Recommended expert
Artur Schmalz
Marketing Consultant // Strategy & Campaigning
Experience
Oct 2024 - Feb 2025
5 monthsMarketing Consultant // Strategy & Campaigning
Stadtwerke Lübeck
- Marketing consulting for the business units EDL@Home and Commodity (Electricity & Gas)
- Development and implementation of marketing/sales strategy in close coordination with division management
- Definition and expansion of key channels (web, app, portal, social, paid, sales partners)
- Goal, annual, and budget planning for the EDL@Home business unit
- Leading and conducting team workshops for goal setting & campaign development
- Campaign/content planning for different target groups
- Designing and executing the regional multi-channel sales campaign incl. A/B testing
- Optimizing the customer experience across all channels
- Professional support and advice to product teams in iterative implementation
- Building and managing a campaign dashboard for success measurement
- Managing external agencies and internal teams
- Regular result presentations and reporting to division management
- Active stakeholder management
Apr 2023 - Jul 2024
1 year 4 monthsMarketing Consultant/Campaigning & Product Innovation
Sachsen Energie GmbH
Strategic consulting on further developing the marketing/sales strategy for the launch of the regional “SachsenGigaBit” introduction campaign
Target group analysis and potential assessment for the sales area
Planning & management of the omni-channel campaign as well as developing campaign messages and concepts
Roll-out and A/B tests to optimize campaign performance
Building and managing a campaign dashboard including lessons learned formats
Managing internal and external stakeholders
Touchpoint analysis and expansion of key channels
Designing & managing customer retention programs/campaigns
Advising on development of channel partner models and affiliate programs
Support & testing for the launch of the SAP platform
Reporting and coordination with division & marketing management
Planning and managing competitive analysis of providers
Assessing the current state of existing IT systems & customer journey
Gathering and modeling core and support processes
Defining requirements for the introduction of dynamic tariff models
May 2022 - Jun 2023
1 year 2 monthsMarketing Consultant & PMO // Customer Experience & Automation
Goldgas GmbH
- Advising and further developing the marketing/sales/digital strategy
- Setting up and evolving a backlog in an OKR context including prioritization and sprint planning
- Developing a CX roadmap in collaboration with division management
- Optimizing and supporting automation of customer experience processes
- Designing and developing customer lifecycle measures to increase loyalty & reduce churn rate
- Advising and supporting the DYMATRIX implementation (marketing automation)
- Planning and executing the umbrella brand communication “LetsGoZero” incl. adaptation for employer branding, sustainability, engagement, and products
- Advising & supporting the agency pitch for the goldgas redesign
- Managing service providers & stakeholder management for innovation, product, customer service, marketing, IT, and legal
- Leading and managing workshop formats for umbrella brand development
- Documentation and weekly updates with management/division heads
- Agile project management (Scrum/OKR)
Nov 2021 - May 2022
7 monthsDigital Marketing Manager // Brand & eCommerce Campaigning
Deichmann SE
- Digital marketing consulting and further developing national omni-channel campaigns for the umbrella and private labels as well as partnership campaigns
- Planning and managing content production for annual campaigns
- Further developing persona definitions and messaging (wording)
- Coordinating product categories, themes, and sales planning with purchasing & eCommerce
- Planning, building, and implementing landing pages in eCommerce
- Managing measures for BTL, CRM, POS, NL, onsite, SEA/SEO, and performance
- Acting as central interface to brand, marketing, sales, creative, and content teams
- Introducing a central project tool (Wrike)
- Tracking and building a campaign dashboard for success measurement
- Reporting and optimizing campaigns
- Agile project management
Oct 2021 - Present
4 years 4 monthsMarketing & IT Consultant
Digital Quality GmbH
- Strategic and operational marketing consulting
- Future-ready analysis, optimization & development of digital strategies/business models
- Process analysis, modeling (BPMN 2.0), documentation, and transformation of processes (core & support)
- Selection and support of SaaS & automation solution implementations
- Change & stakeholder management
- Brand development & management
- Designing and managing omni-channel campaigns
- Agile project management
- Implementation of new work principles
- Marketing & transformation workshops
- Coaching & training of internal teams
Apr 2021 - Aug 2021
5 monthsMarketing Manager & Project Lead // Portfolio Management & eMob Campaigning
EnBW AG
- Strategic consulting and further development of product strategies for the launch of the national "We Charge Germany" campaign
- Building and maintaining the central project roadmap, milestone planning and status dashboards
- Planning, managing and owning the product management components for eMob "Charging at home and on the go"
- Defining requirements for campaign assets, bundle and employee tariffs
- Developing the customer journey and product communication
- Enhancing the digital campaign and product management processes
- Supporting and planning sprints for the launch of the eMob components
- Central interface as PL/PO for stakeholders
- Agile project management including weekly reporting to the chapter lead
Dec 2020 - May 2021
6 monthsDigital Marketing Manager & PO // Digital Business
thyssenkrupp Elevator GmbH
- Further developing the digital strategy with a focus on channel expansion/optimization and virtual events
- Setting up and leading stakeholder workshops to gather requirements
- Prioritizing initiatives and creating the roadmap
- Advising on optimizing internal support processes and external communication solutions
- Designing and developing a digital hub on the website
- Setting up and integrating SaaS solutions into the IT architecture
- Planning and managing performance campaigns for lead generation
- Central interface as PO for Sales, Marketing, Service, IT and Legal
- Tracking, analyzing and optimizing the campaigns
- Agile project management (Scrum) and reporting
Sep 2020 - Nov 2020
3 monthsMarketing Consultant & PMO // Strategy & Digital Transformation
Wefra Life Solution GmbH
- Analyzing the business model and building the transformation roadmap
- Strategic consulting for realignment with the CEO
- Optimizing the digital strategy based on the transformation goals
- Analyzing, selecting and evaluating B2B platforms
- Change management and workshops including Business Model Canvas, OKR goal setting, channel alignment, and New Work
- Building and integrating SaaS collaboration platforms
- Agile project management using Scrum
- Reporting at C-level
May 2018 - Jul 2020
2 years 3 monthsMarketing Manager & Product Owner IT // Campaigning & eCommerce
Eprimo GmbH
- Digital marketing consulting and developing the marketing strategy for repositioning
- Planning, managing and owning brand and performance campaigns
- Target group analysis, developing the campaign message and content for each channel
- Planning and managing multi-channel media planning (TV, portals, social media, SEA/SEO, affiliates, sales partners)
- Roll-out and A/B testing to optimize campaign performance
- Building and managing a campaign dashboard including lessons learned
- Implementing a unified coordination process (OKR & Scrum)
- Gathering system/user requirements for a new CMS/brand management system
- Managing and further developing digital business processes
- Designing, planning and managing launch and prototyping phases
- Change management and training teams for system implementation
- Implementing the SaaS solution & CMS system in collaboration with IT architects
- Agile project management (Scrum) and reporting to IT/executive management
Jun 2017 - Jan 2018
8 monthsDigital Marketing Manager // eCommerce & Campaigning
REWE Digital & Group
- Marketing consulting and campaign management for omni-channel campaigns of the umbrella brand & online store
- Project/team setup including goal definition per channel
- Resource planning and team leadership (7-10 people)
- Target group analysis, developing and managing campaign elements and content
- Roll-out and A/B testing to optimize campaign performance
- Building and managing a campaign dashboard including lessons learned
- Central stakeholder interface for TV, POS, UX/UI, mobile, content, CRM, social media, performance and media
- Continuous analysis, monitoring and optimization of campaigns
- Agile project management (Scrum) and reporting
Oct 2016 - Apr 2017
7 monthsHead of Digital Marketing & PMO // Performance & Social Media
Sunzinet AG
- Overall responsibility for all online marketing activities with a focus on performance, SEA/SEO & social media
- Building and developing the marketing department
- Defining, developing and coordinating strategies, goals and KPIs in digital marketing & social media
- Designing and planning digital measures with a focus on B2B companies
- Further development of the digital portfolio (websites, newsletters, social media, content, displays)
- Acting as interface with concept, design, editorial & IT development
- Managing and monitoring marketing programs & initiatives
- Tracking & reporting to derive recommendations for action
- Resource planning and team management (6 people)
- Planning & conducting workshops/trainings
- Moderation of daily stand-ups, weekly meetings and reviews
- Reporting to management
Apr 2016 - Aug 2016
5 monthsSenior Program Management // Strategy & Digital Campaigning
SapientRazorfish
- Digital marketing consulting and development of international multi-channel campaigns for Hugo Boss
- Defining objectives, scoping and project planning via estimation
- Resource planning and leading a team of 8-10 people
- Planning, managing and optimizing campaigns across website, eCommerce, app, newsletter, social media, DOOH, SEA/SEO and paid media
- Central interface to creation, content, social media and development
- Active stakeholder management
- Campaign planning, tracking and management via Salesforce
- Agile project management (Scrum) with JIRA & Podio
- Moderation of daily stand-ups, weekly meetings and reviews
- Reporting to the local director team
Mar 2015 - Jan 2016
11 monthsMarketing Consultant & PO // EMEA Strategy & Programs
Dell Germany
- Development & execution of go-to-market strategies for ProSupport Plus, Pro Deployment, Future Readiness & Blueprint Assessments
- Planning & management of EMEA programs for the German market
- Alignment & integration of local programs into cross-business units
- Leading services campaigns in omni-channel, distribution, lead generation and sales enablement
- Annual budget planning and tracking in MASCOT/budget tracker
- Funding EMEA programs with Intel & Microsoft
- Campaign management via Salesforce
- Leading internal teams and external agencies
- Weekly reporting to marketing director & EMEA team in London
Oct 2013 - Feb 2014
5 monthsSenior Account Manager // Digital Campaigning
Inventiv Health Communications Europe
- Marketing consulting to optimize digital brand & online activities
- Planning and executing national product launches in oncology
- Implementing & adapting digital campaigns (print/online)
- Creating and expanding CD guidelines on SharePoint for web, app and content
- Personnel and resource planning
- Leading internal teams and external agencies
- Weekly reporting to account director and department head
May 2012 - Oct 2013
1 year 6 monthsHead of Digital Division Manager & PO-IT // Strategy & Sales
Medical Publishing House
- Strategic development of operational marketing in digital services
- Optimizing and enhancing digital brands & online activities (portal, online shop, blog, social media, newsletter)
- Expanding digital products and services for website, portal, podcast and on-demand lectures
- Designing and implementing a web app with a closed B2B area
- Annual planning, budgeting and management of all digital marketing activities
- Key account management for media sales
- Tracking, controlling and optimizing campaigns
- Project management and reporting to executive management
Jan 2011 - Apr 2012
1 year 4 monthsSenior Account Manager & PMO // Content & Campaigning
Salon Deluxe Werbeagentur
- Marketing consulting & PMO for Samsung Germany
- Autonomous planning, budgeting, and management of on-/offline campaigns and sales programs
- Personnel and resource planning
- Concept development of relaunch campaigns and national roadshows
- Content production management (photo shoots, video, content)
- Internal team and external service provider leadership
- Meeting and review moderation
- Reporting to management and clients
- Project management & controlling
Oct 2009 - Feb 2010
5 monthsSenior Account Manager & PO-IT // Digital Services & Campaigning
H-Zwo Kommunikation GmbH
- Marketing consulting for the development of digital initiatives for Krüger Cafe & Esselte Leitz
- Planning, budgeting, and leadership of national/international online campaigns
- Digital brand & initiative optimization (portal, rich media, online shop, games, newsletters)
- Story/mood board concept development for video content
- TV spot adaptation into digital initiatives
- Internal team and external service provider leadership
- Project controlling, quality management, and reporting
Oct 2007 - Jun 2008
9 monthsManagement Supervisor // B2B & Trade Communication
von Mannstein Werbeagentur GmbH
- Marketing consulting & budget management for B2B and trade clients
- Service and digital unit optimization and expansion
- Rollout phase development and support for agency repositioning
- Various client account management including annual planning & budgeting
- ATL/BTL campaign concept development
- On-/offline marketing initiative management
- Project management and controlling
- New business development
May 2001 - Oct 2007
6 years 6 monthsManaging Director & Consultant // B2B & FMCG Strategy & Campaigning
Tsunami Design & Advertising
- Strategic and operational company management including personnel and resource planning
- Marketing consulting for B2B/B2C companies
- National and international campaign design and execution for mechanical engineering, FMCG, DIY, healthcare, pharma, and publishing
- On-/offline marketing initiative planning, management, and leadership
- Project controlling & campaign performance measurement
- Client presentations, pitches, and new business development
- IHK-certified trainer for marketing clerks
Sep 2000 - Apr 2001
8 monthsAccount Manager // B2B & DIY Campaigning
Assenmacher Network GmbH
- Marketing consulting & budget management for B2B and trade clients such as the German Armed Forces, Dynamit Nobel, Fiskars, Holzland, and Wella
- ATL & BTL campaign concept development
- Budget planning, management, and execution of initiatives
- Team and vendor leadership
- Media planning and production monitoring
- Project management and controlling
- Reporting to account directors and management
Summary
Marketing and transformation consultant with over 20 years of experience in strategic brand development and guiding change processes through communication. I focus on helping companies position themselves clearly, shape change actively, and use communication deliberately as a lever for sustainable transformation.
Skills
Expertise
- Strategic Consulting On Repositioning Marketing, Brand & Communication/customer Experience In Transformation Contexts
- Development Of Integrated Omni-channel Marketing Strategies (B2b/b2c) & Campaigns Along The Entire Customer Journey
- Management Of Transformation Projects To Digitize Marketing Processes And Structures
- Process Consulting & Lean Management To Increase Efficiency In Marketing
- Introduction And Optimization Of Marketing Technologies (Martech) & Saas Solutions As Product Owner
- Building Agile Marketing Teams & Introducing Agile Methods (Scrum, Kanban)
- Designing & Leading Workshops To Enable Teams In New Tools & Processes
- Supporting Change Management Processes Focusing On Cultural Change And New Ways Of Working
- Stakeholder Management To Successfully Embed Marketing Innovations
Additional Qualifications
- Process Management/bpmn 2.0
- Agile Project Management
- Brand Management System (Frontify)
- Web Experience Management (Sitecore)
- Google Analytics 360
Program Skills
- Microsoft 365 (Word, Excel, Powerpoint, Outlook, Onenote, Teams, Planner, Sharepoint, Onedrive)
- Collaboration: Jira, Confluence, Sharepoint, Miro, Mural, Workspace (Frontify)
- Project Management: Asana, Jira, Wrike, Ms Teams Planner, Slack, Podio, Trello
- Analytics: Google Analytics 360, Hubspot, Optimizely, Mentimeter
- Cms & Admin: Craft, Drupal, Ez, Sitecore, Typo3, Spirit, Joomla
- Crm System: Hubspot, Salesforce - Marketing, Customer 360 (Basic)
Methods
- Business Model Canvas (Bmc)
- Value Proposition Canvas (Vpc)
- Root Cause Analysis (5 Whys, Ishikawa Diagram, Fmea)
- Dmaic (Structured Approach To Process Improvement)
- Pdac (Method For Continuous Quality Improvement)
- Raci (Role And Responsibility Clarification)
- Agile Methods: Scrum, Kanban, Design Thinking
Industries
- Energy
- Diy
- Fmcg
- Fashion
- Healthcare
- It & Electronics
- Pharma
- Retail
- Telecommunications
Awards
- Best New 18/1 Out-of-home & Poster Award 2007
- National Encourager – Young Manager Award 2006
Languages
German
NativeEnglish
AdvancedSpanish
ElementaryEducation
Oct 2010 - Jun 2014
EUFH Cologne
Bachelor of Arts, General Management · General Management · Cologne, Germany
Oct 1996 - Jun 1998
WAK Cologne
Communications Specialist · Cologne, Germany
Certifications & licenses
Six Sigma Green Belt
Six Sigma Academy Germany
PSM I (Scrum Org.)
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