Bianca Winkler-hacke
Business Consultant and Marketing Strategist
Experience
Dec 2018 - Present
6 years 8 monthsSpremberg, Germany
Business Consultant and Marketing Strategist
Selbständig
- E.ON Mecklenburg-Vorpommern (communication strategy on IT security for nuclear waste repository)
- LEAG (consulting on internal communication, IT security and change management)
- Fielmann AG (CRM digitalization across the 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 funding round)
- Doo.shop (business strategy, CI, employer branding)
- EnneaVC (travel VC, various projects for portfolio companies)
- Schober.de (development and content for new corporate 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 communication and social media strategy plus content creation)
- Since spring 2021 I have run a company with several employees specializing in digitalization consulting and implementation for brick-and-mortar retail, also operating some physical stores, online shops and affiliate websites alongside consulting.
- In spring 2022 I was nominated for “Entrepreneur of the State of Brandenburg 2022” and made the shortlist from over 200 applicants.
May 2018 - Nov 2018
7 monthsBerlin, Germany
Marketing Manager
Schober Investment Group
- Schober Investments is a family office VC with a long history as European market leader in data trading and management. They are restructuring their traditional business units to build a fully digital corporate network, including investments in digital marketing startups and founding new digital companies.
- I led all marketing activities for a blockchain-based data ecosystem. This included strategy, PR, paid and performance media, SEO, influencer relations, paid social, owned social, content creation, storytelling, event management, budgeting, resource planning, reporting and business development.
- The project ended early due to challenges in the blockchain industry technical development and regulatory hurdles.
Jun 2016 - May 2018
2 yearsBerlin, Germany
Marketing Manager DACH
DAZN (Perform Group)
- DAZN is the world’s first true live sports streaming service with apps on all devices. DACH was the first market to launch the product. DAZN is a brand of the UK-based Perform Group.
- Exceeded all subscription targets by at least 15% each quarter since launch with reduced marketing budget.
- Ensured constant media presence and built brand awareness through managing partnerships and brand ambassadors.
- Reduced churn rate by 50% and improved user journey by advising the global product development team.
- Managed the following departments in DACH: Events, CRM, OEM Partnerships, Wholesale Brand Deals both online and offline.
- Developed strategies and operational plans, selected and integrated tools to support B2B and B2C with full budget responsibility.
- Responsible for growth, conversion and retention.
- Local contact for global management on customer insights, analysis and statistically relevant learnings.
- CRM DACH – strategy, management and execution; newsletters; multi-channel campaigns; CRM media; managed a global remote team and ensured smooth processes; ideation, setup, execution and expansion of the beta tester and ambassador community; defined best practices for global rollout; analyzed data to maximize CRM campaign efficiency within budget.
- OEM Partnerships – maximized marketing opportunities, built and managed relationships; identified collaborations; aligned marketing calendars; planned events, campaigns and bundles; negotiated; primary marketing contact in DACH; general project management.
- Wholesale Deals – identified potential partners; outreach and relationship building; negotiations; pricing; bundling; budgeting.
- Tone of Voice and Branding – responsible for all copy across platforms, newsletters and other localized content; optimized localization processes; ensured engaging, consistent, on-brand copy and ads in DACH.
- Events – planned, executed and reported all marketing events in DACH: internal trainings and parties, external B2B and B2C events with 12-600 guests.
- Launch and Go-to-Market Strategy – introduced the brand and service in German-speaking Europe; organized launch events, campaigns and reporting; events done in-house, campaigns managed with agency, launch reporting in-house.
Sep 2015 - Jun 2016
10 monthsBerlin, Germany
Senior Social Media Manager
McFIT
- Social media brand lead for McFIT and QI², managing a team of 7 international employees.
- McFIT is Europe’s largest gym chain with over 230 gyms in 5 countries and 1.2 million members.
- Qi² is an advanced supplement brand with lines for women at all fitness levels and ambitious male athletes.
- Initiated and led change management to build the international social media team and implement a strategy.
- Set up a global page structure across countries (then 330k fans), making McFIT the third largest gym page worldwide.
- Increased FB fans on the main page (Germany) by 1.7x, mostly organic, to 259k.
- Launched Instagram channel and more than doubled fans organically.
- +4% average engagement; +80% reach.
- Established and managed influencer relations department focusing on strategic partnerships.
- Brand relations and collaborations.
- Selected and introduced social media management software.
- Grew the social media department from 6 to 10 people (3 not directly reporting to me).
- Designed, developed and executed social media strategies for all European markets for both brands.
- Created and implemented concepts based on marketing campaigns.
- Connected digital/social and classic marketing with innovative ideas like using new technologies (beacons, etc.).
- Planned, executed and reported paid social ads (Facebook, Instagram, SEA for website content).
- Managed campaign budgets, financial planning and forecasting.
- Monitored all social channels and results.
- Reported KPIs based on self-defined metrics.
- Conducted trend research (fitness and lifestyle), sentiment analysis, and competitor research.
- Set up the influencer department; identified influencers and built long-term strategic plans and campaigns.
- Briefed, hired and evaluated agency pitches.
- Chose, implemented and trained the team on social media management software in all markets.
- Managed McFIT and Qi² social media teams (Berlin and other European markets), focusing on team development.
Sep 2014 - Aug 2015
1 yearMunich, Germany
Marketing Coordinator GSA
Under Armour
- Main goal: increase brand awareness and launch and establish the brand in German-speaking Europe.
- I doubled brand awareness in Germany, achieved +600% FB fans, launched the Instagram channel and a branded Spotify channel, and successfully created the ARMOUR Camps (HIIT outdoor training camps for customers).
- Social Media – strategic planning, agency management, project leadership to ensure efficient results and KPIs; identified and implemented new strategic approaches on various platforms.
- Digital Media – strategic planning, media buying, campaign management, identifying new channels.
- Events – concept, planning, execution and reporting for B2B, B2C, D2C, media and press events with 30-600 guests.
- Seeding – VIP, media and influencer relationships.
- Networking – business collaborations, identifying new opportunities, building long-term partnerships.
- Assistant to the Country Marketing Manager GER&AT – making the impossible possible.
- Tough Mudder – led planning, execution, monitoring and agency management for Under Armour-sponsored Tough Mudder events across Germany.
- Footwear – led the Footwear Brand Activation project.
- PR – supported and monitored PR plan implementation for Germany and Austria.
- Agency management – social, PR, events, influencers: briefing, negotiation and management of all brand marketing agencies.
- Proofreading and copywriting for all EN-GER product translations.
Freiburg im Breisgau, Germany
A’n’R Music Services
ArtistEvolution
- Own company
Freiburg im Breisgau, Germany
Dual Student
Götz+Moriz GmbH
Frankfurt, Germany
Working Student, Junior Associate (Audit)
KPMG AG
Summary
With over 15 years of experience in marketing and change management working with large international clients, including corporate structures, I bring the perfect mix of expertise and hands-on experience to successfully deliver your project. I hold degrees in business administration and business psychology, trained in stakeholder communication planning and management. Extensive IT knowledge and understanding of digital processes, broad project management skills, and experience in the energy sector complete my profile. I work reliably and result-driven with creative content and ensure traceability and reproducibility of measures through proper documentation. Cyber security is crucial for you to defend against intangible attacks and maintain ongoing operations, and I would be happy to help you convey this importance to your employees.
Languages
German
NativeEnglish
NativeSpanish
NativeFrench
ElementaryItalian
Elementary ...and 1 more
Education
Oct 2011 - Jun 2015
Europäische Fernhochschule Hamburg
Bachelor of Arts · Business Administration and Business Psychology · Hamburg, Germany · 1.8
Oct 2006 - Jun 2008
Berufsakademie Lörrach
Business Administration · Lörrach, Germany
Popakademie Mannheim
Diploma in Music Business and Music Industry · Mannheim, Germany
...and 1 more
Certifications & licenses
Business English Certificate B2
London Chamber of Commerce and Industry
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