Freelance Senior Project Manager

Newsletter marketing for Porsche Germany

• Planning, design, and hands-on execution of newsletter campaigns for Porsche Germany.
• Developing audience-focused communication strategies to build brand loyalty and drive sales.
• Creating and editing content (text, images, videos) in close coordination with marketing and product teams.
• Segmenting and personalizing mailing lists to increase open, click, and conversion rates.
• Analyzing KPIs (open rate, CTR, unsubscribes, conversions) and deriving optimization steps.
• Ensuring corporate design and a brand-consistent tone.
• Developing and implementing dealer communications.
• Strategic and operational management of customer communication for the Graf Hardenberg Group, Porsche Hamburg, and Porsche Berlin.
• Designing custom dealer newsletters tailored to regional audiences and specific product portfolios.
• Managing interfaces between dealers, Porsche Germany, and external vendors.
• Planning and executing cross-media campaigns (email, landing pages, social media, event invitations).
• Reporting and performance tracking of dealer communications with recommendations for future actions.
• Activating existing customers for exclusive events.
• Selecting target groups and reaching out to Porsche owners for exclusive driving events and golf events.
• Developing and executing invitation and reminder sequences.
• Organizing follow-up communications to maximize attendee engagement and follow-on activations.
• Maintaining and growing customer relationships through personalized messaging and emotional brand experiences.
• Integrating the MyPorsche app into customer communications.
• Creating communication measures to boost app downloads and usage.
• Embedding MyPorsche as a core part of newsletter and dealer communications.
• Producing guides, highlights, and incentives for app usage.
• Monitoring activation rates and optimizing app communications within the CRM process.

• Leading the project to optimize and enhance the iOS and Android app for IWC Schaffhausen, aiming to improve user experience and ensure seamless functionality. Features like VR try-ons and shopping lists were integrated, as well as storytelling formats about new products and lifestyle topics with brand ambassadors.
• Managing the relaunch of the Mercedes-Benz Trucks website within an agile SCRUM development framework. The goal was smooth coordination, implementation, and compliance with brand guidelines and business objectives. Focus was on the shift to electromobility, especially presenting the new eActros 600 truck.
• Working closely 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.

• Serving as PMO in the preparation for the launch of the COMIRNATYⓇ vaccine, including ensuring compliance with legal and regulatory requirements, optimizing processes, and developing standard operating procedures (SOPs). This also included obtaining the required wholesale license and adapting operational processes to meet compliance standards.
• Preparing decision papers 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 running the first newsletter flights. Later in the project, expanding the CRM system to optimize engagement with different target groups after the COMIRNATYⓇ vaccine launch.
• Leading a mRNA explanation campaign to clearly convey complex scientific concepts to a broad audience. Also coordinating the pitch process and the setup of a sales team post-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 across 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 focusing on optimizing personalized email marketing, loyalty programs, and automated workflows to strengthen customer loyalty and improve the customer lifecycle. Also coordinated a cross-functional team to ensure smooth campaign execution while considering brand-specific goals and current market trends.
• Continuously analyzed relevant KPIs to optimize CRM initiatives 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 a comprehensive 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 consistent brand message and advertising objectives.
• In addition to display ads, social media played a central role in fostering community interaction and boosting brand presence. This involved creating compelling content, managing ad placements, and analyzing engagement metrics to continuously optimize the targeting strategy.
• Developing the landing page was a key part of the campaign. It aimed to deliver a user-friendly experience that showcased campaign offers attractively and drove conversions through interactive elements, informative content, and clear calls to action throughout the customer journey.
• By continuously monitoring and analyzing performance metrics, real-time optimizations were made to achieve maximum reach and impact. Close collaboration with cross-functional teams, including creative designers, content creators, and media planners, was essential for successfully executing a cohesive campaign that sustainably strengthened Rotkäppchen-Mumm's market position.

• Led the 'WM Zeitreise' storytelling campaign for OTTO on YouTube for the 2018 FIFA World Cup, aiming 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 aligning with OTTO's brand values and marketing objectives.
• Coordinated all creative partners, producers, and internal stakeholders to deliver a consistent and effective campaign. This required strong project management to track timelines, budgets, and results, and close collaboration 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 directing on set—to ensure the final content met both creative and quality standards.
• Also contributed to the 2018 agency pitch selection by evaluating submitted concepts and agency capabilities to identify the best partner for future campaign development.

• Frankfurter Allgemeine Zeitung GmbH
• Carried out the online first-time voter campaign '80% für Deutschland', aimed at boosting political involvement of first-time voters and educating them on important issues. The campaign featured targeted tactics like display ads and Facebook advertising to reach the audience effectively. Also designed and maintained the campaign landing page to provide a compelling user experience and maximize conversions. The landing page served as the central source of information, giving first-time voters key content, surveys, and interaction opportunities.
• PMG Presse-Monitor GmbH
• Developed the rough concept for a new website for PMG Presse-Monitor to improve user experience (UX) and optimize search engine performance (SEO). The goal was to make it easier for visitors to find relevant information. The new site was planned to have a modern, engaging design that effectively represents the PMG Presse-Monitor brand. This included implementing responsive design, optimized load times, and a clear navigation structure to increase search visibility and user satisfaction.

• Developed the Q2 and Q3 2015 campaigns, creating engaging online videos, banners, and digital out-of-home (DOoH) ads to boost brand awareness and drive audience engagement. These assets were extended on the campaign platform to ensure continuous visibility and interaction.
• Executed the digital engagement initiative 'Twofie', rolled out in four phases and including creative interactions that encouraged users to share their experiences with Telefónica products. The concept was extended at the point of sale (POS) and supported by XXL posters in Hamburg and out-of-home advertising, with the creative execution continuing on the campaign platform to ensure a strong brand presence.
• Developed the Q2 2015 DSL campaign, designing banners and customer ads to highlight the benefits of Telefónica's DSL products. The goal was to attract and convert potential customers through compelling content and targeted messaging.
• Implemented the 2014/2015 engagement concept for business customers, creating a tailored approach on the campaign platform with targeted marketing measures to address the specific needs of business clients and strengthen customer loyalty.
• Developed the Q1 2015 DSL campaign, producing online videos, banners, and DOoH ads to promote Telefónica's latest DSL offers, with assets extended on the campaign platform to maintain visibility and maximize reach.
• Created the fully online Q3/Q4 2014 DSL campaign, focusing on online videos and banners aimed at the target audience and extending the assets on the campaign platform to boost customer engagement and retention.