Recommended expert

Anika Kröll

Interim Chief Marketing Officer

Anika Kröll
Berlin, Germany

Experience

Jan 2022 - Present
4 years 1 month
Berlin, Germany

Interim Chief Marketing Officer

Bosch Building Technologies / susteco solutions GmbH

  • Developed communication concept for new brand, foundation and founding of joint venture.
  • Developed brand marketing and communication strategy and measures in coordination with investors.
  • Set up and implemented website including Google Tag Manager, Google Analytics, Looker Studio and other reporting tools.
  • Set up and implemented social media channels (LinkedIn).
  • Executed dialog marketing measures such as preparation and conduct of monthly marketing calls with ecosystem partners.
  • Managed event management: conception and coordination of public and partner-oriented events such as Partner Summits and trade shows (Expo Real, Real Estate Arena, etc.).
  • Handled press relations: ensured consistent positive media coverage and created compelling press releases to increase brand awareness and credibility.
  • Managed projects and steered external agencies and internal stakeholders from C-level, product and IT.
Jan 2022 - Dec 2022
1 year

Interim Chief Growth Officer

ohhh! foundation (Organisation for Human Health and Happiness)

  • Built data analytics setup to manage and sustainably optimize key KPIs through workshop sessions.
  • Delivered a consolidated marketing KPIs dashboard and light OKRs for Q3/Q4 2022.
Jan 2021 - Dec 2021
1 year
Berlin, Germany

Strategic Marketing Consultant

Petcare Solutions GmbH

  • Provided strategic marketing consulting focusing on performance marketing, marketing automation, tag management, influencer marketing and B2B2C marketing.
  • Developed marketing automation concept and implemented it to activate new customers and increase retention of existing customers.
  • Acted as sparring partner for management in creation of new business plan including full responsibility for marketing budgets.
  • Defined KPIs: CAC and CLV.
Jan 2021 - Dec 2021
1 year

Chief Marketing Officer

Trafo MediaTech GmbH

  • Developed online marketing strategy with a team of 4 employees, freelancers and external agencies.
  • Advised on cost controlling and KPI monitoring for CAC and CLV.
  • Defined and tracked KPIs: CAC and CLV.
Aug 2019 - Dec 2020
1 year 5 months
Berlin, Germany

Chief Marketing Officer

Pets Deli Tonius GmbH

  • Held strategic overall responsibility for marketing in three countries (DE, AT, CH).
  • Managed and led 10 employees in brand & performance marketing, CRM and business intelligence.
  • Served as board member in the investor and management circle.
  • Planned media and budget >3.5 M EUR annually (95% online and TV, 5% print).
  • Expanded cohort analyses (customer retention rate, product retention rate by pet type and feed type).
  • Developed various CRM measures to optimize customer and product retention rates.
  • Managed contribution margin DB I and DB III.
  • Defined targets and KPIs for all marketing employees and coordinated closely with the retail team.
  • Achievements: developed and empowered second management level; explored new marketing channels (YouTube, Pinterest, GDN, influencer marketing, TV advertising); restructured management reporting and dashboards for the investor, econa and executive board.
Feb 2019 - Jul 2019
6 months

Freelance Online Marketing, CRM and BI Consultant

Smart Host GmbH

  • Developed content marketing strategy to build organic traffic and generate organic leads.
Aug 2016 - Jan 2019
2 years 6 months

Head of Digital Marketing

VC/O GmbH - Viessmann Group

  • Held overall responsibility for digital marketing in over 10 countries with focus on DE, UK, FR, BE, CH.
  • Managed 15 employees in 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.
  • Planned media and budget >5 M EUR annually.
  • Was third employee at Viessmann Digital Berlin to build the digital marketing team.
  • Strategically repositioned web assets including sub-brands for B2C and B2B in DE.
  • Advised top management and local marketing teams.
  • Steered global agencies and service providers.
  • Served as sparring partner for the CRM team and managed CRM requirements through digital marketing.
  • Built cohort analysis from lead to order by channel.
  • Responsible for KPIs CPL and CPO, scaling lead generation while reducing CPO through lower CPL.
  • Defined targets and KPIs for all subunits and employees.
  • Achievements: entrepreneurial and quantitative team development; developed new strategic customer-oriented digital marketing touchpoints; agile realignment of online platforms including heizung.de SEO portal from 1.5 k to >500 k users/month; restructured legacy collaborations; built core KPI dashboards for C-level and executive board.
May 2015 - Jul 2016
1 year 3 months

CEO / COO

ocono GmbH (Covus Group)

  • Promoted to management with full operational responsibility for the company.
  • Assumed full profit and loss responsibility including creation of financial plans, cash flow planning and monthly actual vs. plan analysis with accounting.
  • Responsible for KPIs: revenue (especially revenue per 1 000 visits) driving revenue growth and contribution margin from paid marketing campaigns.
  • Defined targets and KPIs for all units and employees.
  • Trained staff and supported them in achieving their goals.
  • Achievements: successfully relaunched existing portals with significant SEO growth; built a marketing team; managed six-figure monthly budgets on AdWords and Bing; achieved five-figure monthly contribution margin.

Summary

Experienced eCommerce and digital expert with over 15 years of professional experience. My focus areas are brand and performance marketing, CRM, and business intelligence, with a strong passion for data and a hands-on mentality. More than 10 years of leadership experience growing revenue and EBIT. Long-standing entrepreneurial leadership experience in international companies and established startups with in-house and hybrid teams. Full of energy and resilience, paired with a drive to empower and inspire teams and people around me.

Skills

  • It-tools: Google Suite, Microsoft 365
  • Graphics: Html, Css, Adobe Photoshop, Canva
  • Project Management: Asana, Jira, Trello, Monday
  • Marketing Tools: Adwords Editor, Bing Editor, Google Analytics, Google Tag Manager, Google Optimize, Google Looker Studio, Supermetrics, Funnel.io, Meta Biz Manager, Sistrix, Searchmetrics, Adserver Dfp, Optimizely
  • Marketing Analyst Support
  • Crm/ Marketing Automation: Salesforce, Hubspot, Customer.io, Getresponse, Mailchimp
  • Ai & Productivity: Chatgpt, Notebooklm, Zapier
  • Content Management: Wordpress, Typo 3, Scrivito, Hubspot
  • Soft Skills: Leadership, Problem Solving, Teamwork, Communication

Languages

German
Advanced
English
Advanced
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