Campaign management

PAYBACK integration as well as program & campaign management in the Digital Marketing & CRM area for the EDEKA group, Germany’s largest food retailer (> 400,000 employees; 70 billion in revenue). Support of the switch of the bonus program from DeutschlandCard to PAYBACK. Campaign planning for six regional companies in the then largest partner integration project in PAYBACK’s 25-year history. (12,000 stores of the brands EDEKA, Netto, Marktkauf and trinkgut)

• Campaign planning – national and regional – for the launch of the PAYBACK card in 2025 and the following year 2026
• Budget planning & controlling for the entire group
• Planning, implementation and evaluation of all system communication
• Acquisition of new customers and activation of PAYBACK customers via cross-channel campaigns and contact sequences
• Development of a customer segmentation strategy for building the life cycle management of EDEKA customers at PAYBACK
• Setting up test concepts and subsequent analysis measures as well as deriving optimization potentials
• Creation of event-based trigger sequences along the entire customer lifecycle
• Introduction of new bonus mechanics, e.g. "Bio Challenge", "Marktkauf Discount Challenge", "EDEKA frequency campaigns"
• Operational campaign management and program operations
• Training of key users in the coupon tool of the new loyalty platform
• Coordination of the creation of POS materials (including e-kits and flyers)
• Stakeholder management for the EDEKA regions/departments and coordination of service providers and partners
• Documentation of tasks and processes and handover to future role holders

For the membership program "C&A for you" of the fashion retailer in 16 European countries and for the multi-partner program PAYBACK in Germany.

• Support of all participating countries; agency and service provider management
• Operational campaign management and program operations
• Planning, implementation and evaluation of all system communication
• Optimization of campaign mechanics
• Budget planning & controlling
• Documentation of tasks and processes
• Onboarding & handover to the future role holder

Customer engagement marketing for BahnCard customers and participants of the BahnBonus loyalty program.

• Ensuring development measures and campaigns in the context of BahnBonus to secure the positioning of the bonus program
• Planning and implementation of campaigns aimed at incentivizing trips, increasing BahnCard sales, upselling, travel information, de-escalation and appreciation
• Further development of marketing automation
• Collaboration in designing the contact strategy for the new status program

For the METRO subsidiary Hospitality Digital to market the digital platform DISH in 16 countries. Assignment on behalf of the consulting firm Iskander Business Partner.

• Marketing the DISH digital platform to 200,000 hospitality customers in 16 countries. Promoting the digital services: DISH WEBSITE (website builder), DISH RESERVATION (competitor to OpenTable) and DISH ORDER (competitor to Lieferando & Co.)
• Designing, briefing, and implementing automated multichannel campaigns (email, app, DISH push notifications, SMS) and deploying them in Salesforce Marketing Cloud
• Managing interfaces between marketing managers, product owners, and BI/IT
• Overseeing agencies and service providers in an international environment
• Documenting processes, handing over, and onboarding the new role holder

gkk DialogGroup – one of Germany's leading dialogue marketing agencies. The agency is part of WPP – the largest group of advertising and media service providers with 107,000 employees in 112 countries worldwide.

• Project management for the client PAYBACK (part of the American Express Group)
• Campaign management in the "Campaign, Offer and Classic Performance Management" area for PAYBACK partners in retail, FMCG, and financial services
• Managing platinum program partners Aral, REWE, and dm-drogerie markt, as well as partners AMEX – American Express, N26, WeltSparen, and flatex in banking & finance
• Developing and implementing campaign-specific concepts and actions for channels such as newsletters, digital advertising (web and app), stand-alone mailings, inserts, and the print mailing "PAYBACK Points Overview"

• Ensuring further development measures and campaigns for BahnBonus to secure the positioning of the loyalty program
• Advancing marketing automation
• Activating the BahnBonus app and driving downloads, including by developing new features, promoting the channel across different media, and creating and running various contests
• Contributing to the development of the long-term contact strategy for the new status program (NewComfort)
• Planning and implementing short-term communication measures for long-distance direct marketing in response to the corona crisis
• Campaign and media planning for the communications around the "15 Years of BahnBonus" anniversary

Winner of the 2020 Dialog Marketing Award (B2C) from the German Dialog Marketing Association (DDV) for long-term successful dialog marketing strategies.

• Supporting the design and implementation of the communication concept to introduce the PAYBACK card at Germany's leading grocery retailers, REWE and EDEKA.

New donor acquisition and campaign management in mailing, telemarketing, and face-to-face fundraising for WWF Germany.

Promoted PAYBACK as a media platform across print, email, web, and mobile channels.