End-to-end ownership of the digital, data, analytics and AI agenda for the German market, acting as a strategic partner to Marketing, Sales, Medical and Commercial leadership teams. Defined and executed digital strategy, KPI frameworks and investment prioritization across D2C, brand platforms and paid media, contributing to +35% e-commerce sell-out growth. Built AI-powered forecasting, scenario planning and pricing intelligence dashboards to support executive decision-making. Designed CLV/LTV-based customer segmentation models and AI-enabled sales visit planning tools to improve commercial effectiveness. Led digital transformation initiatives across regulated healthcare environments, aligning local execution with global strategy. Advised senior stakeholders on digital growth, AI adoption and operating model transformation.

Owned digital marketing and CRM strategy across multiple brands, restructuring the organization and establishing a data-driven operating model. Scaled the Digital Marketing & CRM organization to 10 team members, defining governance, KPIs and execution rhythm. Implemented advanced audience segmentation, lifecycle journeys and CLV measurement frameworks. Led omnichannel growth initiatives across D2C, brand platforms and CRM, delivering +20% user acquisition growth and +15% increase in online interactions. Partnered with commercial and brand teams to translate analytics insights into measurable business outcomes.

Built the Digital Marketing function from scratch, defining roles, responsibilities and operating model. Recruited and managed a 6-person digital marketing team. Owned performance marketing, paid media and e-commerce growth agenda across brands. Introduced segmentation-led targeting and LTV/CLV-oriented measurement foundations to improve ROI.

Led performance marketing, SEO/SEM, paid social and CRM initiatives for leading retail and e-commerce platforms. Owned digital media planning, experimentation and analytics across channels. Built advanced segmentation and LTV-informed targeting models to improve conversion and revenue. Worked closely with e-commerce, merchandising and IT teams to drive growth.

Executed omnichannel digital campaigns across paid media, SEO and CRM. Conducted performance analysis, reporting and continuous optimization. Implemented CRM segmentation, automation and personalization use cases.

Acted as a digital analytics and CRO consultant for enterprise and mid-market clients. Supported clients in defining, tracking and improving KPIs through analytics-driven optimization. Delivered funnel diagnostics, behavioral analysis and conversion optimization workshops.

Provided CRM and marketing automation consultancy to enterprise clients. Designed customer segmentation, lifecycle journeys and trigger-based campaigns. Worked with customer data to improve retention, engagement and lifecycle value.

Managed CRM and email marketing operations for an e-commerce platform. Built customer segmentation and personalization logic for lifecycle campaigns. Executed email automation, A/B testing and performance analysis.

Prompt Design in Vertex AI – Skill Badge

Google Cloud

2024

Applied Marketing Analytics

Kellogg Executive Education

2023

Credential ID: 78013424

Leading Growth Strategy

Kellogg Executive Education

2023

Credential ID: 76459333

Leadership and Talent Management

Engaged4Results

2015

Google Analytics Certification

Google Digital Academy (Skillshop)

2022

Credential ID: 124136165