Bianca Winkler-Hacke
Business Consultant and Marketing Strategist
Experience
Business Consultant and Marketing Strategist
Self-employed
- E.ON Mecklenburg-Vorpommern: Communication strategy on IT security for a nuclear waste storage facility
- LEAG: Advisory on internal communication, IT security, and change management
- Fielmann AG: CRM digitization across the entire group, project lead "360 Degree Customer-centric Campaign Management"
- Finanzcheck.de: Rebranding and brand positioning strategy
- Urban Sports Club: Rebranding, change management communication strategy, preparation for a funding round
- Doo.shop: Business strategy, corporate identity, employer branding
- EnneaVC: Travel VC, various projects for investments
- Schober.de: Development and content of a new company website, content marketing strategy
- Carl-Thiem-Klinikum Cottbus (academic teaching hospital of Charité): Social media strategy
- RSG (McFIT’s VC/incubation): Market entry strategy for a new lifestyle brand
- Targus Management Consulting: Corporate communications and social media strategy, as well as content creation
Since spring 2021, leading a company with multiple employees for digital transformation consulting and implementation in brick-and-mortar retail, and managing physical stores, online shops, and affiliate websites
Nominated in spring 2022 for the "Entrepreneur of the State of Brandenburg 2022" award and qualified for the shortlist among more than 200 applicants
Marketing Manager
Schober Investment Group
- Led all marketing activities for a blockchain-based data ecosystem
- Strategy, PR, paid and performance media, SEO, influencer relations, paid social, owned social
- Content creation, storytelling, event management
- Budget and resource planning, reporting, and business development
Project ended early due to technical and regulatory challenges in the blockchain industry
Marketing Manager DACH
DAZN (Perform Group)
Exceeded all subscription targets every quarter since launch by at least 15% with a reduced marketing budget
Continuous media presence and brand awareness by managing partnerships and brand ambassadors
Reduced churn/cancellation rate by 50% and improved the user journey by advising the global product development team
Led the events, CRM, OEM partnerships, and wholesale brand deals departments (online and offline)
Developed strategies and operational implementation plans, selected and integrated tools to support both B2B and B2C
Responsible for growth, conversion, and retention
Local point of contact for the global management on customer insights, analysis, and statistically relevant insights
CRM for DACH: strategy, management, and implementation; newsletters; multi-channel campaigns; CRM media; management of a global, remote team; building and expanding the beta tester and brand ambassador community; defining best practices; data analysis and evaluation to maximize efficiency
OEM partnerships: maximizing marketing opportunities; relationship management; identifying collaboration opportunities; planning events, campaigns, and bundles; negotiation
Wholesale deals: identifying potential partners; outreach and relationship management; negotiation, pricing, and bundling
Tone of voice and branding: responsible for consistent, on-brand copy and ads in the DACH region; optimized localization processes
Events: planning, execution, and reporting of all marketing events in the DACH region (12–600 guests)
Launch and go-to-market strategy: introduced the brand and service in German-speaking Europe; fully in-house execution of events and campaigns; reporting and marketing strategy adjustments
Senior Social Media Manager
McFIT
Initiated and led the change management process for the international social media team and introduced a strategy
Built a global page structure for all countries (330K fans), the third largest gym page worldwide
Increased the Facebook fans of the main Germany page by 1.7 times (259K fans) and doubled the Instagram channel (organic growth)
Increased engagement by 4% and reach by 80%
Set up and managed the influencer relations department and strategic partnerships
Selected and implemented social media management software
Grew the social media department from 6 to 10 people
Conceptualized, developed, and implemented social media strategies for all European countries
Developed concepts based on marketing campaigns
Bridged digital/social and traditional marketing through innovative concepts (e.g., beacons)
Planned, executed, and reported on digital (paid) ads on social media
Managed campaign budgets, financial planning, and forecasting
Monitored all social media channels and reported based on KPIs
Conducted trend research, sentiment analysis, and competitor research
Briefed, hired, and evaluated agencies and pitches
Managed the McFIT and Qi2 social media teams (Berlin and other markets) and personnel development
Marketing Coordinator GSA
Under Armour
Doubled brand awareness in Germany and increased Facebook fans by 600%
Established the Instagram channel and the brand Spotify channel
Executed the ARMOUR Camps (HIIT outdoor training camps for customers)
Social media: strategic planning, agency management, and project leadership
Digital media: strategy, media buying, and campaign management
Events: concept, planning, execution, and reporting of events (30–600 guests)
Seeding: VIP, media, and influencer relationships
Networking: building long-term business partnerships
Assisted the country marketing manager for GER & AT
Led the planning and execution of Tough Mudder events across Germany
Led the footwear brand activation project
Supported PR planning and monitoring for Germany and Austria
Managed agencies for social, PR, events, and influencers
Proofreading and copywriting for all EN-GER products
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 Sport (11 years), Banking and Finance (8 years), Healthcare (7 years), Professional Services (7 years), Retail (7 years), and Utilities (7 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 (11.5 years), Project Management (8 years), Strategy (8 years), Customer Service (2 years), and Finance (1 year).
Summary
With more than 15 years of experience in marketing and change management, and with large international clients, including corporate structures, I offer the ideal mix of expertise and practical experience to carry out your project successfully. I hold degrees in business administration and economic psychology, trained in engaging with and communication planning for a wide range of stakeholders and their needs.
Extensive IT knowledge and understanding of digital processes, broad project management skills, and experience in the energy sector complete my profile. I work very reliably and results-oriented with creative content and ensure that actions are traceable and reproducible through proper documentation. Especially for you, cyber security is essential for defending against intangible attacks and maintaining ongoing business operations, and I would be happy to help you convey this importance to your employees.
Skills
Word, Excel, Powerpoint – Expert
Social Media (Twitter, Facebook, Xing, Linkedin, Instagram, Pinterest, Etc.) – Expert
Outlook – Expert
Google For Business – Expert
Salesforce, Jira – Good To Very Good
Liveclicker And Communicator Crm Software – Very Good
Cms (Incl. Wordpress) – Very Good
Adobe Photoshop – Basic Knowledge
Web Development (Html, Java, Jquery, Mysql, Css) – Basic To Good
Windows And Mac Os – Expert
Various Additional Skills And Software Knowledge Available On Request
Management Experience / Leadership Skills
Very Strong Organizational Skills
Negotiation Skills
Team Player
Loyal
Trustworthy
Discreet / Confidential
Knowledge Of Common Communication Techniques
Conflict Resolution Strategies, Mediation In One-on-one And Group Conflicts
Moderation And Presentation Techniques
Intercultural Competencies
Languages
Education
European Distance University Hamburg
Bachelor of Arts in Marketing, Market and Advertising Psychology, Behavioral Finance, Behavioral Accounting · Business Administration and Economic Psychology · Hamburg, Germany · 1.8
Pop Academy Mannheim
Diploma · Music Business and Music Industry · Mannheim, Germany
Lörrach Vocational Academy (now: DHBW)
Business Administration · Lörrach, Germany
Certifications & licenses
Business English Certificate B2
London Chamber of Commerce and Industry
Profile
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