Lars J. - Digital Marketing Expert | Project & Interim Manager | Data Privacy & Compliance Manager

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Hamburg, Germany

Experience

Oct 2023 - Dec 2024

1 year 3 months

Germany

Project Manager & Data Security / Compliance Manager

Telefónica Germany GmbH & Co. OHG

Documentation of processing activities (e.g. documenting GDPR-compliant processes in OneTrust or User Centrics)
Project management and leadership for internal and external audits (e.g. preparing and conducting audits and resolving findings)
Certified Product Owner for OneTrust Privacy Management Professional
Conducting trainings (e.g. for OneTrust)
Conducting DPIAs (Data Protection Impact Assessments)
Third-party management (e.g. third-country transfers, data processing agreements (DPAs))
Implementation and use case evaluation of a consent management platform "OneTrust"
Operational management of "OneTrust" and handling of all processing activities for external and internal audits
Creating and editing tickets in JIRA and Confluence
Project lead for external audits - cookie and consent management (e.g. Google GA4 and Analytics, website documentation for cookie integration)
Setting up marketing campaigns (with and without promotions) for existing customers and prospects with data privacy review
Assessing project risks and taking risk mitigation measures
Checking the implementation of the data protection management system - identifying and evaluating relevant data processing procedures - functional and technical definition and detailed specification of required new developments
Content-related consulting in creating specifications for software/process development and hardware architecture
Designing and creating acceptance test specifications (acceptance criteria and test catalog)
Technical consulting and design of function/component development
Conducting final acceptance tests before go-live & go-live documentation

May 2022 - Feb 2023

10 months

Switzerland

Project Lead: Concept and Implementation of the Adobe Marketing Suite

Sunrise GmbH

Project lead for customer value proposition for new customer campaigns and promotions
Leading a team of up to 10 colleagues
Responsible for the budget and concept/strategy for all new customer campaigns/offers within a budget of around 0.5 million
Creating go-to-market strategies for tariffs and products
Leading multiple projects, including the implementation of a new product portfolio for Internet and TV (plus an ATL TV campaign)
Analyzing market trends and customer needs to identify opportunities for new promotions and projects
Developing and implementing strategies to create compelling customer value propositions that drive sales and customer loyalty within the allocated budget
Project research and analyzing market trends and customer needs to identify opportunities for new promotions and projects
Developing and implementing strategies to create compelling customer value propositions that drive sales and customer loyalty
Collaborating with cross-functional teams, including marketing, product development, and sales, to develop and execute marketing campaigns and projects
Monitoring and analyzing the effectiveness of campaigns and projects and making adjustments as needed to optimize results
Building and maintaining relationships with key stakeholders, including customers, partners, and industry influencers
Staying up to date on industry developments and competitor activities and incorporating this knowledge into campaign and project strategies
Developing and maintaining marketing materials such as brochures, flyers, and emails to support campaigns
Managing budgets and resources effectively to deliver campaigns and projects on time and within budget
Leading customer research and gathering customer feedback to understand their needs and preferences
Advanced skills working with Figma (UI/UX), Hybris, Google Analytics, and Adobe (Adobe Experience Manager, Adobe Target, and Adobe Campaign)
Training campaign managers with the help of external service providers
Improving digital maturity and ensuring knowledge transfer for use in daily operations
Conducting and leading workshops

Jun 2021 - Jun 2023

2 years 1 month

Germany

Project Lead: Concept and Implementation of the Adobe Marketing Suite

Telefónica Germany GmbH & Co. OHG

Project manager and head of a project team in the B2P area for Adobe implementation
Supporting the overall project management of the digital transformation with expertise for correct and suitable implementation
Project management following the agile "Spotify Model"
Developing use cases
Operational support for the individual Adobe areas: Adobe Experience Manager, Adobe Journey Optimizer, Adobe Target, and Adobe Experience Manager (website, mobile, apps)
Setting up marketing campaigns (with and without promotion) for existing customers and prospects
Assessing project risks and initiating measures to minimize risks
Defining target strategy and requirements
Developing various use cases based on gathered business requirements and functions of Adobe's DMP and targeting capabilities, after evaluating internal and external data
Developing go-to-market strategies with relevant campaigns
Training campaign managers with the help of external service providers
Improving digital maturity and ensuring knowledge transfer for use in daily business
Conducting and leading workshops

Nov 2020 - Apr 2021

6 months

Germany

Building and Setting Up a Department for All Migrations

1&1 Versatel

Project management of technical and commercial projects (e.g. migration from old to new products for a major bank). Leading the migration team of 5 employees and consultants supporting the VP.
Creating business cases and requirements specifications for various IT projects in the course of migrations
Setting up a project plan and ensuring time and budget compliance
Managing IT projects to implement new requirements for tools like Remedy, WebOM, or Confluence
Developing and drafting new processes in coordination with all stakeholders for integrating the new department into the overall corporate structure

Jul 2020 - Dec 2020

6 months

Germany

Project Lead: Implementation of the Google Marketing Cloud

Habermaass Familygroup

Supporting the entire process from software commissioning to operational implementation
Project management and support/PMO tasks in the introduction of the Google Marketing Cloud with a selected partner/reseller
Analysis of various Google resellers
Negotiating offers with partner/reseller and HABA procurement
Coordination with the main project manager, marketing department, partner/reseller IT, and other relevant stakeholders and project participants
Setting up a project plan and ensuring time and budget compliance
Steering and managing/coordinating implementation with the partner/reseller
Developing various use cases based on collected business requirements and features
Defect and test management; deployment using agile methods in sprints
Conducting UAT

Mar 2020 - Jul 2020

5 months

Germany

Project Manager: SAP Marketing Cloud Implementation

Habermaass Familygroup

Support the entire process from software procurement to operational implementation
Create an overview of all tools including software and interfaces
Lead and support scoping sessions with all stakeholders
Develop various use cases based on collected business requirements and features
Project management (time, budget, and resources)
Draft new marketing and IT structure and team setup
Describe relevant test cases
Conduct UAT

Nov 2019 - Nov 2020

1 year 1 month

Switzerland

Project Manager: Design and Implementation of a New Product and Tariff Portfolio

Sunrise Communications AG

Design a new tariff portfolio (similar to Spotify Family package) and matching product bundles
Lead and support scoping sessions with all stakeholders
Develop various use cases based on collected business requirements and features
Project management (time, budget, and resources)
Develop go-to-market strategies with relevant campaigns alongside the base management team
Describe relevant test cases (including risk management)
Defect and test management; deployment using agile methods in sprints
Conduct UAT and support go-live
Post-release support

Jun 2019 - Dec 2019

7 months

Switzerland

Project Manager: B2B 5G Design and Implementation

Sunrise Communications AG

Responsible for the 5G B2B concept and setup
Develop various use cases based on collected business requirements and features
Develop the 5G product and tariff structure
Create mockups (Axure software) for implementation
Lead UAT
Ensure 5G activities comply with corporate strategy
Reduce risk exposure to 5G strategies from external partners
Manage and monitor client clarification questions and inquiries before and after go-live
Track and manage the follow-up process
Build B2B websites using Adobe Experience Manager
Conduct and lead workshops
Content management and data maintenance
Responsible for the entire B2B website
Create, adjust, and review the website's page structure (tool: Adobe Experience Manager (AEM))
Create mockups and coordinate text and graphics with various agencies
Set up the necessary configuration in AEM and Hybris for new websites
Project management for SME products and tariffs
Analyze Sunrise's B2B customer communication strategy and improve communication approaches/campaigns

Sep 2018 - May 2019

9 months

Switzerland

Project Manager: Design and Implementation of Adobe Marketing Cloud

Sunrise Communications AG

Support the entire process from software procurement to operational implementation
Lead the selection of the service provider 'Adobe'
Collaborate with stakeholders to ensure required documents are provided within the set timeline
Manage the creation of tender documents and review Sunrise's business requirements
Minimize corporate risk by analyzing tender and contract terms
Analyze Adobe Marketing Cloud with a focus on DMP including Adobe Analytics (web, mobile, video), Experience Management (website, mobile, apps), and Campaign Management (email, SMS)
Assess project risks and implement mitigation measures
Develop a working model for Sunrise's new process structure
Draft target strategy and requirements
Develop various use cases based on collected business requirements and DMP features of Adobe and targeting options, after evaluating internal and external data and business case calculations, completing the process with a roadmap for prioritization and implementation of all use cases
Develop go-to-market strategies with relevant campaigns and execution through Adobe Marketing Cloud (prioritization, integration, and implementation)
Train campaign managers with the help of the external service provider
Improve digital maturity level and ensure knowledge transfer for daily business use
Conduct and lead workshops

Apr 2018 - Sep 2018

6 months

Germany

Project Manager: Carve-out of maxdome GmbH

maxdome GmbH / ProSiebenSat1. Media SE

Oversee and manage the successful transaction between ProSiebenSat.1 Digital & Adjacent GmbH, a wholly owned subsidiary of ProSiebenSat.1 Media SE, and Discovery Communications LLC, which agreed to sell and transfer 100% of the shares in maxdome GmbH, operator of the VOD portal 'maxdome', to 7TV Joint Venture GmbH, a joint venture where P7S1 and Discovery each hold 50% directly or indirectly
Develop a suitable carve-out strategy and transition into the new corporate structure
Define new organizational structures and processes for effective integration and restructuring
Prepare all documents (e.g. group agreements) for signing between both parties
Address pending questions from the competition authority regarding the transaction and long-term strategy
Develop the new leadership structure and new annual financial statements for 7TV
Support maxdome and 7TV in the operational implementation of the carve-out (e.g. workplace analysis)
Select and implement a new asset management software 'effacts'
Operational lead for finding new offices (site analysis, supplier management, cost calculations, etc.)
Coordinate and analyze logistics service providers (tendering, SLA agreements, etc.)
Set up IT infrastructure for 300+ employees
Office setup and planning with various stakeholders
Introduce a new procurement process

Oct 2017 - Apr 2018

7 months

Germany

Project Manager: Implementation of a Route Planning and Dispatch Software

Unitymedia

Successful implementation of a route planning and dispatch software (LogObject "mLogistics") for more than 30 service partners.
Reviewing bids to ensure compliance with ITT deliverables (tender)
Responsible for seamless software integration in the ongoing operations between service partners and Unitymedia
Coordination and collaboration of the implementation with the IT and technical departments
Organization and coordination of all onboardings
Participation in onsite and offsite meetings with service partners and other stakeholders throughout the project lifecycle
Development and creation of change requests for software adjustments in collaboration with the service partner and provider 'LogObject'
Analysis, updating and improvement of internal/external knowledge and training guidelines
Analysis and improvement of management and handling of carrier orders
Partner management and, if necessary, partner terminations
SPOC for all project stakeholders
Planning and conducting kick-off meetings
Organization of training sessions for service partners
Project documentation and data maintenance

Jul 2017 - Oct 2017

4 months

Germany

Project Manager: Development and Implementation of a New Ticketing Process Structure in Finance and Accounting

Telefónica Germany GmbH & Co. OHG

Creation of a process overview for the CapEx planning process
Development of a new F&A process structure including a macro-based template for all ticket creations
Setting up a SharePoint process and integrating the template for an automated workflow
Analysis of the current request list including status and development of a new overview to consolidate all CapEx project requests
Preparation and follow-up of the presentation for the F&A director to discuss current topics with the parent company in Spain

Oct 2016 - Jun 2017

9 months

Germany

Project Manager: Implementation of a Data Management Platform

Sky Deutschland Fernsehen GmbH & Co. KG

Project management (stakeholder management, project structure, coordination and communication)
Implementation of Adobe's DMP in collaboration with external Adobe consultants and Sky's sales, operations, product management and CRM teams to customize marketing campaigns
Development and testing of new data-driven and cross-channel marketing campaigns and processes
Improvement and rollout of personalized promotional materials throughout the customer journey for potential and existing customers; providing a better understanding of the market and customers to deliver detailed audience insights and behaviors
Successful consolidation of collected data (especially web behavior and CRM) to offer personalized deals to customers via Adobe Analytics and the DMP
Adjustment and coordination of the timeline
Coordination of responsibilities with all involved parties
Distribution and definition of project tasks

May 2016 - Oct 2016

6 months

Germany

Project Manager: Evaluation of a Data Management Platform (DMP)

Sky Deutschland Fernsehen GmbH & Co. KG

Responsible for the tender and evaluation of various service providers
Management of prequalification proposals and facilitation of the bidding process
Management of proposal strategy meetings and assignment of outcomes to all team members
Ensuring alignment of the tender with the company's strategy
Managing and monitoring client clarification questions and requests before and after submissions
Tracking and handling submitted tender opportunities and initiating the follow-up process
Improving the client feedback process after the tender and the lessons learned process
Leading the selection of the service provider 'Adobe'
Collaborating with stakeholders to ensure required documents are provided within the set timeframe
Managing the creation of tender documents and reviewing Sky's business requirements
Minimizing company risk by analyzing tender and contract terms
Analysis of Adobe Marketing Cloud with a focus on DMP, including Adobe Analytics (Web, Mobile, Video), Experience Management (Website, Mobile, Apps) and Campaign Management (Email, SMS)
Developing various use cases based on gathered business requirements and DMP features from Adobe and targeting options, after evaluation based on internal and external data and business case calculations, completing the process with a roadmap to prioritize and implement all use cases

Summary

Digital Marketing expert and management consultant as well as project manager with a focus on digital marketing, data privacy & compliance, AI, CRM, digitalization, interim management, in the implementation of marketing and CRM systems as well as software selection/implementation.