Digital Marketing Strategist | Scaling E-Commerce & Performance Ecosystems | Interim Management

5/2023 – offen

- Recurring Campaign Excellence: Managing continuous media cycles for diverse corporate clients, ensuring consistent brand visibility and high-impact stakeholder engagement.
- Strategic Auditing & Scaling: Regularly auditing existing ad accounts and implementing data-driven optimizations to increase media efficiency and ROI.
- Consulting & Education: Advising internal PR managers on the latest digital marketing trends and bridging the gap between earned and paid media.

Online-Marketing-Berater, Digital Marketing

2/2021 – 4/2023

Led the Digital Marketing division for one of Germany’s largest retail organizations, overseeing strategy, execution, and transformation across all online marketing channels.

Key responsibilities and achievements:

- Scaled the Digital Marketing function across key disciplines including Performance Marketing, Content Management, Social Media, Onsite Search, Promotions and Retail Media.
- Led and developed a team of up to 15 professionals with full disciplinary and functional responsibility.
- Managed multi-million euro budgets and drove revenue growth across all digital marketing channels.
- Played a key role in the post-merger integration of Karstadt and GALERIA Kaufhof, including restructuring teams, implementing new workflows, and aligning cross-functional operations.
- Directed major digital projects, including the relaunch and integration of GALERIA’s eCommerce platforms (galeria.de / karstadt.de & galeria-kaufhof.de).
- Established and expanded inhouse marketing capabilities, significantly reducing reliance on external agencies and optimizing costs.
- Defined and executed strategic and operational marketing plans in close collaboration with Business Intelligence, Buying and Marketing departments.
- Introduced data-driven decision-making processes and continuously optimized campaign performance and customer experience.
- Initiated and implemented cross-channel editorial and marketing planning processes.
- Led recurring Retail Media and cross-functional alignment meetings to enhance transparency and efficiency.

Leadership & impact:

- Recognized as a highly effective and strategic leader with strong analytical capabilities and a hands-on approach.
- Known for driving change in complex environments, particularly during company transformation and digital restructuring.
- Built high-performing teams, fostering a collaborative, transparent, and results-oriented culture.
- Demonstrated exceptional ownership, resilience, and ability to deliver under pressure.

Digital Marketing, Digitale Transformation, E-Commerce, Einzelhandel

9/2015 – 1/2021

Led the SEA department, overseeing strategy, execution, and performance across Search, Social Paid, and Display channels. Drove data-driven campaigns and ensured efficient allocation of resources to maximize ROI.
Key responsibilities:

- Budget planning, monitoring and optimization for all paid digital channels
- Data analysis, KPI tracking and performance reporting to guide strategic decisions
- Implementation of process improvements and performance-driven workflows

Delivered measurable growth in traffic, conversions, and ROI while ensuring disciplined budget control and analytical rigor.

E-Commerce, Einzelhandel, Digital Marketing, Manager Suchmaschinenwerbung

6/2014 – 6/2015

Led the Digital Marketing function at KF Design GmbH (REMEMBER®), a design and lifestyle product company operating across modern multi-channel retail — from direct-to-consumer to specialty retail and international trade partners.

E-Commerce, Einzelhandel, Digitale Transformation, Digital Marketing

6/2012 – 5/2015

Responsible for operative excellence for paid media campaigns.

Digital Marketing