Franziska K.
Founder
Experience
Sep 2024 - Present
1 year 3 monthsFounder
mindfuel
- Defined and executed the zero-to-one (0-1) GTM strategy and business model for the AI-powered health platform mindfuel, accelerating commercial readiness and optimising the model via the EUROBANK pre-accelerator program EGG.
- Cultivated a foundational network and actively engaged with the HCLS Startup ecosystem in Northern Germany (e.g., innovation cluster Life Science Nord, Startup City HH) to build a network of early evangelists and essential decision-makers.
- Conducted in-depth market analysis and strategic and partnership outreach to identify key partnership opportunities within the HCLS ecosystem.
Jan 2023 - Aug 2024
1 year 8 monthsHamburg, Germany
Business Marketing Lead Germany
- Strengthened Pinterest's thought leadership and brand perception by building strategic partnerships, forming new alliances, strategically joining key industry moments (OMR, dmexco), and establishing new owned formats (e.g. Pinterest Predicts Loft 2023) to create new, strong touchpoints and scale existing formats.
- Drove double-digit year-over-year spend growth by positioning Pinterest as a must-buy media tool for enterprise advertisers through platform journey analysis and connected advertiser touchpoints.
- Increased spend optimism among enterprise agencies and advertisers by strengthening thought leadership through keynotes at key industry events and during key partnership moments, combined with highly targeted account-based campaigns.
- Transformed Sales and Marketing alignment at Pinterest Germany into a strong partnership and strengthened cross-functional collaboration with local XFN leadership (Sales, Product, Measurement) with a low ego, high collaboration leadership style.
- Developed and executed the German marketing strategy to merge global objectives and local needs and deliver on business and marketing goals with a cost-efficient ROI, including budget and resource planning and negotiation.
- Led the local Marketing Specialist and cross-regional functions and served as project lead for large-scale international and regional cross-functional initiatives such as OMR and the local rollout of Pinterest Predicts.
Jan 2020 - Dec 2022
3 yearsHamburg, Germany
Marketing Manager Germany
Flexport
- Built and executed the German marketing strategy, blending global business objectives and local market needs, encompassing a consistent brand drumbeat, vertical-focused content marketing, and strategic PR initiatives.
- Established the Flexport brand in Germany, achieving an 8x increase in unaided brand awareness (from 4% to 32%) within 15 months and increased purchase consideration by activating market- and target group-specific activities and building strong media presence and industry association relationships.
- Designed and executed targeted multi-channel campaigns to raise awareness and strengthen position among clients, prospects, and the logistics community, drive engagement, and accelerate market adoption.
- Designed and implemented high-impact inbound lead-generating programs to ensure a steady flow of high-quality marketing-qualified leads, enhancing the sales pipeline and supporting revenue growth.
- Established a robust system for continuous client and market research to gather industry insights and target audience sentiment for solid, data-backed campaign development and market positioning.
- Built the structural base for the German Marketing organisation, including building a performing German Marketing team, developing relationships with sales and product, establishing partnerships with EMEA and German XFN leadership and global stakeholders, and growing a reliable agency and freelance roster.
- Managed German budget and resources (planning, phasing, allocation) and developed an automated European marketing budget tracker to provide transparency and prevent overspending across regions.
Mar 2018 - Sep 2019
1 year 7 monthsHamburg, Germany
B2B Marketing Manager Brand & Engagement
Google Germany
- Uplifted brand perception and strengthened the customer-brand bond and partnerships with B2B enterprise clients and their agencies via strategic presence at key industry moments (OMR & DMEXCO 2018, OMR 2019) and owned events (Think w/Google, YouTube Festival).
- Executed Google’s B2B marketing strategy for large advertisers and agencies and increased Google and YouTube Ads product adoption by developing high-impact storytelling and product deep dives.
- Developed and applied business success cases through website, events (OMR, YouTube Festival), and masterclasses showcasing business impact and efficiency gains from Google solutions (GPay, Google Assistant, AR, Lens) to drive adoption.
- Led and executed cross-functional projects and high-impact customer activities, including concept development, team leadership (10–60 members), and stakeholder management across local and global teams to raise awareness, increase trust, and drive product adoption.
- Initiated and conducted market research to gain customer insights and optimise communication effectiveness.
- Managed German B2B budget (phasing, allocation, utilisation, coordination with local and global finance teams) and oversaw overall German B2B Marketing budget.
Nov 2014 - Nov 2017
3 years 1 monthHamburg, Germany
Marketing Communications Manager
Carnival plc: Cunard Line
- Led the evolution of Cunard Germany’s marketing from traditional print-focused communication to a digital-first approach (2014–2016) and localised and implemented the new global brand strategy in Germany (2017) to strengthen brand positioning and market relevance.
- Developed and implemented integrated multi-channel B2B campaigns to boost brand awareness and product adoption by incorporating market analysis to improve communication effectiveness and conversion rates (2015–2016).
- Implemented localised communication strategies and multi-channel B2C campaigns in Germany, managing the full campaign lifecycle including planning, budgeting, sales/product alignment, agency briefing, channel selection, creative development, storytelling across paid/owned/earned media, and performance optimisation through KPI tracking, UTM codes, landing pages, and A/B testing.
- Established and negotiated strategic partnerships and implemented POS, online/offline activities, and sponsorships to expand brand awareness and enhance brand appeal.
- Owned cross-functional projects from briefing to approval, including internal/external team coordination, agency onboarding and management (media, social, creative), and annual/quarterly media/event budget management.
- Drove strategic decision-making through market research and analysis (Nielsen, NPS) and provided guidance and training to junior team members.
Dec 2010 - Oct 2014
3 years 11 monthsHamburg, Germany
Marketing
ROCCAT
- Expanded brand awareness internationally through strategic marketing partnerships, social channel development, and event hosting, focusing on Northern Europe, Germany, and Russia, and fully owned the market entry brand and product marketing campaigns in the US (2012–2013).
- Drove consumer adoption across international markets (Germany, UK, Nordics, Russia, US) by developing and implementing multi-channel, customer-focused campaigns.
- Developed and executed interconnected cross-channel performance, brand, and partner sales campaigns for Northern Europe and the US (e.g., with Best Buy).
- Owned product rollout and re-launch communication in Europe, the US, and Brazil, including go-to-market material development, PR agency briefings, and content management for websites, online shops, and ERP systems.
- Led marketing projects across Central and Northern Europe, China, Taiwan, Russia, and the US, encompassing in-store/online/print sales-marketing coordination, strategic partnership development, and B2B/B2C event planning (e.g., CES/USA).
- Managed international PR, media, and event agencies to ensure on-brand execution of joint marketing assets and effective collaboration across diverse teams (5–25 people).
Summary
Results-oriented marketing leader with 13.5 years in tech and digital marketing, driving growth through go-to-market strategies, partnerships, and multi-channel campaigns. Proven ability to launch and relaunch products, enter new and scaling markets, and engage diverse audiences across key territories—Germany, UK, Scandinavia, France, Russia, Brazil and the US.
KEY EXPERIENCE
- International Strategy & Market Entry: 11 years of experience developing and implementing brand and product marketing strategies, focusing on go-to-market planning, market entry and/ or growth (e.g., US, Brazil, Germany, Scandinavia), and audience re/engagement.
- Strategic Partnerships & Demand Generation: Proven success in forming and scaling strategic partnerships and executing demand-generating programs to achieve business objectives in diverse markets (e.g., Germany, Scandinavia, the US, China).
- Global Project Leadership: 13.5 years of expertise in cross-functional project management, from project scope definition to final approval, leading international cross-functional internal, external, and agency teams, and guiding stakeholders
- Multi-Channel Campaign Development: 11 years of experience leading integrated, customer-focused B2C and B2B brand, performance, and partner campaigns, optimising performance across channels to drive awareness, demand, and engagement (Germany, Scandinavia, Russia, US, Brazil, UK)
- Global Market Acumen: 13.5 years of experience working across global markets (US, Northern Europe, China, Taiwan, Russia) and 9.5 years navigating international matrix organisations.
AREAS OF EXPERTISE
- Building and scaling strategic partnerships to drive market expansion.
- Developing and implementing integrated, customer-focused, cross-channel GTM and marketing communication strategies for international market penetration.
- ROI-driven project management, including agency and stakeholder management.
- Connecting and growing strong marketing and XFN project teams in global settings.
PERSONAL STRENGTH
- Proactive and solution-oriented, with a strong interest in creating impact and a proven ability to prioritise and deliver.
- Collaborative, resilient, positive-minded, and highly adaptable in international environments.
PROFILE
- Strategic and entrepreneurial mindset
- Proficient negotiation skills with a focus on identifying and leveraging synergies
- Proactive, solution-oriented approach
- Strong interpersonal and communication skills
- Customer-centric, highly analytical, with a creative and innovative way of thinking
- Flexibly adapt to audiences and products
Languages
German
NativeEnglish
AdvancedEducation
Oct 2014 - Jul 2017
HSBA
Master of Science, Entrepreneurship · Global Management & Governance · Hamburg, Germany
Oct 2005 - Sep 2008
University of Cooperative Education
Diploma · Tourism Economics · Breitenbrunn/Erzgebirge, Germany
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