Freelance Senior Project Manager

Newsletter marketing for Porsche Germany

• Concept, planning and operational execution of newsletter campaigns for Porsche Germany.
• Developed target-group oriented communication strategies to strengthen brand loyalty and boost sales.
• Created and edited content (text, images, video) in close coordination with marketing and product teams.
• Segmented and personalized mailing lists to increase open, click and conversion rates.
• Analyzed KPIs (open rate, CTR, unsubscribes, conversions) and derived optimization measures.
• Ensured corporate design compliance and a brand-consistent tone of voice.
• Developed and implemented dealer communications
• Strategic and operational support of customer communication for the Graf Hardenberg Group, Porsche Hamburg and Porsche Berlin.
• Designed individual dealer newsletters tailored to regional target groups and specific product portfolios.
• Managed interfaces between dealers, Porsche Germany and external service providers.
• Planned and implemented cross-media campaigns (email, landing pages, social media, event invitations).
• Reported on dealer communications and measured success with recommendations for future actions.
• Activated existing customers for exclusive events.
• Targeted selection and outreach to Porsche existing customers for exclusive driving and golf events.
• Developed and implemented invitation and reminder sequences.
• Organized and followed up communications to maximize participant engagement and follow-up activation.
• Maintained and strengthened customer relationships through personalized outreach and emotional brand experiences.
• Integrated the MyPorsche app into customer communications.
• Developed communication measures to increase app downloads and usage.
• Included MyPorsche as a fixed part of newsletter and dealer communications.
• Created guides, highlights and incentives for app usage.
• Monitored activation rates and optimized app communication in the CRM process.

• Led the project to optimize and further develop the IWC Schaffhausen iOS and Android app to improve user experience and ensure seamless functionality. Features like VR try-ons and shopping lists were integrated, as well as storytelling formats for new products and lifestyle topics with brand ambassadors.
• Project lead under an agile SCRUM development framework for the relaunch of the Mercedes-Benz Trucks website. The goal was smooth coordination, implementation and compliance with brand guidelines and business objectives. The focus was on the shift to e-mobility, especially the presentation of the new eActros 600 truck.
• Worked closely with cross-functional teams, including designers, developers and stakeholders, to deliver high-quality digital solutions. Managed project milestones, schedules and deliverables through user stories in JIRA to ensure an efficient and structured project flow.

• Served as PMO responsible for preparing the market launch of the COMIRNATYⓇ vaccine, including ensuring compliance with legal and regulatory requirements, process optimization and developing standard operating procedures (SOPs). This included obtaining the necessary wholesale license and adapting operational processes to meet compliance standards.
• Prepared decision papers for C-level management and actively participated in national and international management meetings in the launch team.
• Oversaw the implementation of a CRM system for newsletter marketing and ran the first newsletter flights. In the further course of the project, the CRM system was expanded to optimize engagement with different target groups after the COMIRNATYⓇ vaccine launch.
• Led an mRNA explainer campaign to convey complex scientific concepts to a broad audience in an understandable way. Also coordinated the pitch process and the implementation of a sales team after market entry, including developing and delivering training programs to ensure an effective sales strategy.

• Created and managed B2B and B2C CRM newsletter campaigns for L'Oréal Germany, covering various brands and subbrands like Kiehl's, La Roche-Posay, Lancôme, Garnier, SkinCeuticals, Biotherm, Yves Saint Laurent, Urban Decay, and Kérastase.
• Developed data-driven customer loyalty strategies focused on optimizing personalized email marketing, loyalty programs, and automated workflows to strengthen customer retention and improve the customer lifecycle. Coordinated a cross-functional team to ensure smooth campaign execution, considering brand-specific goals and current market trends.
• Continuously analyzed relevant KPIs to optimize CRM efforts and used insights to refine segmentation, targeting, and messaging strategies. This led to stronger brand loyalty and improved customer relationships in both B2B and B2C segments.

• Managed the digital T1 campaign for Rotkäppchen-Mumm Sektkellereien GmbH in 2019, involving a holistic strategy of display ads, social media marketing, and a dedicated campaign landing page. The goal was to coordinate the creative development of engaging display ads that caught the audience's attention while supporting a consistent brand message and Rotkäppchen-Mumm's advertising objectives.
• Social media played a key role in driving community interaction and boosting brand presence. This included creating compelling content, managing ad placements, and analyzing engagement metrics for continuous optimization of the targeting strategy.
• Developed the landing page as an essential part of the campaign, ensuring a user-friendly experience that showcased campaign offers appealingly and guided users toward conversions. Interactive elements, informative content, and clear call-to-actions led users through the customer journey.
• Continuously monitored and analyzed performance metrics to make real-time optimizations for maximum reach and impact. Close collaboration with cross-functional teams, including creative designers, content creators, and media planners, was crucial for delivering a cohesive campaign that sustainably strengthened Rotkäppchen-Mumm's market position.

• Led the storytelling campaign "WM Zeitreise" for OTTO on YouTube for the 2018 World Cup, aiming to raise brand awareness and engage viewers with compelling stories. Responsible for the entire campaign development - from concept selection and strategic planning to final execution - taking into account OTTO's brand values and marketing goals.
• Coordinated all creative partners, producers, and internal stakeholders to deliver a consistent and impactful campaign. This required strong project management to monitor schedules, budgets, and results, and ensure close alignment among all parties throughout the process.
• Actively participated in shooting several YouTube clips, working closely with directors, producers, and creative teams to bring the campaign vision to life. This included overseeing the production process - from script development to on-set direction - to ensure the final content met both narrative and quality standards.
• Contributed to the 2018 agency pitch selection process by evaluating submitted concepts and agency capabilities to identify the best partner for future campaign development.

• Frankfurter Allgemeine Zeitung GmbH
• Conducted the online first-time voter campaign "80% für Deutschland" to encourage political participation among first-time voters and inform them about key issues. The campaign included targeted display ads and Facebook ads to effectively reach the audience. I also designed and managed the campaign landing page to deliver an engaging user experience and maximize conversion rates. The landing page served as a central information source, offering first-time voters important content, surveys, and ways to interact.
• PMG Presse-Monitor GmbH
• Developed the initial concept for a new website for PMG Presse-Monitor to improve user experience (UX) and search engine optimization (SEO). The goal was to increase usability so visitors could easily access relevant information. The new website also featured a modern, appealing design that effectively represented the PMG Presse-Monitor brand. This included implementing responsive design, optimizing load times, and creating a clear navigation structure to boost search visibility and user satisfaction.

• Developed the Q2 and Q3 2015 campaigns:
• Created engaging online videos, banners, and Digital Out-of-Home (DOOH) ads to increase brand awareness and boost audience engagement. These efforts were successfully extended on the campaign platform to ensure continuous visibility and interaction.
• Implemented the digital engagement initiative "Twofie":
• Rolled out in four phases, encouraging users to share their experiences with Telefónica products through creative interactions. This idea was extended at the point of sale (POS), supported by XXL posters in Hamburg, and out-of-home advertising. The creative execution continued on the campaign platform to maintain a strong brand presence.
• Developed the Q2 2015 DSL campaign:
• Designed banners and print ads that highlighted the benefits of Telefónica's DSL products, aiming to reach and convert potential customers with engaging content and targeted messaging.
• Executed the 2014/2015 business customers engagement concept:
• Created a tailored engagement concept for corporate clients and implemented it on the campaign platform. This included targeted marketing measures to address the specific needs of business customers and strengthen customer loyalty.
• Developed the Q1 2015 DSL campaign:
• Produced online videos, banners, and DOOH ads to promote Telefónica's latest DSL offers. Visibility on the campaign platform was ensured by extending the campaign measures to maximize reach.
• Developed the fully online Q3/Q4 2014 DSL campaign:
• Focused on a fully digital strategy with online videos and banners targeted to the audience. These measures were also extended on the campaign platform to enhance customer engagement and loyalty.