Freelance Senior Project Manager

Newsletter marketing for Porsche Germany

• Conceptualization, planning, and execution of newsletter campaigns for Porsche Germany.
• Development of audience-oriented communication strategies for brand loyalty and sales promotion.
• Creation and editing of content (text, images, video) in close coordination with marketing and product teams.
• Segmentation and personalization of mailing lists to increase open, click, and conversion rates.
• Analysis of KPIs (open rate, CTR, unsubscribes, conversions) and deriving optimization measures.
• Ensuring corporate design compliance and a brand-consistent tone.
• Development and implementation of dealer communication
• Strategic and operational management of customer communication for the Graf Hardenberg Group, Porsche Hamburg and Porsche Berlin.
• Designing customized dealer newsletters tailored to regional audiences and specific product portfolios.
• Interface management between dealers, Porsche Germany and external service providers.
• Planning and executing cross-media campaigns (email, landing pages, social media, event invitations).
• Reporting and success control of dealer communication with recommendations for future actions.
• Activating existing customers for exclusive events.
• Audience selection and targeted outreach to Porsche existing customers for exclusive driving events and golf events.
• Development and execution of invitation and reminder sequences.
• Organization and follow-up communication to maximize participant engagement and follow-up activation.
• Maintaining and strengthening customer relationships through personalized messaging and emotional brand experiences.
• Integration of the MyPorsche app into customer communication.
• Development of communication measures to increase app downloads and usage.
• Embedding MyPorsche as a key component of newsletter and dealer communication.
• Creating guides, highlights, and incentives for app usage.
• Monitoring activation rates and optimizing app communication within the CRM process.

• Project management for optimizing and further developing the iOS and Android app of the IWC Schaffhausen brand, aiming to improve user experience and ensure seamless functionality. This included integrating features like VR try-ons and shopping lists as well as storytelling formats about new products and lifestyle topics with brand ambassadors.
• Project management within an agile SCRUM development framework for the relaunch of the Mercedes-Benz Trucks website. The goal was smooth coordination, execution, and adherence to brand guidelines and business objectives. The focus was on the shift to electromobility, in particular showcasing the new eActros 600 truck.
• Close collaboration with cross-functional teams including designers, developers, and stakeholders to deliver high-quality digital solutions. Managing 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 development of standard operating procedures (SOPs). This also included obtaining the necessary wholesale license and adapting operational processes to current compliance standards.
• Creating decision documents for C-level management and actively participating in national and international management meetings within the launch team.
• Overseeing the implementation of a CRM system for newsletter marketing and conducting initial 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.
• Project management of an mRNA educational campaign to explain complex scientific concepts to a broad audience. Also coordinated the pitch process and the implementation of a sales team after market access, 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 sub-brands like Kiehl’s, La Roche-Posay, Lancôme, Garnier, SkinCeuticals, Biotherm, Yves Saint Laurent, Urban Decay, and Kérastase.
• Developed data-driven customer retention strategies focused on optimizing personalized email marketing, loyalty programs, and automated workflows to boost customer loyalty and improve the customer lifecycle. Also 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 activities 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, which included an overall 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 captured the audience’s attention while supporting Rotkäppchen-Mumm’s brand message and goals.
• Social media played a central role in boosting community engagement and brand presence. This involved creating engaging content, managing ad placements, and analyzing engagement metrics to continuously improve the targeting strategy.
• Developing the landing page was essential to provide a user-friendly experience, present campaign offers clearly, and drive conversions. Interactive elements, informative content, and clear calls-to-action guided users through the customer journey.
• Continuous monitoring and analysis of performance metrics allowed real-time adjustments to maximize reach and impact. Close collaboration with cross-functional teams – including creative designers, content creators, and media planners – was key to delivering a coherent campaign that strengthened Rotkäppchen-Mumm’s market position.

• Led the storytelling campaign “WM Zeitreise” for OTTO on YouTube during the 2018 Football World Cup to increase brand awareness and engage viewers with compelling stories. Responsible for the entire campaign development – from concept selection and strategic planning to final execution – while ensuring alignment with OTTO’s brand values and marketing objectives.
• Coordinated all creative partners, producers, and internal stakeholders to deliver a consistent and impactful campaign. This required strong project management to monitor timelines, budgets, and deliverables, as well as close alignment with all parties throughout the process.
• Actively contributed on set to the shooting of several YouTube clips, working closely with directors, producers, and creative teams to bring the campaign vision to life. This included managing the production process – from script development to on-set direction – to ensure the final content was both substantively and qualitatively compelling.
• Contributed to the agency pitch selection process in 2018 by evaluating submitted concepts and agency capabilities to identify the best partner for future campaign development.

• Frankfurter Allgemeine Zeitung GmbH
• Executed the online first-time voter campaign “80% for Germany” to encourage political participation among new voters and inform them about key issues. The campaign included targeted tactics such as display ads and Facebook advertising to effectively reach the audience. I also designed and managed the campaign landing page to provide an engaging user experience and maximize conversion rates. The landing page served as a central information hub offering first-time voters important content, surveys, and interaction opportunities.
• PMG Presse-Monitor GmbH
• Developed the initial concept for a new website for PMG Presse-Monitor to improve user experience (UX) and optimize search engine presence (SEO). The goal was to enhance usability so visitors could more easily access relevant information. The new site featured a modern, appealing design that effectively represented the PMG Presse-Monitor brand, including responsive design implementation, optimized loading times, and 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) advertising to boost brand awareness and audience engagement. These assets were successfully extended on the campaign platform to ensure continuous visibility and interaction.
• Implemented the digital engagement measure “Twofie”: Rolled out the “Twofie” initiative in four phases, featuring creative interactions that encouraged users to share their experiences with Telefónica products. This concept was extended at the point of sale (POS), supported by XXL-sized posters in Hamburg and out-of-home advertising. The creative execution was maintained on the campaign platform to reinforce brand presence.
• Developed the Q2 2015 DSL campaign: Designed banners and display ads highlighting the benefits of Telefónica’s DSL products. The aim was to attract potential customers through engaging content and targeted messaging and convert them into subscribers.
• Implemented the 2014/2015 engagement concept for business customers: Created a tailored engagement strategy for corporate clients and executed it on the campaign platform. This included targeted marketing measures to address the specific needs of business customers and foster stronger loyalty.
• Developed the Q1 2015 DSL campaign: Produced online videos, banners, and DOoH advertising to promote Telefónica’s latest DSL offers. Visibility on the campaign platform was ensured by extending the measures for maximum reach.
• Developed the purely online-based Q3/Q4 2014 DSL campaign: Focused on a digital-only strategy with online videos and banners targeted to the audience. These measures were also extended on the campaign platform to increase customer retention and engagement.