Maike P. - Interim Head of Marketing

Bekmünde, Germany

Experience

Jun 2019 - Jun 2020

1 year 1 month

Mertingen, Germany

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

7 years 4 months

Dortmund, Germany

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 months

Wismar, Germany

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 year

Fulda, Germany

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 months

Hamburg, Germany

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 months

Hamburg, Germany

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 months

Wedel, Germany

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