CRM Expertin

9/2025 – 2/2026

Challenge:
The client wanted to launch a professional CRM and build a team, but the recruiting process was taking up a significant amount of time. It was crucial to prevent further delays and avoid losing momentum on the project.

Activities:
- Assessed current measures and stakeholders
- Formulated CRM strategy and requirements; created a roadmap
- Implemented initial measures using existing resources
- Supported the recruitment of a permanent CRM Manager until a great new colleague was found
- Provided consulting and conceptual planning for the implementation of a new omni-channel tool (CleverTap)

Email Marketing, CRM Beratung (allg.), CRM (Customer Relationship Management), Marketing

12/2021 – 5/2025

Highlights
• Introduction of direct mailings as a surprisingly successful channel for VIP customers – with CVRs
of 15-20% and an ROI of 400-600%.
• Implementation of in-app messaging as an upselling channel with open rates of up to 80%.
• Introduction of new WhatsApp channels, whose subscriber numbers we were able to scale from 0
to several thousand within a few weeks
• Extensive testing of mobile pushes led to a 50% increase in direct open rates
(mainly on Android).

Core tasks
• Disciplinary and professional leadership of a small but powerful team, with
a focus on developing team members to work independently
• Introduction and development of a professional CRM strategy, including analysis, testing,
optimization, and customer surveys

Reporting, CRM (Customer Relationship Management), Email Marketing, Führungskraft Marketing und Kommunikation, Marketing Manager

9/2017 – 11/2021

Highlights
• Implementation of new tools for automating emails and mobile push notifications (Episerver) and
customer surveys (Easyfeedback)
• Generating deposit inflows of up to €400 million, mainly via email and
direct mailings
• Scaling a successful referral program – generating up to 10% of our
monthly new customers.
• Implementation of mobile push notifications as a new channel, especially for upselling

Core tasks
• Strategic support in the deposit business by managing inflows and outflows of
partner banks in the double-digit to triple-digit million range
• Mediation between the B2B requirements of partner banks and B2C
end customer needs
• Coordination of all existing customer measures in marketing, customer service, customer
operations, funding strategy, and business intelligence

Reporting, Marketing, CRM (Customer Relationship Management), Email Marketing, Führungskraft Marketing und Kommunikation

3/2016 – 8/2017

Highlights
• Development of CRM reporting with “hard” KPIs, which showed that approximately 35% of monthly
revenue came from CRM campaigns.
• Design and implementation of dynamic product recommendations – increase in revenue
by approximately 25% through automated emails.
• Extensive long-term testing, especially with manual newsletters, showed higher sales
with only one instead of three weekly newsletters, which saved significant opportunity costs.

Core tasks
• Conceptual development, testing, and implementation of automated and manual
existing customer campaigns along customer touchpoints
• Definition of processes and IT requirements for the further development of the
campaign tools used
• Continuous reporting and further development (via A/B testing) of existing campaigns

Reporting, Email Marketing, CRM (Customer Relationship Management), Marketing

7/2011 – 2/2016

Highlights
• Selection and introduction of new email solutions (optivo broadmail, Mailgun)
• Planning and implementation of a data warehouse as the basis for the introduction of a campaign
management system (DynaCampaign)
• Design of an internal near-real-time CRM system

Core tasks
• Design and implementation of manual and automated campaigns via email, push
and in-game channels
• Continuous development and implementation of the CRM strategy for all channels (technical and
content-related)
• Evaluation, reporting, testing, and optimization of ongoing campaigns
• Technical coordination of the team

Data Warehousing, Reporting, Email Marketing, CRM (Customer Relationship Management), Digital Marketing

10/2009 – 6/2011

Highlights
• Design and implementation of the newsletter
• Support for the redesign of “netzwerk-nachbarschaft.net”

Core tasks
• Design, research, editing, and production of press service brochures, press releases,
photos, and mailings for clients tegut..., Solvis Energiesysteme, and BHW Bausparkasse

Email Marketing, Öffentlichkeitsarbeit