Barbara Tobiesen
Interim Head of E-Commerce & Marketing (Freelance)
Experience
Interim Head of E-Commerce & Marketing (Freelance)
Early-stage organic skincare startup
Led marketing and e-commerce for an early-stage start-up in organic skincare
E-commerce: Web shop relaunch (including 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: Conducted benchmarking study and margin analysis leading to change from cost to value-based pricing, introduction of a portfolio price strategy and bundling
Senior Product Manager Marketing, EU Heavy & Bulky Products
Amazon EU
Increased awareness of EU heavy bulky products and installation services with a marketing strategy; led a team of 2 HCs
Championed insight studies (qualitative & quantitative) and workshops to identify awareness and trust gaps in the customer journey
Defined an EU marketing strategy (target audience & value proposition, channel mix, KPIs, seven-digit budget, headcount); sourced the required budget and hired 2 HCs during a period of investment freeze
Launched Amazon display ads, on-site and affiliate campaigns
Owned monthly marketing reporting and annual budgeting
Automated price benchmarking, pricing model & price elasticity studies for approximately 200 service offerings across EU
Interim Head of DE Hardlines Customer Experience Team
Amazon Germany
Managed priorities, resource allocation and reporting of six CX & marketing PMs
Implemented a project prioritization method that increased the team’s outputs
Senior Product Manager Customer Experience, DE Hardlines
Amazon Germany
Led European Basket Building programme to enable automated product bundling at scale; 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 three-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 revenue)
Managed a cross-functional global stakeholder network
Demand Lead (Head of Product Management & Online Marketing), Books
Amazon Germany
Defined and implemented an x-channel traffic and conversion strategy (SEO, affiliate, email, onsite display) supporting 18% YoY category revenue growth
Conducted ongoing conversion optimisation of the shop (feature testing, launched search feature, schoolbooks category optimisation)
Managed category revenue (weekly reporting & deep dives, annual forecasting)
Owned pricing 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; spearheaded the reorganisation of all media marketing teams (Books, DVD, Music) into one central organisation (~25 HC)
Manager, Online Marketing & Content Management, Books
Amazon Germany
Relaunched the Books homepage creating an inspiring shopping experience (customer insight, UX design, A/B testing) that reduced abandonment rate by 15%
Introduced new content strategy with semi-automated production mechanisms to scale high-performing content
Launched an SEO initiative (+15% YoY revenue) and drove data-driven optimisation of 20 email programmes and affiliate partnership with BILD to generate offline visibility
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, achieving cost savings of 45% p.a.
Renegotiated pre-press services contract for 45 magazines, saving 25% p.a.
Organised a two-month SCRUM rapid prototyping bootcamp for 15 software developers
Owned design thinking workshops for 150 employees
Management Trainee
Hubert Burda Media
Visiting Associate & Working Student
Roland Berger
Visiting Associate
Simon-Kucher & Partners
Summary
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.
Skills
E-com Strategy
E-com Tech
Digital Marketing
Project Management
Data Analysis, Reporting, Budgeting
Microsoft Office / Excel (Advanced)
Marketing & E-com (Meta Ads Manager, Google Ad Manager, Brevo, Klaviyo, Woocommerce, Billbee, Etc.)
Google Analytics
Amazon Content, Catalog, Email & Analytics, Amazon Advertising Console
Xml (Basic)
Sql (Basic)
Languages
Education
San Jose State University
Media Studies · San Jose, United States
University of St. Gallen HSG
Business & Management · St. Gallen, Switzerland
University of Music, Drama & Media Hannover
Master of Arts, Media Management · Media Management · Hanover, Germany · 1,1
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