch of existing portals including their SEO growth.
- Foundation of a marketing team; managing six-digit monthly Adwords/Bing budgets.
- Achieving a five-digit contribution margin per month.
Summary
Experienced eCommerce and digital expert with over 15 years of professional experience. I focus on brand and performance marketing, CRM, and business intelligence, and I’m passionate about data with a strong hands-on mentality.
More than 10 years of leadership experience in growing revenue and EBIT. Long-standing entrepreneurial leadership roles in international companies and established startups with both in-house and hybrid teams.
Full of energy and resilience, driven to empower and inspire the teams and people around me.
Languages
German
NativeEnglish
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