Ralf Roßkopf
Campaign Management
Campaign Management
EDEKA Zentrale Stiftung & Co. KG
In Digital Marketing & CRM for the EDEKA group, Germany’s largest food retailer (>400,000 employees; €70 billion revenue). Supported the switch of the bonus program from DeutschlandCard to PAYBACK. Campaign planning for six regional companies in the largest partner onboarding project in PAYBACK’s 25-year history. (12,000 stores of the EDEKA, Netto, Marktkauf and trinkgut brands)
- Stakeholder management for EDEKA regions/divisions/agencies/partners
- Detailed campaign planning – national and regional – for the PAYBACK card launch
- Planning, execution and analysis of all system communication
- Budget planning & controlling for the entire group
- Operational campaign management and program operations
- Documentation of tasks and processes and handover to future role holders
International Campaign Management
C&A Mode GmbH & Co. KG
For the membership program “C&A for you” of the fashion retailer in 16 European countries and for the multi-partner PAYBACK program in Germany.
- Support for all participating countries; agency and vendor management
- Operational campaign management and program operations
- Planning, execution and analysis of all system communication
- Optimization of campaign mechanics
- Budget planning & controlling
- Documentation of tasks and processes
- Onboarding & handover to the next role holder
CRM Campaign Management
goldgas GmbH (EnBW)
For one of the leading independent gas & electricity suppliers in Germany. Acting on behalf of hsag – Heidelberger Service AG.
- Design and execution of direct marketing measures as part of government relief measures (price adjustment campaigns/electricity and gas price brake, tariff change campaigns)
- Creation of (automated) campaigns and story flows in DynaCampaign, including selections
- Performance analysis and reporting of campaigns and relevant KPIs, customer data and behavior
- Project management using the OKR method (Objectives & Key Results)
Direct Marketing Project Management
Deutsche Bahn, DB Fernverkehr AG
Customer engagement marketing for BahnCard customers and participants in the BahnBonus loyalty program.
- Ensuring further development measures and campaigns for BahnBonus to secure the bonus program’s positioning
- Planning and execution of campaigns aimed at incentivizing travel, boosting BahnCard sales, upselling, travel information, appeasement and appreciation
- Further development of marketing automation
- Contributing to the contact strategy design for the new status program
Rebranding Project Management / PMO Lead
Hays AG
Supporting the market launch of the global recruiting expert’s rebranding in the D-A-CH region and Scandinavia.
- Creation, development and rollout of an implementation plan for the entire rebranding/rearchitecture transformation process
- Stakeholder management and interface orchestration
- Evaluating costs and timing of individual touchpoints
- Supporting rollout scenarios & agency management
- Creating presentations for the executive board
International Campaign Manager
Hospitality Digital GmbH
For METRO subsidiary Hospitality Digital to market the digital platform DISH in 16 countries. Acting on behalf of management consultancy Iskander Business Partner.
- Marketing the digital platform DISH to 200,000 hospitality clients in 16 countries. Promoting digital services: DISH WEBSITE (website builder), DISH RESERVATION (competitor to OpenTable) and DISH ORDER (competitor to Lieferando & Co.)
- Designing, briefing and executing automated multichannel campaigns (email, app, DISH push notifications, SMS) and deploying them in Salesforce Marketing Cloud
- Interface management between marketing managers, PO and BI/IT
- Agency and vendor management in an international environment
- Process documentation, handover and onboarding of the new role holder
Interim Head of Marketing
Primus GmbH
Covering the vacancy of marketing director at the international mail order company for stamps, coins and precious metals.
- Leading the marketing department with 28 staff from product management, purchasing, design and copywriting, production, wholesale and online shop
- Managing day-to-day operations; reporting to the executive board
- Analyzing existing processes and creating a flow chart of the entire product lifecycle, digitizing processes
- Marketing automation in print (programmatic printing)
- Recruiting and onboarding new employees
Marketing Project Manager
gkk DialogGroup (WPP Group)
gkk DialogGroup – one of Germany’s leading dialog marketing agencies. Part of WPP, the world’s largest advertising and media services group with 107,000 employees in 112 countries.
- Project management for the client PAYBACK (part of the American Express Group)
- Campaign management in "Campaign, Offer and Performance Management Classic" for PAYBACK partners from retail, FMCG and financial services
- Managing platinum program partners Aral, REWE and dm-drogerie markt, as well as partners AMEX, N26, WeltSparen and flatex from banking & finance
- Developing and executing offer-specific concepts and measures for channels: newsletters, digital advertising (web & app), standalone mailings, inserts and the print mailing “PAYBACK points overview”
Digital Project Manager
KORRES D-A-CH GmbH
Contributing to the relaunch of the online shop for the international natural cosmetics brand.
- Adapting the KORRES US store for the German-speaking market, including adjusting all legal shop components and translating content pages from English (platform: Shopify)
- SEO optimization of pages, texts and images
- Connecting various payment providers, DHL shipments, the Trustami review portal, and the Amazon seller account
- Creating all transactional emails
- Developing and rolling out a newsletter concept, including building the newsletter list (permission marketing; double opt-in)
- Promoting the relaunch/shop: SEM, banners, affiliates
- Agency and vendor management (New York, Athens, Karachi)
Interim Marketing Manager
Deutsche Bahn, DB Fernverkehr AG
- Ensuring further development measures and campaigns for BahnBonus to secure the bonus program’s positioning
- Further development of marketing automation
- Activating the BahnBonus app and driving downloads through new features, cross-media promotion of the channel and various contests
- Contributing to the long-term contact strategy for the new status program (NewComfort)
- Planning and executing short-term communication measures for long-distance direct marketing in response to the COVID-19 crisis
- Campaign and media planning for communication measures on the anniversary “15 years of BahnBonus”
Winner of the 2020 German Dialog Marketing Association (DDV) Dialog Marketing Award (B2C) for long-term successful dialog marketing strategies.
Interim Marketing Manager
PAYBACK GmbH
- Project management in "Campaign, Offer and Performance Management Classic" for PAYBACK partners in retail, FMCG and financial services
- Developing and executing offer-specific concepts and measures for channels: newsletters, digital advertising (web & app), standalone mailings, inserts and the print mailing “PAYBACK points overview”
- Coordinating with PAYBACK program partners (e.g. Alnatura, Aral, Apollo Optik, A.T.U, Dänisches Bettenlager, Dehner, Hussel, TeeGschwendner and Thalia), internal interfaces and agencies; managing processes from concept to dispatch
- Creating marketing plans for program partners
Interim Marketing Manager
Deutsche Bahn, DB Fernverkehr AG
Interim Head of Marketing
matratzen direct AG
Interim Project Manager
REWE Markt GmbH
Contributing to the design and execution of the communication concept for the introduction of the PAYBACK card at Germany’s leading food retailers, REWE and EDEKA.
Project Manager, Existing Customer Marketing
Internetstores GmbH
Implementing a campaign management tool at the multi-shop e-commerce company Internetstores.
Interim Head of Direct Marketing
WWF Deutschland
Acquiring new donors and managing campaigns in mailing, telephone marketing and face-to-face fundraising for WWF Germany.
Interim Manager, Marketing
Audi AG
Interim Manager, Marketing
PAYBACK GmbH
Marketing PAYBACK as a media platform for print, email, web and mobile channels.
Interim Manager, Marketing
DocVital GmbH/Eurotops Versand GmbH
Interim Manager, Marketing/Sales
DT&SHOP GmbH
Freelance Consultant
DMC Direct-Marketing-Consulting GmbH
Interim Manager
Avena GmbH & Co. KG
Interim Marketing Manager
Versandapotheke DocMorris N.V
Setting up marketing at DocMorris, Europe’s largest mail-order pharmacy.
Head of Marketing
WIV Wein International AG
Contributor
German Centre – Deutsches Haus Shanghai companies
Trainee Program as part of studies
Tscheulin-Rothal GmbH
Project and interim manager for marketing with deep knowledge and many years of experience in CRM/CX – customer relationship management and loyalty/bonus programs. Certified Scrum Master and Product Owner for agile project management. Know-how and experience shaped by leadership roles at various industry leaders and in fast-changing markets.
Focus on building and optimizing conversational CRM and automating marketing processes. This ensures added value and lasting customer satisfaction across the entire customer lifecycle.
Very hands-on, action-oriented, with an eye for what’s feasible and always cost-conscious.
Personal success factors:
- Practice-, implementation- and results-oriented
- Creative and flexible
Project work and interim assignments:
- Development and implementation of CRM/CX measures (Customer Relationship Management)
- Introduction or further development of customer retention, loyalty or bonus programs
- Design, development and implementation of target group–specific communication measures across the customer lifecycle
- Cross-industry cooperation management for joint target group communication
- Introduction/process support and development of marketing automation
Berufsakademie Villingen-Schwenningen
Diploma in Business Administration, International Marketing · Business Administration · Villingen-Schwenningen, Germany
Nexus
Scrum.org
PSM I
Scrum.org
PSPO I
Scrum.org
Scaled Professional Scrum (SPS)
Scrum.org
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