Carolin S.
Interim Marketing Director
Experience
Interim Marketing Director
HUK Autoservice
Development of a marketing strategy and implementation of the recommended actions in order to reach the objectives
Close collaboration with the product team to increase the conversion rate
Recommendation of a team structure and support on hiring of the needed talents
Accomplishments: CAC -60%; CR 2x; Awareness +11pts; Consideration +7pts; Bookings +5pts over the 6 months period
Interim Marketing Director Germany
Squarespace
Launch of Squarespace marketing activities in Germany
Development of the marketing strategy, hiring of media and comms agencies, development of the German brand voice and implementation on all key touchpoints
Launch of the first locally developed multi-channel media campaign with ATL touchpoints
Accomplishments: turning Germany into the fastest growing non-english market
Interim Marketing Lead Europe
Rover.com
- Development of the local marketing strategy in close collaboration with the key US stakeholders
- Launch of Rover brand in Europe starting with the UK
- Establishing PR as a growth tactic which was then rolled out on a global level
- Implementation of Smartling as the company’s localization tool and roll out across 8 languages
- Responsibility for integration of the team and adaptation of the brand across 8 countries after the acquisition of Dogbuddy
Brandformance Expert
Plan C
- Hands-on support of digital marketing activities both interim or as a fractional manager
- Market entry leadership from strategy development to launch (eg. US companies launching in UK, DE, FR)
- Online and offline campaign management, measurement and learning framework development
- Defining the target audience and brand positioning
- Localization / internationalization of communication
- Training and coaching (eg. Google incubation consultant)
- Client experience: almapharm, Oska Health, Ionity, Udacity, mymuesli, Google, Peakon, Oetker Digital
Marketing Lead Germany
Airbnb
Launch of Airbnb in Germany from strategy to implementation
Defined the local adaptation of the target group
Led development of local campaigns including production and media planning
Clear focus on digital first with brand experience touchpoints
Accomplishments:
Brand awareness of Airbnb tripled within 2 years
Significant increase in familiarity and trust with the brand
Roll-out of locally developed campaigns on a global level
Mentoring of the German and European marketing team and part of the local office leadership team
Senior Brand Manager, Danone Baby Nutrition / Milupa
Danone Group
Digital transformation of Milupa brand from only offline to a full digital roll out including social media and online forums
Launch of various product innovations and communication campaigns
Accomplishments:
Turnaround from double digit negative volume growth to +12% in 2014
Facebook Award 2013
Senior Brand Manager, Danone Aguas Mexico
Danone Group
Team lead of the Bonafont equity pillar with focus on communication and innovations
Lead of various market research projects both qualitative and quantitative
Media planning and execution
Accomplishments:
Brand trust award in 2012
Carrera Bonafont - world’s biggest free female running event
Successful launch of Toma+ app (2012)
Content strategy and asset development for Bonafont Facebook page and Twitter account
Strategic development and implementation of the innovation pipeline 2012-2015 with cross-functional teams
Junior Brand Manager, Danone Waters Germany
Danone Group
Continuous growth: responsibility for innovation then Volvic Fruit then Volvic Naturelle
Developed campaigns, promotions and innovations from idea stage to in-market execution
Accomplishments:
First mover on social media: launch of Volvic Blog (2008) and Volvic Facebook page (2009)
First influencer collaboration with Schlaflos in München Podcast (2010)
Volvic for Unicef 1l for 10l campaign recognized with the CSR award
Summary
Digital marketing expert with more than 18 years of professional experience.
- Combination of performance marketing with brand marketing skills
- Building successful brands from inception to scale
- Start-up, FMCG & e-commerce industry background
- Training and coaching in-house teams
- International working experience
Languages
Education
University of Applied Sciences
Diploma · Business Administration · Frankfurt, Germany
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