Tres B. - Europe Senior Marketing Manager of Special Projects

Berlin, Germany

Experience

Apr 2022 - Mar 2025

3 years

Munich, Germany

Europe Senior Marketing Manager of Special Projects

Tado

Built the international customer base vision, operation, governance and cross-functional team set up (growth, content, product, data science, NPS, IT).
Grew the comprehensive customer base (1 Million B2C, B2B 5K Enterprise, B2B 250 Key Accounts), pipeline, privacy and analytical strategy.
Translated company goals into actionable plans, identified scalable strategies for user and revenue growth and aimed for sustainable growth.
Acted as a sparring partner for leadership on business, people, and organizational topics.
Built a constant A/B experimentation culture.
Automated personalised cross-sell/upsell journeys in email, in-app, mobile push, and WhatsApp saving the marketing and CX process time.
Supported 192 yearly DTC retail Tado Shopify, Amazon and local retailer partner E-commerce retail promotions across Europe.
Collaborated with new product development teams on GTM strategies for product and service launches.
Executed company-first customer loyalty and referral programs for Tado’s suite of products and energy tariff services.
Oversaw multicultural customer communications with LLM AI assistants for the UK, Ireland, DACH, BeNeLux, Spain, France, Italy and the Nordics.
Supervised an in-depth RFP process with 20 CRM software vendors with winning stakeholder-approved multi-year contract chosen.
Supported investor relations through research, financial analysis, and materials preparation.
Outperformed 2024, 2023 and 2022 CRM KPIs; CRM channel was number one in terms of revenue generation each year.
Revenue Growth increased by 310%
ARR increased by 179%
Customer LTV Contribution increased by 4.42%
CAC decreased by 89%
Repeat (Retention) Purchase Rate increased by 33%
MQL to SQL conversion lift increased by 94%
Email open rates increased by 16.22%
Email click rates increased by 9.16%
Email conversion rates increased by 5.42%
In-app and push app combined MAU Retention Rate increased by 8.29%
Referral Marketing Revenue increased by 41.44%

Aug 2013 - Dec 2021

8 years 5 months

Berlin, Germany

Co-Founder and Managing Director

BB3 Dynamics Productions

Built efficient scalable growth and brand awareness strategies for B2B and B2C brands for EU and North American clients.
Collaborated with product and marketing teams to translate customer feedback into actionable insights.
The company closed in late-2021 after 8 years due to the financial implications from Coronavirus.

Dec 2002 - Aug 2013

10 years 9 months

New York, United States

Corporate Marketing Director (Head of Marketing)

Advance

End-to-end responsibility for all communication channels for 30 US Markets; led multi-brand, marketing, touch point strategy and marketing mix.
Spearheaded a company-wide rebranding initiative, resulting in a 40% increase in brand recognition.
Built automated systems and operational frameworks that enabled rapid scaling across multiple verticals and distribution channels.
Designed and executed strategic experiments across market entry, partnership models, and go-to-market strategies.
Developed and executed an integrated marketing strategy that increased annual revenue by $19M.
Directed company performance marketing (SEA, Social, Native, Affiliate, Content) driving 31% increase in ROAS.
Built the SEO team from the ground up contributing to 30% website conversions.
Set direction for a comprehensive enterprise-wide database marketing and CRM strategy (4M opt-ins) resulting in ARR of 10% year over year.
Set direction for the marketing team for 20 sales divisions by integrating with SalesForce.com increasing lead conversion by 20%.
Spearheaded the content strategy for all communication streams across all customer touchpoints.
Successfully integrated the MarTech stack for seamless data flows and analytics.
Responsible for leading 8 high-performing employees (improving employee satisfaction scores by 25%).
Continuously demonstrated year-over-year positive KPIs.
Overall revenue growth all channels increased by 38%.
Return on ad spend performance channels increased by 31%.
SEO organic leads to conversions 30%.
CAC decreased by 17%.
CRM Acquisition: MQL to SQL Conversion Lift Increased by 94%.
Brand funnel: brand awareness increased by 40% brand consideration increased by 13%.

Feb 2000 - Dec 2002

2 years 11 months

New York, United States

Corporate Marketing Manager

Advance

Dec 1998 - Feb 2000

1 year 3 months

New York, United States

E-commerce Marketing Manager

Invesco

Managed marketing plans of the investor sections of corporate websites for 4 profit centers.
Executed all digital marketing strategies to support digital brands; increasing revenue and decreasing costs.
Executed CRM tactics with push email programs to Investors and Financial Advisors, direct mail campaigns to Financial Advisors & Investors.
Developed the first company-wide customer profile database using opt-in information gathered from corporate websites to aid customer sales efforts.

Sep 1996 - Dec 1998

2 years 4 months

New York, United States

Assistant E-commerce Marketing Manager

Invesco

Managed marketing plans of the investor sections of corporate websites for 4 profit centers.
Executed all digital marketing strategies to support digital brands; increasing revenue and decreasing costs.
Executed CRM tactics with push email programs to Investors and Financial Advisors, direct mail campaigns to Financial Advisors & Investors.
Developed the first company-wide customer profile database using opt-in information gathered from corporate websites to aid customer sales efforts.

Jul 1995 - Sep 1996

1 year 3 months

New York, United States

Brand Marketing Coordinator

Mastercard International

Jun 1994 - Jul 1995

1 year 2 months

New York, United States

Brand Marketing Assistant

Mastercard International

Summary

Proven international marketing leader with 20+ years’ experience driving growth, digital transformation, and customer-centric strategies across Europe and North America for global brands and technology scale-ups.
Demonstrated success in building and optimizing marketing operations, CRM ecosystems, and MarTech stacks, achieving up to 310% revenue growth and 179% ARR increase through data-driven, automated, and scalable processes.
Skilled in leading cross-functional and multicultural teams—aligning product, sales, and customer experience—to deliver unified go-to-market strategies and measurable business outcomes.
Expert in growth marketing, performance marketing, and customer lifecycle management, with a strong track record of reducing CAC, increasing retention, and enhancing LTV across B2B, B2C, and DTC channels.
Recognized as a trusted interim leader and transformation partner who bridges strategy and execution, accelerates decision-making, and builds sustainable marketing performance during periods of change or scaling.