Bianca Winkler-Hacke
Experienced Marketer and Founder with profound Business Knowledge
Experience
Consultant and Marketing Strategist
Self-employed
Projects (excerpt):
- E.ON Mecklenburg-Vorpommern (Communication strategy on IT security for nuclear final storage facility)
- LEAG (Consulting on internal communication, IT security and change management)
- Fielmann AG (CRM digitization for 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 funding round)
- Doo.shop (Business strategy, CI, employer branding)
- EnneaVC (Travel VC, various projects for investments)
- Schober.de (Development and content for 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, I have also been running a company with several employees that specializes in digitalization consulting and implementation for stationary retail and, in addition to consulting, operates a few brick-and-mortar stores as well as online shops and affiliate websites.
For this, I was nominated for the "Female Entrepreneur of Brandenburg 2022" award in spring 2022 and was able to qualify for the shortlist against more than 200 applicants.
Marketing Manager
Schober Investment Group
Schober Investments is a family office VC with a long history as the European market leader in data trading and management. Currently, the original, traditional business units are being restructured to pave the way for a fully digital corporate network. This also includes investments in start-ups in the field of digital marketing and the establishment of new digital companies.
I was responsible for a blockchain-based data ecosystem and led all marketing activities. This included strategy, PR, paid and performance media, SEO, influencer relations, paid social, owned social, content creation, storytelling, event management, etc. as well as budget and resource planning, reporting and business development.
As the blockchain industry faces various challenges, especially in technical development, and various regulatory hurdles, the project was ended prematurely.
Marketing Manager DACH
DAZN (Perform Group)
DAZN is the world's first real live sports streaming service with apps for all devices. DACH was the first market worldwide in which the product was launched. DAZN is a brand of the British Perform Group.
Results during my work:
- All subscription customer targets were exceeded - every quarter since launch by at least 15% with reduced marketing budget.
- Ensuring permanent media presence and building brand awareness through management of partnerships and brand ambassadors.
- A 50% reduced churn/cancellation rate of customers and an improved user journey through advising the global product development team.
My responsibilities and tasks included:
Management of the following departments for the DACH region: Events, CRM, OEM Partnerships, Wholesale Brand Deals, both on- and offline.
Development of strategies and elaboration of operational implementation plans as well as selection and integration of tools (software etc.) to support B2B and B2C areas with full budget responsibility for above-mentioned departments.
Responsibility for growth, conversion and retention.
Local contact for global management on questions of customer understanding, analysis and statistically relevant insights and learnings.
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CRM for DACH - Strategy, management and implementation; newsletters; multi-channel campaigns; CRM media; management of a global, remote working team and ensuring smooth process flows; ideation, setup, operational implementation and expansion of the beta tester and brand ambassador community, defining a set of best practices for worldwide implementation as well as analyzing and evaluating data to maximize efficiency of CRM campaigns with given budget
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OEM Partnerships - Maximizing marketing opportunities and building and managing relationships; identifying cooperation opportunities; aligning marketing calendars; planning events, campaigns and bundles; negotiating; primary marketing contact in DACH for related inquiries; general project management
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Wholesale Deals - Identification of potential partners; contact initiation and development; relationship management; negotiation; pricing; bundling; budgeting
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Tone of Voice and Branding - Responsibility for the entire product on all platforms, newsletters and all other translation needs as well as process optimization of localizations. Responsibility for inspiring, consistent, brand-compliant copy and ads in DACH.
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Events - Planning, execution, reporting of all marketing events in DACH: internal team events such as trainings and parties as well as external events by DAZN or with partners in B2B and B2C, 12-600 guests.
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Launch and Go-to-Market Strategy - Introduction of the brand and service in German-speaking Europe. Organization of launch events, launch campaigns and launch reporting. Events - no agency involved, complete implementation in-house; campaigns - agency management; recap reporting and adjustment of marketing strategy - no agency involved, complete implementation in-house.
Senior Social Media Manager
McFIT
Social Media Brand Lead for the McFIT and QI² brands with management responsibility for a team of 7 employees internationally.
McFIT is Europe's largest fitness studio chain with more than 230 gyms in 5 countries and more than 1.2 million members. Qi² is an advanced nutritional supplement brand with product lines specifically for women of all fitness levels as well as ambitious male fitness athletes.
Results during my work:
- Initiation and management of the change management process for setting up the international social media team and introducing a strategy
- Setting up a global page structure for all countries (330k fans at the time), making McFIT the third largest gym page worldwide
- 1.7 times more FB fans on the main page (Germany), primarily organic growth, 259k fans at the time
- Instagram channel set up, fan base more than doubled (organic growth)
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- 4% engagement (on average)
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- 80% reach
- Setup and management of the influencer relations department focusing on building strategic partnerships
- Brand relations and cooperations
- Selection and introduction of social media management software
- SoMe department grew from 6 to 10 people (three of whom were not under my supervision)
My responsibilities and tasks included:
- Conceptualization, development and implementation of social media strategies for all European countries for both brands
- Development and implementation of concepts based on marketing campaigns
- Connecting digital / social and classic (offline) marketing through innovative concepts, for example by using new technologies (beacons etc.)
- Planning, implementation and reporting for digital (paid) ads on social media (Facebook, Instagram, SEA for website content)
- Management of campaign budgets / financial planning / forecasting
- Monitoring of all social media channels and their results
- Reporting, KPI-based on self-defined KPIs
- Trend research (trends in fitness and lifestyle), sentiment analysis, competitive research
- Influencer relations, setting up the influencer department, identifying potential influencers and building long-term strategic plans and campaigns
- Agency briefing, hiring, pitch evaluation
- Selection of social media management software, introduction and training of the team in all markets
- Management of the McFIT and Qi2 SoMe team (Berlin and other markets in Europe), personnel development
Marketing Coordinator GSA
Under Armour
Overall objective: Increase brand awareness and introduce and establish the brand in German-speaking Europe.
I doubled brand awareness in Germany during my time at Under Armour, +600% fans on FB, set up the Instagram channel and a brand Spotify channel, and successfully realized my idea of ARMOUR Camps (HIIT outdoor training camps for customers).
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Social Media - Strategic planning, agency management, project management - ensuring efficient results and achievement of KPIs as well as identification and introduction of possible new strategic approaches on various platforms.
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Digital Media - Strategic planning, media buying, campaign management, identification of new channels.
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Events - Conceptualization, planning, implementation and reporting of events in B2B, B2C, D2C, media and press areas with 30-600 guests.
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Seeding - VIP, media and influencer relationships.
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Networking - Business collaborations, identification of new opportunities, building long-term partnerships.
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Assistance for the Country Marketing Manager GER&AT - making the impossible tasks possible
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Tough Mudder - Management of planning, execution, monitoring and the event agency for the Tough Mudder events sponsored by Under Armour as main sponsor throughout Germany.
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Footwear - Management of the Footwear Brand Activation project.
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PR - Support and monitoring of the implementation of the PR plan for Germany and Austria.
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Agency management - Social, PR, Events, Influencer - Briefing, negotiation and management of all agencies involved in brand marketing.
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Proofreading and copywriting for all products from EN-GER.
A'n'R Music Services
ArtistEvolution
Own company