Maike Petersen
Interim Head of Marketing
Experience
Jun 2019 - Jun 2020
1 year 1 monthMertingen, Germany
Interim Head of Marketing
SIGEL GmbH
- Led the "Digitale Vermarktungsstrategie 2020" project as sparringspartner to the exec board
- Implemented Salesforce as the interface between marketing and sales with vision, strategy and roadmap
- Drove change in sales achieving over 80% digital-initiated revenue
- Coached executive management in digital mindset and New Work
- Increased SEO input to 75% aligned with the digital strategy
- Facilitated cross-department collaboration via Product-Marketing-Sales (PMV)
- Defined and integrated 54 new lead-generation subprocesses into marketing and digital sales
- Launched new brand manual and agile working (2 OKRs, 15 sprints, 303 backlog items, 75% completed)
- Enforced rapid testing and data-driven marketing
- Acted as product owner and team enabler for Growth Marketing
Sep 2018 - Present
6 years 11 monthsDortmund, Germany
Product Owner, Marketing Manager & Consultant Digitale Transformation
Dr. Ausbüttel
- Partnered with the supervisory board to enable digital transformation across commercial, sales, customer service, marketing, CRM and ERP
- Advised top management and division heads as a sparringspartner
- Led development of internal structures for Digital 2.0 including teams for digital challenges
- Created digital strategy, content strategy, keyword and linkbuilding strategies
- Prepared webshop launch and enterprise business project with data architecture planning
- Defined KPI matrix and established reporting frameworks
- Launched webinars, community portal and roadmap for future products and processes
- Set up social channels, digital advertising, video strategy for LMS
- Implemented Google Search Console, Google AdWords, Typo3, WordPress and SEO tools
Jul 2018 - Dec 2018
6 monthsWismar, Germany
Consultant Content Marketing Strategie & SEO-Audit
Molkerei Rücker
- Conducted a deep dive analysis and facilitated a two-day scoping workshop with stakeholders
- Defined online marketing strategy including KPI definition, customer journey and marketing mix
- Developed a channel roadmap with budget recommendations and implementation packages for website, newsletter, performance marketing, SEO, SEA, content marketing, social media and digital advertising
- Introduced reporting and editorial planning processes
- Implemented a new newsletter planning approach
- Delivered a comprehensive SEO audit with crawling, analysis and recommendations for page speed, URL architecture and keyword semantics
- Enabled the in-house marketing team and managed agency coordination
Mar 2018 - Feb 2019
1 yearFulda, Germany
Project Lead – Prio 1 Growth Projekt: Neue Vorgehensweise & Content Marketing Strategie
Lampenwelt GmbH
- Introduced monthly Product-Marketing-Sales (PMV) meetings and defined the content marketing strategy
- Enabled top management and operational teams for digital change
- Designed and implemented new cross-functional processes with collective process design
- Reported project status to the executive board and supervisory board
- Achieved up to 85% uplift in campaign planning and execution
- Reorganized leadership roles and onboarded a new marketing director
- Created the PMV "Big Picture" and empowered teams for ideation
- Established benchmarks for WOW content across channels
Aug 2016 - Feb 2017
7 monthsHamburg, Germany
Chief Marketing Officer
bobbles TV, bubbles media gmbh
- Developed online (80%) and offline (20%) marketing strategy for the European Pay TV platform "bobbles.tv"
- Introduced internal processes for planning, creation and monitoring of online advertising
- Established a complex reporting structure and trained team members on report generation
- Restructured and trained the social media team for performance
- Managed budget planning, audience identification (NCA concept) and adjusted target definitions
- Presented strategies to international shareholders
- Oversaw online campaigns (display, retargeting, Google AdWords, Facebook Advertising)
- Set SEO strategy (technical and content), managed Google Search Console, URL structure, and keyword concepts
- Managed newsletter tools (MailChimp, Experian) and CMS platforms (custom, WordPress)
- Coordinated external agencies
Mar 2015 - Sep 2016
1 year 7 monthsHamburg, Germany
Head of Team Online
Curtius Lütten Werbeagentur
- Coordinated all online marketing activities for ECE shopping centers
- Led the Digital Couponing project including concept and realization
- Developed strategy, concept, consulting and online campaigns (display, retargeting, Google AdWords, Facebook Advertising)
- Managed social media, Google Analytics, SEO (technical and content) and keyword research
- Led project management, budget responsibility and team development
- Acted as interface between internal processes, IT, customer service and external agencies
- Drove digital transformation and multi-channel newsletter planning
- Implemented tracking, CMS (Typo3, WordPress) and Jira ticketing
- Positioned the agency as #1 online competency for ECE and created a new business model for online products
- Conducted technical tests and internal process optimizations
Mar 2014 - May 2015
1 year 3 monthsWedel, Germany
Online Marketing Lead – Site Merchandiser DACH-Shop
Creatrade Holding (Faibels Shop)
- Managed three e-commerce shops for the DACH region to increase sales and optimize product presentation
- Led a team of 3 in graphics and content management
- Coordinated E-Commerce, online marketing, IT, sales, product management and customer service departments
- Oversaw marketing calendar, project management, monitoring and reporting
- Planned and executed marketing campaigns with KPI analysis using FACT-Finder, etracker, DWH, 360, STEP and Hybris5
- Managed internal processes and external agency collaboration
- Led multi-channel newsletter planning, UX and website restructuring, tracking with etracker, CMS (Hybris3 & Hybris5) and Jira ticketing
- Supervised testing teams to improve navigation, recommendation engines, UX and homepage slider based on data analysis
Oct 2010 - Mar 2012
1 year 6 monthsYokohama, Japan
Marketing Director
SJSK K.K.
Oct 2010 - Mar 2012
1 year 6 monthsYokohama, Japan
Board member
Stiftung DSTY
Summary
Almost 25 years of marketing experience – from classic brand marketing to digital expertise & the ultimate discipline of holistic growth marketing.
- Head of Marketing
- Content Marketing Strategy
- CMO – Chief Marketing Officer
- Head of Team Online
- Online Marketing Lead – Site Merchandiser DACH Shop
- Product Owner, Scrum, agile working
- Member of the steering committee
- Many years of project management experience
- eCommerce mentor
- enabler B2B, B2C
- lead generation motivator
Languages
German
NativeEnglish
AdvancedJapanese
Intermediate Education
Mar 1992 - Feb 1997
Muthesius Hochschule Kiel
Diploma in Communication Design · Communication Design · Kiel, Germany
AVS - Auguste Viktoria Schule Itzehoe
General higher education entrance qualification · Itzehoe, Germany
Certifications & licenses
Google Adwords
Hamburg Academy for Distance Learning
Google Analytics distance learning course
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