Roxana (D.) B.
Omnichannel Strategy Lead & Transformation Management
Experience
Jul 2025 - Present
4 monthsOmnichannel Strategy Lead & Transformation Management
emetriq GmbH
- Development and optimization of holistic full-funnel marketing strategies
- Analysis and evaluation of existing tracking and attribution models
- Developing recommendations to optimize data flow and tool integration
- Deriving insights from 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 monthsStrategic Omichannel Consulting & Campaign Execution for AI Application Surfski
Comma Soft/ Alan
- Developing and implementing a custom omnichannel marketing strategy to position Alan, the AI-based solution in the B2B sector
- Designing, managing, and optimizing LinkedIn campaigns for lead generation and targeted outreach to tech-savvy decision-makers
- Performance management of Google Search campaigns, including ad copy and budget responsibility
- Implementing and optimizing Google Display Network campaigns to increase visibility in the awareness funnel
- Analyzing user behavior with Matomo to optimize the customer journey and derive strategic actions to improve conversion
Sep 2024 - Present
1 year 2 monthsStrategic Marketing Consulting & Campaign Execution for Brand Building
Giso/Rocks
- Developing an omnichannel marketing strategy focused on branding, community building, and lead generation
- Designing and executing Meta (Facebook & Instagram) and LinkedIn campaigns to boost brand awareness and target audiences
- Advising on brand positioning and tone in digital channels (social media, website, newsletter)
- Building performance campaigns across the funnel, including audience targeting, ad copy, and A/B testing
- Developing a reporting and analysis setup to measure campaign performance and derive strategic actions
- Working closely with the founder to continuously optimize the growth strategy and brand development
Jun 2024 - Present
1 year 5 monthsPerformance Marketing & Web-Analytics Setup
Solarwaterworld
- Technical setup and configuration of Google Analytics 4, including event tracking and goal definition
- Designing, implementing, and continuously optimizing Google Search campaigns to boost sales in the tourism sector
- Managing and creatively designing Google Display Network campaigns to increase brand awareness
- Setting up and connecting Google Search Console to monitor organic visibility and SEO potential
- Developing a targeted distribution strategy for GetYourGuide to increase revenue through third-party platforms
- Creating interactive performance dashboards to visualize KPIs and support data-driven decision-making
May 2024 - Aug 2024
4 monthsDigital Marketing & Agency Management
HNF-NICOLAI ebikes
- Setting up and implementing Google Analytics 4 for data-driven performance measurement
- Designing, managing, and optimizing Instagram/Meta campaigns focused on reach and community growth
- Operational community management on Instagram, including interaction, support, and brand engagement
- Developing and implementing a cross-channel content plan, including creating editorial content
- Analyzing and evaluating existing agency partners as part of a strategic reorientation
- Managing and coordinating external agencies to ensure consistent brand management
- Stakeholder management in an interdisciplinary environment to align initiatives and objectives
Mar 2024 - Present
1 year 8 monthsPerformance Marketing Setup & Platform Optimization
Next LeWel Up GmbH
- Setup, management, and data-driven analysis of LinkedIn campaigns for targeted 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 to improve local visibility
- Optimization of existing Instagram/Meta activities to increase reach, engagement, and brand impact
- Implementation and configuration of Google Analytics 4 for precise performance measurement and funnel analysis
Jun 2021 - Sep 2023
2 years 4 monthsHead of Omnichannel Marketing & International Team Leadership & Project Management Upskilling
Corza Medical
- Strategic development and operational management of a global omnichannel marketing setup focused on 43 international markets
- Management and assurance of smooth project execution as well as building effective cross-departmental workflows
- 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 growth
- 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 as well as definition and analysis of individual KPIs
- Conducting and moderating omnichannel strategy workshops for internal training and knowledge sharing
Nov 2019 - Apr 2021
1 year 6 monthsOmnichannel Strategy Lead & Transformation Management
MSD (Merck Sharp & Dohme)
- Leading the company-wide omnichannel implementation in collaboration with an internal task force for cross-channel integration of all marketing activities
- Developing a comprehensive omnichannel strategy and roadmap including marketing planning, budgeting, attribution models, and channel-based reporting structures
- Managing seamless product launches along the customer journey to increase user engagement and market success
- Building efficient communication flows and optimizing cross-functional collaboration
- Coordinating with external consulting firms on strategic alignment, process integration, and efficient project execution
- Adapting and integrating tools like Salesforce, Google Analytics, GDN, Jira, MS Teams, and SharePoint for efficiency gains and platform harmonization
- Developing a scalable omnichannel market model focused on integration, customer experience, and international rollouts
- Creating dashboards, reports, and templates for data-based management and process optimization
- Playing an active role in the reorganization of the marketing department including talent development, recruiting, and skills building
- Identifying digital opportunities through market analysis to drive innovation and growth
- Strategically evaluating and managing international agencies to ensure effective implementation and performance
- Providing internal omnichannel consulting to support campaigns, change projects, and strategic marketing initiatives
Jun 2019 - Aug 2019
3 monthsProgrammatic Campaign Management & Strategy
Immobilien Scout 24
- Developing targeted campaign strategies to increase reach, performance, and conversions
- Creating, managing, and continuously optimizing display campaigns using DoubleClick (DV360)
- Conducting structured A/B tests to validate creatives, targeting, and placements
- Creating reports and conducting in-depth analysis of campaign results to derive data-based optimization measures
Feb 2019 - May 2019
4 monthsDigital Analytics & Conversion Strategy (Product Development)
Concardis GmbH
- Building a comprehensive tracking setup 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
- Working closely with development teams: providing specific tracking guidelines, reviewing implemented code to ensure technical data quality and complete event capture
- Targeted analysis of usage data as a basis for data-driven product improvements, segmentation, and personalized marketing actions
Nov 2018 - Feb 2019
4 monthsStrategic Marketing & Campaign Structure (Product & Performance Marketing)
Concardis GmbH
- Conducted in-depth campaign analyses for performance evaluation and data-driven optimization
- Defined relevant KPIs for the digital merchant interface to measure success and guide actions along the customer journey
- Strategically evaluated and contributed to shaping the entire agency landscape to align structures and partners with efficiency, quality, and company goals
- Optimized and managed external agencies operationally, implementing clear responsibilities and quality processes
- Created a new campaign and tracking structure to improve data quality, efficiency, and target audience reach
- Played an active role in the rebranding process: adjusting communication strategy, structures, and platforms to the new brand identity
- Realigned and restructured the marketing department in close coordination with management, focusing on scalability, clear role definitions, and goal orientation
- Conducted internal training to strengthen the performance marketing team and ensure consistent campaign management standards
Oct 2018 - Mar 2020
1 year 6 monthsPerformance Marketing Audit & Market Entry Strategy
Malt Community
- Performed a status quo audit of the existing performance marketing setup (Google Ads, LinkedIn, GDN, Google Analytics), focusing on efficiency, audience coverage, and tracking quality
- Developed new campaigns and a structured roadmap to optimize the tracking architecture for reliable data collection and cross-channel management
- Designed and delivered hands-on training for internal teams in performance marketing
- Collaborated closely with the business intelligence team to optimize the data warehouse structure and link marketing-relevant KPIs
- Developed a scalable online marketing entry strategy for expansion into new markets (Italy & Spain), considering local audiences, channels, and budget efficiency
Apr 2018 - Sep 2018
6 monthsInterim Team Lead, Display & Social Media
eBay
- Took on the interim team lead role for the display and social media team to ensure strategic alignment and operational excellence
- Developed and managed the overall strategy for cross-channel campaigns, including resource planning, goal setting, and performance monitoring
- Planned and executed the digital marketing strategy for the FIFA World Cup, from conception to cross-channel delivery
- Optimized team processes and marketing activities to boost efficiency, brand impact, and results orientation
- Strategically monitored and analyzed campaign performance, focusing on goal achievement, budget efficiency, and sustainable impact
Jan 2018 - Present
7 years 10 monthsStrategic Consulting, Recruiting & Marketing Structure Setup
Epro360
- Created a tailored job description based on specific requirements in performance marketing
- Selected suitable candidates, conducted interviews, created practical test cases, and contributed to final hiring decisions
- Actively supported onboarding to ensure a smooth transition and quick integration into the team
- Analyzed and evaluated current and potential agency partners to optimize the service provider structure
- Designed and built a cross-channel omnichannel dashboard for transparent performance tracking and data-driven decision-making
Dec 2017 - Feb 2018
3 monthsStrategic Analysis & Omnichannel Marketing Consulting
Office Company Telekommunikationssysteme
- Conducted a comprehensive status quo analysis of all existing marketing channels, communication paths, systems, and tools to identify optimization opportunities
- Defined and categorized all customer and lead segments for targeted engagement and strategic segment management
- Developed a complete customer journey map to outline touchpoints, pain points, and cross-channel opportunities
- Designed and facilitated hands-on omnichannel marketing workshops for knowledge transfer, strategy development, and implementation of concrete actions
May 2016 - Feb 2017
10 monthsBerlin, Germany
Senior Online Marketing Manager – Global Performance – Campaigns
Zalando
- Strategic planning, localization, and operational execution of global display campaigns in 15 markets (Meta, GDN, Programmatic)
- Leadership of cross-channel performance campaigns including A/B tests, KPI analysis, and data-driven optimization
- Close collaboration with up to 60 internal stakeholders and implementation of efficient workflows focusing on brand integrity and audience relevance
Feb 2015 - May 2016
1 year 4 monthsBerlin, Germany
Senior Online Marketing Manager – Display Italy & Spain
Zalando
- Development and implementation of display strategies in Italy and Spain, including performance and retargeting campaigns (GDN, Meta, RTB, Instagram, Publisher)
- Leadership of a 3-person team, management of a €5M budget and negotiation of programmatic deals on site
- KPI-based optimization and close cross-functional collaboration with internal stakeholders to ensure market-specific campaigns
Aug 2014 - Feb 2015
7 monthsBerlin, Germany
Programmatic Campaign Manager – DACH
Yieldr
- Advertiser account management in the DACH region, including strategic support and optimization of programmatic campaigns (RTB)
- KPI-based analysis, close collaboration with data scientists and pitch presentations
- Expansion of the client portfolio with a focus on ROI and sustainable customer retention
May 2012 - Aug 2014
2 years 4 monthsMilan, Italy
Account Manager
Jobrapido
- Strategic management of international markets (DACH, South Africa, India), including budget responsibility (>€300K per quarter)
- Campaign management (CPC/CPM), market analysis and sales strategies
- Leadership of a 10-person team, active B2B key account management, and implementation of regional growth initiatives and lead generation
Languages
German
NativeEnglish
AdvancedItalian
IntermediateSpanish
ElementaryEducation
Crown Plaza Hotel
Hotel Management Apprenticeship · Berlin, Germany
Max-von-Laue-Realschule
Secondary school diploma · Berlin, Germany
EF - High School Jahr
High school year (12th grade) · Bennington, United States
...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
- English
- Deutsch
2025 © FRATCH.IO GmbH. All rights reserved.