Freelance Senior Project Manager

Newsletter marketing for Porsche Germany

• Conceptualization, planning, and operational implementation of newsletter campaigns for Porsche Germany.
• Development of target group-oriented communication strategies to build brand loyalty and drive sales.
• Creation and editing of content (text, images, video) in close collaboration with marketing and product teams.
• Segmentation and personalization of distribution lists to increase open, click, and conversion rates.
• Analysis of KPIs (open rate, CTR, unsubscribes, conversions) and development of optimization measures.
• Ensuring compliance with corporate design and maintaining brand-conform tone.
• Development and implementation of dealer communication
• Strategic and operational management of customer communication for Graf Hardenberg Group, Porsche Hamburg, and Porsche Berlin.
• Design of individual dealer newsletters tailored to regional target groups and specific offering portfolios.
• Interface management between dealers, Porsche Germany, and external service providers.
• Planning and execution of cross-media campaigns (email, landing pages, social media, event invitations).
• Reporting and performance monitoring of dealer communication with recommendations for future actions.
• Activation of existing customers for exclusive events.
• Target group selection and targeted engagement of Porsche existing customers for exclusive driving experiences and golf events.
• Development and implementation of invitation and reminder sequences.
• Organization and follow-up communication to maximize attendee engagement and follow-up activation.
• Nurturing and expanding customer relationships through personalized communication and emotional brand experiences.
• Integration of the MyPorsche app into customer communication.
• Development of communication initiatives to increase app downloads and usage.
• Incorporation of MyPorsche as a core element in newsletter and dealer communication.
• Creation of guides, highlights, and incentives for app usage.
• Monitoring activation rates and optimizing app communication in the CRM process.

• Project management for optimizing and further developing the iOS and Android app for IWC Schaffhausen with the goal of improving user experience and ensuring 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.
• Leading the project within an agile SCRUM development framework for the relaunch of the Mercedes-Benz Trucks website. The goal was smooth coordination, implementation, and adherence to brand guidelines and business objectives. The focus was on the shift to electric mobility, particularly showcasing the new eActros 600 truck.
• Close collaboration with cross-functional teams, including designers, developers, and stakeholders, to deliver high-quality digital solutions. Management of project milestones, timelines, and deliverables through user stories in JIRA to ensure an efficient and structured project workflow.

• Responsibility as PMO in preparing the 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 adjusting operational processes to meet compliance standards.
• Preparation of decision papers for C-level management and active participation in national and international management meetings within the launch team.
• Oversaw the implementation of a CRM system for newsletter marketing and the execution of 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 clearly convey complex scientific concepts to a broad audience. Also coordinated the pitch process and implementation of a sales team after market launch, including developing and delivering training programs to ensure an effective sales strategy.

• Creation and management of B2B and B2C CRM newsletter campaigns for L'Oréal Germany, covering various brands and sub-brands such as Kiehl’s, La Roche-Posay, Lancôme, Garnier, SkinCeuticals, Biotherm, Yves Saint Laurent, Urban Decay and Kérastase.
• Development of 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. Also coordinated a cross-functional team to ensure smooth campaign execution – taking into account brand-specific goals and current market trends.
• Ongoing analysis of relevant KPIs to optimize CRM activities and use 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 a full 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 capture the target audience’s attention while supporting Rotkäppchen-Mumm’s brand message and advertising objectives.
• Social media played a central role alongside the display ads to drive community interaction and increase brand presence. This included creating compelling content, managing ad placements and analyzing engagement metrics to continuously optimize the targeting strategy.
• Developing the landing page was an essential part of the campaign. It needed to offer a user-friendly experience that presented the campaign offers attractively and guided visitors toward conversions. Interactive elements, informative content and clear call-to-actions led users through the customer journey.
• By continuously monitoring and analyzing performance metrics, we made real-time optimizations to achieve maximum 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 sustainably strengthened Rotkäppchen-Mumm’s market position.

• Led the storytelling campaign "WM Zeitreise" for OTTO on YouTube for the 2018 FIFA World Cup with the goal of raising brand awareness and engaging viewers with captivating stories. Responsible for the entire campaign development – from selecting the concept and strategic planning to final execution – while aligning with OTTO's brand values and marketing goals.
• Main task was coordinating all creative partners, producers, and internal stakeholders to deliver a consistent and impactful campaign. This required strong project management to track schedules, budgets, and results, and close alignment with all parties throughout the process.
• Actively took part in filming 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 convincing both in substance and quality.
• Also helped in the selection process of the 2018 agency pitch by evaluating submitted concepts and agency capabilities to find the best partner for future campaign development.

• Frankfurter Allgemeine Zeitung GmbH
• Executed the online first-time voter campaign "80% für Deutschland" aimed at encouraging political participation among first-time voters and informing them about key topics. The campaign included targeted measures like display ads and Facebook advertising to effectively reach the audience. Also designed and managed the campaign landing page to provide an engaging user experience and maximize conversion rate. The landing page served as the central information hub, offering first-time voters important content, surveys, and opportunities for interaction.
• 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 visibility (SEO). The goal was to make the site more user-friendly so visitors could easily find relevant information. The new website also needed a modern, attractive design to effectively represent the PMG Presse-Monitor brand. This included implementing responsive design, optimized loading times, and a clear navigation structure to boost search engine visibility and user satisfaction.

• Q2 and Q3 2015 campaign development:
• For these campaigns, engaging online videos, banners, and digital out-of-home (DOoH) ads were created to boost brand awareness and audience engagement. The measures were successfully extended on the campaign platform to ensure continuous visibility and interaction.
• Implementation of the digital engagement measure "Twofie":
• The "Twofie" initiative was rolled out in four phases and included creative interactions that encouraged users to share their experiences with Telefónica products. This idea was extended not only at the point of sale (POS) but also supported by XXL posters in Hamburg and out-of-home advertising. The creative execution continued on the campaign platform to ensure a strong brand presence.
• Q2 2015 DSL campaign development:
• This campaign included designing banners and print ads that highlighted the benefits of Telefónica's DSL products. The goal was to reach and convert potential customers through engaging content and targeted messaging.
• Implementation of the 2014/2015 engagement concept for business customers:
• A tailored engagement concept was developed for business customers, which was executed on the campaign platform. This included targeted marketing measures aimed at addressing the specific needs of corporate clients and fostering stronger customer loyalty.
• Q1 2015 DSL campaign development:
• This campaign involved producing online videos, banners, and DOoH ads to promote Telefónica's latest DSL offers. The measures were again extended on the campaign platform to ensure maximum reach.
• Development of the purely online Q3/Q4 2014 DSL campaign:
• This campaign focused on an all-digital strategy with online videos and banners targeted at the audience. The measures were also extended on the campaign platform to increase customer retention and engagement.