Benedikt Berghof
CRM Project Lead
Experience
CRM Project Lead
REWE Group & PENNY GmbH
- Penny App loyalty program: go-live preparation
- Training
- Operations structuring
Project Lead
Innocean Europe
- UBP Private Bank: rebranding & website relaunch
Volunteer
Frankfurter Tafel e.V.
CRM Consultant
Oxfam Deutschland Shops
- CRM consulting
- Planning & conducting workshops
Product Owner Loyalty CRM interim solution
Genesis Motor Europe
- Customer Experience platform development
- Salesforce CXP configuration
- Customer journey definition
- Lead generation
- Forecasting
- Business operations design
- Successful safeguarding of business-critical CRM processes until Salesforce go-live
Project Management & Conceptualization
Kia Motors Deutschland
- kia.de online sales integration incl. PIM
- requirements management
- user journey
- migration to Adobe Experience Manager
- successful go-live of the online sales offering for leasing
Project Management
IWE Innocean
- Kia Motors Deutschland: migration of dealer websites to Adobe Experience Manager
- requirements management
- planning, design & implementation
- rollout
- coordination of international teams & external vendors
- successful go-live for over 500 dealers in a greatly reduced timeframe
Web platform & program management
Mastercard
- launch & development of loyalty CRM program mechanisms, including cashback
- KPI definition & reporting setup
- lead acquisition & cost-per-lead reduction
- set up email marketing user journey & guidelines
- online marketing (programmatic & SEA)
- key funnel usability optimization & UX research
- implementation of agile methodology (Scrum) in platform development
- collaboration tool & knowledge wiki
Web portal management
Kueche.de
- launch & lead management
- reduction of cost-per-lead & key funnel drop-off rates
- development of online marketing campaigns (display + SEA)
- process and organizational consulting
- usability optimization of online consultation tools
Consultant
innogy / RWE
- web platform online sales: user experience optimization for online services & ordering processes
- research design & A/B testing
- introduction of Kanban & JIRA
- preparation for CMS migration
Guest Lecturer
EMBA Medien- und Business-Akademie
- Project and campaign management "From briefing to successful campaign"
- Teaching the workflow from briefing to success control
- Developing campaigns and conducting exam assessments including practical project work
Interim Team Lead & Project Manager
MRM McCann
- Project management for digital projects of Commerzbank Mittelstandsbank
- Designing online video consulting and product application flows
Management Supervisor & Team Lead
OgilvyInteractive
- Business development
- Managing international clients (IBM, SAP, American Express, Nestlé): strategy development for multi-brand CRM platform
- Deutsche Bank 24: online campaigns across Europe
Department Head
Young & Rubicam Interactive
- Project management of the first German internet live webcast (UIP: "Star Trek")
- New business acquisition & expansion of existing clients
- Trainings & workshops on online business
Account Manager
Leo Burnett
- Managing Blaupunkt car hi-fi
- New media editorial
- Concept development and project management online and offline
Account Manager
Wunderman Cato Johnson
- Above- and Below-the-line campaigns for Leica cameras, Commerzbank, Schneekoppe, Bosch Power Tools, Metro Group
- CRM implementation
Industries Experience
See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.
Experienced in Advertising (11.5 years), Automotive (2.5 years), Retail (2 years), Banking and Finance (2 years), Food and Beverage (0.5 years), and Energy (0.5 years).
Business Areas Experience
The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.
Experienced in Marketing (16.5 years), Project Management (9.5 years), Information Technology (7 years), Strategy (3 years), Customer Service (2 years), and Business Intelligence (1.5 years).
Summary
Highly experienced digital project professional and strong conceptual consultant, 100% agile & hybrid deployable, multiple agile certifications, experienced in using AI tools.
Extensive experience in interim management and management of complex digitalization projects: web platforms (launch, relaunch, rollout), business intelligence tools, building loyalty systems (custom CRM/Salesforce, cashback), lead generation, sales funnel & conversion optimization, customer-centric usability.
Acts purposefully and efficiently, with >30 years of project management experience on the client side in B2B & B2C and with digital services providers, for international brands in key industries.
Combines strategic, conceptual, and managerial skills with a strong hands-on mentality for measurable project success.
Takes responsibility for strategy, concept, project management, budgeting, profitability, timing, project team management, stakeholder management.
Broad understanding of technical implementations, quick onboarding and extensive experience dealing with complex stakeholder management constellations, including internationally. Diverse experience in agile working methods, several years of Scrum application experience in Product Owner role.
Areas of expertise: digital transformation projects of business processes: launch, relaunch, rollout of multinational web platforms, CMS and loyalty systems, complex CRM/UX/UI processes & optimization, online campaigns search & display & social, customer journey planning, business operation design, user experience design. Very versatile and experienced in taking over ongoing projects.
Industry focus: Automotive/Mobility, Grocery retail, Finance, Telecommunications, Energy sector.
Skills
Project Management, Project Structuring, Restructuring, Business Analysis (Ba), Conceptual Design, Modeling
Business Operation Design (Bod), Business Intelligence (Bi), Business Process Modeling (Bpm), Business Case Development, Requirements Management
Online Sales & Pim, Sales Funnel & Conversion Optimization
Loyalty/crm: Customer Experience Process Definition & Optimization
Scrum & Kanban Framework
Experience With Ai Tools
Loyalty Crm Systems: Planning, Setup, Training And Further Development Of Loyalty Crm Solutions And Customer Loyalty Programs Including Cashback Mechanisms
Salesforce Sales Cloud & Marketing Cloud, Lead Generation, Lead Management, Lead Scoring
Hubspot
Web Platforms, Cms: Launch, Relaunch, Rollout, Multinational (E.g. Aem Adobe Experience Manager, Sitecore, Coremedia)
Dealer Websites Migration, Style Guides, Ux Research, Api Development
Extensive It & Process Understanding
Email Marketing: Conceptualizing And Implementing Modular Email Systems, Automation, Toolkit, Style Guide, Editorial Planning
Collaboration, Project Management, Knowledge Management, Prototyping
Extensive Experience In Setting Up And Using Ai Tools Or Tools With Ai Support Such As Atlassian Jira, Confluence, Trello, Clickup, Factro, Asana, Notebooklm, Notion.ai, Figjam, Slack, Monday.com, Wispr Flow, Gamma.app, Copy.ai, Chatgpt, Claude, Gemini, Deepl, Midjourney, Figma Design
25 Years Of Digital Project Experience
Agile And Hybrid Working
Professional Product Owner (Pspo I), Professional Scrum Master (Psm I), Prince2 Agile
Quick Onboarding Into Complex Business Processes, Contexts And Stakeholder Constellations
Mvp Definition & Operationalization, Piloting Including Proof-of-concept (Poc) Prototyping
Extensive Knowledge, Fast And Confident Use Of Office 365 With Word, Excel Including Pivot Data Analysis, Powerpoint Presentations
Project Planning With Gantt, E.g. Ms Project Etc.
Excel Pivot, Smartsheet, Google Analytics, Adobe Analytics, Etracker, Domo
Conceptualization & Optimization Of Funnels, Tagging, Tracking, Reporting & Data Visualization, Dashboards, Insights
Sea Adwords, Online Campaigns Display & Social, Programmatic Advertising: Planning, Implementation
Performance Optimization, Cost-per-lead Reduction
50/50 Collective / Individual Thinker: Like To Develop Solutions With The Team, Get Inspired By Exchanging Ideas And Discussions; Also Enjoy Working Independently, Find Inspiration & Solutions Through Reflection
70/30 Diplomat / Challenger: Act In A Consensus-oriented Way And Convince Others, Drive The Team Forward And Am Willing To Compromise; Set Clear Goals, Push Through Important Things Even Against Resistance And Can Handle Tension
50/50 Analyst / Doer: Like To Work Analytically And Quantitatively, Enjoy Conceptualizing And Thinking Things Through Before Implementation; Where Quick Results Are Needed, I Am Decisive, Act Intuitively And Accept Mistakes
40/60 Structure Fan / Explorer: I Welcome Structured Projects With Clear Goals, Milestones And Expectations; I Appreciate Flexible Projects That Give Room For My Versatility And Initiatives.
Languages
Education
Fotostudio Dollinger & Partner
Apprenticeship as a photographer · Leonberg, Germany
Hochschule der Medien (ehem. FHD)
Diploma in industrial engineering · Advertising management · Stuttgart, Germany
Gottlieb-Daimler-Gymnasium
High school diploma · Stuttgart, Germany
Certifications & licenses
Professional Product Owner (PSPO I)
Professional Scrum Master (PSM I)
PRINCE2 Agile
Profile
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