Marc Hammerschmidt - Head of Programmatic

Cologne, Germany

Experience

Aug 2023 - Sep 2025

2 years 2 months

Head of Programmatic

WeightWatchers

Responsible for global programmatic buying (USD 40M media budget p.a.) with a team of five, successfully bringing eight markets in-house
Developed budget allocation and conversion optimization recommendations based on KPI analysis: +25% sign-ups with only +9% budget, -15% CAC
Defined and tracked success KPIs (e.g., conversion rate, LTV:CAC) and built scalable reporting and testing structures (playbooks, A/B frameworks, automated pipelines in Python, Looker, Google Analytics)

Mar 2022 - Jul 2023

1 year 5 months

Market Lead Acquisition DE/CH (Interim Performance Lead)

WeightWatchers

Advised and managed cross-channel media strategy (TV, search, social, programmatic, affiliate) with a focus on data-driven optimization
Achieved 35% efficiency gains YoY (LTV:CAC), 20× growth in online video (OLV), and top TV KPIs globally
Advised and coordinated internal stakeholders (website, creative, CRM) and external partners (Meta, TikTok, Pinterest, Outbrain, The Trade Desk)
Saved over €100,000 per quarter by consolidating paid social at the global agency level and bringing Criteo (DSP) in-house

Sep 2020 - Feb 2022

1 year 6 months

Digital Product Manager

Wolters Kluwer

Led product and business development for an AI-based SaaS product in IP management
Developed the business case, product vision, and market validation
Managed the portfolio of digital solutions in the IP space

May 2010 - Aug 2020

10 years 4 months

Co-Founder, CTO & CFO

Cognac-Expert

Built an international, profitable e-commerce platform selling in over 30 markets and developed scalable commerce structures
Scaled in a 100% KPI-driven environment with an average 100% YoY growth
Established three autonomous teams (product, finance, operations) and introduced agile product management (Kanban, CI/CD, Git)
Implemented marketing optimizations, internationalization, and automation

Apr 2009 - Aug 2012

3 years 5 months

Product Owner & Lead UX Manager

Billiger-Mietwagen

Led an interdisciplinary team for data-driven conversion and UX optimization (+45% conversion rate increase) with Google Analytics
Introduced systematic product development (Agile, Jira, Confluence) and process optimizations for customer service and billing
Worked closely with marketing (SEO, SEA, CRM) and business development to drive growth

Summary

I am an expert in KPI-driven management of digital sales and marketing processes with two decades of experience at the intersection of product, data, and technology. I advise companies on building strategic frameworks and decision-making processes for measurable, profitable growth.

Skills

Mindset

Analytical
Growth-oriented
Hands-on
Entrepreneurial
Agile ("Fail Fast")

Marketing & Analytics

Bi Reporting And Performance Dashboards (Google Analytics, Excel, Google Looker & Data Studio)
Defining And Tracking Key Success Kpis (Cac, Ltv:cac, Conversion Rate)
Analyzing Optimization Opportunities (Ux, Customer Journeys, Conversion Funnel)
Increasing Conversions And Revenue (E.g., Through A/b And Incremental Testing)

Leadership & Management

Project Management And Leadership
Strategic Consulting
Creating Management Reports
Certified Product Owner & Scrum Master (Psm I / Pspo I)

Languages

German

Native

English

Advanced

Spanish

Elementary

Education

Oct 2005 - Jun 2008

Fresenius University of Applied Sciences

Diploma · Media Economics · Idstein, Germany

Certifications & licenses

Certified Product Owner & Scrum Master (PSM I / PSPO I)

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Experience

Head of Programmatic

WeightWatchers

Market Lead Acquisition DE/CH (Interim Performance Lead)

WeightWatchers

Digital Product Manager

Wolters Kluwer

Co-Founder, CTO & CFO

Cognac-Expert

Product Owner & Lead UX Manager

Billiger-Mietwagen

Summary

Skills

Languages

Education

Fresenius University of Applied Sciences

Diploma · Media Economics · Idstein, Germany

Certifications & licenses

Certified Product Owner & Scrum Master (PSM I / PSPO I)

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