Patrick Von Der Gönna
Senior Director, Retail Media
Experience
Senior Director, Retail Media
EUROBAUSTOFF Handelsgesellschaft mbH & Co. KG
- Strategic consulting on marketing funds (WKZ) and retail media, focusing on monetization opportunities and data-driven business models
- Conducting a portfolio analysis of existing WKZ measures to assess the revenue and ROI impact of WKZ investments on supplier performance
- Potential analysis of digital WKZ products and initiatives to identify growth and efficiency levers
- Preparing and presenting the results to management and deriving a strategic move-forward plan
- Designing and facilitating several executive workshops to develop a holistic retail media vision and transformation roadmap
- Defining and prioritizing retail media business cases for data-driven evaluation of investment options
- Developing a technical target architecture considering heterogeneous ERP infrastructures and designing an integrated loyalty program
- Designing change management, including impact analysis on organizational structures and processes
- Creating and presenting C-level decision templates
- Establishing a clear retail media governance structure and technical foundation for data-driven marketing
- Developing a roadmap for implementation in 2026
Senior Director, Privacy Protection, GDPR
Liechtensteinische Landesbank AG (LLB)
- Strategic campaign management consulting on budget control and allocation
- Advising on privacy protection and GDPR compliance at the Senior Director level
- Leading the redesign and optimization of the wiLLBe app registration process
- Improving GDPR-compliant tracking of downloads, registrations, and product selections
- Redesigning the cookie banner to increase consent rates on the corporate website
- Increasing registration and consent rates
- Enhancing GDPR compliance and reducing data protection risks
Senior Consultant, Privacy Protection and ServerSide Ad Insertion
Deutsche Telekom AG
- Verifying and optimizing business cases for personalized advertising (VoD & Live TV) in line with the Interstate Media Treaty
- Defining functional and non-functional requirements and validating the overall system architecture
- Selecting and evaluating technology providers (SSAI & CMP)
- Advising the procurement department on commercial negotiations
- Supporting system architects with test and failover scenarios for programmatic marketing
- Finalizing the CMP GUI, considering data protection and marketing requirements
- Handover of CMP SDKs to development teams, overseeing test implementations and optimizing post go-live
- Successfully integrating SSAI and CMP across two partner ecosystems
- Strengthening privacy compliance while ensuring monetization capabilities
- Reducing ad system downtime through a robust failover architecture
Senior Consultant, Privacy Protection GDPR
RTL Deutschland GmbH
- Strategic and technical consulting on data protection, consent management, and data governance
- Analyzing and optimizing existing consent processes to increase consent rates
- Implementing and fine-tuning the SourcePoint Consent Management Platform (CMP)
- Collaborating with product, legal, and marketing teams to shape tracking and data flows in compliance with data protection regulations
- Increasing consent rates through UX-optimized consent design
- Introducing a scalable CMP framework to manage privacy policies across digital platforms
- Enhancing transparency and user acceptance regarding data usage and tracking
Senior Director, Retail Media
COOP-Gruppe
- Designing and facilitating interactive strategy workshops with C-level, marketing, and IT stakeholders to define retail media goals
- Developing a roadmap to establish retail media as an independent business unit
- Creating and validating business cases to assess revenue and growth potentials
- Modeling various revenue and investment scenarios for data-driven advertising products
- Defining and specifying data and media products (audiences, segmentations, onsite/offsite ad formats, reporting products)
- Developing a group-wide data strategy, including governance model and usage concept
- Designing joint products with publishers and media sellers (insertion orders and programmatic advertising)
- Conducting a selection process for DMP, DSP, and DCR providers, including proof-of-concept
- Participating in contract drafting, legal alignment, and negotiation preparation
- Managing and supporting the implementation of a unified customer ID for cross-channel data linking
- Advising and ensuring quality in DMP integration into websites and apps
- Supporting DSP integrations and in-house campaign processes
- Defining and monitoring QA processes and implementing KPI monitoring
- Designing and conducting change management initiatives and training workshops
- Designing integration scenarios with publishers and media sellers and performing technical validation through DCR, browser APIs, and large language model
- Creating and presenting decision templates and progress reports to senior management
- Establishing a clear retail media governance structure and technical foundation for data-driven marketing
- Expanding the group-wide customer data architecture with a centralized ID solution
Senior Consultant, Privacy Protection & Partner Integration
Seven.One Entertainment Group GmbH
Strategic and technical advice on data protection and consent management for Seven.One Distribution
Focus on big screen, set-top box, and smart TV environments through partner platforms (Vodafone GigaTV, Telekom MagentaTV, Exaring, Zattoo)
Developing and implementing privacy and consent strategies for web, mobile, and OTT
Coordinating with technology and marketing partners for GDPR-compliant data processing
Establishing a unified data protection framework for the OTT partner stack
Harmonizing consent flows across digital platforms
Strengthening compliance and ad transparency within the partner network
Senior Consultant: Privacy Protection GDPR
RTL Deutschland GmbH
Strategic and technical advice on data protection, data governance, and compliance topics in the context of the EU GDPR and ePrivacy Directive
Overall project management for the group-wide data protection program, including planning and implementing governance structures
Leading the steering committee with reporting to executive management
Creating records of processing activities and legally sound privacy notices for websites, apps, and platforms
Advising on privacy-relevant contracts with advertisers, agencies, and direct clients
Collaborating with internal departments and external partners to ensure compliance standards
Providing strategic data protection advice for linear TV and addressable TV in cooperation with ProSiebenSat.1
Building a unified data protection management system with control mechanisms
Harmonizing data protection policies across subsidiaries and integrating them into IT and marketing processes
Reducing compliance risks through a standardized contract and review framework for third parties
Improving efficiency in data protection reporting through automation
Achieving positive audit results by introducing clear governance and escalation structures
Enhancing transparency for users through optimized privacy notices and consent processes
Senior Consultant: Data Driven Product and Collaboration
IP Deutschland GmbH / Dentsu Aegis Network Ltd. / G+J Electronic Media Sales GmbH
Strategic advice on developing and implementing data-driven products across digital channels
Technical advice on integrating external agencies into the direct booking tool of RTL and IP Deutschland
Defining integration architectures, data flows, and interfaces
Coordinating between agencies, IT, and product development
Successfully implementing end-to-end technical integration
Shortening booking processes and improving reporting transparency
Strengthening cross-functional collaboration between sales, product, and IT
Senior Consultant - SSO, Content Commerce and Profitability, eCRM and Data Protection
Ringier AG
Advising on vendor and technology selection for single sign-on systems
Integrating a custom CRM system into digital distribution channels
Conducting cost and revenue analyses of digital content and advertising systems
Developing data protection and consent concepts
Implementing a central CRM framework for digital channels
Increasing monetization of digital content through data-driven models
Reducing data protection risks through standardized consent processes
Senior Consultant - In-House Retargeting, Project Management, Contract Management
Zalando SE
Strategic and technical design of an in-house retargeting solution
Leading four cross-functional teams
Selecting and implementing a DMP
Managing contracts and partner relations
Building a proprietary retargeting system to reduce media buying costs
Centralizing relevant data sources for RTB and programmatic advertising
Senior Consultant - Strategy Consulting, Group-Wide User Profiling, Privacy Protection
Axel Springer AS
Development of a company-wide data strategy
Design of an enterprise-wide user profiling platform
Identification and integration of available data sources
Establishment of a group-wide data governance model
Laying the groundwork for personalized content strategies and targeting
Senior Consultant - Privacy Protection GDPR
ePrivacy GmbH
Creation of technical privacy reports for various clients
Advising legal teams on legal opinions about targeting, big data, and AI
Technical assessment of vendor architectures in a data protection context
Assisting leading digital companies with GDPR compliance
Improving technical audit and certification processes
Senior Consultant - Strategy, Digital Marketing & Privacy Protection
PAYBACK GmbH
Strategic advice on data monetization considering data sovereignty and data ownership
Development of digital marketing strategies and organizational structures
Selection and implementation of DMP and DSP systems
Contract and vendor management
Building a privacy-compliant data monetization strategy in the DACH region
Increasing the efficiency of digital campaign processes
Implementation of an ad server for web, social, and apps including point of sale
Senior Consultant - Project Management, Product Owner, Change Management
United Internet AG
Management of the ad server migration
Introduction of Scrum and agile project management
Technical leadership of three development teams and business engineers
Coordination with IT and targeting
Development of a big data infrastructure for reporting and billing
Adjustment of digital products in booking, reporting, and billing systems (SAP)
Planning and implementation of change management across three locations
Successful migration of all web and app platforms including the GMX Mail App
Efficiency improvement through agile methods and clear role models
Direct reporting to the CEO and CTO; chairing the steering committee
Senior Consultant - Project Management
wunderloop media services GmbH
Technical and conceptual consulting for international clients in Germany, France, and the Netherlands
Management of integration projects for clients such as T-Online (Deutsche Telekom AG), Orange France, marktplaats/ebay.nl, Ilse Media, and other SMEs
Successful implementation of data-driven advertising systems for telecom and media clients
Training and support of client teams
Software Developer - Frontend and Backend Systems
Freelance Developer
Development and implementation of complex web and app systems for media and technology companies (Java, C++)
Client projects at arvato mobile GmbH, SinnerSchrader GmbH, Gruner + Jahr, Madsack, Axel Springer AG
Founder/CTO
P.A.U.L AG
Concept and setup of a B2B platform for print products
Management of external development partners and budget responsibility
Scaling of the platform and setup of technological infrastructure for business processes
Successful exit
Industries Experience
See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.
Experienced in Media and Entertainment (14.5 years), Professional Services (12 years), Information Technology (10 years), Retail (4.5 years), Advertising (4 years), and Telecommunication (3 years).
Business Areas Experience
The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.
Experienced in Information Technology (23 years), Legal (13.5 years), Quality Assurance (12 years), Project Management (9.5 years), Product Development (7 years), and Marketing (6.5 years).
Summary
Patrick von der Gönna is an experienced strategy consultant and Senior Director with over 25 years of experience at the intersections of retail media, data strategy, privacy protection and digital transformation.
He supports corporations and corporate groups in developing and scaling data-driven business models, especially in retail media, data monetization, and marketing technologies (MarTech).
With his experience in strategic governance, technical integration and organizational development, he delivers measurable value in the form of revenue growth, increased efficiency, and optimized governance. His mandates are characterized by a combination of C-level strategy consulting, technological architecture expertise, and change management experience.
Skills
- Retail Media & Data Monetization: Building Retail Media Ecosystems, Wkz Strategies, Data-driven Revenue Models, Business Cases, And Roadmaps For International Retail Groups.
- Ai And Data-driven Marketing: Integration Of Crm, Erp, And Loyalty Systems Into Digital Marketing Ecosystems, As Well As Connecting Dmp, Dsp, And Ad Server Platforms For Data-driven Marketing; Building Holistic Data Architectures For Addressable Marketing And Developing Ai Models And Agentic Advertising Approaches For The Next Level Of Automated, Highly Adaptive Campaign Management.
- Data Governance & Privacy Protection: Implementing Gdpr-compliant Frameworks, Rolling Out Cmps And Dmps, Auditing Tracking And Consent Systems.
- Technology & Architecture Consulting: Selecting And Integrating Dmp, Dsp, Dcr, And Id Systems, Building Technical Target Architectures For Customer-centric Data Strategies.
- Change Management & Transformation: Designing Organizational Structures, Role Models, And Communication Strategies To Sustainably Embed Data-driven Processes.
- Management Consulting & Workshops: Developing Decision-making Foundations And Governance Structures For C-level And Departmental Leadership Teams.
- Programming Languages: C/c++, Objective C, Swift, Lua
- Databases: Oracle, Mysql, Postgresql, Mongodb, Sqlite, Redis, Duckdb, Cassandra, Aws S3, Heroku Key-value Store
- Frameworks: Vapor, Kitura, Apple Coreml, Apple Mlx
- Platforms: Heroku (Salesforce), Amazon Web Services (Aws), Google Cloud, Supabase
- Marketing Technologies: Various Dsps, Dmps, And Ad Server Systems, Web Analytics And Tracking Systems
- Ai Protocols: Mcp, Adcp, Other Rest, Soap, Openapi
- Others: Docker, Apple Container, Zeromq, Hadoop, Hbase, Kafka, Storm
Languages
Education
University Tübingen
Mathematics/Computer Science · Tübingen, Germany
University Tübingen
Chemistry · Tübingen, Germany
Rudolf-Diesel-Gymnasium
High School Diploma · Augsburg, Germany
Certifications & licenses
Certified Scrum Master (CSM)
Scrum Alliance
Certified Scrum Product Owner (CSPO)
Scrum Alliance
Profile
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