Ralf L.
Samsung MX Campaign & Project Management
Experience
Apr 2025 - Aug 2025
5 monthsSamsung MX Campaign & Project Management
Samsung Electronics GmbH
- Successfully launched the Samsung Galaxy Z Flip7/Fold7 models, hitting ambitious sales targets
- Provided strategic guidance for media campaigns in Brand (e.g. Gemini Live), Smartphones (e.g. S25 Edge Launch), Tablets (e.g. Parents Campaign) and Wearables (e.g. Watch 8 Launch)
- Further developed the KPI framework to link media objectives more closely with business objectives
- Optimized the budget planning template with the media agency for greater transparency and more efficient handling of ad hoc requests across corporate levels
- Enhanced the media strategy template
- Strengthened the focus on (price) efficiency in upper-funnel campaigns as a key success factor
Dec 2024 - Dec 2024
1 monthReckitt Account Management
Starcom Germany GmbH
- Successfully managed an external media audit
- Validated planning figures for 2025 across all Reckitt Health brands in 7 markets (DACH + Nordics)
Oct 2024 - Nov 2024
2 monthsSamsung D2C & Channel Marketing Account Management
Starcom Germany GmbH
- Further developed the #blackweeks campaign, hitting record revenue again
- Built a dashboard to monitor available stock hourly by segments (ad creative, product keyword, product category, etc.)
- Developed a data-driven paid media strategy to boost use of Samsung display spaces at POS
Jul 2024 - Sep 2024
3 monthsReckitt Account Management
Starcom Germany GmbH
- Developed and presented the 2025 annual strategy for Dobensana, Dolo Dobendan and Dobendan Direkt across 7 markets (DACH + Nordics)
- Strategically planned the go-live of the winter campaign
- Supported budget planning for all Reckitt brands in the Health segment
Feb 2024 - Jun 2024
5 monthsInterim Paid Media Manager
Otto Wilde Grillers GmbH
- Increased revenue by optimizing paid media campaigns & challenging agencies
- Conducted performance-driven customer journey analysis and optimization from ads through website experience
- Expanded the KPI framework and implemented new qualitative KPIs in the ad manager
Feb 2024 - Jun 2024
5 monthsVisa & Puig Account Management
Starcom Germany GmbH
- Successful digital-only planning of the Rabanne 1 Million brand campaign in spring 2024
- Created a new media plan template linking all relevant content to the media strategy
- Successfully planned and executed the Paris Olympics media campaign
- Data-driven restructuring of a recurring lead campaign to improve outcomes
Jan 2024 - Feb 2025
1 year 2 monthsE-commerce Marketing
myBioma - a brand of Biome Diagnostics GmbH
- Established a new Google Ads account structure, reducing dependence on branded keywords
- Converted a temporary peak in "microbiome" search queries after the Netflix documentary "Hack Your Health" into efficient revenue
- Internationalized search marketing at the European level
- Implemented hypothesis- and data-driven setup for MROI tests
- Optimized landing pages for higher click-to-sale conversion rates
Jun 2023 - Dec 2023
7 monthsSamsung MX & D2C Account Management
Starcom Germany GmbH
- Successful go-live of the Samsung Galaxy Z Flip5/Fold5 product launch campaign
- Strategically planned and executed additional product awareness (Flip5/Fold5) and brand campaigns
- Optimized the media strategy template for more transparency, consistency, and ease of use
- Data-driven development of the BFCM23 campaign, exceeding revenue targets
Jul 2022 - Sep 2022
3 monthsPaid Media Consultant
Mata Origin GmbH
- Set up Meta ads and business account, including Shopify integration
- Generated key insights into what communication sparks interest in the target audience
- Shared knowledge on paid media channels and how they work together
Jun 2022 - Jan 2023
8 monthsSamsung D2C Account Management
Starcom Germany GmbH
- BFCM22 with revenue doubling compared to 2021 + "Best process ever"
- Over 30 successful promotions and campaigns
- First automated report of stock quantity per offer for BFCM
- Introduced a new, intuitive folder structure and set up a shared SharePoint
Mar 2022 - Mar 2022
1 monthConsultant for Website Relaunch & Optimization
Fairsorgt UG
- Launched the conversion-optimized website based on my previous strategy and concept
- Created and prioritized more than 10 user stories for IT for future actions
- Researched domain owners to buy fairsorgt.de and to replace joinmorpheus.com
- Created core values and a core purpose using my own workshop method
- Built basic knowledge in marketing and paid media
Jan 2022 - May 2022
5 monthsSenior Project Manager Marketing
ALDI SÜD Dienstleistungs-SE & Co. OHG
- Created a planning tool to coordinate marketing activities for all ALDI services (TALK, travel, etc.)
- Prepared, for the first time, a complete overview of owned placements (flyers, magazine, newsletter, app, etc.)
- Established more transparent collaboration with agencies (SEA, SEO, social media) for more efficient growth
- Streamlined the standalone newsletter process significantly with stakeholders
- Shared paid media expertise with internal stakeholders
Feb 2021 - Jul 2022
1 year 6 monthsHead of Digital Marketing
quofox GmbH
- Developed a B2B marketing strategy based on key needs and audiences
- Defined a growth-oriented action item roadmap
- Analyzed the website funnel for weaknesses and potential
- Developed a unified tracking concept, including a naming convention, for future data-driven marketing
- Strategically developed a communication framework and aligned it with the executive team
Jul 2018 - Jan 2021
2 years 7 monthsTeam Leader Paid Media
auxmoney GmbH
- Expanded the marketing mix with native, programmatic, Display IO, and advertorial
- Increased the paid media team to 6 full-time equivalents
- Achieved a 4x scale of SEA with improved efficiency
- Improved the MarTech stack using tools like Usercentrics (CMP), Adform (AdServer), and The Trade Desk (DSP)
- Set up a marketing-wide budget and billing overview for all product budgets
- Introduced an efficient SharePoint workspace for all marketing activities
- Enhanced the customer journey with cross-department strategies (e.g. SEA keywords in CRM emails)
Jul 2016 - Jun 2018
2 yearsSenior Marketing Manager
auxmoney GmbH
Sep 2014 - Jun 2016
1 year 10 monthsPerformance Marketing Manager
performics GmbH
Jan 2014 - Aug 2014
8 monthsKey Account Manager SEA
Internet Online Media GmbH
- Consulting
- Performance
- Strategy
- Campaign Management
- Leadership
- Process Optimization
- Lead Generation
- SEA
- Google Shopping
- Social
- GDN
- SEO
- Native
Apr 2013 - Dec 2013
9 monthsGroup Head SEA
Internet Online Media GmbH
- Consulting
- Performance
- Strategy
- Campaign Management
- Leadership
- Process Optimization
- Lead Generation
- SEA
- Google Shopping
- Social
- GDN
- SEO
- Native
Nov 2012 - Mar 2013
5 monthsTrainee SEA
Internet Online Media GmbH
- Consulting
- Performance
- Strategy
- Campaign Management
- Leadership
- Process Optimization
- Lead Generation
- SEA
- Google Shopping
- Social
- GDN
- SEO
- Native
Summary
THINK WITH THE END IN MIND<< I think solution-oriented and start from the end goal. My focus is on smart strategies & efficient campaigns at every funnel stage, so brands and agencies can hit ambitious targets & exceed KPI benchmarks. With my experience on both agency and in-house sides, I combine the best of both worlds and create synergies among all stakeholders.
- INDEPENDENT
- HOLISTIC
- SUCCESSFUL
GENERAL MARKETING SKILLS MEDIA STRATEGY ACCOUNT & CAMPAIGN LEAD CONSULTING PROJECT MANAGEMENT AWARENESS PERFORMANCE
MAKE MYSELF REDUNDANT<< Questioning & optimizing are core to my work. I quickly get deep insights into campaign strategies and workflows, challenge them constructively, and develop strategies and processes with stakeholders that keep working after the project ends. I support this with clear, structured documentation. MEDIA PLANNING DATA STRATEGY MARKETING CHANNELS ONLINE VIDEO CTV SOCIAL SEARCH SHORT-TERM TV OOH PROGRAMMATIC E-MAIL DISPLAY NATIVE AFFILIATE SEO TOP-3 INDUSTRIES E-COMMERCE FINANCE SAAS LONG-TERM 5 2. r SCRUM OKR BHAG
Languages
German
NativeEnglish
IntermediateEducation
Oct 2010 - Sep 2013
Heinrich-Heine-Universität Düsseldorf
Master of Arts · Social Sciences, Media Sciences, Statistics, Political Sciences, Sociology · Düsseldorf, Germany · 1.7
Oct 2007 - Sep 2010
Universität Vechta
Bachelor of Arts · Social Sciences, Political Sciences, Statistics, Sociology, Philosophy · Vechta, Germany · 1.5
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