Bianca W.
Management Consultant and Marketing Strategist
Experience
Dec 2018 - Present
6 years 9 monthsSpremberg, Germany
Management Consultant and Marketing Strategist
Self-Employed
- E.ON Mecklenburg-Vorpommern (communication strategy on IT security for a nuclear waste repository)
- LEAG (consulting in internal communications, IT security, and change management)
- Fielmann AG (CRM digitization for the entire group, project lead for "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, the Charité’s academic teaching hospital (social media strategy)
- RSG (McFIT’s VC/incubation arm, go-to-market 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 brick-and-mortar retail, and besides consulting, operates a few physical stores as well as online shops and affiliate websites.
- In spring 2022, I was nominated for the "Entrepreneur of the State of Brandenburg 2022" award and made the shortlist out of more than 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 the European market leader in data trading and management. The original, traditional business units are currently being restructured to pave the way for a fully digital corporate network. This also includes investments in digital marketing startups and founding new digital companies.
- I worked on 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 several regulatory hurdles, the project was ended prematurely.
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 for all devices. DACH was the first market globally to launch the product. DAZN is a brand of the UK-based Perform Group.
- All subscription targets were exceeded - every quarter since launch by at least 15%, despite a reduced marketing budget.
- Ensured ongoing media presence and built brand awareness by managing partnerships and brand ambassadors.
- Achieved a 50% reduction in customer churn/cancellations and improved the user journey by advising the global product development team.
- Led the following departments for the DACH region: Events, CRM, OEM Partnerships, Wholesale Brand Deals, both online and offline.
- Developed strategies and created operational implementation plans, as well as selected and integrated tools (software, etc.) to support B2B and B2C, with full budget responsibility for the above departments.
- Responsible for growth, conversion, and retention.
- Local point of contact for global management on customer insights, analysis, and statistically relevant learnings.
- CRM for DACH - strategy, management, and execution; newsletters; multi-channel campaigns; CRM media; managed a global, remote team and ensured smooth processes; ideation, setup, operational execution, and expansion of the beta tester and brand ambassador community, defining a set of best practices for global rollout, and analyzing and evaluating data to maximize CRM campaign efficiency within the budget.
- OEM Partnerships - maximized marketing opportunities and built and managed relationships; identified collaboration opportunities; aligned marketing calendars; planned events, campaigns, and bundles; negotiated; served as the primary marketing contact in DACH for related requests; general project management.
- Wholesale Deals - identified potential partners; initiated contact and built relationships; relationship management; negotiations; pricing; bundling; budgeting.
- Tone of Voice and Branding - responsible for the entire product across all platforms, newsletters, and all other localization needs, as well as streamlining localization processes. Ensured engaging, consistent, on-brand copy and ads in DACH.
- Events - planned, executed, and reported on all marketing events in DACH: internal team events like trainings and parties, as well as external DAZN or partner events in B2B and B2C, with 12–600 guests.
- Launch and Go-to-Market Strategy - introduced the brand and service in German-speaking Europe. Organized launch events, launch campaigns, and launch reporting. Events - fully in-house with no agency involvement; campaigns - managed agencies; recap reporting and adjustment of the marketing strategy - fully in-house.
Sep 2015 - Jun 2016
10 monthsBerlin, Germany
Senior Social Media Manager
McFIT
- Social Media Brand Lead for the McFIT and QI² brands, managing an international team of 7.
- McFIT is Europe’s largest gym chain with over 230 gyms in 5 countries and more than 1.2 million members.
- QI² is an advanced supplement brand with product lines designed for women of all fitness levels and ambitious male athletes.
- Initiated and led the change management process to set up the international social media team and introduce a strategy.
- Established a global page structure for all countries (330k fans at the time), making McFIT the third-largest gym page worldwide.
- Achieved 1.7x more Facebook fans on the main page (Germany), mostly organic growth, reaching 259k fans.
- Launched the Instagram channel, more than doubling the fan count (organic growth).
- +4% average engagement.
- +80% reach.
- Set up and managed the influencer relations department focusing on building strategic partnerships.
- Brand relations and collaborations.
- Selected and implemented social media management software.
- Expanded the social media department from 6 to 10 people (three of whom did not report to me).
- Conceptualized, developed, and implemented social media strategies for both brands across all European countries.
- Developed and executed concepts based on marketing campaigns.
- Connected digital/social and classic (offline) marketing through innovative concepts, e.g., using new technologies (beacons, etc.).
- Planned, executed, and reported on digital (paid) social media ads (Facebook, Instagram, SEA for website content).
- Managed campaign budgets / financial planning / forecasting.
- Monitored all social media channels and results.
- Reported on KPIs, based on self-defined metrics.
- Conducted trend research (fitness and lifestyle trends), sentiment analysis, competitive research.
- Influencer relations: set up the influencer department, identified potential influencers, and developed long-term strategic plans and campaigns.
- Agency briefing, selection, and pitch evaluation.
- Chose social media management software, introduced it, and trained teams in all markets.
- Managed the McFIT and QI² social media teams (Berlin and other European markets), including staff development.
Sep 2014 - Aug 2015
1 yearMunich, Germany
Marketing Coordinator GSA
Under Armour
- Overall goal: increase brand awareness and launch and establish the brand in German-speaking Europe.
- I doubled brand awareness in Germany during my time at Under Armour, achieved +600% fans on Facebook, launched the Instagram channel and a brand Spotify channel, and successfully implemented my idea for ARMOUR Camps (HIIT outdoor training camps for customers).
- Social Media – strategic planning, agency management, project leadership – ensured efficient results and KPI achievement, and identified and implemented new strategic approaches across various platforms.
- Digital Media – strategic planning, media buying, campaign management, identification of new channels.
- Events – concept, planning, execution, and reporting of events in B2B, B2C, D2C, media, and press with 30–600 guests.
- Seeding – VIP, media, and influencer relations.
- Networking – business collaborations, identifying new opportunities, building long-term partnerships.
- Assistant to the Country Marketing Manager GER & AT – making the impossible tasks possible.
- Tough Mudder – led planning, execution, monitoring, and the event agency for Under Armour’s sponsored Tough Mudder events across Germany.
- Footwear – led the Footwear Brand Activation project.
- PR – supported and monitored the implementation of the PR plan for Germany and Austria.
- Agency management – social, PR, events, influencers – briefing, negotiation, and management of all agencies involved in brand marketing.
- Proofreading and copywriting for all EN-GER products.
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 and working with large international clients, including corporate structures, I offer the ideal blend of expertise and practical know-how to make your project a success. I hold degrees in business administration and business psychology and am trained in engaging with diverse stakeholders and planning communications to meet their needs. Extensive IT skills and an understanding of digital processes, broad methodological expertise in project management, and experience in the energy sector round out my profile. I work very reliably and with a results-focused approach, delivering creative content while ensuring actions are transparent and reproducible through proper documentation. Cyber security is critical for you to defend against intangible attacks and maintain ongoing business operations, and I would be glad 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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