Tony S.
Senior Digital & Data-Driven Marketing Consultant | Scrum Master & Product Owner | Workshop Facilitator
Experience
Nov 2023 - Present
2 years 2 monthsInterim Digital Excellence Manager Oncology
International Rx Pharmaceutical Company
- Development and implementation of an integrated digital strategy across the patient journey and treatment pathway for the breast and gynecological tumor indication areas
- Design, conceptualization and execution of the business unit's first automated medical pre-launch omnichannel campaign using modern CRM/MarTech solutions
- Responsibility for the strategic enhancement of the central HCP web portal by adding a dedicated medical section, acting as project lead and Product Owner (requirements management, translating business demands into user stories, overseeing the tech team and supporting the go-live)
- Planning, execution, implementation and optimization of (automated) personalized commercial omnichannel campaigns across the customer journey and funnel
- End-to-end project management and agile leadership of cross-functional teams
- Strategic stakeholder management at global and local levels
- Continuous optimization of digital initiatives through KPI analysis, A/B testing and personalized targeting
- Management of external service providers and agencies
Nov 2022 - Oct 2023
1 yearInterim Digital Excellence Manager Respiratory & Immunology
International Rx Pharmaceutical Company
- Product Owner for multiple therapy areas to enhance an HCP web portal and several patient websites
- Planning, execution, implementation and optimization of (automated) personalized omnichannel campaigns across the customer journey and funnel
- Project coordination and leadership
- Monitoring and reporting of activities
- Management of external service providers and agencies
- Close collaboration in a cross-functional team with medical, brand and sales including field force
Apr 2022 - Oct 2022
7 monthsInterim Digital Excellence Manager Oncology
International Rx Pharmaceutical Company
- Expansion of the digital strategy for digital communication and omnichannel marketing
- Design and implementation of the company's first automated omnichannel campaign in Germany with a cross-functional team
- Initial launch of a central web portal for healthcare professionals and its continuous development
- Planning, execution, implementation and optimization of personalized omnichannel campaigns across the customer journey and funnel
- Agile management of digital projects using Scrum
- Establishment of comprehensive campaign tracking for unified KPI reporting of digital initiatives
Dec 2021 - Apr 2022
5 monthsInterim Senior Marketing Manager Digital
Banking
- Development and expansion of digital marketing to primarily increase digital sales conversions
- Design, execution and monitoring of omnichannel campaigns across the entire value chain including lead generation
- Briefing and management of internal marketers and external agencies
- Stakeholder and interface management
Apr 2021 - Dec 2021
9 monthsInterim Senior Manager Data-Driven Marketing / Squad Lead
Retail Group
- Ownership and management of a cross-functional squad comprising brand, media, tech, analytics and creative
- Identification, testing, optimization and evaluation of new digital marketing approaches
- Translation into a use case backlog and management and prioritization by business value together with relevant stakeholders
- Implementation of identified strategies from the use case backlog into new data-driven marketing approaches and use cases
- Driving the transformation of the marketing department towards a data-driven, test-and-learn agile workflow including in-house training
- Setup and launch of the squad, establishment of agile routines, facilitation of sprint planning, reviews and retrospectives
- Design and facilitation of internal workshops (e.g., OKR, team and strategy workshops)
May 2020 - Mar 2021
11 monthsInterim Digital Excellence Manager (Cardiovascular and Metabolic Diseases)
International Rx Pharma Company
- Digital & Omnichannel Lead: Advising the business unit on digital marketing strategies
- Product Owner for the business unit to further develop the overarching HCP web portal
- Developing, managing, executing, and optimizing omnichannel campaigns along the treatment pathway and patient journey
- Project management and leadership
- Close collaboration in a cross-functional team with medical, brand, and sales, including field force
- Managing external service providers and agencies
Sep 2019 - Apr 2020
8 monthsInterim Team Lead Digital and Dialog Marketing in Sales
Media Group
- Responsibility for all digital and dialog marketing channels: email marketing, social advertising, online shop, display, SEA, on-page, print/mailing
- Omnichannel: cross-channel planning, management, execution, and monitoring of marketing campaigns and projects
- Building lead generation paths and lead management along the funnel
- P&L responsibility for B2C sales across the above channels
- Further development of performance marketing
- Expansion of the paid content strategy
- Stakeholder and interface management
- Sales, revenue, and budget planning
- Leading a team of six
May 2019 - Sep 2019
5 monthsInterim Digital Marketing Manager
Media Group
- Responsible for digital performance marketing, focusing on social advertising, email marketing, and lead generation
- Advising on conversion optimization and conversion funnels
- A/B testing
- Briefing and managing agencies, developers, and designers
- Stakeholder and interface management
Jan 2019 - Dec 2019
1 yearDigital Consultant Lead Generation
B2B Digital Consultancy
- Digital performance marketing for lead generation and nurturing using lead generation offers
- Planning, execution, monitoring, and optimization of social advertising campaigns focused on Facebook and LinkedIn
- Building conversion funnels
- Project leadership
Jan 2018 - Dec 2020
3 yearsProject Lead
Media Company
- Initial workshop: client's business model in the digital world, customer journey
- Identifying action areas and strategic topics
- Designing a pretest for possible use of CRM/marketing automation
- Developing lead paths and follow-up campaigns along the customer journey
- Creating ads, email sequences, and landing pages
- Tracking and reporting
- Project lead in collaboration with art and web development partners
Oct 2017 - Nov 2018
1 year 2 monthsDigital Consultant & Project Lead
Digital Consulting & Start-Up-as-a-Service Agency
- Advising clients on digital transformation and digital value chain: identifying customer problems and translating them into solutions
- Leading and managing digital projects and their interdisciplinary teams
- Applying lean start-up methods to established businesses (prototyping, MVP, validation using KPIs)
- Advising, planning, implementing, and managing digital strategies within the conversion funnel
- Designing and managing digital projects and growth marketing campaigns
- Analyzing and advising on customer journeys and touchpoints
- Project controlling and budgeting
Jan 2017 - Dec 2018
2 yearsProduct Owner / External Consultant
Scientific Company
- Identifying and gathering the needs of departments through interviews and derived use cases
- Translating and implementing requirements into user stories and epics
- Refining user stories and tasks together with developers
- Prioritizing requirements based on expected profit and managing the backlog
- Analyzing and advising on customer journeys, user flows/funnels, usability, and UX
- Conversion optimization
- Stakeholder management as the main contact for stakeholders and departments regarding project status
- Briefing and managing the external agency as well as acceptance
Sep 2016 - Present
9 years 4 monthsSenior Digital & Data-Driven Marketing Consultant | Workshop Facilitator | Scrum Master & Product Owner
Freelance
- Strategic consulting in digital transformation and across the entire digital value chain
- Designing and implementing holistic digital strategies
- Developing, executing, and optimizing cross-channel campaign strategies (including social, SEA, CRM, display)
- Data-driven optimization of customer journeys, funnels, and conversion rates
- Project management and leading cross-functional teams of up to 15 people
- Implementing agile methods (OKR, Scrum, lean start-up)
- Quality assurance and monitoring of project outcomes
- Coordinating and managing external agencies and freelancers
Feb 2015 - Jun 2016
1 year 5 monthsOnline Marketing Manager
Carl Hanser Verlag GmbH & Co. KG
- Designing and implementing digital marketing campaigns
- Managing and strategically developing social media channels
- Community marketing, blogger relations, newsletter marketing
- Designing and managing various publishing websites
- Briefing and managing external service providers and agencies
- Monitoring and reporting
Jun 2012 - Jan 2015
2 years 8 monthsMarketing Manager
Aufbau Verlag GmbH & Co. KG
- Responsible for online marketing including budget management
- Managing and growing social media channels
- Designing, coordinating, executing, and controlling marketing projects and campaigns
- Acquiring cooperation partners for marketing actions and cross-promotion including proposal creation, negotiation, and project management
- Managing external service providers and agencies
Summary
Senior consultant for digital and data-driven marketing with over ten years of experience in developing and executing digital strategies across the entire customer journey – from scalable omnichannel campaigns to data-driven test cases that lay the foundation for the strategic advancement of marketing and customer experience.
As a Product Owner and Scrum Master, I support companies in successfully adopting and scaling agile methods (OKR, Scrum, Lean Startup). I lead cross-functional teams and work at the interface of multiple disciplines – from marketing, product development and sales to IT, data & analytics and medical affairs.
I also facilitate workshops and strategy meetings to guide teams through complex challenges, develop creative solutions and enable sustainable decisions.
Languages
German
NativeEnglish
AdvancedEducation
Jun 2011 - Jun 2015
Steinbeis School of Management and Innovation; mediacampus Frankfurt | the schools of the German book trade
Publishing and media management · Frankfurt am Main, Germany
Aug 2009 - Jun 2012
Aufbau Verlag GmbH & Co. KG
Apprenticeship as digital and print media clerk · Berlin, Germany
Sep 2000 - Jun 2009
Gymnasium Ottobrunn
High school diploma · Ottobrunn, Germany
Certifications & licenses
Professional Workshop Facilitator
HelloAgile
Professional Agile Leadership I
Scrum.org
Professional Scrum Facilitation Skills
Scrum.org
Certified Professional Scrum Product Owner II
Scrum.org
Certified OKR Coach
HelloAgile
Certified Professional Scrum Master II
Scrum.org
Certified Professional Scrum Master I
Scrum.org
Social Entrepreneurship Certificate Program
Social Entrepreneurship Academy, Munich
Online Marketing Manager training
Social Media Academy, Berlin
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