Barbara Tobiesen
Interim Head of E-commerce & Marketing (Freelance)
Experience
May 2023 - May 2024
1 year 1 month Munich, 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, prioritised 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: Championed insight studies (qualitative & quantitative) and workshops to identify 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); sourced the required budget and hired 2HCs during a period of investment freeze
- Implementation: Launched Amazon display ads, on-site and affiliate campaigns
- Marketing reporting: Owned monthly reporting and annual budgeting
- Service pricing: Owned automation of price benchmarking, pricing model & price elasticity studies for ~200 service offerings across EU
Feb 2019 - Jul 2019
6 months Germany
Interim Head of DE Hardlines Customer Experience Team
Amazon Germany
- Managed priorities, resource allocation and reporting of 6 CX & Marketing PMs.
- Implemented a project prioritization method that increased the team’s outputs.
Oct 2018 - May 2020
1 year 8 months Germany
Senior Product Manager Customer Experience, DE Hardlines
Amazon Germany
- Led Amazon’s European Basket Building programme 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 programme through automation, internal adoption training and a deals/demand strategy
- Transformed it from a standalone initiative to one of the most executive-backed growth programmes in the EU by defining and implementing a 3Y 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 months Germany
Demand Lead (Head of Product Mngmt & 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 implemented an x-channel traffic and conversion strategy (SEO, affiliate, email, onsite display) supporting 18% YoY category revenue growth
- Ongoing conversion optimisation of the shop (feature testing, launched search feature, schoolbooks category optimisation)
- Category revenue management (wkl reporting & deep dives, annual forecasting)
- Pricing: Ownership for deals and books fixed price compliance projects
- Transformed the team from an operational execution function 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 spearheaded the reorganisation of all media marketing teams (Books, DVD, Music) into one central organisation (~25 HC)
Apr 2015 - Jan 2016
10 months Germany
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 creating an inspiring shopping experience (customer insight, UX design, AB testing) that reduced abandonment rate by -15%
- Introduced new content strategy with semi-automated production mechanisms to scale high performing content
- Launched a SEO initiative (+15% YoY revenue) and drove data-driven optimisation of 20 email programmes and affiliate partnership with BILD to generate offline visibility
May 2011 - Mar 2015
3 years 11 months Germany
(Senior) Program Manager Corporate Development, Publishing
Hubert Burda Media
- Acted as the core PMO for two major company-wide transformation programmes, delivering 25%YoY profit; scoped and controlled 12 workstreams, reporting into CEO
- Outsourced copy-editing services for 20 magazines, cost savings of -45% p.a.
- Renegotiated pre-press services contract for 45 magazines, saving -25% p.a.
- Innovation: Organised a 2-month SCRUM rapid prototyping bootcamp for 15 software developers; Owned design thinking workshops for 150 employees
Jan 2009 - Dec 2011
2 years Germany
Management Trainee
Hubert Burda Media
Jan 2009 - Dec 2009
1 year Germany
Visiting Associate & Working Student
Roland Berger
Jan 2007 - Dec 2008
1 year Germany
Visiting Associate
Simon-Kucher & Partners
Summary
Customer-centric marketing leader combining digital and e-commerce expertise and an organic skincare startup with strategy skills.
My broad experience along the e-com value chain (UX & tech, email, performance ads, marketplaces) and my data-driven approach enable me to build strong online businesses. My experience at Amazon trained my ability to successfully scale and internationalise marketing initiatives.
I thrive on empowering cross-functional teams with clear priorities, managing diverse stakeholders through open communication, serving as an effective collaborator for senior management and partner teams.
Languages
German
Native
English
Advanced
Danish
Intermediate
French
Intermediate
Education
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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