Recommended expert

Roxana (D.) Bieber

Omnichannel Strategy Lead & Transformation Management

Roxana Bieber
Berlin, Germany

Experience

Jul 2025 - Present
7 months

Omnichannel Strategy Lead & Transformation Management

emetriq GmbH

  • Development and optimization of holistic full-funnel marketing strategies
  • Analysis and evaluation of existing tracking and attribution models
  • Development of recommendations to optimize data flow and tool integration
  • Deriving insights based on performance data
  • Creating management reports and deriving strategic recommendations for the C-level
  • Developing an integrated, data-driven approach to manage digital marketing and communication activities
Oct 2024 - Jun 2025
9 months

Strategic omnichannel consulting & campaign execution for AI application Surfski

Comma Soft/Alan

  • Development and implementation of a customized omnichannel marketing strategy to position Alan in the B2B environment
  • Design, management, and optimization of LinkedIn campaigns for lead generation and outreach to tech-savvy decision-makers
  • Performance management of Google Search campaigns including ad copy and budget responsibility
  • Implementation and optimization of Google Display Network campaigns to increase visibility in the awareness funnel
  • User behavior analysis with Matomo for data-driven optimization of the customer journey
Sep 2024 - Present
1 year 5 months

Strategic marketing consulting & campaign execution for brand building

Giso/Rocks

  • Development of an omnichannel marketing strategy focused on branding, community building, and lead generation
  • Planning and execution of Meta campaigns (Facebook & Instagram) and LinkedIn
  • Advising on brand positioning and tone in digital channels
  • Setting up performance campaigns including audience targeting, ad copy, and A/B testing
  • Developing a reporting and analysis setup to measure campaign performance
  • Close collaboration with the founder to optimize the growth strategy
Jun 2024 - Present
1 year 8 months

Performance Marketing & Web Analytics Setup

Solarwaterworld

  • Technical setup and configuration of Google Analytics 4 including event tracking and goal definition
  • Planning, implementation, and ongoing optimization of Google Search campaigns in the tourism sector
  • Management and creative design of Google Display Network campaigns to raise brand awareness
  • Setup and integration of Google Search Console to monitor organic visibility
  • Development of a distribution strategy for GetYourGuide to increase revenue through third-party platforms
  • Creation of interactive performance dashboards to visualize KPIs
May 2024 - Aug 2024
4 months

Digital Marketing & Agency Management

HNF-NICOLAI ebikes

  • Setup and implementation of Google Analytics 4 for data-driven performance measurement
  • Planning, management, and optimization of Instagram/Meta campaigns focused on reach
  • Operational community management on Instagram including interaction and support
  • Development and execution of a cross-channel content plan including editorial content
  • Analysis and evaluation of existing agency partners as part of a strategic realignment
  • Management and coordination of external agencies to ensure consistent brand representation
  • Stakeholder management in an interdisciplinary environment
Mar 2024 - Present
1 year 11 months

Performance Marketing Setup & Platform Optimization

Next LeWel Up GmbH

  • Creation, management, and analysis of LinkedIn campaigns for B2B outreach and lead generation
  • Technical setup of Google Search Ads including keyword strategy and conversion goals
  • Creation and optimization of the Google Business Profile for local visibility
  • Optimization of existing Instagram/Meta activities to increase reach and engagement
  • Implementation and configuration of Google Analytics 4 for precise funnel analysis
Jun 2021 - Sep 2023
2 years 4 months

Head of Omnichannel Marketing & International Team Leadership & Upskilling

Corza Medical

  • Strategic development and operational leadership of a global omnichannel marketing setup focused on 43 international markets
  • Management and assurance of smooth project workflows and building effective cross-functional processes
  • Development of holistic omnichannel strategies closely aligned with business goals and market needs
  • Establishment and optimization of cross-channel performance campaigns (social media, Google Ads) to boost sales and brand awareness
  • Responsibility for an annual budget of up to €500,000, including strategic resource allocation and ROI optimization
  • Evaluation, management, and quality control of national and international marketing agencies
  • Creation of data-driven dashboards and definition and analysis of custom KPIs
  • Conducting and moderating omnichannel strategy workshops for internal training
Nov 2019 - Apr 2021
1 year 6 months

Omnichannel Strategy Lead & Transformation Management

MSD (Merck Sharp & Dohme)

  • Leading the company-wide omnichannel implementation in collaboration with an internal task force
  • Developing a comprehensive omnichannel strategy and roadmap including marketing plans, budgeting, attribution models, and reporting structures
  • Managing seamless product launches across the customer journey to increase user engagement and market success
  • Establishing efficient communication channels and optimizing cross-functional collaboration
  • Coordinating with external consulting firms for strategic alignment, process integration, and project execution
  • Customizing and integrating tools such as Salesforce, Google Analytics, GDN, Jira, MS Teams, and SharePoint
  • Developing a scalable omnichannel market model focusing on integration, customer experience, and international rollouts
  • Creating dashboards, reports, and templates for data-driven management and process optimization
  • Playing an active role in reorganizing the marketing department, including talent development, recruiting, and skill building
  • Identifying digital opportunities through market analysis to drive innovation and growth
  • Strategic evaluation and management of international agencies
  • Providing internal omnichannel consulting to support campaigns, change projects, and strategic marketing initiatives
Jun 2019 - Aug 2019
3 months

Programmatic Campaign Management & Strategy

Immobilien Scout 24

  • Developing targeted campaign strategies to increase reach and conversions
  • Creating, managing, and optimizing display campaigns via DoubleClick (DV360)
  • Conducting structured A/B tests to validate creatives and targeting
  • Preparing reports and analyzing campaign results to derive optimization measures
Feb 2019 - May 2019
4 months
Lorem ipsum dolor sit amet

Concardis GmbH

  • Setting up a comprehensive tracking system for the merchant portal and mobile apps (iOS & Android) using Google Analytics, Google Tag Manager, and Firebase
  • Defining all tracking requirements to optimize the user journey and target existing customers through strategic cross-/up-selling campaigns
  • Collaborating closely with development teams: providing specific tracking guidelines and reviewing implemented code to ensure data quality
  • Conducting targeted analysis of usage data as a basis for data-driven product improvements, segmentation, and personalized marketing actions
Nov 2018 - Feb 2019
4 months
Lorem ipsum dolor sit amet

Concardis GmbH

  • Conduct in-depth campaign analyses to assess performance and optimize based on data
  • Define relevant KPIs for the digital merchant interface to measure success and guide the customer journey
  • Strategically evaluate and help shape the agency landscape in terms of efficiency and quality
  • Optimize and operationally manage external agencies, implementing clear responsibilities and quality processes
  • Build a new campaign and tracking structure to improve data quality, efficiency, and audience targeting
  • Play an active role in the rebranding process: adapt communication strategy, structures, and platforms to the new brand identity
  • Realign and restructure the marketing department with a focus on scalability and clear role profiles
  • Conduct internal training to strengthen the performance marketing team
Oct 2018 - Mar 2020
1 year 6 months

Performance Marketing Audit & Market Entry Strategy

Malt Community

  • Conduct an audit of the existing performance marketing setup (Google Ads, LinkedIn, GDN, Google Analytics)
  • Develop new campaigns and a roadmap to optimize the tracking architecture
  • Design and deliver hands-on training in performance marketing
  • Collaborate with the business intelligence team to optimize the data warehouse
  • Create a scalable online marketing entry strategy for expansion into Italy and Spain
Apr 2018 - Sep 2018
6 months

Interim Team Lead, Display & Social Media

eBay

  • Take on the leadership role as interim team lead for the display and social media team
  • Develop and manage the overall strategy for cross-channel campaigns
  • Plan and execute the digital marketing strategy for the Football World Cup
  • Optimize team processes and marketing activities for increased efficiency
  • Strategically monitor and analyze campaign performance
Jan 2018 - Present
8 years 1 month

Strategic Consulting, Recruiting & Marketing Structure Setup

Epro360

  • Develop customized job descriptions in performance marketing
  • Select suitable candidates, conduct interviews, and participate in hiring decisions
  • Guide the onboarding process for quick team integration
  • Analyze and evaluate agency partners to optimize the vendor structure
  • Design and create a cross-channel omnichannel dashboard
Dec 2017 - Feb 2018
3 months

Strategic Analysis & Omnichannel Marketing Consulting

Office Company Telekommunikationssysteme

  • Conduct a status quo analysis of all marketing channels, systems, and tools
  • Define and categorize customer and lead segments
  • Develop a complete customer journey map
  • Design and lead hands-on omnichannel marketing workshops
May 2016 - Feb 2017
10 months
Berlin, Germany

Senior Online Marketing Manager – Global Performance – Campaigns

Zalando

  • Strategic planning, localization and operational execution of global display campaigns in 15 markets
  • Led cross-channel performance campaigns including A/B tests and KPI analysis
  • Collaborated with up to 60 internal stakeholders and introduced efficient workflows
Feb 2015 - May 2016
1 year 4 months
Berlin, Germany

Senior Online Marketing Manager – Display IT & ES

Zalando

  • Developed and implemented display strategies in Italy and Spain, including performance and retargeting campaigns
  • Managed a team of 3 and oversaw a €5M budget
  • Negotiated local programmatic deals and optimized based on KPIs
Aug 2014 - Feb 2015
7 months
Berlin, Germany

Programmatic Campaign Manager DACH

Yieldr

  • Managed advertiser accounts in the DACH region and optimized programmatic campaigns (RTB)
  • Conducted KPI-based analysis and collaborated with data scientists
  • Delivered pitch presentations and expanded the client portfolio with a focus on ROI
May 2012 - Aug 2014
2 years 4 months
Milan, Italy

Account Manager

Jobrapido

  • Provided strategic support for international markets (DACH, South Africa, India)
  • Responsible for budgets (>€300K/quarter) and campaign management (CPC/CPM)
  • Conducted market analyses, developed sales strategies, and led a team of 10
  • Handled B2B key accounts and implemented regional growth initiatives

Summary

Strategic consulting in digital marketing & data-driven omnichannel marketing. Experienced in developing and implementing complex, scalable marketing setups across more than 40 countries – locally and globally. I combine performance marketing, technology, and consulting for cross-channel integration of brand strategy with measurable results. Specialized in cross-channel campaign management (Search, Social, Display, Programmatic), tracking architectures, KPI systems, and data-driven decision models. I advise companies on transformation, rebranding, system integration, and agency selection – both operationally and strategically. Workshops, team building, and upskilling marketing teams are also part of my repertoire, as well as implementing high-performance go-to-market strategies – including for AI-powered products.

Skills

  • Omnichannel Marketing Strategy & Implementation

  • Performance Marketing (Sea, Paid Social, Programmatic)

  • Tracking & Data Analysis (Ga4, Gtm, Matomo, Attribution)

  • Campaign Management & Optimization

  • Agency Management & Evaluation

  • Customer Journey & Funnel Design

  • Graphic Design / Creative Production

  • Team Leadership & Upskilling

  • Project Management

  • Business Intelligence & Tool Integration

  • Adwords / Google Ads

  • Google Analytics 4

  • Google Firebase

  • Google Sheets

  • Google Tag Manager

  • Hubspot

  • Jira

  • Mailchimp

  • Microsoft 365

  • Looker Studio

  • Salesforce Cloud

  • Sharepoint

  • Reddit

  • Snapchat

  • Meta

  • Xing

  • Instagram

  • Apple Ios

  • Amazon

  • Doubleclick / Dv360

  • Programmatic Buying

  • Wordpress

  • Wp Forms

  • Surveymonkey

  • Matomo

  • Renderforest

  • Chatgpt

  • Chatbox.ai

  • Jungle Scout

  • Medtube

  • Doccheck

  • Google Search Console

  • Various Dsps And Ssps

  • Various Ad Exchanges

  • Xmind

Languages

German
Native
Spanish
Advanced
English
Intermediate
Italian
Elementary

Education

Oct 2002 - Jun 2005

Crown Plaza Hotel

Hotel management training · Berlin, Germany

Oct 1996 - Jun 2002

Max-von-Laue-Realschule

Secondary school diploma · Berlin, Germany

Euro-FH

Sales and Marketing · Hamburg, Germany

...and 1 more
Need a freelancer? Find your match in seconds.
Try FRATCH GPT
More actions

Similar Freelancers

Discover other experts with similar qualifications and experience

Florian Müller
Florian Müller

Country Manager DACH

View Profile
Gunter Hardt
Gunter Hardt

Managing Director

View Profile
Tres Belk
Tres Belk

Europe Senior Marketing Manager of Special Projects

View Profile
Hakan Ersu
Hakan Ersu

Marketing & Sales Expert

View Profile
Ralf Gößling
Ralf Gößling

Owner and Managing Director

View Profile
Alexander Karl
Alexander Karl

PMO Marketing & E-Commerce

View Profile
Oliver Hickfang
Oliver Hickfang

Head of Partnerships

View Profile
Jasmin Göbel
Jasmin Göbel

Head of Marketing / Project Manager CannaFriends Trade Fair

View Profile
Adrian Göldner
Adrian Göldner

Founder & CMO

View Profile
Markus Kümpel
Markus Kümpel

Online Marketing Expert

View Profile
Claudius Warwitz
Claudius Warwitz

Project Manager

View Profile
Christian Hildebrandt
Christian Hildebrandt

Senior Business Consultant, Crisis and Turnaround Manager in Marketing and Technology

View Profile
Hong Freelancer
Hong Freelancer

Performance Ads Consultant (Meta)

View Profile
Michael Tomaschewski
Michael Tomaschewski

B2B Growth Consultant

View Profile
Artur Schmalz
Artur Schmalz

Marketing Consultant // Strategy & Campaigning

View Profile
Franz Schumann-halder
Franz Schumann-halder

Freelance Consultant

View Profile
Mark Karasira
Mark Karasira

Fractional CMO: Strategy, AI Workflows & High-End Marketing

View Profile
Gabriele Sosnizkij
Gabriele Sosnizkij

Interim Media Manager

View Profile
Stephanie Graf
Stephanie Graf

Online Marketing Consultant

View Profile
Tim Toh
Tim Toh

Paid Social Lead

View Profile
Philip Ehlers
Philip Ehlers

Interim Lead Growth & Optimization Amazon EU8 & US

View Profile
André Jokic
André Jokic

Strategic Growth, Automation & Transformation

View Profile
Yvonne Scheja
Yvonne Scheja

Talk: Employer Branding: success factor for start-ups

View Profile
Peer Wiesner
Peer Wiesner

Co-Founder

View Profile
Franziska Hübscher
Franziska Hübscher

Social & Native Performance Marketing

View Profile
Sadyk Akhzarati
Sadyk Akhzarati

Conversion Marketing Lead

View Profile
Nicole Straub-winowsky
Nicole Straub-winowsky

Interim Content & Strategic Marketing Manager

View Profile
Tony Stubenrauch
Tony Stubenrauch

Interim Digital Excellence Manager

View Profile
Daniel Rohde
Daniel Rohde

Senior Digital Marketing Manager

View Profile
María Bohórquez
María Bohórquez

Senior Digital Account Manager

View Profile