Barbara T.
Interim Head of E-commerce & Marketing (Freelance)
Experience
May 2023 - May 2024
1 year 1 monthMunich, Germany
Interim Head of E-commerce & Marketing (Freelance)
- Leading marketing and e-commerce for an early-stage start-up in organic skincare.
- E-commerce: Web shop relaunch (incl. tech selection, customer journey mapping, SEO content & UX strategy; new hosting); Amazon launch; automated billing and fulfillment process
- Brand strategy: Sharpened the value proposition based on customer needs, managed brand relaunch (packaging, marketing, website)
- Marketing strategy: Created business and marketing plan, prioritized marketing channels for customer acquisition (SEO, Meta, PR) and retention (+25% email subscribers); set up performance reporting
- Pricing: Benchmarking study and margin analysis leading to change from cost to value-based pricing, introduction of a portfolio price strategy and bundling
Oct 2021 - May 2023
1 year 8 monthsSenior Product Manager Marketing, EU Heavy & Bulky products
Amazon EU
- Increased awareness of EU Heavy & Bulky products and installation services with a marketing strategy.
- Leading 2 HCs.
- Customer insight: Led insight studies (qualitative & quantitative) and workshops to find awareness and trust gaps in the customer journey
- Strategy: Defined an EU marketing strategy (target audience & value proposition, channel mix, KPIs, 7-digit budget, headcount); secured the needed budget and hired 2 HCs during an investment freeze
- Implementation: Launched Amazon display ads, on-site and affiliate campaigns
- Marketing reporting: Owned monthly reporting and annual budgeting
- Service pricing: Managed automation of price benchmarking, pricing model & price elasticity studies for ~200 service offerings across the EU
Feb 2019 - Jul 2019
6 monthsGermany
Interim Head of DE Hardlines Customer Experience Team
Amazon Germany
- Managed priorities, resource allocation and reporting for 6 CX & Marketing PMs.
- Implemented a project prioritization method that increased the team’s output.
Oct 2018 - May 2020
1 year 8 monthsGermany
Senior Product Manager Customer Experience, DE Hardlines
Amazon Germany
- Led Amazon’s European Basket Building program which enables automated product bundling at scale and managed a team of 10 (dotted line) and 2 (direct line).
- Delivered +20% YoY revenue by scaling the program through automation, internal adoption training and a deals/demand strategy
- Transformed it from a standalone initiative to one of the most executive-backed growth programs in the EU by defining and executing a 3-year roadmap (financial & headcount plan, CX roadmap, demand strategy, training plan)
- Launched machine learning based bundle creation in EU (+20% YoY revenue)
- Defined and rolled out deals strategy in EU5 (+22% YoY deals rev)
- Managed a cross-functional global stakeholder network
Feb 2016 - Jul 2017
1 year 6 monthsGermany
Demand Lead (Head of Product Mgmt & Online Marketing), Books
Amazon Germany
- Responsible for revenue, marketing, CX and pricing of the Books category DE – one of the largest categories on Amazon, and a team of 8 HCs (incl. 2 managers).
- Defined and executed an x-channel traffic and conversion strategy (SEO, affiliate, email, onsite display) supporting 18% YoY category revenue growth
- Ongoing conversion optimization of the shop (feature testing, launched search feature, schoolbooks category optimization)
- Category revenue management (weekly reporting & deep dives, annual forecasting)
- Pricing: Owned deals and fixed-price compliance projects for books
- Transformed the team from an operational execution role to project managers delivering scalable CX and marketing initiatives. Set new priorities, automated or outsourced repetitive tasks by 30%, implemented a new content and marketing management system and led the reorganization of all media marketing teams (Books, DVD, Music) into one central organization (~25 HC)
Apr 2015 - Jan 2016
10 monthsGermany
Manager, Online Marketing & Content Management, Books
Amazon Germany
- Full responsibility for CX, content and traffic of the DE Books category, leading a team of 6 online marketing & content managers.
- Relaunched the Books homepage to create an inspiring shopping experience (customer insight, UX design, AB testing) that cut the abandonment rate by 15%
- Introduced a new content strategy with semi-automated production to scale top-performing content
- Launched a SEO initiative (+15% YoY revenue) and drove data-led optimization of 20 email programs and an affiliate partnership with BILD for offline visibility
May 2011 - Mar 2015
3 years 11 monthsGermany
(Senior) Program Manager Corporate Development, Publishing
Hubert Burda Media
- Acted as the core PMO for two major company-wide transformation programs, delivering 25% YoY profit; scoped and managed 12 workstreams, reporting to the CEO
- Outsourced copy-editing for 20 magazines, saving 45% p.a.
- Renegotiated pre-press services contract for 45 magazines, saving 25% p.a.
- Innovation: Organized a 2-month SCRUM rapid prototyping bootcamp for 15 software developers; led design thinking workshops for 150 employees
Jan 2010 - Dec 2011
2 yearsGermany
Management Trainee
Hubert Burda Media
Jan 2009 - Dec 2009
1 yearGermany
Visiting Associate & Working Student
Roland Berger
Jan 2007 - Dec 2007
1 yearGermany
Visiting Associate
Simon-Kucher & Partners
Summary
Customer-focused marketing leader combining digital and e-commerce expertise with strategy skills from an organic skincare startup.
My broad experience across the e-com value chain (UX & tech, email, performance ads, marketplaces) and my data-driven approach let me build strong online businesses. My time at Amazon trained me to successfully scale and internationalize marketing initiatives.
I love empowering cross-functional teams with clear priorities, managing diverse stakeholders through open communication, and working closely with senior management and partner teams.
Languages
German
NativeEnglish
AdvancedDanish
IntermediateFrench
IntermediateEducation
Oct 2006 - Jun 2009
University of Music, Drama & Media
Master of Arts, Media Management · Hanover, Germany · 1,1
Oct 2003 - Jun 2006
Ludwig-Maximilians University Munich
Bachelor of Arts, Communication Science & Business · Munich, Germany · 1,3
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