Freelancer profile translated to English.

Description

Many companies invest in CRM and marketing automation systems. However, there is often a lack of clear structure, strategic control, and clear responsibility.

After more than 14 years in senior consulting and management roles, I consciously made myself independent to specifically support companies in transformation and growth phases. Previously, I built and led a consulting and strategy unit, among other things, and was responsible for complex CRM programs in a corporate environment.

Today, as a Fractional CRM & Marketing Automation Lead, I take responsibility for complex CRM and automation programs. I combine strategic program management with in-depth customer journey expertise.

My focus is on translating strategic target visions and well-thought-out customer journeys into actionable roadmaps and consistently anchoring them in organization, processes, and system landscapes.

I work at the interface of business, marketing, and IT, managing programs from strategic alignment and tool selection to migration projects and operational implementation.

My focus areas:

• Development and advancement of CRM and customer journey strategies

• Structuring and scaling CRM organizations

• Management of transformation and migration programs

• Establishment of clear governance and operating models

• Leadership of internal and external teams

• Sparring partner for management, CMO, and marketing executives

I combine strategic clarity with operational execution strength, ensuring that CRM programs and customer journeys are not only conceived but also effectively implemented and sustainably operated.

If you are looking for an experienced external leader who combines strategy, structure, and content depth, I look forward to hearing from you.

Industry field of expertise

Languages

German
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

München (up to 50km)

Adrian Meier Consulting
Marketing Automation Consultant & Interim Manager
CONSULTING AND AUDITS
January 2026 - Today (7 months)
München, Germany
With Adrian Meier Consulting, I support companies as a Fractional CRM & Marketing Automation Lead in transformation and growth phases.

I take responsibility for the strategic alignment and structured management of complex CRM and marketing automation programs, working closely with management, marketing, and IT executives.

My role combines program responsibility with in-depth expertise. In addition to managing complex projects, I develop and refine strategic customer journeys and CRM architectures as an integral part of holistic programs.

Focus areas of my work:

• Development and advancement of CRM and customer journey strategies
• Definition of clear roadmaps and target architectures
• Structuring of fragmented system and process landscapes
• Management of transformation and migration projects
• Establishment of sustainable governance and operating models
• Leadership of internal teams and external partners

The goal is not only to conceptually set up CRM programs but to structurally anchor them so that they have a long-term impact.
Marketing Automation Customer Journey Mapping CRM Interim Management
Plan.Net Journey GmbH & Co. KG (Serviceplan Group)
General Manager
DIGITAL AND IT
April 2021 - October 2025 (4 years and 6 months)
Munich, Germany
As General Manager, I was part of the management team and shared responsibility for the strategic development and scaling of the agency from around 50 to over 120 employees within three years.

I was responsible for building and scaling the Consulting & Strategy team from 4 to 17 people, including budget responsibility, capacity planning, proposal development, and leading three team leads.

In this role, I developed and established an integrated end-to-end service offering in the areas of Customer Journey, CRM, and Marketing Automation, and significantly contributed to the standardization and professionalization of the consulting portfolio.

My responsibilities also included:

• Strategic conception and development of customer journeys in complex client projects
• Management and support of CRM and marketing automation initiatives
• Leading significant pitches and main point of contact for new business
• Ensuring scalability, quality, and consistency in the consulting portfolio
• Building and developing team structures and fostering employee growth

I acted as a cross-functional knowledge carrier for Customer Journey, CRM, and Marketing Automation and was instrumental in the further development of this service area.
Customer Journey Leadership and Team Management CRM Email marketing Change Management
eccelerate GmbH (akquiriert von Mindcurv)
Senior Expert Marketing Automation
CONSULTING AND AUDITS
May 2019 - March 2021 (1 year and 10 months)
Munich, Germany
As Senior Expert, I was a trusted advisor for C-level clients in the areas of CRM, Marketing Automation, and Loyalty.

I led enterprise RFPs for marketing automation platforms, conceptualized loyalty programs, and supported companies in the strategic development of their digital customer communication.

Focus areas:

• Leadership of enterprise-level RFPs
• CRM and email marketing audits in the banking and e-commerce sectors
• Support and development of CRM structures
• Conception of strategic workshops
• Participation in acquiring new projects

In this role, I deepened my strategic expertise in the enterprise environment and supported complex transformation and decision-making processes.
Marketing Automation Audit CRM Email marketing Customer Journey