Anika Kröll
Marketing & Communication
Experience
Jan 2021 - Present
3 years 6 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 2021 - 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 2020 - Present
4 years 6 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 2020 - 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 2020 - 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 months Berlin, 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 months Berlin, 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 months Berlin, Germany
Geschäftsführerin | 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
Erfahrene eCommerce- und Digital-Expertin mit >15 Jahren Berufserfahrung. Meine Schwerpunkte sind Brand- und Performance Marketing, CRM und Business Intelligence mit großer Leidenschaft zu Daten, mit ausgeprägter Hands-on Mentalität.
Mehr als 10 Jahre Führungserfahrung beim Ausbau von Umsatz und Ebit. Langjährige unternehmerische Führungserfahrung in international tätigen Unternehmen und etablierten Start-ups mit internen als auch hybriden Teams.
Voller Energie und Belastbarkeit, gepaart mit dem Drang, Teams und Menschen um mich herum zu stärken und zu inspirieren.
Languages
German
Native
English
Intermediate
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